Tomas Bata University in Zlín

Our Staff

Pepa Kocourek
Pepa is the Head of the Department of Marketing Communications. In your first year, he will be the one to teach you the essentials – Marketing 1, which will serve as a solid foundation to build upon throughout the whole of your studies. Outside of school, he helps businesses with brand building and spends time with his family.

Michal Stránský
What is the origin of prejudice and how do we form our personal values? That is what Michal Stránský tries to find answers to in his classes. On top of that, he’ll also show you how to have a good old fight – we’re talking about Argumentation Theory, of course! In his free time, he enjoys acting, which is why he’s setting up a theatre at our school. Want to join?

Marcela Göttlichová
In her art history classes, she makes sure that our students leave the school with a good general knowledge of culture. She also runs Non-profit Organization Projects, a class where those willing to help others have their time to shine. In her creative work, she enjoys working on projects in cooperation with her colleagues from fine arts.

Kateřina Králíková
The DMC could simply not exist without her. On her diverse agenda at the Secretary’s Office, you’ll find administrative work, preparation of state final exams, management of student internships and organizing preparatory courses for applicants. If you come knocking at her door with an issue that needs solving, she’ll be sure to help you and, as a bonus, grace you with a heart-warming smile!

Radmila Soukalová
In the first semester of your undergraduate studies, she will get you acquainted with the historical development of communication and its use in the modern world. Once you level up and move on to your master’s degree studies, she’ll be there to help you understand that even marketing analyses can’t be done without a great deal of creative thinking – she even wrote a whole book about it! It is no surprise that she enjoys working together with colleagues from the fine arts studios.

Blandína Šramová
A sure-fire way to get to a customer’s heart? You need to understand their personality, wants and desires. In her classes, she will show you that the use of psychology in media and marketing communications can be an exciting adventure. As a researcher, she likes exploring consumer behaviour, while in her free time, she loves traveling, meeting new cultures, tending to her herbal garden and making ointments.

Martina Juříková
Known by her semi-official title of “Aunt of the DMC”, she’ll tell you everything you wanted to know about marketing research and the marketing of services but were too afraid to ask. She focuses on these two areas of expertise in her research work, too, as she investigates the use of datamining in the marketing of higher education institutions and the use of marketing in Czech services. What kind of an aunt would she be if she wasn’t fond of children? In her free time, she organizes day camps and other events for children.

Jiří Pavelka
In his classes, he delves into the relationship between art and society, sometimes even touching on the origin and development of communication. He loves combining artistic endeavours with marketing and advertising in his work. He is the founder of the publishing house Georgetown and has travelled the world from Alaska to Tibet. In his free time, he enjoys growing herbs, pruning apple trees and talking to animals.

Radim Bačuvčík
Do you like tables, charts and numbers? Then you’ll love his Qualitative and Quantitative Research Methods classes. You’ll learn that different sets of data allow for different ways of interpretation and that sometimes it’s better to look at things from a distance – as though from a lookout tower, which is Radim Bačuvčík’s favourite hiking destination.

Tomáš Rygl
Want to know how to be a team player, work with people and bring out the best in each and every person? You will learn all this and more in Tomáš Rygl’s Teamwork classes. On top of that, he gives public lectures on the topic of positive psychology, runs happiness and well-being activities and works on projects with a social dimension.

Dagmar Weberová
Her favourite subjects include International Marketing and Cross-Cultural Marketing and Advertising. In her classes, she’ll tell you the difference between a Czech and a German customer or what kind of burger is hot in India right now, among other things. As a researcher, she focuses on the factors of motivation, while in her free time, she is a fan of tennis, football, ice hockey and snooker.

Olga Dolinková
What would the DMC be without Olga? You’ll feel her positive aura as soon as you step foot in the department. She’ll be your coach of communication skills and public relations, sharing her experience and gladly listening to your opinions. And if you actively participate in her classes, she’ll reward you with a chocolate wafer. For real!

Tomáš Šula
Our digital communication expert will teach you how to keep Sklik and Google ads on your good side. He’ll also tell you about the role of media in marketing communications. Apart from teaching, he works in his own ad agency, which received a gold Effie Award in 2016 for its campaign “Jedu na dřeň”, motivating bone marrow donors to this day.

Eva Gartnerová
This whirlwind of pure energy is also the director of Communication Agency, a class where students get to apply their knowledge and skills acquired in other more theoretical subjects. Apart from COMAG, she also teaches Cultural Management and Intercultural Projects, popular among Erasmus students. She frequently participates in international projects, and it is no surprise that she loves traveling, too! Her classes tend to fill up quite fast at registration, so don’t miss your chance

Eliška Káčerková
Are advertising and communication your two favourite topics? Then you’ll love classes taught by Eliška Káčerková. She’ll be happy to show you all the winners and losers from the world of advertising and let you discuss what makes a good ad pop and a bad one flop. Besides teaching, she is also busy with applied research for private firms, and if you ask her, she’ll gladly share her experience of working in the press centre of Zlín Film Festival with you.

Our Doctorands

Markéta Nemeškalová
Her area of focus is service design and the development of the “red lab” research lab, where students can get acquainted with modern research methods and later employ them in their projects. She enjoys finding a common ground between scientific and artistic movements, such as marketing communications and filmmaking or virtual reality and arts.

Martin Kazík
Martin’s work focuses on applying design thinking methods in education. His aim is to help diverse teams of students of different specializations discover creative and innovative solutions, encouraging personal development in the process. This approach comes in handy in Communication Agency, which he helps run. In the “red lab” research lab, Martin demonstrates how modern trends in marketing research can be used to better understand customers.

Hana Auerová
Hana specializes in augmented and virtual reality in the field of arts. Apart from her work at the DMC, she is also a content team lead in Brno’s technological centre where she works on the Combster.tv app. She enjoys drawing and animating, and her artistic activities were recognized when she won the contest Můj první million (My First Million) in 2015.3

Publications:

doc. Mgr. Ing. Radim Bačuvčík, Ph.D.

