Małgorzata Spychała

Theoretical background: Marketing communication is a key element of marketing, supporting tasks such as information, image building and customer acquisition. The effectiveness of communication depends on many factors, including the methods and tools used as part of an integrated marketing strategy. Digital transformation has significantly affected the ways consumers are reached, forcing marketers to adapt traditional methods to new technologies. Consumers, more trusting of each other than of companies, are becoming active marketers, increasing the importance of online communication. Modern marketing communication relies on synergies between old and new media, and on building a strong brand as the basis for a successful strategy. Purpose of the article: The aim of this article is to analyse the literature on the topic and, on this basis, to try to answer questions related to communication processes in marketing: How has communication changed in recent times? What factors influence the effectiveness of marketing communication? What currently has the greatest impact on marketing communication in a company? To answer the questions, articles containing the topics under study and found in the SCOPUS database were analysed. Research methods: Scientometric and bibliometric techniques were used as the research method, analysing citations and co-occurrence of keywords. Articles written between 2000 and 2023 were analysed. The papers analysed were grouped into 4 periods: Period I – 2000 to 2010; period II – 2011 to 2015, period III – 2016 to 2020 and period IV – 2021 to 2023. A score of more than 100 publications was obtained and, in the next step, limiting the number of publications, the criterion of the number of citations was adopted. A ranking of the best-cited articles was developed in each period, and based on these, factors influencing the effectiveness of the marketing communication process were analysed. Main findings: Through a comprehensive literature review on marketing communication, the factors influencing marketing communication that change over time have been identified in tabular form. A model was proposed that summarises the factors influencing the effectiveness of marketing communication in a collective way.

Objective: The purpose of this paper was to develop a model for accelerating the acquisition of the selected transversal competence of teamwork. Based on data from four EU countries, four models were developed and the best of them was selected, describing the results and variables relevant to that model. Research Design & Methods: Data on improving transversal competences were collected from students in four countries, i.e. Poland, Slovakia, Slovenia and Finland. 26 variables were taken into account in the modelling which was based on four methods. They included the Multiple Linear Regression Model, Multivariate Adaptive Regression Splines, Support Vector Machine and two Artificial Neural Network methods. Findings: The analyses show that the method of educating students and young employees, e.g. during training courses, can be a catalyst for accelerating teamwork competence acquisition. Other transversal competences including creativity, communicativeness and entrepreneurship correlate positively with growth in teamwork competence. Implications / Recommendations: The study was conducted on an international group, also taking into account cross-cultural variables. However, to deepen the results, it is suggested that the sample size be increased and the research updated. The ranking of the education method is indicated to have an impact on the growth of transversal competences, including teamwork. Contribution: New approaches in the paper include the analytical approach to modelling the growth in teamwork competence in relation to many variables describing students and young workers in the labour market in the UE. The use of multiple analytical and statistical methods allows the most fitting model to be selected and the error to be minimised.

Purpose: We aimed to identify factors that influence student engagement in distance learning.Design/methodology/approach: The research involved a group of 671 students from economic and technical higher education institutions in Poland. We collected the data with the CAWI technique and an original survey. Next, we processed the data using principal component analysis and then used the extracted components as predictors in the induced smoothing LASSO regression model.Findings: The components of the students’ attitude toward remote classes learning conditions are: satisfaction with teachers’ approach, attitude to distance learning, the system of students’ values and motivation, IT infrastructure of the university, building a network of contacts and communication skills. The final model consisted of seven statistically significant variables, encompassing the student’s sex, level of studies and the first five extracted PCs. Student’s system of values and motivation as well as attitude toward distance learning, were those variables that had the biggest influence on student engagement.Practical implications: The research result suggests that in addition to students’ system of values and motivation and their attitude toward distance learning, the satisfaction level of teachers’ attitude is one of the three most important factors that influence student engagement during the distance learning process.Originality/value: The main value of this article is the statistical model of student engagement during distance learning. The article fills the research gap in identifying and evaluating the impact of various factors determining student engagement in the distance learning process.

