Marketing Identity 2017

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 2017 is #onlinerules

Date: November, 7th – 8th 2017
Time: 9.00 am
Venue: Smolenice Castle

Individual discussion sessions will be divided into these sections:

• Section 1.: #onlinevsoffline
• Section 2.: #consumersandgenerations
• Section 3.: #educationandgames
• Section 4.: #strategiesandcampaigns

Application

Deadline for applications: 15th October 2017

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 In case you are unable to meet the deadline, your paper will not be published.

Conference Programme

7th November 2017

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 programe

8th November 2017

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.

Files to download:
Marketing Identity 2017 - programme [1.9 MB, application/pdf]

Conference Sections

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

• Section 1.: #onlinevsoffline
• Section 2.: #consumersandgenerations
• Section 3.: #educationandgames
• Section 4.: #strategiesandcampaigns

1.     #onlinevsoffline

Chairs:

Discussion topics:

• Being online is cool, but offline never dies: online vs offline communication, online vs offline media
• What will be next? Future trends in marketing communication
• Combining traditional and digital media (integrated marketing communication vs polyphonic communication)
• Transmedia planning in the context of branding and advertising
• Strategies of media and cultural convergence
• Old media, new ways of distributing media content – Internet-delivered television, online radio, webzines

2.     #consumersandgenerations

Chairs:

Discussion topics:

• Consumers and generations in the digital age and their behaviour
• Contemporary changes in customer behaviour
• Digital age and its influence on values shared by different generations of consumers
• Lifestyle changes, social changes, demographic and economic changes and their significance in terms of marketing
• Global trends in online shopping related to various generations of consumers
• Segmentation and typology of generations
• Media and different generations of their audiences
• Differences between generations and intergenerational education

3.     #educationandgames

Chairs:

Discussion topics:

• Digital literacy education as prevention against digital forms of addiction
• Types, methods and techniques of media education
• Digital games as a tool of media education
• Digital games and their use in various fields of education
• Edutainment – digital games and their ability to educate unwittingly
• Virtual reality and its use in the processes of education
• New theoretical and research findings in the field of digital games theory

4.     #strategiesandcampaigns

Chairs:

Discussion topics:

• Digital marketing channels & content strategy
• Digital marketing media planning – online marketing, video marketing, social media  marketing, e-mail marketing
• Digital marketing analytics – data collection, big and small data analysis
• Designing digital marketing campaigns – UX/UI design, mobile/web design, digital vs offline design
• Various types of marketing campaigns using the power and influence of online social media – case studies

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 (2nd October 2017) 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

• 7th November 2017 – lunch = 10 €
• 8th November 2017 – 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: 15th October 2017

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@fmk.sk using the MS Word text editor (.doc or .docx format) until 2nd October 2017 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)

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, Marketing Identity 2014 and Marketing Identity 2015 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.

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]

Organizers

Contacts:

E-mail: marketing.identity@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