• ŠINDLERYOVÁ BUTORACOVÁ, Ivana & Radim BAČUVČÍK, Radim. Dreams and Reality – Church versus Target Groups. In: European Journal of Science and Theology. Volume 15, Issue 1, 1. February 2019. s. 47-59. ISSN 1841-0464.
• BAČUVČÍK, Radim. Kulturní zboží jako dar: nákupní chování na trzích kulturních produktů 2018. 1. vyd. Zlín: VeRBuM, 2018, 144 s. ISBN 978-80-87500-98-9.
• BAČUVČÍK, Radim a Lenka HARANTOVÁ. Sociální marketingové kampaně v Česku. IV. Ochrana životního prostředí. 1. vyd. Zlín: VeRBuM, 2018, 310 s. ISBN 978-80-87500-97-2.
• BAČUVČÍK, Radim. Víra, náboženství a církve: nákupní chování na trzích kulturních produktů 2017. 1. vyd. Zlín: VeRBuM, 2017, 164 s. ISBN 978-80-87500-92-7.
• BAČUVČÍK, Radim. Spotřebitelské typologie: nákupní chování na trzích zboží a služeb 2015. 1. vyd. Zlín: VeRBuM, 2017, 206 s. ISBN 978-80-87500-90-3.
• BAČUVČÍK, Radim a Lenka HARANTOVÁ. Sociální marketingové kampaně v Česku. III. Lidská práva. 1. vyd. Zlín: VeRBuM, 2017, 378 s. ISBN 978-80-87500-88-0.
• BAČUVČÍK, Radim. Jak posloucháme hudbu? Vztah obyvatel České republiky k hudbě a jejímu poslechu 2009. 1. vyd. Zlín : VeRBuM, 2010. 140 s. ISBN 978-80-904273-8-9
• BAČUVČÍK, Radim. Ženy a muži jako nakupující na trzích kulturních produktů. In: Žena a muž v marketingové komunikaci (R. Bačuvčík ed.). 1. vyd. Zlín : VeRBuM, 2010. s. 178 – 187 (celkem 260 s.). ISBN 978-80-904273-4-1
• BAČUVČÍK, Radim. Kultura a my : vztahy na poptávkové straně trhů kulturních produktů. Vyd. 1. Zlín: VeRBuM, 2009. 200 s. ISBN 978-80-904273-2-7
• BAČUVČÍK, Radim. Divadlo, filharmonie a studenti : mladí lidé jako cílová skupina marketingu kulturních institucí. Vyd. 1. Zlín: VeRBuM, 2008. 1 CD-ROM. ISBN 978-80-904273-0-3

Mgr. Eva Gartnerová, Ph.D.

• GARTNEROVÁ, Eva. Univerzitní galerie a jejich potenciál pro mezinárodní síťování. Zlín, 2020. Disertace. Univerzita Tomáše Bati ve Zlíně. ISBN 978-80-7454-942-7.
• VESELÁ, Romana, Miroslav ZELINSKÝ, Eva GARTNEROVÁ, Petra VALENTOVÁ, Helena MAŇASOVÁ HRADSKÁ & Vít JAKUBÍČEK. Irreversible Traces: Tradition and Sustainability as the Annual Theme of The G18 Gallery. Zlín: Univerzita Tomáše Bati, Fakulta multimediálních komunikací, 2019. 287s. ISBN 978-80-7454-870-3.
• GARTNEROVÁ, Eva. Přístup k návštěvníkům univerzitních galerií a udržitelnost jejich zapojení. In 2019,
• GARTNEROVÁ, Eva. Accompanying Program of University Galleries as a Tool of Nonformal Education. In ICERI2019 Proceedings. Valencia: IATED Academy, 2019. ISSN 2340-1095. ISBN 978-84-09-14755-7.
• GARTNEROVÁ, Eva. Interdisciplinary Cooperation at University and Its Potential for Creative and Cultural Industries in The Czech Republic. In ICERI2018 Proceedings. Valencia: IATED Academy, 2018. ISBN 978-84-09-05948-5.
• GARTNEROVÁ, Eva. Case Study of Communication of the Project Water for All. In DOKBAT 2017 – 13th Annual International Bata Conference for Ph.D. Students and Young Researchers. Zlín: Fakulta managementu a ekonomiky, UTB ve Zlíně, 2017, s. 105-111. ISBN 978-80-7454-654-9.
• JURÁŠKOVÁ, Olga, Martina JUŘÍKOVÁ, Eva GARTNEROVÁ, Blandína ŠRAMOVÁ, Radomila SOUKALOVÁ, Eva ŠVIRÁKOVÁ & Lenka HARANTOVÁ. Voda pro všechny. Zlín: Univerzita Tomáše Bati ve Zlíně, 2017. 117s. ISBN 978-80-7454-684-6.
• JUŘÍKOVÁ, Martina, Josef KOCOUREK & Eva GARTNEROVÁ. Project Teaching at University – A tool for Presenting Proposals for Prevention and Solving the Problem of the General Public. Turkish Online Journal of Educational Technology. 2017, iss. November Special Issue INTE, s. 768-774. ISSN 2146-7242.

