Marketing Identity 2013 EN

Marketing Identity 2013 

November, 4th – 5th 2013, Smolenice Castle

Dear friends,
we wish to gladly welcome you to the international conference Marketing identity 2013. This time, the main theme will be Design that sells.

The aim of the conference is to create a place for dissemination the latest scientific perceptions and practical experiences from the fields of marketing, media and communication in relation to design principles in marketing, as well as to support the dialogue among the experts from academic institutions and practice.

Important dates:

Sending off the e-application: by October 20th, 2013
Sending off the papers: by November 5th, 2013
Conference: November 4th – 5th, 2013

Files to download:
Detailed information about the conference [pdf, 115 KB]

Conference Proceedings
Conference proceedings: Design, that sells [pdf, 9.1 MB]

Binding application for the conference

The conference will be to apply for until October 20th, 2013 through an electronic application form via the Internet. To complete and send off the application, please click on e-form. If you need any help ith completing this form, please feel free to reach Ing. Bezáková, Mgr. Mendelová or Mgr. Mužíková.

Selected papers written in english language will be published in separate proceedings, which will be sent for indexing in external databases (EBSCO, CEEOL and Index Copernicus, Scopus and Web of Science).

Conference fee = € 80.00

The fee includes renting of the venue, refreshment and lunch, printing of conference materials and publication of reviewed conference proceedings (printed conference proceedings of annotations and conference proceedings on CD). It is to be paid in cash at the registration on the day of the conference. If you cannot pay it in cash at the registration, please contact Ing. Bezáková, Mgr. Mendelová or Mgr. Mužíková.


November 4th, 2013 – Lunch = € 10.00
November 5th, 2013 – Lunch = € 10.00
It is to be paid at the conference venue. In case of interest, please indicate it in the application form.


Transport to the venue of the conference is individual; each participant will cover travel expenses at his / her own costs. Please note that all participants who decide to travel by car, as a result of complicated traffic situation in the city of Trnava, should reckon with traffic jams. We recommend using Route 51 on the road. Cars can be parked in the parking lot right next to the castle. It is possible to provide transportation from the city of Trnava to the Smolenice Castle by bus, which will leave the Railway station in Trnava at 7.45 a.m. and the building of the University of Ss. Cyril and Methodius in Trnava, from the Square of J. Herdu at 8.00 a.m. The transport by the bus is paid by the university. If you are interested in transportation from Trnava to Smolenice and back again, please, address your request to  Ing. Bezáková, Mgr. Mendelová or Mgr. Mužíková.


The Castle of Smolenice: price (1 person) = € 30.00 per night
(It is to be paid on the spot. In case of interest it is necessary to book it in the e-application.)
Other individual accommodation options in the city of Trnava may be found by clicking on:
We are looking forward to your participation!

Conference programme

04. 11. 2013 (Monday)
08.00 – 09.00 Registration of participants
09.00 – 10.30 Opening ceremony and GranáTT award
10.30 – 10.45 Coffee break
10.45 – 12.00 Main speeches, discussion
12.00 – 13.30 Lunch
13.30 – 15.00 Panel discussion
15.00 – 15.30 Coffee break
15.30 – 17.30 Main speeches, discussion
From 18.30 Banquet with entertainment programme

05. 11. 2013 (Tuesday)
08.00 – 09.00 Registration of participants
09.00 – 10.30 Main speeches, discussion
10.30 – 10.45 Coffee break
10.45 – 12.00 Main speeches, discussion
12.00 – 13.30 Lunch

The participants will receive detailed program of discus- sion papers at registration.



Ing. Zuzana Bezáková
+ 421 905 620 517

Mgr. Dáša Mendelová
+ 421 915 120 214

Mgr. Dáša Mužíková
+ 421  948 162 593


The sessions of conference participants will be realized within the following sections:

Section 1: Design identity
Section 2: Generation identity
Section 3: Digital identity
Section 4: CSR identity

1. Design identity

Scientific guarantors: doc. PhDr. Slavomír Magál, CSc. – Mgr. Martin Klementis, PhD.

Design often compels to think about certain phenomena of objects in society, only in its final form and more in its aesthetic or artistic expression. Inherently, design is not just creating the thing of beauty or visually appealing, but mainly the functional one. That is to be done in the broadest sense. Modern perception of design is mainly supposed to act functionally, towards the everyday needs of man, from early grasping a cup of coffee, reading an e-mail via phone, using cutlery, through picking up a car and moving to work without any adverse traffic conditions, until nonstop communication via social networks with family and closest friends. Every sphere of human being requires fulfilling human needs by the most optimal way and by a suitable and ideal solution for the given situation. A person comes into close contact with design in every bit of life, which is either offered as a final solution or eventually, he may itself enter into this process and simply „redesign“ the facts which matter for the better. And that is just the section entitled Identity Design, seeking to uncover the unique functional solutions, where design plays an important role and without human intervention, it would be impossible to carry things. If it comes to mobile application design for easy access to information outside the home, web design solutions to simplify the bureaucracy in offices, industrial design and simplification of technical and aesthetic approach, design of products for specific target groups, packaging design for better handling and use of products, graphic design, working environment design etc. Simply achieve identity design – the sum of all elements, needs of a man to one functional and attractive unit.


