Marketing Identity

Cieľom medzinárodnej vedeckej konferencie Fakulty masmediálnej komunikácie UCM Marketing Identity  je vytvoriť priestor na šírenie najnovších vedeckých poznatkov a praktických skúseností z oblasti marketingu, médií a komunikácie v nadväznosti na význam inovácií, a tiež podporiť dialóg medzi odborníkmi z radov akademickej obce a praxe. 

Zborníky príspevkov z ročníkov 2014 a 2013 v anglickom jazyku sú indexované v databáze Web of Science.

Marketing Identity 2016: Brands we love

Honorable colleagues, dear friends,
we are pleased to invite you to the international conference Marketing Identity that takes place on November, 8th – 9th 2016 at Smolenice Castle.

Slovenská verzia: Marketing Identity 2016 - informačná brožúrka [364.9 KB, application/pdf]


About the Conference & Application

The international scientific conference held annually by the Faculty of Mass Media Communication UCM in Trnava has become a traditional event with support and attendance of mass media communication theorists and researchers as well as media professionals. The goal of the conference is to present and exchange the current knowledge and experience reflecting marketing communication, innovations and trends connected to them nowadays. The lead theme of the conference in 2016 is Brands we love.

Date: November, 8th – 9th 2016
Time: 09.00 am
Venue: Smolenice Castle

Discussion sessions will be divided into the following sections:

  • Section 1: Corporate Branding
  • Section 2: Consumer and Branding
  • Section 3: Media Branding
  • Section 4: Regional Branding
  • Section 5: Personal Branding

Peer-reviewed conference proceedings that include selected conference contributions in English will be suggested for database indexation (Web of Science etc).


Deadline for submitting applications and paper annotations was 21st October 2016. Applications are now closed. For any further questions, please contact us via e-mail or phone.


Conference Programme

Tuesday 8th November 2016

08.00 – 09.00 Registration of participants
09.00 –10.30 Opening ceremony and main part of the programme
10.30 – 10.45 Coffee break
10.45 – 12.00 Main plenary speeches, discussion
12.00 – 13.30 Lunch
13.30 – 15.00 Discussion sessions
15.15 – 15.30 Coffee break
15.30 – 18.00 Discussion sessions
19.00 Banquet with entertainment programme

Wednesday 9th November 2016

08.00 – 09.00 Registration of participants
09.00 – 10.30 Discussion sessions
10.30 – 10.45 Coffee break
10.45 – 12.00 Discussion sessions
12.00 – 13.30 Lunch

The participants will be provided with the detailed schedule of discussion sessions and programme at the registration. Digital version is available below.

Files to download:
Marketing Identity: Programme [1.8 MB, application/pdf]


Conference Sections

Discussion sessions will be divided into four sections, as follows:

1. Corporate Branding

Chairs: prof. PhDr. Dušan Pavlů, CSc., Mgr. Martin Klementis, PhD., Mgr. Pavol Minár

Discussion topics:

  • Brands we love. How to transform a brand into a “love brand”?
  • Corporate branding vs product branding.
  • Online branding – new trends, possibilities and tools.
  • Offline branding – new trends, possibilities and tools.
  • Branding strategies.
  • Brand value.
  • How to create brand identity (not only corporate design and visual identity)?
  • Corporate branding, branding in the third sector and in public administration.
  • Local vs global brands.
  • Case studies – best practices or how to avoid making mistakes.

2. Consumer and Branding

Chairs: prof. Ing. Alena Kusá, PhD., doc. Ing. Rudolf Rybanský, CSc., Ing. Renáta Miklenčičová, PhD.

Discussion topics:

  • Brand value and its perception from consumers’ perspective.
  • Marketing communication related to branding and its place within purchase processes.
  • Brand loyalty as a part of consumer behaviour.
  • Building a brand experience – consumers’ point of view.
  • Marketing strategy associated with building brand value.
  • Increasing brand value for a consumer in the sphere of sales and services.
  • Marketing communication of a brand and its influence on consumer value.
  • Re-branding and its impact on purchase decisions.
  • Brand and its ability to influence consumer behaviour.
  • Psychological, sociological, and legal aspects of branding.
  • Digital consumer and branding.
  • Environmental brands and consumers.
  • Current research on brands in the context of consumer behaviour.
  • Slovak consumers and their attitude towards domestic brands.
  • Positioning and targeting of a brand in relation with specific target groups.
  • Brand and its impact on different generations of consumers.

3. Media Branding

Chairs: doc. PhDr. Dana Petranová, PhD., doc. Mgr. Norbert Vrabec, PhD., PhDr. Jana Radošinská, PhD.