PaedDr. Marcela Göttlichová

• GÖTTLICHOVÁ, Marcela. University Graduates in the Role of Significant Actors in the Labor Market in the Czech. Proceedings of the 34th International Business Information Management Association Conference, 2019. Pp. 8.319-8.329.
• GÖTTLICHOVÁ, Marcela & Tomáš ŠULA. The Role of Tourism in The Czech Economy. Journal of Eastern Europe Research in Business and Economics, 2019. ISSN 2169-0367.
• GÖTTLICHOVÁ, Marcela & Tomáš ŠULA. Tourism: An Essential Branch of the National Economy in the Czech Republic. In Proceedings of the 34th International Business Information Management Association Conference. Madrid: International Business Information Management Association (IBIMA), 2019, s. 3419-3428. ISBN 978-0-9998551-3-3.
• GÖTTLICHOVÁ, Marcela. University of the Third Age – University Studies Don´t Have to Be Only for the Young. Education and New Developments, volume I., Lisbon, 2019. ISSN: 2184 – 044X, ISBN 978-989-54312-5-0.
• GÖTTLICHOVÁ, Marcela. Social Advertising as a Socialization Factor of the Contemporary Youth? West East Journal of Social Science, 2019. Volume 8, p. 93-108. ISSN 2168-7315 (Online) USA.
• GÖTTLICHOVÁ, Marcela. Enhancing Practice in Continuity with Innovative Thinking: The Primary Task of Higher Education. In: Kavoura A., Kefallonitis E., Giovanis A. (eds) Strategic Innovative Marketing and Tourism. Springer Proceedings in Business and Economics. Springer Nature Switzerland, 2019, pp. 317-326. Print ISBN: 978-3-030-12452-6, Online ISBN: 978-3-030-12453-3. DOI: https://doi.org/10.1007/978-3-030-12453-3_36.
• GÖTTLICHOVÁ, Marcela. How to Win with the Use of Creative Thinking—The Integration of Theory and Practice in Tertiary Education. In: Strategic Innovative Marketing. Springer International Publishing, 2017, 2019, p. 279, pp. 91-97. DOI 10.1007/978-3-030-16099-9. ISSN 2198-7246. ISBN 978-3-030-16098-2.
• GÖTTLICHOVÁ, Marcela. Tertiary Education in the Czech Republic: Pros and Cons of a Combined Form of Study. In: INTED 2019 Proceedings, 2019, p. 10050, pp. 6554-6563. DOI: 10.21125/inted.2019.1590. ISSN: 2340-1079. ISBN: 978-84-09-08619-1. 17.
• GÖTTLICHOVÁ, Marcela. Social Advertising as a Socialization Factor of the Contemporary Youth? In: The 2018 WEI International Academic Conference Proceedings, 2018, p. 303, pp. 107-132. ISSN 2167-3179.
• GÖTTLICHOVÁ, Marcela. Improving the Quality of Higher Education = Innovative and Creative Approach to the Integration of the Theory and Practise. In: EDULEARN18 Proceedings. 2018, p. 11293, pp. 7162-7171. DOI: 10.21125/edulearn.2018.1691. ISSN 2340-1117. ISBN 978-84-09-02709-5.
• GÖTTLICHOVÁ, Marcela. Increasing Level of Tertiary Education = Increasing Employability of the Youth. In: Proceedings of the 4 th International Conference on European Integration 2018. VŠB – Technical University of Ostrava, 2018, p. 1678, pp. 320-329. ISSN 2571 – 029X ISBN 978-80-248-4169-4.
• GÖTTLICHOVÁ, Marcela. The Phonetics of Advertising in Terms of Perception Assessment. First edition. Zlín: Tomas Bata University, 2017, 193 p. ISBN 978-80-7454-688-4.
• GÖTTLICHOVÁ, Marcela. The Role of Social Advertising in Continuity with the System of Values of Adolescent Youth. In: Turkish Online Journal of Educational Technology. Special Issue INTE December 2017, p. 850, pp. 596-603. ISSN 2146-7242.
• GÖTTLICHOVÁ, Marcela. Changes in the Legal System of the Non-governmental Organizations in the Czech Republic and the Possibilities for Innovation of Communication Policy in the Non-profit Sector. In: Strategic Innovative Marketing. Mykonos, 2015, Springer International Publishing AG, 2017, p. 764, pp. 323-329. DOI: doi.org/10.1007/978-3-319-33865-1_41. ISSN 2198-7246. ISBN 978-3-319-33865-1.
• GÖTTLICHOVÁ, Marcela. Integration of the Theory and Practice in Continuity with the Development of Key Competencies—One of the Necessary Areas of Solutions for the Czech University Education. In: Strategic Innovative Marketing. Athens, 2016. Springer International Publishing, 2017. DOI: 10.1007/978-3-319-56288-9_3. 556 pp. 17-22. ISBN 978-3-319-56287-2.
• GÖTTLICHOVÁ, Marcela. The Impact of the „Destruction“ of Authority on the Adolescent Generation of the Contemporary Czech Society and Their Value Orientat. In: Proceedings of the 22nd International Academic Conference. International Institute of Social and Economic Sciences, 2016. DOI: 10.20472/IAC.2016.022.019. ISSN 2336-5617. ISBN 978-80-87927-21-2.
• GÖTTLICHOVÁ, M. (2016): The media and school – A teammate or an opponent? Journal of Educational Technology: Volume 2016, Issue DecemberSpecialIssue, December 2016, pages 1008-1015. ISSN: 13036521. SCOPUS.
• GÖTTLICHOVÁ, M. (2016): Enhancing the Interdependence of Activities Between Universities and the Real-Life Practice – A New Challenge in the Field of Higher Education in the Czech Republic. Valencia: International Technology, Education and Development (IATED), ppages 6420-6429. ISSN 2340-1079. WOS.
• GÖTTLICHOVÁ, Marcela. The Cohesion and Competitiveness of European Union in the Area of the Tertiary Education: The Qualification – The Innovation – The Employment. In: ICERI 2016 Proceedings. IATED: 2016, pp. 520-530. DOI: doi.org/10.21125/iceri.2016.1128. ISBN 978-84-617-5895-1.
• GÖTTLICHOVÁ, Marcela & Petra KOUDELKOVÁ. Social Innovation as an Appropriate Tool for Social Innovation. In: Aktuálne problémy podnikovej sféry 2015. Bratislava: Vydavateľstvo Ekonóm, 2015, p. 791, s. 142-150. ISBN 978-80-225-4077-3.
• GÖTTLICHOVÁ, Marcela. The Current Role of Universities in the Civil Society in Continuity with Innovations in Higher Education in the Czech Republic – Theory and Practice. In: Turkish Online Journal of Educational Technology. Special Issue for INTE 2015, p. 741, pp. 568-575. ISSN 2146-7242.

prof. PhDr. Pavel Horňák, Ph.D.

