UCM
Research/art/teacher profile of a person
Name and surname:
 prof. Ing. Alena Kusá, PhD.
Email:
 alena.kusa@ucm.sk
Homepage:
 http://
Fakulta/Univerzita:
FMK UCM - Faculty of Mass Media Communication
Pracovisko:
KMARK - Katedra marketingovej komunikácie

I. - Basic information

I.1 - Surname
Kusá
I.2 - Name
Alena
I.3 - Degrees
prof. Ing. PhD.
I.4 - Year of birth
1955
I.5 - Name of the workplace
Faculty of Mass Media Communication
I.6 - Address of the workplace
nám. J.Herdu 2, 917 01 Trnava
I.7 - Position
professor
I.8 - E-mail address
alena.kusa@ucm.sk
I.9 - Hyperlink to the entry of a person in the Register of university staff
https://www.portalvs.sk/regzam/detail/14461
I.10 - Name of the study field in which a person works at the university
Media and Communication Studies
I.11 - ORCID iD
0000-0002-6421-2454

II. - Higher education and further qualification growth

II.1 - First degree of higher education
II.2 - Second degree of higher education
II.a - Name of the university or institution
University of Economics Bratislava, Faculty of Economics, Services and Tourism Banská Bystrica
II.b - Year
1979
II.c - Study field and programme
Service economy and tourism
II.3 - Third degree of higher education
II.a - Name of the university or institution
Technical University of Zvolen, Faculty of Wood Technology
II.b - Year
2000
II.c - Study field and programme
Sectoral and cross-cutting economies
II.4 - Associate professor
II.a - Name of the university or institution
University of Žilina, Faculty of PEDAS
II.b - Year
2004
II.c - Study field and programme
Sectoral and cross-cutting economies
II.5 - Professor
II.a - Name of the university or institution
University of St. Cyril and Methodius in Trnava, Faculty of Mass Media Communication
II.b - Year
2013
II.c - Study field and programme
Mass Media Studies, ŠP Marketing Communication
II.6 - Doctor of Science (DrSc.)

III. - Current and previous employment

III.a - Occupation-position III.b - Institution III.c - Duration
University teacher /professor since 2013 Faculty of Mass Media Communication UCM in Trnava, Department of Marketing Communication 2009-present
University lecturer /Assistant professor, associate professor since 2004 Faculty of Wood Technology, Technical University of Zvolen, Department of Marketing, Trade and World Forestry (1997-2011) 1994-2011
University teacher/ Assistant professor Faculty of Wood Technology, Technical University of Zvolen, Department of Marketing, Trade and World Forestry (1997-2011 1994-2011
Head of Sales Department Sales Officer Žiara, VD Zvolen Municipal National Committee in Zvolen, Department of Trade, Transport and Services 1992-1993, 1979-1990

IV. - Development of pedagogical, professional, language, digital and other skills

IV.a - Activity description, course name, other IV.b - Name of the institution IV.c - Year
College pedagogy course- graduate- certificate Matej Bel University in Banská Bystrica 1998-2000
Sales training - certificate Spol.Businnes Sucsses 1992
Online workshop - project-based learning - Design Thinking - certificate Google Co, 2020
G Suite: online learning via Google Meet FMK UCM 3/2020
Course Statistical Methods in Research FMK UCM 9/2020
odds Pertov and Gantt chart FMK UCM 11/2021
Neuromarketing and its use in science, research and teaching Method Lab, FMK UCM 9/2021
Advanced MS Teams features FMK UCM 9/2022
training to prepare members of the working groups of the UNIZA Accreditation Council for the assessment of the SP University of Zilina 2/2022