Discussion topics:

  • Economisation, tabloidization and commercialisation of media.
  • Critique of media, ethical aspects of media production.
  • Psychological and sociological issues related to media communication.
  • Media market and prognoses of its future development.
  • Marketing and marketing communication in the media.
  • Media branding.
  • Media innovations.
  • “Traditional” vs digital media.
  • Media and their ability to influence media literacy level.
  • Media audiences and development of their critical thinking abilities.
  • Media manipulation strategies and techniques.
  • Theoretical, sociological, cultural, ethical and economic aspects of digital games as media products.
  • Media art.
  • Current challenges associated with creative processes in the spheres of “classical” and digital media.
  • Production strategies applied by mainstream and alternative media.

4. Regional Branding

Chairs: prof. Ing. Anna Zaušková, PhD., Dr. Milan Rajčák, CSc., Ing. Jana Černá, PhD.

Discussion topics:

  • Regional disparities in Slovakia.
  • Village and small town branding, town branding, regional branding.
  • Regional identity – traditional vs multicultural values.
  • Brands of regional products in terms of Slovak regions – branding of products and services within a specific region.
  • Regional brand as a tool for development of countryside.
  • Eco-innovations in different regions.
  • Regional marketing and communication on the regional level.
  • Regional partnerships – marketing partnerships and their place in the process of regional development.
  • Cooperation between public institutions and corporate sector within regions.
  • Funding of regional development.
  • Current trends in tourism in Slovak regions.
  • Specific products of regional tourism.
  • Regional partnerships in the context of tourism.
  • Cooperation between public and private sector in relation with regional tourism.
  • Financing regional tourism.
  • Region as a quality place to live in.

5. Personal Branding

Chairs: doc. PhDr. Zora Hudíková, PhD., PhDr. Katarína Ďurková, PhD., PhDr. Daniela Kollárová, PhD. 

  • Personal branding, the process of building a personal brand.
  • Current theoretical reflections on personal branding, examples of good practice, case studies.
  • Person as a product.
  • Person as a brand.
  • Attributes of personal brands.
  • Branding, career development and personal life.
  • Personal branding and different spheres of its use (art, sports, politics, entrepreneurship, science and research, etc.).
  • Building a personal brand and its advantages.
  • Personalbrandvalue.
  • Professional and personal identity, professional and personal image.
  • Marketing communication and its use in the processes of building personal brands.
  • Professional consulting in the sphere of personal marketing and personal branding.


General Information & Instructions for Authors

Conference Fee

All submitted conference papers will be reviewed under a double-blind peer review process. The amount of the conference fee will be determined in accordance with individual review results as follows:

  • 150,- € – a paper in English, recommended to be published in the conference proceedings which will be submitted for evaluation by international citation databases (Web of Science),
  • 100,- € – a paper in Slovak, Czech, Polish, English, or other language which will be published in the standard conference proceedings.

In case of co-authorship, each co-author pays conference fee 70,- €, whether attending the conference personally or not.

We would like to remind you that it is necessary to respect the deadline for submitting papers (21st October 2016) so we are able to inform you about the results of the review process and to determine your conference fee in due time. In case you are unable to meet the deadline, your paper will not be published.

The conference fee covers the organisation costs such as renting of the conference venue, printing the conference materials, publishing the reviewed conference proceedings, refreshments offered during the conference, and evening banquet.

Please note that the fee does not cover the costs for lunch and accommodation. The fee is to be paid in cash during registration procedures at the conference. In case this form of payment does not suit you, please do not hesitate to contact us via the conference e-mail in advance to learn more about other payment options.


  • 8th November 2016 – lunch = 10 €
  • 9th November 2016 – lunch = 10 €

Please note that the fees for lunch are paid in cash only, during registration procedures at the conference. Lunch is optional; expressing your interest in having lunch is a part of the electronic application form.


Smolenice Castle: 1 person = 35 €/ 1 night

Please note that the fee is paid cash during the registration procedures. In case you are interested in this service, please express your interest by choosing this option included in the electronic application form.

To learn more about other choices of individual accommodation in Trnava, please see the following website:


Transportation to the venue of the conference is individual; please note that each participant pays the travel costs at his/her own expenses. You may also use the bus service available to the conference participants – from Trnava to Smolenice.

The bus will leave at:

  • 7.45 a.m. from the Main train station in Trnava;
  • 8.00 a.m. from the University of SS. Cyril and Methodius, Namestie J. Herdu 2, Trnava.

Using the bus service provided by the University of SS. Cyril and Methodius is free of charge. If you are interested in this service, please contact us via e-mail. Please note that travelling by car may be complicated by a certain delay due to traffic situation in Trnava. We would like to kindly suggest using Route 51. It is possible to park your car in a parking place located right next to the Smolenice Castle. Parking is free of charge.

Guidelines for Authors

Submission of papers: 21st October 2016

Please send your paper in Slovak, Czech or English language and in the maximal extent of 10 pages (including abstract in English, key words, illustrations, charts and list of references) to: using the MS Word text editor (.doc or .docx format) until 21st October 2016 at the latest.