• HORŇÁK, Pavel. Quo Vadis Advertisement?: Positives and Negatives of Current Ad. In: Strategic innovative marketing / ed. Damianos P. Sakas, Dimitrios K. Nasiopoulos: Springer Nature. Springer International Publishing AG, 2019, pp. 113-118. ISBN 978-3-030-16098-2.
• HORŇÁK, Pavel. Reklama, teoreticko-historické základy reklamy a marketingovej komunikácie. Zlín: Verbum, 2018. 399. S. ISBN 978-80-87500-94-1.
• HORŇÁK, Pavel. Humour – the Strongest Emotional Appeal in Advertising. In: Strategic innovative marketing. Mykonos: Springer, 2017, p.259-264. ISBN 978-3-319-33863-7.
• HORŇÁK, Pavel:  Reklama – teoreticko-historické otázky reklamy a marketingovej komunikácie. Zlín, VeRBUuM, 2010. 318 s.,  ISBN 978-80-904273-3-4
• HORŇÁK, Pavel a kol.:  Marketingová komunikácia. – Bratislava: Book & book, 2007. – S. 3. – 60,  ISBN 978-80-969099-5-7 (prvé tri kapitoly vysokoškolskej učebnice /
• HORŇÁK, Pavel : Nová abeceda reklamy. – Bratislava : Central European advertising, 2003. – 298 s. ISBN 80-967950-5-8
• HORŇÁK, P : Kreativita v reklamě. 1. vyd. – Zlín, VeRBuM 2014. 294 s. ISBN 978-80-87500-49-1
• HORŇÁK, Pavel : Reklama 2000. – Bratislava : CEA, 1999. – 297 s. ISBN 80-967950-1-5
• HORŇÁK, Pavel – Šefčák, Luboš : Etika reklamy. Etika žurnalistiky. – Bratislava : SOSPRA, 2000. – 218 s. SBN 80-967916-1-3
• HORŇÁK, Pavel : Reklama, propagácia, public relations v médiách.  Bratislava : SOSPRA, 1998. – 155 s. ISBN 80-967916-0-5
• HORŇÁK, Pavel : Abeceda reklamy. 1. vyd. – Bratislava : Grafosit, 1997. – 256 s. ISBN 80-967701-7-9

doc. Mgr. Ing. Olga Dolínková, Ph.D.

• JURÁŠKOVÁ, Olga, 2016, Vztahový marketing v životě značky, In Marketing a komunikace, ročník XXVI, číslo 2-3/2016, ISSN 1211-5622
• JURÁŠKOVÁ, Olga, Juříková, M., Kocourek, J., 2016, Brand Building of University as an Integral Part of the Educational Process, In Sakarya University Jornal, ISSN 13036521
• JURÁŠKOVÁ, Olga, 2014, Public Relations – how relationships can create brands that people trust, Zlín, VeRBuM, ISBN 978-80-87500-60-6
• JURÁŠKOVÁ, Olga, Horňák, P. a kolektiv, 2012, Velký slovník marketingových komunikací, Praha, Grada Publishing, ISBN 978-80-247-4354-7
• JURÁŠKOVÁ, Olga, 2011, Inovace výuky jako faktor zvyšování odborné přípravy studentů VŠ, Zlín, VeRBuM, ISBN 978-80-87500-15-6

Ing. Martina Juříková, Ph.D.

• LIŽBETINOVÁ, Lenka, Peter ŠTARCHOŇ, Dagmar WEBEROVÁ, Eva NEDELIAKOVÁ & Martina JUŘÍKOVÁ. The Approach of SMEs to Using the Customer Databases and CRM: Empirical Study in the Slovak Republic. Sustainability (Switzerland). 2020, vol. 12, iss. 1. ISSN 2071-1050.
• JUŘÍKOVÁ, Martina. Specific of Marketing Communication in Higher Education and Development of Preferences of Communication Tools by Applicants in the Czech Republic. In: 12th annual International Conference of Education, Research and Innovation (ICERI 2019). Seville: Iated-Int Assoc Technology Education & Development, 2019, p. 2166-2172. ISSN 2340-1095.
• ČOČKOVÁ, Romana, Martina JUŘÍKOVÁ & Josef KOCOUREK. Building University-Business Networks. In: EDULEARN18: 10th International Conference on Education and New Learning Technologies. Palma: Iated-Int Assoc Technology Education & Development, 2018, p. 2794-2799. ISSN 2340-1117.
• JUŘÍKOVÁ, Martina & Josef KOCOUREK. The Importance of Marketing in the Fulfillment of the Third Role of University. In: 12th International Technology, Education and Development Conference (INTED). Valencia: International Academy of Technology, Education and Development (IATED), 2018, p. 8165-8170. ISSN 2340-1079.
• ŠULA, Tomáš, Milan BANYÁR & Martina JUŘÍKOVÁ. Eye Tracking Measuring of Visual Perception of Erotic Appeals in the Content of Printed Advertising Communications and Analysis of Their Impact on Consumers. In: Strategic Innovative Marketing. Mykonos: Springer International Publishing AG, 2017, p. 189-195. ISSN 2198-7246.
• JUŘÍKOVÁ, Martina, Josef KOCOUREK & Eva GARTNEROVÁ. Project Teaching at University – A tool for Presenting Proposals for Prevention and Solving the Problem of the General Public. Turkish Online Journal of Educational Technology, 2017, iss. November Special Issue INTE, p. 768-774. ISSN 2146-7242.
• JUŘÍKOVÁ, Martina. University Attitude to the Applicability and Solution of the Society-wide Problem of Water Management. In: Proceedings of the 30th International Business Information Management Association Conference, IBIMA 2017 – Vision 2020: Sustainable Economic development, Innovation Management, and Global Growth. Madrid: International Business Information Management Association (IBIMA), 2017, p. 2764-2770.
• JUŘÍKOVÁ, M. Odborná studie: Obsahová evaluace průběhu a výstupů projektu „Finanční gramotnost ve školách Zlínského kraje“. In Sborník ze závěrečného semináře projektu 2011, Zlín. ISBN 978-80-7318-985-3.
• JUŘÍKOVÁ, M. Existují „univerzální“ kritéria při výběru poskytovatele služby zákazníkem? In Marketing & Komunikace 3/2010. ISSN 1211-5622.
• JUŘÍKOVÁ, M. Procesní přístup k měření efektivity vzdělávacích aktivit v rámci projektů podporovaných z ESF. In Grant Project Management 2010, Zlín. ISBN 978-80-7318-953-2.
• JURÁŠKOVÁ, O. – JUŘÍKOVÁ M. – KOTYZOVÁ P. Nové přístupy ke zjišťování spotřebitelských preferencí. In Sborník příspěvků III. mezinárodní vědecké konference v Karviné 2010. ISBN 978-80-7248-620-5.
• JUŘÍKOVÁ, M. Respektování zásad efektivní komunikace v českých firmách služeb. In (KO)MÉDIA, FMK UTB Zlín  2007. ISBN 978-80-7318-677-7.

