Marketing Identity

Marketing Identity 2019: Offline is the new online

Honorable colleagues, dear friends,

we are pleased to invite you to the 16th Annual International Scientific Conference the Marketing Identity that takes place on November, 5th – 6th 2019 at Smolenice Castle.

Marketing Identity is organized by Faculty of Mass Media Communication, University of Ss. Cyril and Methodius University in Trnava, Slovakia. We are a well-known scientific event, visited by academics and professionals from Poland, Czech Republic, Romania, Russia and other countries.

The quality of our conference proceedings is confirmed by Web of Science, which has indexed the recent editions (2018, 2017, 2016, 2015, 2014, 2013) in their database.

About

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 2019 is Offline is the new online.

Date: November, 5th – 6th 2019
Time: 9.00 am
Venue: Smolenice Castle

Application

Deadline for applications: 11th October 2019

We would like to remind you that it is necessary to respect the deadline for submitting papers 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 In case you are unable to meet the deadline, your paper will not be published.

APPLY HERE

Programme

Conference Programme

Please find complete programme here.

5th November 2019

08.00 – 09.00 Registration of the 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
15.00 – 15.30 Coffee break
15.30 – 18.00 Discussion sessions
from 19.00 Banquet with entertainment programme

6th November 2019

08.00 – 09.00 Registration of the participants
09.00 – 10.30 Discussion sessions
10.30 – 10.45 Coffee break
10.45 – 12.00 Discussion sessions
12.00 – 13.00 Lunch

The participants will receive a detailed schedule of discussion papers at the registration.

Topics

Conference Topics

Marketing Communication
  • Online vs. Offline communication – possible uses of offline communication nowadays, integrated marketing communication.
  • Online and offline communication, currently overlapping.
  • Online without offline’ and vice versa.
Marketing Communication and Media
  • Usage of traditional media in digital era (importance, function and position of print media, TV and radio in marketing communication).
  • New forms of advertising, integration of online elements into traditional media, online and offline communication interactions.
  • Innovations on media market (format, structure, targeting and content preparation changes in traditional media related to development of online communication- comparison of individual issues of print media,TV and radio emissions).
  • Print media (newspapers and magazines) and news websites (comparison of content, structure, space for advertising, the number of readers vs. number of web page visitors).
  • Traditional media as online media content determinants (analysis of online and traditional media contents, comparison of topics, forms and ways of content processing, presentation of facts, types of media preferred by public, new trends).
  • SoLoMo marketing and traditional media (integration of social media elements, geolocation, services and smart phone application with geolocation, integration of geolocation services into traditional media), social networks usage to support traditional media content sharing.
  • Generation gap inequality and media.
  • Sustainability in social media marketing era.
Consumer and Generations: Traditional Consumer and Online Marketing vs: Online Consumer and Traditional Marketing
  • Consumer behavior of generations X, Y, Z and Millenials in regards to traditional and new media (analysis of media and their impact on consumer behavior, research of effectiveness and efficacy of advertising in media, preconditions of traditional media usage in digital environment).
  • Sales promotion and its importance in consumer buying behavior (sales promotion techniques and their impact on consumer behavior, sales promotion integration into online environment, customers segmentation based on affinity to techniques of sales promotion and product categories).
  • New trends in marketing communication with customer (usage of traditional media in marketing communication, analysis of campaigns).
  • Traditional consumer and media (Who is a traditional consumer? What kind of products do they buy and which media do they choose? How do they get affected by advertising? Which marketing communication tools do work for them the best?)
  • Ecological products and consumer behavior (Do consumers prioritize eco or bio products compared to other? What factors do influence them while shopping/ making the decision to buy/not to buy such products? Does a consumer prioritize quality or price? Is an eco-friendly consumer loyal?), buying behavior?
  • Phygital – how have digitalization changed buying behavior in brick-and-mortar shops?
  • The shifts in consumers’ preferences.
  • Online behavior of consumers vs. their offline actions.
  • Interaction of marketing communication and consumer behavior.
Environmetal Topics
  • Usage of traditional media to raise environmental topics awareness (analysis of media outcomes, ways of environmental issues and topics presentation, comparison with online media, trends in communication, number of traditional media recipients).
  • TV Newscast and environmental topics (Does TV address environmental topics?)
  • How much space is dedicated to the topic? Is the interest marginal only? Do environmental issues happen to be topics for TV Newscast and journalism?)
Marketing Communication and Culture
  • Marketing communication in the field of culture.
  • Use of online and offline communication in the field of culture.
  • Cultural management.
  • Tends in communication of cultural institutions.
  • Culture and communication in self-government.
Other topics
  • Digital sabbatical.
  • Gamification in education as a tool of sustainable development.
  • Marketing in e-sport.
  • Let gamification save the world!
  • Marketing communication in the field of culture.
  • Use of online and offline communication in the field of culture.
  • Cultural management.
  • Corporate social responsibility.

