The OTSM Model of TRIZ Contradiction for Students’ Self-Marketing Management
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Absolwent, Politechnika Poznańska, Polska
Studentka, Politecnico di Torino, Italy
Instytut Inżynierii Bezpieczeństwa i Jakości, Politechnika Poznańska, Polska
Joanna Majchrzak   

Instytut Inżynierii Bezpieczeństwa i Jakości, Politechnika Poznańska, J. Rychlewskiego 2, 60-965, Poznań, Polska
Submission date: 2021-02-28
Final revision date: 2021-05-11
Acceptance date: 2021-05-17
Publication date: 2021-12-31
Organizacja i Zarządzanie 2021;84:77–93
The aim of the paper is to analyze student self-marketing and improve the methods of student self-marketing management. The concept of student self-marketing, which consists of various activities undertaken by students to make themselves known in the marketplace, is characterized. The application of the OTSM TRIZ Contradiction model and selected methods for contradiction analysis in the field of marketing management are proposed. The results of a survey on students’ self-marketing conducted among Poznan University of Technology students are presented. Several problems are identified and the contradictions in students’ self-marketing management are formulated. The selected techniques and tools for analyzing and solving contradiction problems were listed with reference to ARIZ-85. The prospects of their application in problem solving sessions with students, inexperienced in TRIZ, are examined. Workshop sessions are conducted with three groups of students. In the first session, an analysis of the Operational Zone (OZ), the Operational Time (OT) and intense contradiction is applied. In the second session, ideas are generated with an additional analysis of the Principles of Separation (Time, Place, Condition). In the third session ideas are generated with reference to the TRIZ Inventive Principles. The obtained results generated with various TRIZ techniques are compared and evaluated. The research findings indicate the potential of OTSM TRIZ Contradiction modelling to guide several recommendations for developing student selfmarketing management.