Mgr. Eliška Káčerková, Ph.D.

• KÁČERKOVÁ, Eliška. Social Networks, Their Role and Influence on Generation Y versus Generation Z When Recruiting Applicants for Higher Education Institutions. In: 12th annual International Conference of Education, Research and Innovation (ICERI 2019). Seville: Iated-Int Assoc Technology Education & Development, 2019, p. 3231-3237. ISSN 2340-1095.
• KÁČERKOVÁ, Eliška. Preferences of Communication Tools in Choice of High School. In: Marketing Identity: Digital Mirrors, Pt I. Smolenice: Univ Ss Cyril & Methodius Trnava-Ucm Trnava, 2018, p. 85-92. ISSN 1339-5726.

Mgr. Josef Kocourek, Ph.D.

• KOCOUREK, Josef. Communication Appeals as a Tool for Bulding a Positive Image of Higher Education Institution. In: 12th annual International Conference of Education, Research and Innovation (ICERI 2019). Seville: Iated-Int Assoc Technology Education & Development, 2019, p. 2160-2165. ISSN 2340-1095.
• JUŘÍKOVÁ, Martina & Josef KOCOUREK. The Importance of Marketing in the Fulfillment of the Third Role of University. 12th International Technology, Education and Development Conference (INTED). Valencia: International Academy of Technology, Education and Development (IATED), 2018, p. 8165-8170. ISSN 2340-1079. Retrieved from https://library.iated.org/view/JURIKOVA2018IMP.
• JUŘÍKOVÁ, Martina, Josef KOCOUREK a Eva GARTNEROVÁ. Project teaching at University – A tool for presenting proposals for prevention and solving the problem of the general public. Turkish Online Journal of Educational Technology. 2017, iss. November Special Issue INTE, s. 768-774. ISSN 2146-7242.
• JURÁŠKOVÁ, Olga, Martina JUŘÍKOVÁ & Josef KOCOUREK. Differences in the Expected Contribution of Higher Education in the Millennials Generation and the Generation Z. Proceedings of 9th International Conference of Education, research and Innovation. 2017. Seville: ICERI, p. 235-239.
• JUŘÍKOVÁ, Martina, Olga JURÁŠKOVÁ, Josef KOCOUREK & Kristýna KOVÁŘOVÁ. Significant Parameters in Brand Building of a University. Marketing Identity: Brands We Love, Pt 1. Slovak Acad Sci: Univerzita sv. Cyrila a Metoda v Trnave, 2017, p. 123-131.
• KOCOUREK, Josef a Romana ČOČKOVÁ. The quality of university teachers as one of the tools of image building. In: Proceedings of the 30th International Business Information Management Association Conference, IBIMA 2017 – Vision 2020: Sustainable Economic development, Innovation Management, and Global Growth [online]. Madrid: International Business Information Management Association (IBIMA), 2017, s. 2591-2596.
• KOCOUREK, Josef, Olga JURÁŠKOVÁ a Martina JUŘÍKOVÁ. Student projects as part of the teaching innovations and their importance in the context of university competitiveness. In: INTED2016: 10th International Technology, Education and Development Conference [online]. Valencia: International Technology, Education and Development (IATED), 2016, s. 803-809. ISSN 2340-1079.
• KOCOUREK, Josef, Olga JURÁŠKOVÁ a Martina JUŘÍKOVÁ. Image analysis as a tool for competitiveness of universities. In: INTED2016: 10th International Technology, Education and Development Conference [online]. Valencia: International Technology, Education and Development (IATED), 2016, s. 795-802. ISSN 2340-1079.
• JURÁŠKOVÁ, Olga, Martina JUŘÍKOVÁ a Josef KOCOUREK. Brand building of a University as an integral part of the educational process. Turkish Online Journal of Educational Technology. 2015, s. 100-105. ISSN 1303-6521.

Ing. Tomáš Rygl

• RYGL, Tomáš. Vnímání pojmu SOCIÁLNÍ MARKETING v čase. In QUAERE 2015. Hradec Králové: MAGNANIMITAS, Hradec Králové, Česká republika, 2015. s. 235-241. ISBN: 978-80-87952-10- 8.

Ing. Radomila Soukalová, Ph.D.

