About Research Marketing
Four large research and research funding organisations have come together for the first time in a joint project called "International Research Marketing" and have developed a joint marketing concept to improve the international visibility of top-class research in Germany. The project has been financed by the Federal Ministry of Education and Research (BMBF) since 2010. The organisations promoting Germany as a research location at home and abroad are the Alexander von Humboldt Foundation (AvH), the German Academic Exchange Service (DAAD), the Deutsche Forschungsgemeinschaft (DFG, German Research Foundation) and the Fraunhofer-Gesellschaft. This strategic collaboration in research marketing combines and uses the core competencies, international expertise and networks of all four partners.
The range of joint measures and activities is large and varied and includes ideas competitions for the support of independent international research marketing activities by German universities and research institutions, workshops for sharing news and views on research marketing, innovation workshops in Germany, delegations and press trips, and joint stands run by German universities and research institutions at international conferences and career fairs abroad.
This joint project has allowed the framework conditions for systematic, coordinated and concerted publicity and promotion for Germany as a research location to be created for the first time. All activities undertaken by the partners are part of the BMBF research marketing initiative "Research in Germany", which draws support from a number of different sources.
New event formats and information material for various target groups undergo ongoing testing and evaluation as part of the project. The measures are seen as a service for German research. The interests of the researchers and the stronger awareness of them on the international stage as well as the potential which results form the force driving the project forwards. German research institutions, research networks, and small and medium-sized enterprises (SMEs) increasingly participate in all measures.
The DFG would like to contribute by attracting more players to international research marketing, by promoting research marketing by German universities (which over recent years have increasingly recognised this as an area requiring action) with joint international activities and encouraging the universities to share their experiences.
These measures are in detail:
- International Research Marketing ideas competition: Through this competition, the DFG is offering prizes worth up to €100,000 to support the implementation of actions within the broad spectrum of international research marketing by German universities and research institutions. The competition is open to universities, universities of applied sciences with a strong research profile and non-university research institutions in Germany. The competition is also intended to attract proposals from institutions engaging in international research marketing for the first time. The jury will also award a special prize of up to €75,000 for young initiatives.
- Joint presence at international specialist conferences: The DFG works with research networks, individual researchers and scientific and academic societies to organise information stands and events to promote Germany as a location for research in specific subject areas. The aim is to establish networks within specialist fields to promote Germany as a place of research and also to try out new research marketing formats.
- Topic-based workshops: Over the next few years, the DFG will hold a number of workshops at which participants can discuss practical topics related to research marketing, such as having a presence at international specialist conferences and the development and professionalisation of independent research marketing concepts.
- International Research Marketing Forum: The DFG-led Forum brings together individuals from various institutions and subject backgrounds who are involved in international research marketing. It provides experts who handle aspects of international research marketing in their professional environment with an opportunity to collaborate on the ongoing development and dissemination of promising concepts.
- Development of information products for specific subject areas and target groups: The individual brochures provide an introduction to the research landscape in specific subject areas in Germany.