V. - Overview of activities within the teaching career at the university

V.1 - Overview of the profile courses taught in the current academic year according to study programmes
V.1.a - Name of the profile course V.1.b - Study programme V.1.c - Degree V.1.d - Field of study
Marketing strategie I and II Marketing Communication Bachelor Media and Communication Studies
Marketing communication strategies I and II Marketing Communication Masters Media and Communication Studies
Consumer research and consumer theories Marketing Communication doctoral Media and Communication Studies
Consumer behaviour Marketing Communication bachelor Media and Communication Studies
V.2 - Overview of the responsibility for the delivery, development and quality assurance of the study programme or its part at the university in the current academic year
V.2.a - Name of the study programme V.2.b - Degree V.2.c - Field of study
Marketing communication Bachelor - sponsor Media and Communication Studies
Marketing communication Master's -guarantee Media and Communication Studies
Marketing communication doctoral - guarantee Media and Communication Studies
V.3 - Overview of the responsibility for the development and quality of the field of habilitation procedure and inaugural procedure in the current academic year
V.4 - Overview of supervised final theses
V.4.1 - Number of currently supervised theses
V.4.a - Bachelor's (first degree)
V.4.b - Diploma (second degree)
10/2022-2023
V.4.c - Dissertation (third degree)
2/2022-2023
V.4.2 - Number of defended theses
V.4.a - Bachelor's (first degree)
22 from 2000
V.4.b - Diploma (second degree)
226 from 2000
V.4.c - Dissertation (third degree)
14 from 2004
V.5 - Overview of other courses taught in the current academic year according to study programmes
V.5.a - Name of the course V.5.b - Study programme V.5.c - Degree V.5.d - Field of study
Branding I and II Marketing communication masters Media and Communication Studies

VI. - Overview of the research/artistic/other outputs

VI.1 - Overview of the research/artistic/other outputs and the corresponding citations
VI.1.1 - Number of the research/artistic/other outputs
VI.1.a - Overall
131+69 /from 2010
VI.1.b - Over the last six years
69
VI.1.2 - Number of the research/artistic/other outputs registered in the Web of Science or Scopus databases
VI.1.a - Overall
76
VI.1.b - Over the last six years
38
VI.1.3 - Number of citations corresponding to the research/artistic/other outputs
VI.1.a - Overall
186 of which 163 ( 2010-2023)
VI.1.b - Over the last six years
96
VI.1.4 - Number of citations registered in the Web of Science or Scopus databases
VI.1.a - Overall
up to 2010 - 10, after 2010 (FMK) - 46
VI.1.b - Over the last six years
38
VI.1.5 - Number of invited lectures at the international, national level
VI.1.a - Overall
2/4
VI.1.b - Over the last six years
2/4
VI.2 - The most significant research/artistic/other outputs

ADC Scientific papers in foreign peer-reviewed journals Comparison of furniture demand in Croatia and Slovakia / Darko Motik ... [et al.], 2004. In. 54, no. 12 (2004), pp. 85-89. [Motik Darko - Kusá Alena - Jazbec Anamarija - Jelačić Denis] 

ADM Scientific papers in foreign journals registered in Web of Science or SCOPUS databases ECO-ECO Recycling Models and Application of their Principles into the Circular Economy / Alena Kusá ... [et al.], 2020. In. 17, no. 9 (2020), pp. 85-107.

ADM Scientific papers in foreign journals registered in Web of Science or SCOPUS databases Communication as a Part of Identity of Sustainable Subjects in Fashion / Alena Kusá, Marianna Urmínová, 2020. DOI DOI 10.3390/jrfm13120305. In. 13, no. 12 (2020), pp. 305-320

ADM Scientific papers in foreign journals registered in Web of Science or SCOPUS databases Effect of marketing communication on consumer preferences and purchasing decisions / Alena Kusá, Anna Zaušková, Ľudmila Čábyová, 2020. In: AD ALTA : Journal of Interdisciplinary Research. - ISSN 1804-7890, Vol. 10, no. 1 (2020), pp. 150-155

ADM Scientific papers in foreign journals registered in Web of Science or SCOPUS databases Testing of Standardized Advertising Slogans Within the Marketing Communication of Sustainable and Local Foods in Order to Reveal Consumer Preferences / Alena Kusá ... [et al.], 2021. DOI DOI 10.3389/fsufs.2021.703223. In. 5, No. July (2021), pp. [1-9] [online].  

VI.3 - The most significant research/artistic/other outputs over the last six years

ADM Scientific papers in foreign journals registered in Web of Science or SCOPUS databases ECO-ECO Recycling Models and Application of their Principles into the Circular Economy / Alena Kusá ... [et al.], 2020. In. 17, no. 9 (2020), pp. 85-107. 

ADM Scientific papers in foreign journals registered in Web of Science or SCOPUS databases Testing of Standardized Advertising Slogans Within the Marketing Communication of Sustainable and Local Foods in Order to Reveal Consumer Preferences / Alena Kusá ... [et al.], 2021. DOI DOI 10.3389/fsufs.2021.703223. In. 5, No. July (2021), pp. [1-9] [online]. 