• SOUKALOVÁ, Radomila. Marketing …is a creative science. 1.st edition, Tomas Bata Universitoin in Zlin, 2019, 135 p. ISBN 978-80-7454-866-6.
• SOUKALOVÁ, Radomila. Brief as a Prerequisite for a Successful Solution to a Creative Project. In Turkish Online Journal of Educational Technology, 2017 (October Special Issue), pp. 449 – 456. ISSN 1303-6521.
• SOUKALOVÁ, Radomila. User Role in Design Thinking Process. In Procceding in 32nd Conference of the International-Business-Information-Management-Association (IBIMA). Vision 2020: Sustainable Economic Development and Application of Innovation Management. Seville, 2018, p. 7138-7147.
• SOUKALOVÁ, Radomila. Design thinking Role in Process of Solving Creative Projects. Proceedings of the 30th International Business Information Management Association Conference, IBIMA 2017 – Vision 2020: Sustainable Economic development, Innovation Management, and Global Growth. Madrid: International Business Information Management Association (IBIMA), 2017, p. 5157-5169.
• SOUKALOVÁ R. a kol. „Desing stories..“, 1. Vydání, FMK UTB Zlín, 2016 — 137 sISBN 978-80-7454-637-2
• SOUKALOVÁ, R.: Marketing …je věda kreativní“, ISBN 9788087500712, VerBum Publishing, 1, vyd, 2016
• SOUKALOVA, R., GOTTLICHOVA,M.: Současná role vysoké školy při formování občanské společnosti, VerBum: Zlín, 2010, 80 s., ISBN 978-80-87500-00-2
• SOUKALOVÁ, R.: “Role mediální komunikace vysokých škol s veřejností”, ISBN 978-80-87500-47-7, VerBum 2013, 1. vyd. 62 s.
• Projekt OPVK: 7.2. Terciární vzdělávání, 7.2.2 Vysokoškolské vzdělávání: Technologické a ekonomické kompetence pro Evropský výzkumný prostor TE_ERA: koordinátor TU Liberec, UTB partner, květen 2009 – leden 2012
• Projekt OPVK: 7.2. Terciární vzdělávání, výzkum a vývoj, 7:2:3 Lidské zdroje ve výzkumu a vývoji: Rozvoj komunikačních dovedností ve vědě s využitím modelového pilotního projektu NANO, MUNRO: koordinátor TU Liberec, UTB partner, říjen 2009 – květen 2012
• SOUKALOVÁ,R.: Effective Communication of  Universities in the Context of Science and Research Popularization as a Part of University Marketing Marketing, part one, in  Marketing inspiration,Univerzita Komenského v Bratislavě, Fakulta managementu, ročník V,2010,č.1, s.14-19, ISSN 1336-796X
• SOUKALOVÁ,R.: Effective Communication of  Universities in the Context of Science and Research Popularization as a Part of University Marketing Marketing, part one, in  Marketing inspiration,Univerzita Komenského v Bratislavě, Fakulta managementu, ročník V, 2010,č.2, s.9-22, ISSN 1336-796X
• SOUKALOVÁ, R.: Importace of communication with graduates in university managementt, in Contemporary Trends in Management And Finance. Theory and Praktice, Vizja Press & IT, Warsaw 2010, s. 157-165, ISBN 978-83-61086-78-9
• SOUKALOVÁ, R.: Forms of Communication of Universities with Target Groups Focused on Popularisation of Science and Research Results, in Full papers V. International Conference on Applied Bussiness Research ICABR 2009, Publisher: Mendel Uni­versity in Brno,  ISBN 978-80-7375-325-2, p.1367-1379
• SOUKALOVÁ, R.:Efektivní komunikace s vnějšími cílovými skupinami jako významný faktor zvyšování kvality vysoké školy, odborná studie in AULA, č.3, vyd. 2008. ISSN 1210-6658 s. 43 -53.

Mgr. Michal Stránský, Ph.D.

• STRÁNSKÝ, Michal. Praktický význam morální filosofie. 1. vyd. Zlín: Univerzita Tomáš Bati ve Zlíně, 2018. ISBN 978-80-7454-801-7.

doc. PhDr. Blandína Šramová, Ph.D.

• ŠRAMOVÁ, Blandína. Základy psychologie (nejen) pro marketingové komunikace. Zlín: VeRBuM, 2020. 170 s. ISBN 978-80-88356-03-5.
• ŠRAMOVÁ, Blandína, Tatiana DEPTOVÁ, Anežka Hamranová & Eva POLIAKOVÁ. Násilie v intímnych vzťahoch dospievajúcich: metodika pre prácu v oblasti prevencie. 1. vyd. Bratislava: Univerzita Komenského v Bratislave, 2019. 187 s. ISBN 978-80-223-4849-2.
• ŠRAMOVÁ, Blandína. Gender Differences in the Percetion of Celebrities by Adolescents. The European Proceedings of Social and Behavioural Sciences, 2019. ISSN 2357-1330.
• ŠRAMOVÁ, Blandína & Jiří PAVELKA. Gender differences and wellbeing values in adolescent online shopping, International Journal of Retail & Distribution Management, 2019, Vol. 47, No. 6, pp. 623-642. https://doi.org/10.1108/IJRDM-08-2017-0173.
• ŠRAMOVÁ, Blandína. Children´s consumer behavior. In Senay Sabah (Ed.). Consumer behavior. Practice oriented perspectives. Creotia: INTECH, 2017. ISBN 978-953-51-3619-4.
• BAČÍKOVÁ, Zuzana, Blandína ŠRAMOVÁ & kol. Celebrity v sociálnej reklame 1, (sociálny marketing, celebrity a hodnoty). 1. vyd. Praha: Verbum, 2017. 205 s., ISBN 978-80-87800-36-2.
• ŠRAMOVÁ, Blandína & Jiří PAVELKA. The perception of media messages by preschool children. Young Consumers: Insight and Ideas for Responsible Marketers, 2017, 18(2), 121-140. DOI: 10.1108/YC-11-2016-00643.
• Šramová, B.(2015). Health Literacy and Perception of Social Advertisement. In: Procedia Economics and Finance Vol. 23 (2015), pp. 691-696.
• Šramová, B. (2014). Aggressive Marketing, Consumer Kids and Stereotyping of Media Contents. In: Procedia – Social and behavioral sciences, Vol. 140, pp. 255-259.
• Šramová, Blandína: Identity, social support and attitudes towards health with adolescents. In: New Trends in Technologies. – Croatia: In-Tech, 2009. – ISBN 978-953-7619-62-6. P. 1-27
• Šramová, Blandína: Osobnosť v procese ontogenézy. – Bratislava : Melius, 2007. – 183 s. – ISBN 978-80-969673-0-8
• Šramová, Blandína: Media and child personality.In: Globalisation Trends in the Media. – London: Cambridge Scholars Publishing, 2006. ISBN 1-84718-058-2. – S. 119-125
• Šramová, Blandína: Domáce násilie páchané na deťoch a mládeži. Vybrané sociálno-psychologické aspekty. – Nitra : UKF, 2004. – 153 s. – ISBN 80-8050-750-3

prof. Mgr. Peter Štarchoň, Ph.D.

