Programme

ČAS (Time)	HLAVNÝ PANEL (MAIN PANEL)	Téma (Topic):
8:30	Otvorenie konferencie (Opening ceremony)	Príhovor dekanky FMK UCM v Trnave / Ľudmila Čábyová Príhovor predsedu TTSK Granátové jablko Mariána Matyáša Predstavenie časopisov FMK UCM v Trnave
9:00	Róbert Toman	Human Spark, Artificial Aid: The Real Creative Process
9:30	Ľubomír Tuchscher	Značky, ktoré sú dostupné pre všetkých
10:00	Prestávka (Coffee break)
10:30	Rastislav Zábojník	Mastery Learning pre Gen Z: Zodpovedné využívanie umelej inteligencie v školstve
11:00	Peter Šebo	AI mení svet
11:30	Andrej Winter	Marketéri by (ne)mali používať AI
12:00	Obed (Lunch)
13:30	Panelová diskusia Hostia: Matej Cifra „Sajfa“ Martin Klementis Lucia Novanská Škripcová Zlatica Švajdová Puškárová Moderátori: Branislav Oprala, Šimona Tomková	Kam kráča ľudstvo a kam umelá inteligencia?
15:00	Prestávka (Coffee break)
15:30	Sekcie (štúdio, zasadačka)
18:00	Raut spojený so spoločenským programom (Banquet with entertainment programme)

Sekcia 1 (štúdio)
Garanti: Jana Radošinská, Lucia Novanská Škripcová, Tomáš Fašiang, Kusá Alena

Čas (Time)	Meno (Name)	Organizácia (Organisation)	Téma (Topic)
15:30	Petra Foretová	Filozofická fakulta Univerzity Palackého v Olomouci	The Image of Universities in Promotional Videos: Self-Presentation of Czech and Slovak Higher Education Institutions
15:50	Jana Přikrylová, Alena Kusá, Ladislav Pátík	Škoda Auto Vysoká škola, Fakulta masmediálnej komunikácie UCM v Trnave	Opportunities and Threats of AI in Marketing and Communication in the Czech Republic and Slovakia
16:10	Rafał Leśniczak	Cardinal Stefan Wyszynski University in Warsaw Institute of Media Education and Journalism, Faculty of Theology	Selected Reflections on Media Image of Churches and other Religious Bodies in the Era of Artificial Intelligence
16:30	Jaroslav Světlík	Panevropská univerzita Praha Fakulta vysoká škola podnikání a práva	The Use of Artificial Intelligence in Healthcare Facility Communication as an Important Tool for its Branding
16:50	Anton Szomolányi	Paneurópska vysoká škola v Bratislave	Basics for Image Composition in Spherical Projection, Alternative: Creation of a communication form for Spherical 360-degree Projections in the Creation of a Popular-educational Documentary Film with an Emphasis on Non-Traditional Communication Procedures
17:10	Ondřej Roubal	Vysoká škola finanční a správní, a.s.	The Ambivalent Nature of Artificial Intelligence and the Solution of Moral Dilemmas of Autonomous Vehicles
17:30	Aneta Černáková, Jana Comová	Filozofická fakulta Univerzity Konštantína Filozofa v Nitre	The Creative Process in Advertising in the Creation of Text and Design: The Human factor Versus Artificial Intelligence
17:45	Łukasz Wojciechowski, Oliver Kohár, Michal Radošinský	Fakulta masmediálnej komunikácie UCM v Trnave	Recepcia textu v digitálnom prostredí sociálnych médií: Prípadová štúdia – kampaň značky Zara

Sekcia 2 (zasadačka)
Garanti: Hana Pravdová, Zora Hudíková, Peter Murár, Jana Galera Matúšová

Čas (Time)	Meno (Name)	Organizácia (Organisation)	Téma (Topic)
15:30	William Brach, Jakub Prokeš	Slovenská technická univerzita, FIIT, Fakulta masmediálnej komunikácie UCM v Trnave	AI & Media in Slovakia: Challenges, Opportunities, Risks. Solution: AI News Agency Editor
15:50	Martin Kasarda	Paneurópska vysoká škola v Bratislave	Social Media in the Marketing of Books: Does Their Power Equal the Principle of Word of Mouth?
16:10	Krzysztof Stępniak, Marek Zając	Cardinal stefan Wyszynski University in Warsaw Institute of Media Education and Journalism	Artificial Intelligence and the Production of Documentary Films and Series. Support or Creativity?
16:30	Eva Karasova	Faculty of Electrical Engineering and Information Technology of the Slovak University of Technology	Adapting Education for Digital Natives: Understanding the Needs of Students of Humanities and Technical Disciplines
16:50	Nóra Julianna Gombos	Budapest University of Technology and Economics, Department of Management and Business Economics	Evaluation and Comparison of the Online Brand Identity of the Top Banks in the USA
17:10	Marek Štosel, Lucia Spálová	Inštitút manažmentu UCM v Trnave, Fakulta masmediálnej komunikácie UCM v Trnave	Museum 4.0: Deep fake – Digital reincarnation of art?
17:30	Silvester Buček	Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie	Redefining the Boundaries of Games: A New Classification for Interactive Experiences
17.45	Michal Kabát, Juraj Kovalčík	Fakulta masmediálnej komunikácie UCM v Trnave	Non-consensual Rhinoplasty: Causes and Consequences of the Acute Underrepresentation of Aquiline Noses in AI-Generated Images

