O konferenci:<\/strong><\/p>\nKatedra marketingov\u00fdch komunikac\u00ed Vysok\u00e9 \u0161koly kreativn\u00ed komunikace nav\u00e1zala na tradici konferenc\u00ed zam\u011b\u0159en\u00fdch na kreativitu a jej\u00ed propojen\u00ed s aktu\u00e1ln\u00edmi v\u00fdzvami v marketingu, m\u00e9di\u00edch a komunikaci. Leto\u0161n\u00ed ro\u010dn\u00edk se zam\u011b\u0159uje na Generaci Z a jej\u00ed vliv na tyto oblasti. Konference se uskute\u010dn\u00ed 26. 11. 2025 a jej\u00edm c\u00edlem je propojit teoretick\u00e9 poznatky s praktick\u00fdmi zku\u0161enostmi odborn\u00edk\u016f, kte\u0159\u00ed se v\u011bnuj\u00ed marketingov\u00fdm strategi\u00edm, medi\u00e1ln\u00edm trend\u016fm a dynamice spot\u0159ebitelsk\u00e9ho chov\u00e1n\u00ed t\u00e9to generace.<\/p>\n
T\u00e9ma Generace Z je v sou\u010dasn\u00e9m marketingu a m\u00e9di\u00edch z\u00e1sadn\u00ed. Jej\u00ed digit\u00e1ln\u00ed nativita, preference v oblasti komunikace i postoje k udr\u017eitelnosti a spole\u010densk\u00e9 odpov\u011bdnosti formuj\u00ed nov\u00e9 p\u0159\u00edstupy k reklam\u011b, zna\u010dkov\u00e9 komunikaci i medi\u00e1ln\u00edmu obsahu. Plen\u00e1rn\u00ed zased\u00e1n\u00ed prosto nab\u00eddne pohledy akademik\u016f i profesion\u00e1l\u016f z p\u0159edn\u00edch marketingov\u00fdch a medi\u00e1ln\u00edch agentur.<\/p>\n
Konference si rovn\u011b\u017e klade za c\u00edl podpo\u0159it v\u011bdeckou diskusi a publikaci v\u00fdstup\u016f formou kolektivn\u00ed monografie, kter\u00e1 bude podrobena dvoustup\u0148ov\u00e9mu recenzn\u00edmu \u0159\u00edzen\u00ed. Publikace bude zahrnovat vybran\u00e9 p\u0159\u00edsp\u011bvky \u00fa\u010dastn\u00edk\u016f a bude dostupn\u00e1 v ti\u0161t\u011bn\u00e9 i elektronick\u00e9 podob\u011b bez publika\u010dn\u00edch poplatk\u016f. O\u010dek\u00e1van\u00e9 vyd\u00e1n\u00ed je v prvn\u00ed polovin\u011b roku 2026.<\/p>\n
Z p\u0159\u00edsp\u011bvk\u016f budou vyb\u00edr\u00e1na t\u00e9mata reflektuj\u00edc\u00ed vliv Generace Z na marketing, m\u00e9dia a komunikaci. Mezi kl\u00ed\u010dov\u00e9 oblasti pat\u0159\u00ed spot\u0159ebitelsk\u00e9 chov\u00e1n\u00ed, influencer marketing, digit\u00e1ln\u00ed \u017eurnalistika, krizov\u00e1 komunikace, vizu\u00e1ln\u00ed storytelling \u010di dopad um\u011bl\u00e9 inteligence na kreativn\u00ed pr\u016fmysl.<\/p>\n
V\u011b\u0159\u00edme, \u017ee i leto\u0161n\u00ed ro\u010dn\u00edk konference p\u0159isp\u011bje k rozvoji odborn\u00e9 debaty a pos\u00edl\u00ed propojen\u00ed akademick\u00e9ho v\u00fdzkumu s\u00a0prax\u00ed.<\/p>\n
\u00da\u010dast na konferenci je ZDARMA<\/strong>.<\/p>\nOrganiza\u010dn\u00ed v\u00fdbor:<\/strong>
\nDoc. Ing. Lenka Turnerov\u00e1, CSc., Ing. Ji\u0159\u00ed Zelen\u00fd, Ph.D., JUDr. Petr Majerik, Mgr. Jana Mu\u017e\u00edkov\u00e1, Ph.D.<\/p>\nProgram:<\/strong>
\n9:00\u20139:30<\/strong>
\nRegistrace<\/p>\n9:30<\/strong>
\nZah\u00e1jen\u00ed konference
\n
\n9:30\u201310:45 <\/strong>Plen\u00e1rn\u00ed \u010d\u00e1st<\/strong><\/p>\n\n- \n
K\u013e\u00fa\u010dov\u00e9 prvky marketingu pre zamestn\u00e1vate\u013eov gener\u00e1cie Z