Text format

  • Font type: Times New Roman
  • Font size: 12 pt
  • Alignment: justified
  • Spacing: 1
  • All margins: top and bottom 2,5 cm, right and left 2 cm
  • Chart description: above the chart, including the reference
  • Illustration description: under the illustration, including the reference
  • Bibliographic references or notes: please use numbered footnotes on the relevant page in accordance with citation rules.

Content arrangement of the paper

Please see paper template available below.

  • Title of the paper in English (14 pt, bold, CAPITAL letters, align centre)
  • Name and surname of the author/authors (14 pt, italics, align centre)
  • Abstract in English – max. 15 lines
  • Key words in English – max. 10 words
  • Titles of the chapters (14 pt, bold)
  • Text of the paper
  • List of references – according to FMK´s citation rules
  • Contact details – name(s) of the author/authors with full academic degrees, name and address of the affiliated organisation, e-mail(s) of the author/authors (align left)

Scholarly publications related to the conference

  • Peer-reviewed conference proceedings that include selected conference contributions in English, which will be suggested for database indexation (Web of Science etc.).
  • Standard conference proceedings in Slovak, Czech, Polish or, eventually, in different language.

The conference proceedings related to Marketing Identity 2013 and Marketing Identity 2014 have been positively evaluated and indexed by Web of Science. Conference proceedings related to the conference Marketing Identity 2015 are currently being evaluated by Web of Science.

We would like to kindly remind the authors that these texts must meet all grammatical, stylistic and scholarly requirements associated with academic writing in English and translations must reach the highest professional and terminological level.

In case the contributions meet the given requirements, the received papers will be published in peer-reviewed conference proceedings. All texts as submitted must be original, so-far-unpublished (please see the Editorial Policy tab).

Presentation of the paper, including discussion, may not exceed 15 minutes. Each discussion section is equipped by laptop and digital projector.


Editorial Policy

„Marketing Identity“ are scientific peer reviewed conference proceedings published annu­ally by the Faculty of Mass Media Communication at UCM in Trnava. The proceedings are dedicated to present the most significant theoretical, research and professional contributions to the international scientific conference “Marketing Identity” in order to provide the selected pa­pers with wider scientific and professional recognition.

The entire version of editorial policy: Marketing Identity: Editorial Policy [328.5 KB, application/pdf]





Ing. Zuzana Bezáková, PhD.
mobil: 00 421 905 620 517

Mgr. Dáša Mendelová, PhD.
mobil: 00 421 915 120 214

Fakulta masmediálnej komunikácie
Univerzita sv. Cyrila a Metoda v Trnave
Nám. J. Herdu 2
917 01 Trnava

Scientific and programme  committee

Dr. h. c. doc. Ing. Jozef Matúš, PhD.
prof. Diab Al-Badayneh (JO)
prof. Dr. Peter A. Bruck Ph.D. (AT)
prof. Dr. Slavomír Gálik, PhD.
prof. Denis Jelačić (HR)
prof. Ing. Alena Kusá, PhD.
prof. Dr. Dušan Pavlů, PhD.
prof. Ing. Anna Zaušková, PhD.
Assoc. Prof. Ing. Jaroslav Bednárik, PhD.
Assoc. Prof. Dr. Ľudmila Čábyová, PhD.
Assoc. Prof.  Krzysztof Gajdka, PhD. (PL)
Assoc. Prof. Ing. Aleš Hes, PhD. (CZ)
Assoc. Prof. Dr. Slavomír Magál, PhD.
Assoc. Prof. Dr. Dana Petranová, PhD.
Assoc. Prof. Dr. Hana Pravdová, PhD.
Assoc. Prof. Ing. Rudolf Rybanský, PhD.
Assoc. Prof. Ing. Ivana Butoracová Šindleryová, PhD.
Assoc. Prof. Mgr. Norbert Vrabec, PhD.
Dr. Katarína Ďurková, PhD.
Dr. Daniela Kollárová, PhD.
Dr. Peter Murár, PhD.
Dr. Iulian Rusu (RO)

Organising committee

Ing. Zuzana Bezáková, PhD.
Mgr. Vladimíra Jurišová, PhD.
Mgr. Martin Klementis, PhD.
Mgr. Peter Krajčovič, PhD.
Mgr. Slávka Gracová, PhD.
Mgr. Dáša Mendelová, PhD.
Ing. Renáta Miklenčičová, PhD.
Mgr. Dáša Mužíková, PhD.
Dr. Jana Radošinská, PhD.
Mgr. Ľuboslav Blišák
Mgr. Zuzana Bučková
Mgr. Jakub Holý
Mgr. Monika Hossová
Ing. Alena Hrušková
Mgr. Matej Martovič
Mgr. Igor Piatrov
Mgr. Lenka Rusňáková
Mgr. Lucia Škripcová
Mgr. Zuzana Záziková

Files to download:


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