• LIŽBETINOVÁ, Lenka, Peter ŠTARCHOŇ, Dagmar WEBEROVÁ, Eva NEDELIAKOVÁ & Martina JUŘÍKOVÁ. The Approach of SMEs to Using the Costumer Databases and CRM: Empirical Study in the Slovak Republic. In: Sustainability, vol. 12, No. 1 (2020), pp. 1-21. ISSN 2071-1050.
• PIKULÍK, Tomáš & Peter ŠTARCHOŇ. GDPR: The Battle for European Consumer Data. In: Personal data protection and legal developments in the European Union. 1. edition. Hershey: IGI Global, 2020, pp. 256-277. ISBN 9-781-5225-9489-5.
• ŠTARCHOŇ, Peter & Dagmar WEBEROVÁ. Spontaneous Brand Awareness and Consumer Attitudes to Brands in the Czech Republic and Slovakia. Strategic innovative marketing. 1. edition. Cham: Springer International Publishing AG, 2019, pp. 151-158. ISBN 978-3-030-16098-2.
• ŠTARCHOŇ, Peter, Dagmar WEBEROVÁ & Lenka LIŽBETINOVÁ. Clustering Czech Consumers According to their Spontaneous Awareness of Foreign Brands. In: Sustainable Economic Growth, Education Excellence, and Innovation Management through Vision 2020, vols 1-VII, pp. 1719-1732. Int. Business Information Management Assoc. IBIMA, 2017. ISBN 978-0-9860419-7-6.
• ŠTARCHOŇ, Peter. Bankový marketing. Princípy a špecifiká. Praha: Wolters Kluwer ČR, 2017, 120 s. ISBN 978-80-7552-948-0.
• Štarchoň, P. – Olšavský, F.: Význam marketingovej komunikácie v riadení územných jednotiek. In: Udržitelný rozvoj v evropských regionech, České Budějovice: Vysoká škola evropských a regionálních studií, 2010, s. 130-138. ISBN 978-80-86708-90-4
• Hesková, M. – Štarchoň, P.: Marketingová komunikace a moderní trendy v marketingu. 1. vyd. Praha : Vysoká škola ekonomická, 2009, s. 180. ISBN: 978-80-245-15220-5
• Štensová, A. – Štarchoň, P.: Selected aspects of political marketing in Slovakia. In: Central European Journal of Communication. Vol. 2, No. 2 (2009), s. 319-327. ISSN 1899-5101
• Štarchoň, P.: Využívanie netradičných foriem marketingovej komunikácie na Slovensku. In: Marketingové komunikace a jejich nové formy. Zlín: Univerzita Tomáše Bati, 2009, s. 106 – 111. ISBN 978-80-7318-830-6
• Štarchoň, P. a kol.: Marketingová komunikácia 2007: Teória a slovenská prax. 1. vyd. Bratislava: Univerzita Komenského, 2007, s. 256. ISBN: 978-80-223-2448-9

PhDr. Tomáš Šula, Ph.D.

• GÖTTLICHOVÁ, Marcela & Tomáš ŠULA. The Role of Tourism in The Czech Economy. Journal of Eastern Europe Research in Business and Economics, 2020, roč. 2020, ISSN 2169-0367.
• ŠULA, Tomáš & Milan BANYÁR. Ambient Media Design as a Tool of Creation of New Communication Media. In Strategic Innovative Marketing. Cham: Springer, 2019, s. 101-106. ISBN 978-3-030-16098-2.
• ŠULA, Tomáš. Categorization of Ambient Media Based on Identification of Common Signs of Selected Installations. In Strategic Innovative Marketing and Tourism. Cham: Springer, 2019, s. 413-421. ISBN 978-3-030-12452-6.
• GÖTTLICHOVÁ, Marcela & Tomáš ŠULA. Tourism: An Essential Branch of the National Economy in the Czech Republic. In Proceedings of the 34th International Business Information Management Association Conference. Madrid: International Business Information Management Association (IBIMA), 2019, s. 3419-3428. ISBN 978-0-9998551-3-3.
• ŠULA, Tomáš. Ambient Media in Advertising: Importance of Design in Ambient Media Creation. Zlín: Tomas Bata University in Zlín, Faculty of Multimedia Communications, 2018. 140s. ISBN 978-80-7454-825-3.
• Ambient Media in the View of the General Public and Their Relation to this Communication Form       2017    Šula, Tomáš; Banyár, Milan
• Eye Tracking Measuring of Visual Perception of Erotic Appeals in the Content of Printed Advertising Communications and Analysis of Their Impact on Consumers       2017    Šula, Tomáš; Banyár, Milan; Juříková, Martina
• ŠULA, Tomáš. Ambientní média v reklamě: význam designu při tvorbě ambientních médií. Zlín: Univerzita Tomáše Bati ve Zlíně, Fakulta multimediálních komunikací, 2017. ISBN 978-80-7454-682-2.
• Innovative marketing as a tool for building a positive image of an institution of higher education and increasing the competitiveness of its graduates – Analysis of the functional use of projects of the Department of Marketing Communications at the Faculty of Multimedia Communications of TBU in Zlin and their potential for integration into the teaching proces 2015     Šula, Tomáš; Banyár, Milan
• Incorporation of the university practice medium and its transformation into the community medium, 2015  Šula, Tomáš; Čada, Jan; Jurásek, Martin