V2 Scientific output of publishing activity as part of edited book or proceedings - chapter, paper, abstract, abstract from event, poster from event, paper from event Communicating sustainability in the circular economy and its implementation in selected areas / Alena Kusá, Renáta Miklenčičová, Marianna Urmínová, 2022. In: Possibilities and barriers for Industry 4.0 implementation in SMEs in V4 countries and Serbia : monograph : Visegrad+ Grant No. 22110036 / editor-in-Chief: Ivan Mihajlović ; reviewers: Zuzana Virglerova, Ivana Mladenović Ranisavljević. - 1st ed. - Bor : University of Belgrade, Technical Faculty in Bor, 2022. - ISBN 978-86-6305-121-8, pp. 444-488. 

ADM Scientific works in foreign journals registered in Web of Science or Scopus databases Communication as a Part of Identity of Sustainable Subjects in Fashion / Alena Kusá, Marianna Urmínová, 2020. DOI DOI 10.3390/jrfm13120305. In. 13, no. 12 (2020), pp. 305-320. 

V1 Scientific output of publishing activity as a whole - monograph, critical source edition, critical annotated translation, cartographic work, catalogue of artworks, edited book, proceedings Retail Marketing Communication and the Consumer Behaviour of Selected Generations / Alena Kusá, Tomáš Fašiang, Daniela Kollárová. - 1st ed. - Oxford : Peter Lang, 2022. - 192 s. [9,64AH]. - ISBN 978-1-80079-855-7. 

VI.4 - The most significant citations corresponding to the research/artistic/other outputs

ADC Scientific papers in foreign peer-reviewed journals Comparison of furniture demand in Croatia and Slovakia / Darko Motik ... Alena Kusá

...[et al.], 2004. In. 54, no. 12 (2004), pp. 85-89.

Feedback:


2020 [01] GRZEGORZEWSKA, E., et al. Evaluating the international competitiveness of polish furniture manufacturing industry in comparison to the selected eu countries. In: Acta Facultatis Xylologiae Zvolen. 2020, 62(2), pp. 149-164. ISSN 1336-3824. Scopus


2020 [3] JOŠT, M., et al. Changes in Customer Preferences for Furniture in Slovenia. In: Drvna industrija. 2020, 71(2), pp. 149-156.


2013 [01] SHUKRI, M., SAM SHOR, N.Y., LI YANA, Y. Consumers knowledge and preferences for wood-based materials used in household furniture manufacture. In: Malaysian Forester. 2013, 76(1), pp. 53-58. ISSN 0302-2935. Scopus


2010 [3] PERIĆ, I., et al. Analiza zadovoljstva kupaca namještaja. In: Drvna industrija. 2010, 61(4), pp. 251-258.


2008 [3] SHUKRI, M., TAN POH, Y. Wooden Furniture Purchase Attributes: A Malaysian Consumers Perspective. In: Pertanika J. Trop. Agric.Sci. 2008, 31(2), s. 197-203. ISSN 1511-3701.


2008 [3] MOHAMED, S. and YI, T.P., 2008. Wooden furniture purchase attributes: A Malaysian consumers perspective. Pertanika Journal of Tropical Agricultural Science, 31(2), pp. 197-203.( SCOPUS)


2010 [3] PERIĆ, I., BIČANIĆ, K., PIRC, A., OJUROVIĆ, R. and GRLADINOVIĆ, T., 2010. Analysis of customer satisfaction in furniture market. Drvna Industrija, 61(4), pp. 251-258.(SCOPUS)


2011 SHUKRI, M., SAM SHOR NAHAR, Y., MOHD KHAIRON, B., ASHRIQ FAHMY, A., BAZILAH, A.R. and AHMAD AIZUDDIN, H., 2011. Malaysian consumers perceived importance and knowledge of household furniture materials. Malaysian Forester, 74(1), pp. 61-68.(SCOPUS)

ADM Scientific papers in foreign journals registered in Web of Science or SCOPUS databases


Communication as a Part of Identity of Sustainable Subjects in Fashion / Alena Kusá, Marianna Urmínová, 2020. DOI DOI 10.3390/jrfm13120305. In: Journal of Risk and Financial Management. - ISSN 1911-8066, Roč. 13, č. 12 (2020), s. 305-320.