2. Generation identity

Scientific guarantors: prof. PhDr. Dušan Pavlů, CSc. – doc. PhDr. Ľudmila Čábyová, PhD.

History of human culture also tends to be characterized as the history of generations, which enter the history of mankind by its actions in various areas-science, technology ,art, education, forms of consumption, activities for the benefit of others etc. Section will try to grasp the problem in its more general sociologic-anthropological level. It will be done by the concretisation of these general assumptions in concentrated form, focusing on marketing segmentation and attempt efforts to grasp generational profiling and subjected its professional discourse in terms of consumption patterns, leisure, voluntary work for society, perception of help need, a number of other activities and forming lifestyle ways. The aspects of specific psychological determinants of generations profiling won’t be unnoticed, notably in terms of consumer habits.


3. Digital identity

Scientific guarantors: Ing. Artur Bobovnický, CSc. – PhDr. Peter Murár

Our life increasingly splits into two parallel worlds. There is our daily physical presence and our digital alter ego, summary of all available information about us, our companies, our digital identity as well. This picture becomes surprisingly colourful, with the increase in volume and diversity of information. It also becomes extremely valuable.
Digital identity presents some endless opportunities. How do the companies deal with it? At present, the majority of brands lack effective digital identity. Their involvement in social networks is generally non-conceptual, it looks more like social make-up, which is covered by actual appearance of company. That leads to lower relevancy and thus little interest as well. The section will focus on the communication aspects as follows:

Trusted brand building

Investors and consumers keep turning to social networks as LinkedIn, Google Profiles a Facebook to find out something about people or organizations before they start any business with them. Having digital identity is what facilitates confidence building.

Knowledge of the market and its opportunities

Platform of digital identity provides not only some necessary on-line presence and enhancing shareholder value to the company, but it also allows the on-line monitoring of mainstream groups that affect business in various fields.

Ease of supervision on-line reputation

Linking digital identities within the company allows managing an effective collective online brand reputation. This also creates more space to engage some investors, employees, but customers too. It also creates this space for building the image of accountability and credibility.


4. CSR identity

Scientific guarantors: doc. Ing. Anna Zaušková, PhD. – Mgr. Bc. Vladimíra Jurišová, PhD.

How to be in business in a way that wider range of people benefit from production results? This is the question as old as business itself. At present, more and more companies acquire the principles of corporate responsibility concept. Demand for the evidence of such enterprises grows proportionally with it. These questions are asked by the customers, employees, government, communities and stakeholders as well. The section called „CSR Identity“ creates the space for presentation of scientific-research activities results in the area of corporate responsibility – concept that helps to integrate some environmental, social and ethical criteria into management decisions. It will try to find the answers to some important questions, specifically, how can the principles of this concept be implemented not only by large multinational companies, but by small and medium-sized enterprises and thus facilitate the sustainable development of society. There is majority of these companies in Slovakia. The section will deal with the topic of effective communication of individual activities CSR and CSR reporting.

Instructions for authors

Please e-mail your paper in Slovak, Czech or English language and in the maximal extent of 10 pages, including abstract, key words, illustrations, charts and the list of references, to in the MS Word text editor until November 5th, 2013 at the latest.

Text format (unless specified otherwise in brackets below):

  • Font type: Times New Roman
  • Font size: 12 pt
  • Alignment: justified
  • Spacing: 1
  • All margins: top, bottom: 2,5 cm, left, right: 2 cm
  • Chart description: above the chart and including the reference
  • Illustration description: under the illustration and including the reference
  • Quotations and referenced passages: use numbered footnotes on the relevant page


Content arrangement of the paper (see the paper template 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 – maximally 15 lines
  • Key words in English – maximally 10 words
  • Titles of the chapters (14 pt, bold)
  • Text of the paper
  • The list of bibliography – in accordance with STN ISO 690
  • Contact details – name of the author/authors with full academic degrees, name and address of the organization, e-mail of the author/authors (align left)


The papers from PhD students and papers to Section 6 – Discourses in mass media studies have to be sent together with one review written by the supervisor of the student’s thesis or by another expert in the field. The review has to be written into the default review template, which is available on the conference webpage. Please note that the paper from PhD student without the review will not be accepted. Received papers will be published in reviewed conference proceedings, in case they meet the given requisites. Paper publishing is conditioned by conference attendance. The presentation of the paper, including discussion, may not exceed 15 minutes. Laptop and projector will be ready in each section.

