Tomas Bata University in Zlín

The pedagogical activity is focused on the application of psychological knowledge to marketing and media practice. The academic interest is oriented mainly on media behavior and consumer behavior by generation Alpha and generation Z.

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Teaching

Consulting hours

Friday 12pm - 2pm, per agreement

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Curriculum vitae

Education

2008 – Assoc. prof., Psychology (Comenius University in Bratislava)
1998 – Ph.D., Psychology (Comenius University in Bratislava)
1986 – 1990 – Mgr., Psychology (Comenius University in Bratislava)

Internships and study stays

2023: Salamanca University, Spain, lecturer within the Erasmus programme

2007: Riga Teacher Training and Education Management, Latvia, lecturer within the Erasmus programme

2009: Uniwersytet Pedagogiczny, im. Komisji Edukacji Narodowej w Krakowi, Poland, lecturer within the Erasmus programme

Process of employment

2010 – Tomas Bata University in Zlín, Czechia, Assoc.prof., researcher

1994 – 2009 – Constantine The Philosopher University in Nitra, Slovakia, teacher, coach for non–profit organization

1990 – 1994 – Psychological counseling in Bratislava, Slovakia

Membership of bodies

Member of the scientific board of the journal "Analysis and Research in Marketing Communication" (AVMK), ISSN 1339-3715, Slovakia

Member of the editorial board of the journal "Youth and Society", ISSN 1335-109, Slovakia

Member of the Scientific Board of Faculty of Education, Comenius University Bratislava, Slovakia

Member of the Scientific Board of Faculty of Media Communications, Tomas Bata University in Zlin

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Creative activities

Publications

Project outputs

Other publications

Šramová, B. (2023). University students’ experience with mobile learning during COVID-19 pandemic, Interactive Learning Environments, DOI: 10.1080/10494820.2023.2220362

Šramová, B., & Pavelka, J. (2019). Gender differences and wellbeing indicators tendencies in motivational structure of adolescent online shopping behavior. International Journal of Retail & Distribution Management. 47 (6), 623-642.

Šramová, B., & Pavelka, J. (2017). The perception of media messages by preschool children. Young Consumers: Insight and Ideas for Responsible Marketers, 18(2), 121-140.

Šramová, B. (2017). Children’s consumer behavior, In.Sabah,S. (Ed.). Consumer Behavior – Practice Oriented Perspectives. Intech Open, pp. 91–109, ISBN 9789535136