\n
prof. Mgr. Lucia \u00a0Sp\u00e1lov\u00e1, PhD.<\/i>, Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmedi\u00e1lnej komunik\u00e1cie<\/div>\n<\/li>\n- Generace Z a soci\u00e1ln\u00ed inovace
\ndoc. Ing. Marie Dohnalov\u00e1, CSc.<\/em>, Univerzita Karlova, Fakulta humanitn\u00edch studi\u00ed<\/li>\n- Meranie preferenci\u00ed u gener\u00e1cie Z
\ndoc. Ing. Vladim\u00edr Vietoris, PhD.<\/em>, Slovensk\u00e1 po\u013enohospod\u00e1rska univerzita v Nitre, Fakulta biotechnol\u00f3gie a potravin\u00e1rstva<\/li>\n- P\u0159\u00edsp\u011bvky\u00a0o v\u00edn\u011b na Instagramu: Modelov\u00e1n\u00ed chov\u00e1n\u00ed u\u017eivatel\u016f Instagramu na z\u00e1klad\u011b charakteristik fotografi\u00ed
\nIng. Ji\u0159\u00ed Zelen\u00fd, Ph.D.<\/i>, Vysok\u00e1 \u0161kola kreativn\u00ed komunikace<\/li>\n<\/ul>\n10:50\u201312:00 P\u0159\u00edpadov\u00e1 studie<\/strong><\/p>\n10:50\u201312:00 P\u0159\u00edpadov\u00e1 studie<\/strong>
\nJak Perfetti van Melle vstoupila do sv\u011bta gamer\u016f
\nMichaela Krchov\u00e1<\/em>, Digit\u00e1ln\u00ed Strat\u00e9g Wavemaker + Hanka Tepl\u00e1, Account Manager Wavemaker (moderuje Petr Majerik)<\/p>\n\n- \n
jak p\u0159etavit glob\u00e1ln\u00ed komunikaci do lok\u00e1ln\u00ed kampan\u011b, kter\u00e1 d\u00edky insight\u016fm a kreativit\u011b oslov\u00ed a nadchne (a z\u00edsk\u00e1 ceny)<\/div>\n<\/li>\n
- \n
jak prob\u00edh\u00e1 spolupr\u00e1ce s gaming komunitou<\/div>\n<\/li>\n
- \n
co v\u0161echno se m\u016f\u017ee pokazit a jak se s t\u00edm vypo\u0159\u00e1dat<\/div>\n<\/li>\n<\/ul>\n
12:00\u201313:00<\/strong>
\nOb\u011bd<\/p>\nN\u00e1sleduje pr\u00e1ce v\u00a0sekc\u00edch:<\/strong>
\nSekce A (13\u201314 hodin)<\/strong>
\nMarketingov\u00e9 bubliny aneb na co si d\u00e1t pozor, ne\u017e nastoup\u00edte do sv\u00fdch budouc\u00edch zam\u011bstn\u00e1n\u00ed
\nPetr Tom\u00e1\u0161<\/em>, GroupM, Consumer Research Skillhead<\/p>\n\n- Jak a v \u010dem se li\u0161\u00ed market\u00e9\u0159i od b\u011b\u017en\u00e9 \u010desk\u00e9 populace?<\/li>\n
- Pro\u010d na tom z\u00e1le\u017e\u00ed?<\/li>\n
- Pro\u010d se v marketingov\u00e9 bublin\u011b pomaleji st\u00e1rne?<\/li>\n
- A jak neztratit kontakt s realitou, proto\u017ee relevance je v marketingu z\u00e1klad.<\/li>\n<\/ul>\n
Sekce B (14\u201315 hodin)<\/strong>
\nV\u00fdzkumn\u00e9 aktivity v oblasti Generace Z a jej\u00edho vztahu k marketingu, marketingov\u00fdm komunikac\u00edm (moderuje Ji\u0159\u00ed Zelen\u00fd)<\/p>\n\n
\n- AI and the Transformation of the Role of Teaching
\nMgr. Natalia Shumeiko, PhD.<\/i>, Bratislava University of Economics and Business, Faculty of Applied Languages<\/li>\n- Udr\u017eiteln\u00e9 praktiky generace Z
\nMgr. Bc. Margarita Yelisseyeva<\/em>, \u010cesk\u00e1 zem\u011bd\u011blsk\u00e1 univerzita v Praze, Provozn\u011b ekonomick\u00e1 fakulta<\/li>\n- V\u00fdu\u010dba dejepisu v digit\u00e1lnom veku: Potenci\u00e1l a vyu\u017e\u00edvanie digit\u00e1lnej s\u00e9rie Assassin’s Creed,