Feedback:

2022 [01] MINHUS, S.M., HUIE, L. Sustainability of Costume Appearance: Influence of Psychological and Social Values on the Bangladeshi Young Generation. In: Sage Open. 2022, roč. 12, č. 2. Scopus


2021 [01] SanMiguel, P., et al. How to communicate sustainability: from the corporate web to e-commerce. The case of the fashion industry. In: Sustainability. 2021, roč. 13, č. 20, art. no. 11363. WoS


2021 [01] URDEA, A.M., CONSTANTIN, C.P. Experts Perspective on the Development of Experiential Marketing Strategy: Implementation Steps, Benefits, and Challenges. In: JOURNAL OF RISK AND FINANCIAL MANAGEMENT. 2021, roč. 14, č. 10 (2021), 502. WoS


2021 [3] KUCHCIAK, I., WIKTOROWICZ, J. Empowering Financial Education by Banks—Social Media as a Modern Channel. In: Journal of Risk and Financial Management. 2021, 14(3), 118.

ADM Scientific papers in foreign journals registered in Web of Science or SCOPUS databases

Gender differences in purchase decision-making styles / Alena Kusá ... [et al.], 2014. In: European Journal of Science and Theology. - ISSN 1841-0464, Vol. 10, no. 5 (2014), pp. 113-123.


Feedback:


2020 [3] GUMUS, N., KARACA, S. Tuketicilerinin Karar Verme Tarzlarinin Incelenmesi: Turk Dunyasi Ornegi. In:

MANAS Journal of Social Studies. 2020, 9(2), pp. 946-957. ISSN 1694-7215.


2020 [1] Cho, H., Chiu, W., Tan, X.D.Travel overseas for a game: the effect of nostalgia on satellite fans

psychological commitment, subjective well-being, and travel intention. In:Current Issues in Tourism. 2020. WoS


2019 [3] Liem Gai Sin. Analisis perbedaan gaya pengambilan keputusan pembelian konsumen laki-laki da perempuan akan

produk suplemen makanan di kota malang. In: Media Ekonomi. 2019, 19(2). ISSN 2579-4418.


2019 [3] MMARI, W.E., KAZUNGU, I. Does value perception impinge consumer purchase decision? The perspective of gender

differences in shopping malls, dar es Salaam-Tanzania. In: Journal of Co-operative and Business Studies. 2019, 4(2), pp. 32-38. ISSN 0856-9037

.

2016 [2] KOLLAROVA, Daniela. Slovak retail in era of globalization. In: Globalization and its socio-economic

consequences. Zilina: ZU, 2016, s. 935, 936. ISBN 978-80-8154-191-9. WoS


ADM Scientific papers in foreign journals registered in Web of Science or SCOPUS databases

Communication as a Part of Identity of Sustainable Subjects in Fashion / Alena Kusá, Marianna Urmínová, 2020. DOI DOI 10.3390/jrfm13120305.

In: Journal of Risk and Financial Management. -

ISSN 1911-8066, Roč. 13, č. 12 (2020), s. 305-320.

Feedback:


2022  [01] MINHUS,S.M., HUIE, L. Sustainability of Costume Appearance: Influence of Psychological

and Social Values on the Bangladeshi Young Generation. In: Sage Open. 2022, roč. 12, č. 2. Scopus


2021  [01] SanMiguel, P., et al. How to communicate sustainability: from the corporate web to

e-commerce. The case of the fashion industry. In: Sustainability. 2021, roč.13, č. 20, art. no. 11363. WoS


2021  [01] URDEA,A.M., CONSTANTIN, C.P. Experts' Perspective on the Development of Experiential

Marketing Strategy: Implementation Steps, Benefits, and Challenges. In: JOURNAL OF RISK AND FINANCIAL MANAGEMENT. 2021, roč. 14, č. 10 (2021), 502. WoS


2021  [3] KUCHCIAK,I., WIKTOROWICZ, J. Empowering Financial Education by Banks—Social Media as a

Modern Channel. In: Journal of Risk and Financial Management. 2021, 14(3), 118.


ADM Scientific papers in foreign journals registered in Web of Science alebo SCOPUS

Effect of marketing communication on consumer preferences and purchasing decisions / Alena Kusá, Anna Zaušková, Ľudmila Čábyová, 2020.