Guidelines

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 (11th October 2019) 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.

Note that the conference fee may be paid via bank transfer (please fill your billing information while completing the registration form in case you are interested in this option).

Food

  • 5th November 2019 – lunch = 10 €
  • 6th November 2019 – 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.

Accommodation

The Smolenice Castle: 1 person = 35 €/ 1 night

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

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

Transportation

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 Dr. Mendelová or Dr. Bezáková. 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: 2nd October 2019

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: marketing.identity(at)fmk.sk using the MS Word text editor (.doc or .docx format) until 2nd October 2019 at the latest.

Text format

  • Font type: Times New Roman.
  • Font size: 12 pt.
  • Alignment: justify.
  • 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 approved by Faculty of Mass Media Communication.

Content arrangement of the paper

Please see paper template available at the conference website.

  • 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).

Templates

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, Scopus, etc.).
  • Standard conference proceedings in Slovak, Czech, Polish or, eventually, in different language.

The conference proceedings related to Marketing Identity 2013 – 2018 have been positively evaluated and indexed by Web of Science. Conference proceedings related to the conference Marketing Identity 2016 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.

Policy

Editorial Policy

„Marketing Identity“ are scientific peer reviewed conference proceedings published annually by the Faculty of Mass Media Communication UCM in Trnava, Slovakia. The proceedings aim 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]

Editorial Principles

During the initial phase of the editorial procedures, the Editors assess all submitted manuscripts. Each paper is then reviewed via a double-blind peer review process – anonymously, by two mutually independent reviewers affiliated with different scientific or professional institutions than the Author(s) of the manuscript. Both reviewers are required to use a standardised review form. Each review contains a concluding part in which a reviewer recommends immediate acceptance, acceptance after necessary adjustments or rejection of the reviewed manuscript.

Publication Criteria

  1. All reviewers are requested to consider the following criteria:
  2. The paper’s relevance in terms of the conference’s main topic and discussion sessions.
  3. The Author’s ability to offer an overview of the current knowledge on the given scholarly field or area of expertise.
  4. Overall quality of the submitted theoretical reflections and/or research materials.
  5. The paper’s reliability – the used information sources, methodological frameworks and research procedures must be processed and referred to appropriately.
  6. Ethical principles – the paper must meet all required ethical principles associated with scholarly writing.

Each Author will receive appropriate information on review results related to their manuscript. Based on the reviewers’ comments and conclusions, the Editors will make preliminary decisions about whether to reject, significantly change or slightly adjust the reviewed manuscripts. Some of the manuscripts may be approved to be published without any necessary changes, corrections or amendments.

Overview of the Review Procedure

  1. Every paper undergoes a double-blind peer review process, i.e. it is reviewed by two mutually independent, anonymous reviewers affiliated with different scholarly institutions or professional organisations than the Author.
  2. All reviews are presented in a written form and end with the reviewers’ decisions about rejecting or accepting the papers for publishing (with or without necessary adjustments).
  3. After receiving the reviews, the members of the Organising Committee of the international scientific conference “Marketing Identity” inform the Authors about the reviewers’ comments and about the final decision regarding publishing the individual papers, which is made by the Editors.
  4. If necessary, the reviewed papers can be sent back to the Authors, along with appropriate suggestions to correct, amend or adjust their papers. These suggestions can be proposed by the reviewers, as well as by the Editors of the conference proceedings.
  5. If a paper is accepted for publication, its Author (or one of the Authors designated to make amendments by all the other Authors) will receive the paper for revision. The Editorial Staff reserves the right to make slight adjustments and corrections to the texts.
  6. If the Author (or one of the Authors designated to make amendments by all the other Authors) does not submit any objections within 5 working days from reception of the paper and review results, this shall mean that no such objections exist. The paper is then subject to publishing in its current form and no additional changes are possible.