Selected papers written in english language will be published in separate proceedings, which will be sent for indexing in external databases (EBSCO, CEEOL and Index Copernicus, Scopus and Web of Science).

Files to download:
Template of contribution [doc, 32 KB] The review template (for PhD. students) [doc, 55 KB]


“Marketing Identity” is a reviewed scientific journal published annually by the Faculty of Mass Media Communication UCM in Trnava. The journal is 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 wider scientific and professional recognition.

The papers are written exclusively in English; all of them are reviewed and selected by the scientific committee of the journal. The editors of “Marketing Identity” journal consistently respect the principles of securing contentual and formal relevance of the published texts via set criteria, they actively participate in domestic and foreign academic cooperation in the name of scientific-research progress and expansion of existing set of knowledge from the fields of marketing and media communications and related topics and issues.

In case the published text (or manuscript intended for publication) violates the principles of ethical or professional approach to citing works of other authors; eventually if the entire texts or their parts are proven to be plagiarisms or own works already published in the past or simultaneously in several other specialized publications, the authors and co-authors take on the full responsibility. The editors of “Marketing Identity” consistently mind the need to avoid similar situations and after acceptation of final versions of manuscripts they check in detail adhering to professional procedures of scientific text creation and ethical principles associated with citing and paraphrasing works of other authors.

Publishing in “Marketing Identity” is not liable to any form of payment or voluntary financial gift.


Organizational and programme committee:

PhDr. Katarína Ďurková, PhD.
PhDr. Daniela Kollárová, PhD.
Mgr. Vladimíra Jurišová, PhD.
Mgr. Martin Klementis, PhD.
PhDr. Peter Murár
Mgr. Denisa Kraľovičová
Mgr. Dáša Mendelová
Mgr. Dáša Mužíková
Mgr. Slávka Mazáková
Mgr. Matúš Stračiak
Ing. Zuzana Bezáková
Mgr. Stanislav Findra
Mgr. Jakub Ptačin
Mgr. Pavol Kyselica
Mgr. Peter Krajčovič
Bc. Matúš Hliboký

Scientific committee:

Dr. h. c. doc. Ing. Jozef Matúš, CSc., University of SS. Cyril and Methodius in Trnava Denis Jelačić, The University of Zagreb, Croatia
prof. PhDr. Dušan Pavlů, CSc., The University of Finance and Administration, Prague, Czech Republic
prof. Olga Byessonova, DrSc., Donetsk National University, Ukraine
prof. Iryna Seriakova, DrSc. Kiev national Linguistic University , Kiev, Ukraine
Prof. Diab Al-Badayneh, Mutah University, Amman, Jordan
doc. Ing. Aleš Hes, PhD., Czech Agricultural University in Prague, Czech republic
doc. Ing. Rudolf Rybanský, CSc., University of SS. Cyril and Methodius in Trnava
doc. Ing. Anna Zaušková, PhD., University of SS. Cyril and Methodius in Trnava
doc. Ing. Alena Kusá, PhD., University of SS. Cyril and Methodius in Trnava
doc. Ing. Renata Nováková, PhD., University of SS. Cyril and Methodius in Trnava
doc. PhDr. Slavomír Magál, CSc., University of SS. Cyril and Methodius in Trnava
doc. Krzysztof Gajdka, PhD., University of Economics in Katowice, Poland
doc. Ing. Ivana Butoracová Šindleryová, PhD., International School of Management, Prešov, Slovakia
doc. Elena Agapova, PhD., State Pedagogical University, Petersburg, Russia
doc. PhDr. Ľudmila Čábyová, PhD., University of SS. Cyril and Methodius in Trnava
doc. PhDr. Hana Pravdová, PhD., University of SS. Cyril and Methodius in Trnava
Dr. Iulian Rusu, Gh. Asachi’ Technical University of Iasi, Romania
Assist. prof. Jože Kropivšek PhD., University of Ljubljana, Slovenia
Associate Professor Stefan Stanciugelu, Ph.D. National University of Political Studies and Public Administration in Bucharest, Romania
Paul Mihailidis, PhD., Emerson College, Boston, USA
Dr. Atul B. Borade, Jawaharlal Darda Institute of Engineering and Technology, Yavatmal, Maharashtra, India.
PhDr. Dana Petranová, PhD., University of SS. Cyril and Methodius in Trnava
Ing. Artur Bobovnický, CSc., University of SS. Cyril and Methodius in Trnava