Marketing support to commercialize innovations in Russian universities

Modern trends in the changing role of universities in the country’s economic development set new challenges for higher education. The article discusses the main directions of marketing support for universities’ innovative activities and ways to improve the mechanisms for marketing tools formation to commercialize innovations. In order to achieve this, it is necessary to institutionalize the transfer of knowledge by creating an appropriate innovation infrastructure in universities and scientific organizations to commercialize the results of scientific and technical activities. Departments should become an important element of the university’s innovation infrastructure engaged in innovation marketing – activities for the commercialization of innovations based on marketing approaches. The article, based on SWOT analysis and SPACE matrix of strategic position and action assessment identifies the main problems of innovations commercialization in Russian universities and justifies prospective directions of using marketing approaches, methods and tools for promoting new products on the market. It is concluded that the main thing in determining promising areas of scientific research and technical and technological work is to study and forecast the needs of the market to determine the degree of its usefulness for the buyer and the consumer. The adoption of technology by the market and the consumer is the main result of innovations commercialization.