\nMgr. Adam Slov\u00e1k<\/em>, Univerzita Kon\u0161tant\u00edna Filozofa v Nitre, Filozofick\u00e1 fakulta<\/li>\n- Generace Z v hotelov\u00e9m pr\u016fmyslu
\nIng. Samuel Barto\u0161<\/em>, Czech Inn Hotels<\/li>\n<\/ul>\n<\/div>\n<\/div>\n
P\u0159\u00edle\u017eitost pro doktorandy a v\u011bdeck\u00e1 pracovi\u0161t\u011b, mo\u017enost za\u0159azen\u00ed p\u0159\u00edsp\u011bvk\u016f do spole\u010dn\u00e9 publikace, kter\u00e1 vyjde v\u00a0prvn\u00ed polovin\u011b roku 2026.<\/p>\n
[tlacitko link=“https:\/\/www.vskk.cz\/cz\/call-for-book-chapters\/“]Call for Book Chapters \/ Odevzdat kapitolu[\/tlacitko]<\/u><\/p>\n
15:00 Shrnut\u00ed a z\u00e1v\u011bre\u010dn\u00e9 slovo<\/strong><\/p>\nV\u011bdeck\u00fd v\u00fdbor konference<\/strong>
\nDoc. Ing. Lenka Turnerov\u00e1, CSc., Vysok\u00e1 \u0161kola kreativn\u00ed komunikace
\nIng. Ji\u0159\u00ed Zelen\u00fd, Ph.D., Vysok\u00e1 \u0161kola kreativn\u00ed komunikace
\nDoc. Ing. Marie Heskov\u00e1, CSc., Jiho\u010desk\u00e1 univerzita, \u010cesk\u00e9 Bud\u011bjovice
\nDoc. PhDr. Marie Dohnalov\u00e1, CSc., Filosofick\u00e1 fakulta Univerzity Karlovy
\nProf. Mgr. Peter \u0160tarcho\u0148, Ph.D., Univerzita Komensk\u00e9ho Bratislava
\nProf. PhDr. Petr Chalupa, CSc., Vysok\u00e1 \u0161kola polytechnick\u00e1 Jihlava
\nProf. Ing. Libor Pavera, Ph.D, Vysok\u00e1 \u0161kola ekonomick\u00e1
\nProf. Jos\u00e9 Lu\u00eds Reis, PhD, Universidade da Maia (UMAIA), Portugalsko
\nDra. Lucie Crespo Stupkov\u00e1, Ph.D., Universidad Nacional Aut\u00f3noma de M\u00e9xico (UNAM), Mexiko
\nAssoc. Prof. Duygu Yetgin Akgun, PhD, Anadolu \u00dcniversitesi, Turecko
\nAssoc. Prof. Gerrie Du Rand, PhD, University of Pretoria, Jihoafrick\u00e1 republika
\nAssoc. Prof. Mark Lang, PhD, The University of Tampa, USA
\nDr. Stefan Mang, PhD, Universit\u00e4t Passau, N\u011bmecko
\nDr. Amalia Georgescu, PhD, Gheorghe Asachi Technical University of Ia\u015fi, Rumunsko<\/p>\nPoradn\u00ed v\u00fdbor:
\n<\/b>Ehsan Zereshki, M.Sc. (pro statistick\u00e9 metody)
\ndoc. Ing. Vladimir Vietoris, PhD. (pro publika\u010dn\u00ed proces)<\/p>\n
Partne\u0159i:<\/strong><\/p>\n![\"\"](\"https:\/\/www.vskk.cz\/cz\/wp-content\/uploads\/sites\/2\/2025\/05\/WPP-Media_Wordmark_Navy_RGB-300x88.png\")
<\/p>\n
![\"\"](\"https:\/\/www.vskk.cz\/cz\/wp-content\/uploads\/sites\/2\/2025\/10\/Mentos-logo-300x75.png\")
<\/p>\n
<\/p>\n","protected":false},"excerpt":{"rendered":"
Generace Z, marketing a m\u00e9dia: Adaptace na novou realitu Datum:\u00a026.\u00a011.\u00a02025…<\/p>\n","protected":false},"author":9,"featured_media":0,"parent":6182,"menu_order":5,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"episode_type":"","audio_file":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","date_recorded":"","explicit":"","block":"","itunes_episode_number":"","itunes_title":"","itunes_season_number":"","itunes_episode_type":"","filesize_raw":"","footnotes":""},"class_list":["post-19247","page","type-page","status-publish","hentry"],"acf":[],"yoast_head":"\n
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