In: AD ALTA : Journal of Interdisciplinary Research. - ISSN 1804-7890, Roč. 10, č. 1 (2020), s. 150-155.

Feedback:


2022  [02] IZAKOVA, N., et al. The Role of Social Communications in Private medical Clinic Brand Management During the Covid-19 Pandemic. In: Proceedings of the International Scientific and Practical Conference "Sustainable development of environment after Covid-19" (SDEC 2021). Paríž: Atlantis Press, 2022. Advances in Social Science, Education and Humanities Research, ISSN 2352-5398 ; Volume 632, s. 164-168

.

2022  [01] ZABUZHANSKA, I., MARTOVIČ, M., HEKELJ, M. Audiobranding in American and Slovak telecommunications advertising: a linguistic standpoint. In: Lege Artis: Language yesterday, today, tomorrow. 2022, roč. 7, č. 1, s. 267-304. WoS


2021  [02] IZAKOVA, N.B., KAPUSTINA, L.M. Marketingovoe issledovanie vlijanija uznavaemosti brenda na konkurentosposobnosť agentstv nedvižimosti. In: Praktičeskij marketing. 2021, č. 9, s. 11-17. ISSN 2071-3762.


2021  [02] IZAKOVA, N., et al. Digital Marketing Communications for Sustainable Company Development. In: Proceedings of the Second Conference on Sustainable Development: Industrial Future of Territories (IFT 2021). Atlantis Press, 2021. Advances in Economics, Business and Management Research, ISSN 2352-5428 ; Volume 195, s. 163-167.


2021  [02] IZAKOVA, N.B., SOLOSIČENKO, T.Ž. Methodological approach to assessing the brand management performance of a private medical clinic. In: Voprosy upravlenija. 2021, roč. 5, č. 72, s. 23-36

.

2021  [01] Askan, E., Topcu, Y., Sahin, A. Determining consumption preferences of consumers considering quality attributes of drinking water: case of lgdir. In: ITALIAN JOURNAL OF FOOD SCIENCE. 2021, roč. 33, č. 2, s. 156-165. WoS


2021  [01] KNOŠKOVÁ, Ľ., GARASOVÁ, P. Consumer perception of product features in buying process of wooden furniture. In: AD ALTA: journal of interdisciplinary research. 2021, roč. 11, č. 2, s. 119-126. WoS


2020  [02] AGARWAL, S., DAMLE, M. Sentiment analysis to evaluate influencer marketing: exploring to identify the parameters of influence. In: PalArch’s Journal Of Archaeology Of Egypt/Egyptology. 2020, roč. 17, č. 6, s. 4784-4799. ISSN 1567-214X.


2020  [2] POLIAČIKOVÁ, E., MUSOVÁ, Z., DRUGDOVÁ, J. Perception of package free shops as a part of the circular economy principles implementation by generations X and Y. In: Marketing Identity: Covid-2.0. Trnava: FMK UCM, 2020, s. 482-490. ISBN 978-80-572-0107-6. WoS

VI.5 - Participation in conducting (leading) the most important research projects or art projects over the last six years

VEGA 1/0078/18 Aspects of marketing communication in circular economy processes - deputy project leader ( 2018-2020)

VEGA 1/0283/15 Aspects of marketing communication in the process of customer value creation in the B2C market in the context of maximizing market share in the retail purchasing mix - project leader (2015-2017)

VEGA 1/0606/21 Changing preferences in consumer purchasing behaviour in the context of the dynamics of the development of marketing communication tools - co-investigator (2021- 2023)

International project V4 (visegrad found) F22110036- Possibilities and barriers for Industry 4.0 implementation in SMEs in V4 countries and Serbia ( 2021-2022)

International project of OECD, EC and Ministry of Environment of the Slovak Republic - Preparation of Circular Economy Roadmap for the Slovak Republic - - member of the working group (2020-2022)