doc. PhDr. Dagmar Weberová, Ph.D. MBA

• LORINCOVÁ, Silvia, Peter ŠTARCHOŇ, Dagmar WEBEROVÁ, Miloš HITKA, Miloš & Martina LIPOLDOVÁ. Employee Motivation as a Tool to Achieve Sustainability of Business Processes. In: Sustainability 2019. Volume 11, Issue 11, 3509. EISSN 2071-1050. DOI: 10.3390/su11133509.
• LORINCOVÁ, Silvia, Miloš HITKA, Ľubica BAJZÍKOVÁ & Dagmar WEBEROVÁ. Are the Motivational Preferences of Employees Working in Small Enterprises in Slovakia Changing in Time? In: Journal of Entrepreneurship and Sustainability. Issues 2019, 6(4): 1618-1635. ISSN 2345-0282. DOI: 10.9770/jesi.2019.6.4(5).
• HITKA, Miloš, Silvia LORINCOVÁ, Miloš GEJDOŠ, Kristina KLARIČ & Dagmar WEBEROVÁ. Management Approach to Motivation of White-collar Employees in Forest Enterprises. In: BioResources 2019, Vol. 14(3), pp. 5488-5505. ISSN 1930-2126.
• LIŽBETINOVÁ, Lenka, Peter ŠTARCHOŇ, Silvia LORINCOVÁ, Dagmar WEBEROVÁ & Petr PRŮŠA. Application of Cluster Analysis in Marketing Communications in Small and Medium-Sized Enterprises: An Empirical Study in the Slovak Republic. In: Sustainability 2019. Volume 11, Issue 8. EISSN 2071-1050.
• LIŽBETINOVÁ, Lenka, Dagmar WEBEROVÁ, Peter ŠTARCHOŇ & Kamila TIŠLEROVÁ. Using Selected Attributes of Marketing Communications Management within SMEs in Slovakia. In: Proceedings of the International Conference on Economics, Management and Technology in Enterprises 2019 (EMT 2019).
• LIŽBETINOVÁ, Lenka & Dagmar WEBEROVÁ. Design Students‘ View of Creation in the Context of the Consumer Market. In: INTED2019 Proceedings. Pages: 7261-7265. ISBN: 978-84-09-08619-1. ISSN: 2340-1079. DOI: 10.21125/inted.2019.1759.
• LIŽBETINOVÁ, Lenka & Dagmar WEBEROVÁ. Ways to Find Employment and Preferences in Relation to a New Job for University Graduates of the Pilsen Region in the Czech Republic. International Conference on Strategic Innovative Marketing and Tourism (ICSIMAT) 2018. In: Strategic Innovative Marketing and Tourism. Springer International Publishing, 2019. ISBN 978-030-12452-6. DOI: 10.1007/978-3-030-12453-3.
• LORINCOVÁ, Silvia, Miloš HITKA & Dagmar WEBEROVÁ. Evaluating the Effectiveness of Investment in Educational and Development Activities of Middle Managers. In: Vision 2020: Sustainable Development and Application of Innovation Management. pp. 4785-4795. 32nd International Business Information Management Association Conference. ISBN 978-0-9998551-1-9.
• LIŽBETINOVÁ, Lenka, Miloš HITKA, Elena ZABOROVA & Dagmar WEBEROVÁ. Motivational Preferences of the Czech and Russian Blue-Collar Workers. In: Innovation Management and Education Excellence Through Vision 2020, 2018. VOLS I-IX, pp. 5179-5186. 31st International Business Information Management Association Conference. ISBN 978-0-9998551-0-2.
• LIŽBETINOVÁ, Lenka & Dagmar WEBEROVÁ. Employability of University Graduates in the Pilsen Region of the Czech Republic. In: EDULEARN18 Proceedings. 10th International Conference on Education and New Learning Technologies (EDULEARN) 2018. ISBN 978-84-09-02709-5/ ISSN 2340-1117. DOI: 10.21125/edulearn.2018.
• ŠTARCHOŇ, Peter, Milota VETRÁKOVÁ, Jozef METKE, Silvia LORINCOVÁ, Miloš HITKA & Dagmar WEBEROVÁ. Introduction of a New Mobile Player App Store in Selected Countries of Southeast Asia. In: Social Sciences, 2018, Volume 7, Issue 9, Article number 163. ISSN 20760760. DOI: 10.3390/socsci7090163.
• HITKA, Miloš, Dagmar WEBEROVÁ & Lenka LIŽBETINOVÁ. Comparison of the Motivation Level of Manufacturing Enterprises Employees in V4 Countries. In: Proceedings of the 30th International Business Information Management Association Conference, IBIMA 2017 – Vision 2020: Sustainable Economic development, Innovation Management, and Global Growth. Madrid: International Business Information Management Association (IBIMA), 2017, pp. 436-448. ISBN 978-0-9860419-9-0.
• WEBEROVÁ, Dagmar, Peter ŠTARCHOŇ & Lenka LIŽBETINOVÁ. Comparison of Motivational Preferences of University Students and Employees. In: Proceedings of the 30th International Business Information Management Association Conference, IBIMA 2017 – Vision 2020: Sustainable Economic development, Innovation Management, and Global Growth. Madrid: International Business Information Management Association, 2017, pp. 4184-4193. ISBN 978-0-9860419-9-0.
• ŠTARCHOŇ, Peter, Dagmar WEBEROVÁ & Lenka LIŽBETINOVÁ. Clustering Czech Consumers According to their Spontaneous Awareness of Foreign Brands. In: Sustainable Economic Growth, Education Excellence, and Innovation Management through Vision 2020, Vols 1-VII, pp. 1719-1732. Int. Business Information Management Assoc. IBIMA, 2017. ISBN 978-0-9860419-7-6.
• WEBEROVÁ, Dagmar. Interná komunikácia členov projektových tímov na príklade nadnárodnej spoločnosti. In: Mladá veda. Špeciálne vydanie. November 2017, číslo 6. Ročník piaty, s. 75-83. ISSN 1339-3189.
• WEBEROVÁ, Dagmar. Postoje mladšej generácie žien k osobným motorovým vozidlám v Českej Republike a Ruskej federácii. In: Mladá veda. August 2017, číslo 3. Ročník piaty, s. 147-154. ISSN 1339-3189.
• Weberová, D., Štarchoň, P., Ližbetinová, L.: Product Information and its Impact on Consumer Brand Percpetion. In: Vision 2020: Innovation Management, Development Sustainability, and Competitive Economic Growth, Vols I-VII, pp. 1964-1974. Int. Business Information Management Assoc-IBIMA, 2016. ISBN: 978-0-9860419-8-3. WOS: 000392785700196
• Weberová, D., Ližbetinová, L.: Consumer Attitudes towards Brands in Relation to Price. In: Innovation Management and Education Excellence Vision 2020: From Regional Development Sustainability to Global Economic Growth, Vols I – VI, pp. 1850-1859. Int. Business Information Management Assoc-IBIMA, 2016. ISBN: 978-0-9860419-6-9. WOS: 000381172300206
• Smolková, E., Štarchoň, P., Weberová, D.: Country-of-Origin Brands from the Point of View of the Slovak and Czech Consumers. In: Innovation Management and Education Excellence Vision 2020: From Regional Development Sustainability to Global Economic Growth, Vols I – VI, pp. 2119-2130. Int. Business Information Management Assoc-IBIMA, 2016. ISBN: 978-0-9860419-6-9. WOS: 000381172301025
• Monografia: Proces efektívnej komunikácie v projektovom manažmente. VeRBuM 2013. ISBN: 978-80-87500-32-3