Sekcia VEGA 1/0489/23: Inovatívny model monetizácie digitálnych hier v oblasti kreatívneho priemyslu
Garanti: Hana Pravdová, Zdenko Mago

Čas (Time)	Meno (Name)	Organizácia (Organisation)	Téma (Topic)
13:00	Dinko Jukić	Trade and Commercial School “Davor Milas” Osijek	Digital Games and AI: Education, Ethics, and Culture
13:20	Zdenko Mago	Fakulta masmediálnej komunikácie UCM v Trnave	Artificial Reality in Advertising – From Presentation to Generating: A Case Study from the Banking Sector in the Context of Digital Games
13:40	Veronika Šašalová, Miroslav Macák	Fakulta masmediálnej komunikácie UCM v Trnave	Originality vs. Genericity of Digital Games. The Fall of Fall Guys after Corporate Buyout
14:00	Magdaléna Ungerová	Fakulta masmediálnej komunikácie UCM v Trnave	Digital Games Industry and Political Correctness
14:20	Monika Cihlářová, Adam Kysler	Fakulta masmediálnej komunikácie UCM v Trnave	Artificial Methods in the Monetization of Classic Games: Reviving Old Titles for a New Market

Utorok 11. Novembra 2025
Tuesday, 11 November 2025
8.00	Začiatok registrácie / Start of registration
9.00	Otvorenie konferencie / Opening of the conference	Miestnosť / Venue: Oranžéria	Príhovor dekanky FMK UCM v Trnave / Ľudmila Čábyová Príhovor rektorky UCM v Trnave / Katarína Slobodová Nováková Predstavenie vedeckých časopisov FMK UCM v Trnave Granátové jablko Mariána Matyáša
9.30	Zuzana Eliášová	Slovakia Travel, národná organizácia pre propagáciu cestovného ruchu na Slovensku	Efektívna komunikácia v teórii aj v praxi
		Slovakia Travel, the national tourism promotion organization of Slovakia	Effective communication in theory and in practice
10.00	Branislav Král	Spravodajská televízia TA3	Behind the scenes politických diskusií
		TA3 News Television	Behind the scenes of political discussions
10.30	Beatriz Feijoo	Universidad Villanueva, Madrid, Spain	Little big consumers: Children’s purchasing power and the blurring lines of advertising in the digital age
11.00	Róbert Slovák	Reklamná agentúra Slovák & Friends	Môže reklama zlepšiť život ľudí?
		Slovák & Friends Advertising Agency	Can advertising improve people’s lives?
11.30	Roman Lipka	Collision games, Team Vivat	Product placement v gamingu
			Product placement in gaming
12.00	Michal Božík	Výskumný ústav detskej psychológie a patopsychológie	Sila komunikácie v digitálnom rodičovstve
		Research Institute of Child Psychology and Pathopsychology	The power of communication in digital parenting
12:30 – 13:30	Obed / Lunch	Miestnosť / Venue: Restaurant and Library
13:30 – 15:00	Panelová diskusia / Panel Discussion
	Téma: Zodpovednosť a dôvera v prostredí influencer marketingu
	Topic: Responsibility and trust in the influencer marketing environment
	Moderátori / Moderators:	Matej Martovič	UCM Trnava, Faculty of Mass Media Communication
		Jana Galera Matúšová	UCM Trnava, Faculty of Mass Media Communication
	Hostia diskusie / Guests:	Samuel Kováčik	IG – Vedator_sk
		Kristína Tormová	IG – kristina.tormova
		Lenka Hrobárová	IG – skumavka
15:00 – 15:30	Coffee Break
15:30	Začiatok sekcie 1 / Start of section 1	Miestnosť / Venue:	Erbová sála / Coat-of-Arms hall
Garanti sekcie / Section Chairs:	Denisa Jánošová	Department of Marketing Communication, FMK UCM Trnava
	Viera Kačinová	Department of Media Education, FMK UCM Trnava
	Tomáš Fašiang	Department of Marketing Communication, FMK UCM Trnava
15:30	Adoración Merino	Universidad Internacional de La Rioja (UNIR)	Analysis of hate speech about immigration according to fact-checking websites
16.00	Katarína Fichnová, Łukasz Wojciechowski, Michal Radošinský	Constantine the Philosopher University in Nitra, UCM in Trnava, Faculty of Mass Media Communication	Political communication on social media from the perspective of information disorder
16.15	Eva Jaderná, František Budinský, Zdeněk Roza, Pavel Neset	Škoda Auto University, KMM	Factors influencing infrastructure and consumer behavior in the field of electric vehicle charging
16.30	Katarína Šantová	University of Prešov	Clicking on feelings – Emoji as a language of digital emotions
16.45	Lujza Laudárová, Monika Kuchtová	Comenius University Bratislava, Faculty of Management	The role of traffic sources in the online performance of university websites