The analysis of the literature shows that cooperation, in particular the maintenance long-term, enhanced and stable relations between education and business is very difficult. Supported by scientific research, source literature presents a beneficial effect of the transfer of knowledge on the improvement of innovation, competitiveness and organizational conditions in enterprises, public institutions as well as other organizations. The activities developed in the educational-and-economic network analyzed herein include e.g. engaging in particular medium-sized and big enterprises in the exchange and updating of knowledge about competencies on the labour market which are necessary on job positions at which graduates of technical schools are employed. The main objective of the paper is to develop a process of cooperation between education and business institutions, in particular with respect to strengthening relations in an education-and-business network in which the activity can improve knowledge sharing. An indirect objective in its development is the analysis of the effectiveness of the application of tools stimulating companies to cooperate and exchange knowledge within the network. The studied were based on data from 2017-2020 collected from a sample of 352 companies. The analysis was also carried out in the context of the frequency of e-mail and telephone contacts as well as direct contacts understood as individual meetings most often held at a given employer’s facility. Kaiser-Mayer-Olkin criterion and Bartlett sphericity test were used for analysis of relationships between individual variables. Factor analysis (KMO and Cattell's criterion) and Pearson's correlation were used to study the effectiveness of the application of tools supporting the companies’ activity in the network. The analyses show that the biggest impact on forming relations is linked to participation in discussion panels. It is worth pointing out that the activity is organized for the purposes of exchanging knowledge and experience of experts who usually represent medium-sized and big employers, especially in the area of HR. As a result of the studies, a process path was proposed for the purposes of establishing, developing and maintaining long-term relations with big and medium-sized enterprises in the network of entities cooperating in the field of education and business.

The article presents factors and their interrelations that influence the development of engineers’ creativity. The subject of the article is in the field of human resources management and was in-spired by the results of research related to the analysis of the competency potential of future employees. The main goals of this paper are to consider how can competencies of future engineers in the area of creativity be developed and what does creativity depend on – internal and external factors; can a model of enhancing creativity of future engineers be worked out? The research was carried out between 2014-2020, on a group of 861 students. The survey method was used, and the research tool was a self-evaluation questionnaire. The research used regression analyses, Spearman’s rank correlation coefficients, the power of interrelation between chosen variables (social competencies and forms of education) was evaluated. Hierarchical multiple regression was carried out to verify the objective of the research. The analysis of correlations was verified and visualised with principal components analysis PCA, as well with cluster analysis using Ward’s method. The main value of the article is the developed graphic model that reflects the stages of creative development as a competence that is a very important competence resource of the company. A mathematical model that includes the analysis, based on hierarchical multiple regression, revealed that social competencies and forms of learning examined are strongly correlated with 'creative thinking' competence, and this correlation is statistically significant.

Human resources (HR) have a key impact on the creation and implementation of modern products, solutions and concepts. Relatively new and rarely undertaken research challenge in enterprise is optimization of HR in the context of their location and requirements for working conditions. A great challenge here is the transparency and reliability of the collected data. In the article, we present a modern approach to knowledge extraction based on Artificial Intelligence (AI) and Multivariate Adaptive Regression Splines optimizing the availability of HR with a high innovation rate, taking into account their availability time and location. This study was conducted on a group of 5095 young people from the Z generation. A total of 11 variables were analyzed in the context of innovation and presented in this article. The effect of research using machine learning methods is the analysis of the characteristics of generation Z representatives, whose desire is to work in innovative companies. Research results indicate that some regions offer candidates with a higher level and commitment to innovation, and thus make HR more available for the development of innovative products. Chosen models designed by using AI and Operational Research Analytics were presented in the graphic visualization, which is a novelty in the presentation of similar issues in relation to HR.

Kompetencje przekrojowe to zbiór wiedzy, umiejętności i postaw wymaganych na różnych stanowiskach pracy, w różnych zawodach. Do kompetencji takich należą m.in.: przedsiębiorczość, praca w zespole, kreatywność czy komunikatywność, które coraz częściej wskazywane są przez pracodawców jako kluczowo wymagane na ryku pracy w różnych krajach. W niniejszym artykule przedstawiono hipotezę badawczą odnoszącą się do powiązania kompetencji przedsiębiorczości z innymi, wybranymi kompetencjami przekrojowymi. Modele matematyczne z wykorzystaniem regresji wielorakiej i sieci neuronowych opisujące wzajemną zależność tych kompetencji opracowano w oparciu o analizę danych zebranych w czterech krajach Unii Europejskiej: Polski, Finlandii, Słowacji i Słowenii. Na podstawie wyników badań i opracowanego modelu udowodniono, że przyspieszając kompetencję przedsiębiorczości, jednocześnie rozwijamy kompetencje kreatywności, pracy w zespole oraz komunikatywność.