VII. - Overview of organizational experience related to higher education and research/artistic/other activities

VII.a - Activity, position VII.b - Name of the institution, board VII.c - Duration
Membership in the Czech Marketing Society, Czech Republic, Membership in the Marketing Teachers Club Czech Marketing Society, Prague 1995-present
Membership in POPAI, Czech Republic POPAI Central Europe, a non-profit organisation supporting point- of-sale marketing 2019- so far
Membership of the Scientific Council of Ecoletra.com Scientific eJournal International interdisciplinary e-journal www.ecoletra.com 2015 - so far
Membership in the Scientific Council of UCM in Trnava UCM Trnava 2018 - so far
Membership in the Scientific Council of the FMK UCM in Trnava FMK UCM in Trnava 2012- so far
Membership in the UCM Internal Quality Assessment Board UCM Trnava 2015- so far
Member of the Trade Union Commission Media and Communication Studies FMK UCM Trnava FMK UCM in Trnava 2012 - so far
Member and trainer of the Trade Union Commission 3-3-16 Economics and Business Management F PEDAS University of Žilina University of Žilina in Žilina 2007- so far
Evaluator of VEGA projects, Evaluator of KEGA projects Scientific Grant Agency at the Ministry of Education and Science Cultural and Educational Grant Agency at the Ministry of Education and Science 2014- so far, 2016- so far
Member of the Scientific Committee of the International Conference Marketing Identity ( annually) FMK UCM Trnava 2012 - so far
Member of the Marketing Teachers Club Czech Marketing Society, Prague 2019- so far
Member of the Polish Communication Association Polish Society for Public Communications 2021- so far
the person with primary responsibility for the delivery, development and quality assurance of the Marketing Communication degree programme FMK UCM Trnava 2013- so far
member of AR UNIZA for assessment of SP with SAAVŠ standards University of Zilina 2022 - so far
Member of ESMA European Social Marketing Association international organisation ESMA 2022 - so far
member of scientific committees of conferences University of Zilina 2004- so far
Member of AOPP ( outside UCM) Association for the Protection of Patients' Rights - non-profit organization Bratislava 2018- so far

VIII. - Overview of international mobilities and visits oriented on education and research/artistic/other activities in the given field of study

VIII.a - Name of the institution VIII.b - Address of the institution VIII.c - Duration (indicate the duration of stay) VIII.d - Mobility scheme, employment contract, other (describe)
Czech University of Agriculture, Faculty of Operational Economics Prague, Czech Republic 9.1.2012 - 13.1.2012 Erasmus
College of Finance and Administration Prague, Czech Republic 24.9.2013- 28.9.2013 Erasmus
University of ITM Rzeszow Rzeszow, Poland 15.3.2016 - 17.3.2016 Erasmus +
University of Economics Katowice Katowice, Poland 9.4.2018- 12.4.2018 Erasmus +
University of Economics Katowice Katowice, Poland 9. 5. 2022 - 13.5. 2022 Erasmus +
Ambis VŠ Prague Prague, Czech Republic 10.5.-14.5.2024 Erasmus+

IX. - Other relevant facts

IX.a - If relevant, other activities related to higher education or research/artistic/other activities are mentioned

During her work at UCM, Faculty of Mass Media Communication, first as an associate professor at the Department of Marketing Communication, since 2013 as a professor in the School of Mass Media Studies 3.2.3, later Media and Communication Studies, she is the person bearing the main responsibility for the implementation, development and quality assurance of the School of Marketing Communication at all levels of study She is the guarantor of the courses Marketing Strategies I and II, Marketing Communication Strategies I and II, which she currently teaches. Within the Marketing Strategies I and II course, she co-authored study literature for FMK students - a university textbook in 2011, 2012 and its continuation in 2022, university scripts in 2015, thus contributing to the enrichment of the issues in the individual subjects within the SP. She has authored and co-authored several monographs (1 AAA, 6 AAB), 14 database journal papers and is currently publishing extensively in the areas of consumer behaviour, circular economy, sustainability, strategy and marketing communication. She has authored/co-authored three other textbooks, six textbooks, six monographs and chapters in textbooks(5), teaching texts (2), which can be used by students as study literature. In the teaching of the courses, the course implements innovative and creative teaching approaches in the form of open case studies to provide students with theoretical and practical insights into analysis and strategy issues in the business environment. His areas of expertise include marketing, marketing communication, marketing and communication strategies, market analysis and consumer behaviour, with an emphasis on the consumer within generational groups, as well as consumer behaviour in business, consumer research and brand value... He also focuses his scientific, research and publishing activities and projects on these areas. 

Date of last update
2022-12-04