17.00	Erika Loučanová, Martina Nosáľová	Technical university in Zvolen	Application of Artificial Intelligence in the Marketing Communication Tools for a Specific Product
17.15	Ondřej Roubal	The University of Finance and Administration, Prague	The Paradox of Choice and the Role of In-Store Communication in Shaping Customer Decision-Making in Selected Retail Chains
15:30	Začiatok sekcie 2 / Start of section 2	Miestnosť / Venue:	Zrkadlová sála / Mirror Hall
Garanti sekcie / Section Chairs:	Jaroslav Bednárik	Department of Marketing Communication, FMK UCM Trnava
	Lucia Novanská Škripcová	Department of Media Communication, FMK UCM Trnava
	Renáta Miklenčičová	Department of Marketing Communication, FMK UCM Trnava
15:30	Ladislav Pátik, Jana Přikrylová	Ambis University, Prague	Storytelling in Contemporary Marketing Communication: Forms, Impact and Technological Integration
15.45	Martin Kuchta, Patrik Učeň	Bratislava University of Economics and Business, Faculty of Commerce	A comparative analysis of user-generated and branded content performance in the digital economy
16.00	Miroslav Zelinský	Pan-European University, Ostrava, Praha	Jazyk zákazů a příkazů ve zdravotnické komunikaci (Etické paradoxy)
16.15	Lujza Gunišová, Peter Štarchoň	Comenius University Bratislava, Faculty of Management	From Screens to Stays: How Digital and Social Factors Shape Generation Z’s Hospitality Choices
16.30	Tomislav Levak, Paula Rem, Matea Krauz	Academy of Arts and Culture in Osijek	Perception of credibility of fact-checking platforms among Croatian citizens
16.45	Stefan Graser	BUEM Bratislava, Management of Small and Medium Entrepreneurship	Rebranding the Automotive Industry for Generation Z: Communication, Employer Attractiveness, and Generational Perception in Transition
17.00	Alina Safonova, Števčat Szabóová	Constantine the Philosopher University in Nitra	The impact of communication strategies of the governments of ukraine and russia on public opinion in slovakia in the context of information and media literacy
18:30	Večerný raut / Formal Dinner Reception	Miestnosť / Venue:	Oranžéria
Streda 12. Novembra 2025
Wednesday, 12 November 2025
8:30	Začiatok registrácie / Start of registration
9:30	Začiatok sekcie 3 / Start of section 3	Miestnosť / Venue:	Erbová sála / Coat-of-Arms hall
Garanti sekcie / Section Chairs:	Norbert Vrabec	Department of Media Education, FMK UCM Trnava
	Anna Zaušková	Department of Marketing Communication, FMK UCM Trnava
	Zora Hudíková	Department of Art Communication, FMK UCM Trnava
9:30	Monika Ploch Palatková	Škoda Auto University	Tourism Destination Branding: AI as a Co-Creator of the Visitor Experience
9:45	Marek Štosel	Constantine the Philosopher University in Nitra	(Art)ificial Reminiscence of Cultural Heritage in the Service of Marketing Communication
10:00	Petra Platz, Zsófia Árvai	Széchenyi University of Győr, Faculty of Economics	Talking Trash: Communication Strategies For Reducing Food Waste
10:15	Hrvoje Kovač, Gordana Lesinger	University North, Koprivnica	Artificial Intelligence in Journalism: Application Possibilities and Ethical Challenges in the Context of Information and Disinformation
10:30	Hana Kiková, Edita Štrbová	Constantine the Philosopher University in Nitra, UCM in Trnava, Faculty of Mass Media Communication	Understanding subjective views on the perceived motivations for spreading hoaxes via a rigorous Q sample framework
10:45	Aleksandra Mirek-Rogowska, Kamila Rączy	Pontifical University of John Paul II in Krakow	Immersive Marketing as an Innovation Strategy in Brand Communication. A Three-Pillar Model Proposal
11:00	Slavka Pitoňáková, Matúš Kubala	University of Žilina	Medzi zábavou a učením: počítačové hry ako médium implicitného vzdelávania
11:15	Ingrid Baniatová, Erika Moravčíková	Constantine the Philosopher University in Nitra, UCM in Trnava, Faculty of Mass Media Communication	Between Authenticity And Illusion: The Freudian Perspective As A Tool For Developing Critical Thinking
11:30	Official closing of the conference	Miestnosť / Venue:	Erbová sála / Coat-of-Arms hall
12:00	Obed / Lunch