Organisers

Organizers

Contacts:

E-mail: marketing.identity(at)fmk.sk
Internet: https://fmk.sk/marketing-identity

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

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

Address:

University of SS. Cyril and Methodius in Trnava
Faculty of Mass Media Communication
Námestie Jozefa Herdu 2
917 01 Trnava
SLOVAKIA
917 01 Trnava

SCIENTIFIC COMMITTEE OF THE CONFERENCE

Prof. Diab Al-Badayneh
Mutah University, Amman, Jordan

Prof. Dr. Peter A. Bruck Ph.D.
Research Studios Austria Forschungsgeselschaft mbH, Salzburg, Austria

Prof. Dr. Slavomír Gálik, PhD.
University of SS. Cyril and Methodius in Trnava, Slovakia

Prof. Dr. sc. Denis Jelačić
University of Zagreb, Croatia

Prof. Ing. Alena Kusá, PhD.
University of SS. Cyril and Methodius in Trnava, Slovakia

Prof. Dr. Dušan Pavlů, PhD.
University of SS. Cyril and Methodius in Trnava, Slovakia

Prof. Dr. Hana Pravdová, PhD.
University of SS. Cyril and Methodius in Trnava, Slovakia

Prof. dr hab. Marek Prymon
Wrocław University of Economics, Poland

Prof. Ing. Jarmila Šalgovičová, PhD.
University of SS. Cyril and Methodius in Trnava, Slovakia

Prof. Ing. Anna Zaušková, PhD.
University of SS. Cyril and Methodius in Trnava, Slovakia

Assoc. Prof. Ing. Jaroslav Bednárik, PhD.
University of SS. Cyril and Methodius in Trnava, Slovakia

Assoc. Prof. Ivana Bestvina Bukvić, PhD.
Josip Juraj Strossmayer University of Osijek, Croatia

Assoc. Prof. Dr. Ľudmila Čábyová, PhD.
University of SS. Cyril and Methodius in Trnava, Slovakia

Assoc. Prof. Krzysztof Gajdka, PhD.
University of Information Technology and Management in Rzeszow, Poland

Assoc. Prof. Ing. Aleš Hes, PhD.
University of Finance and Administration, Prague, Czech Republic

Assoc. Prof. Dr. Zora Hudíková, PhD.
University of SS. Cyril and Methodius in Trnava, Slovakia

Assoc. Prof. Dr. Denisa Jánošová, PhD.
University of SS. Cyril and Methodius in Trnava, Slovakia

Assoc. Prof. Ing. Zdenka Musová, PhD.
Matej Bel University in Banská Bystrica, Slovensko

Assoc. Prof. Mgr. Ondřej Roubal, PhD.
University of Finance and Administration, Prague, Czech Republic

Assoc. Prof. Ing. Rudolf Rybanský, PhD.
University of SS. Cyril and Methodius in Trnava, Slovakia

Assoc. Prof. Dr. Marek Švec, PhD., LL.M.
University of SS. Cyril and Methodius in Trnava, Slovakia

Assoc. Prof. Mgr. Norbert Vrabec, PhD.
University of SS. Cyril and Methodius in Trnava, Slovakia

Dr. Katarína Ďurková, PhD.
University of SS. Cyril and Methodius in Trnava, Slovakia

Dr. Daniela Kollárová, PhD.
University of SS. Cyril and Methodius in Trnava, Slovakia

Dr. Peter Murár, PhD.
University of SS. Cyril and Methodius in Trnava, Slovakia

Dr. Iulian Rusu
“Gheorghe Asachi” Technical University of Iaşi, Romania

ORGANISING AND PROGRAMME COMMITTEE MEMBERS

Ing. Zuzana Bezáková, PhD.
Mgr. Zuzana Bučková, PhD.
Ing. Tomáš Fašiang, PhD.
Mgr. Marija Hekelj, PhD.
Mgr. Monika Prostináková Hossová, PhD.
Mgr. Vladimíra Jurišová, PhD.
Mgr. Martin Klementis, PhD.
Mgr. Peter Krajčovič, PhD.
Dr. Adam Madleňák, PhD.
Mgr. Iveta Máliková, PhD.
Mgr. Matej Martovič, PhD.
Mgr. Dáša Mendelová, PhD.
Ing. Renáta Miklenčičová, PhD.
Dr. Jana Radošinská, PhD.
Mgr. Lenka Rusňáková, PhD.
Mgr. Lucia Škripcová, PhD.

Mgr. Lenka Ďurišová
Mgr. Dominik Jánoš
Mgr. Michal Kubovics
Mgr. Lenka Labudová
Mgr. Igor Piatrov
Mgr. Monika Rezníčková
Mgr. Martin Vanko

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