MARKETING STRATEGIES FOR DIGITAL REPOSITORIES. PROMOTION AND VISIBILITY OF SCIENTIFIC PRODUCTION THROUGH OPEN ACCESS

Abstract

This work approaches an interdisciplinary field, marketing strategies applied in the field of education by promoting scientific production as a result of scientific research through digital repositories. Chapter 1 ”Open access to scientific information through institutional digital repositories” presents today’s world information environment and the transformations imposed by information society. Chapter 2 ”Measuring the visibility of the universities’ scientific production using scientometric methods” presents scientometry as a science and a fundamental instrument for determining the international value of an university as well as for the statistical evaluation of scientific research results. The impact of the research measurable through scientometric indicators is analyzed. Chapter 3 ”Promoting the scientific production of universities through institutional digital repositories” deals with the concept of scientific production of the university and the development of scientific research in information society. These concepts are approached through the prism of marketing methods and techniques. The digital repository is analyzed as a PRODUCT, destined for promoting, archieving and preserving scientific production. Using the marketing mix, the digital repository is analyzed as a new technological product, an instrument for quantifying, preserving, disseminating and promoting the university’s scientific production. A special attention is granted to the behaviour of both the producer and the user of information in the academic environment. Chapter 4 is devoted to experimental research: one exploratory study based of impact analyse using „Publish or Perish” softwear and scientometrics indicators, a quantitative marketing research ”Attitudes, opinions and behaviours of academic staff regarding the creation of an institutional digital repository for the scientific production of Transilvania University” conducted at Transilvania University in February-March 2009 and the marketing strategy for implementing and developing a pilot digital repository at the Transilvania University of Braşov. Based on these analyzes, the first pilot digital repository was implemented, containing the scientific production of two of the Transilvania University’s research departments. The work ends with ”Final conclusions”. This work opens the way to new considerations and approaches on the visibility and impact of the university’s scientific production through marketing researches.