UCM
Research/art/teacher profile of a person
Name and surname:
 Mgr. Magdaléna Balážiková, PhD.
Email:
 magdalena.balazikova@ucm.sk
Homepage:
 http://
Fakulta/Univerzita:
FMK UCM - Faculty of Mass Media Communication
Pracovisko:
KDH - Katedra digitálnych hier

I. - Basic information

I.1 - Surname
Balážiková
I.2 - Name
Magdaléna
I.3 - Degrees
Mgr., PhD.
I.4 - Year of birth
1986
I.5 - Name of the workplace
Faculty of Mass Media Communication
I.6 - Address of the workplace
Námestie J. Herdu 2, Trnava, 917 01
I.7 - Position
assistant professor
I.8 - E-mail address
magdalena.balazikova@ucm.sk
I.9 - Hyperlink to the entry of a person in the Register of university staff
https://www.portalvs.sk/regzam/detail/24655?do=filterForm-submit&university=720000000&sort=surname&employment_state=yes&filter=Vyh%C4%BEada%C5%A5
I.10 - Name of the study field in which a person works at the university
media and communication studies
I.11 - ORCID iD
https://orcid.org/0000-0001-7544-0148

II. - Higher education and further qualification growth

II.1 - First degree of higher education
II.a - Name of the university or institution
Constantine the philosopher university in Nitra
II.b - Year
2009
II.c - Study field and programme
mass media studies; Promotion and Advertising
II.2 - Second degree of higher education
II.a - Name of the university or institution
Constantine the philosopher university in Nitra
II.b - Year
2011
II.c - Study field and programme
mass media studies; Promotion and Advertising
II.3 - Third degree of higher education
II.a - Name of the university or institution
Constantine the philosopher university in Nitra
II.b - Year
2014
II.c - Study field and programme
mass media studies; Promotion and Advertising
II.4 - Associate professor
II.5 - Professor
II.6 - Doctor of Science (DrSc.)

III. - Current and previous employment

III.a - Occupation-position III.b - Institution III.c - Duration
assistant professor University of Ss. Cyril and Methodius 21.9.2015 - present
assistant professor Constantine the philosopher university in Nitra 1.10.2014 – 30.6.2015

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
Training in supercomputer utilisation National Supercomputing Center 2026
Neurolab training Faculty of Mass Media Communication University of Ss. Cyril and Methodius 2025
Neuroscience in Marketing: The Psychology Behind Purchase Decisions Inspire Academy 2023
Interactive educational seminar for youth workers and teachers focused on innovations in digital youth education European dialogue 2022
Lecture by Prof. Mária Vágnerová on the topic of Emotional Maturing and Developmental Psychology Inspire Academy 2021
LanguageCert Level 3 Certificate in ESOL International (Mastery C2) LanguageCert 2021
Regression analysis II. Acrea SR 2018
Logistic regression ACREA SR 2017
Optimal and multidimensional scaling ACREA SR 2016
language course - French - level B2 Centre Audiovisuel de Royan pour l´etudes de langue, Royan, France 2013
Social Psychology (MOOC via Coursera.org) University of Toronto 2013
Introduction to Psychology (MOOC via Coursera.org) University of Toronto 2013
Toefl iBT (Test of English as a Foreign Language / Internet®–based test) CEF level C2 E-KU Institute of Linguistic and Intercultural Communication 2013
DELF (level B1) French Institute in Slovakia 2013
Polish language course for beginners Constantine the Philosopher University in Nitra 2013
Course - project management Constantine the Philosopher University in Nitra 2012
course - information and communication technologies Constantine the Philosopher University in Nitra 2012
course - Statistical methods and their application Constantine the Philosopher University in Nitra 2012
language course - French - level B2 Centre Audiovisuel de Royan pour l´etudes de langue Royan (France) 2012
course - French as a foreign language Université de Lorraine Metz (France) 2012
Erasmus Intensive Language Course – Dutch for foreigners_level A1 Instituut voor levende taalen Deekenstraat 6, 3000 Leuven (Belgium) 2010
Cambridge Certificate in Advanced English British Council 2005
Cambridge First Cetrificate in English British Council 2004

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
Psychology and Sociology of Communication Theory of Digital Games I. Media and Communication Studies
Research in Media and Computer Games Theory of Digital Games II. 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.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)
0 (after maternity leave)
V.4.b - Diploma (second degree)
0 (after maternity leave)
V.4.c - Dissertation (third degree)
0
V.4.2 - Number of defended theses
V.4.a - Bachelor's (first degree)
22
V.4.b - Diploma (second degree)
16
V.4.c - Dissertation (third degree)
0
V.5 - Overview of other courses taught in the current academic year according to study programmes

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
30
VI.1.b - Over the last six years
3
VI.1.2 - Number of the research/artistic/other outputs registered in the Web of Science or Scopus databases
VI.1.a - Overall
3
VI.1.b - Over the last six years
0
VI.1.3 - Number of citations corresponding to the research/artistic/other outputs
VI.1.a - Overall
65
VI.1.b - Over the last six years
37
VI.1.4 - Number of citations registered in the Web of Science or Scopus databases
VI.1.a - Overall
19
VI.1.b - Over the last six years
7
VI.1.5 - Number of invited lectures at the international, national level
VI.1.a - Overall
4
VI.1.b - Over the last six years
4
VI.2 - The most significant research/artistic/other outputs

Balážiková, M. (2022). Vybrané kapitoly pôsobenia digitálnych hier. [Selected chapters on the impact of digital games (1st ed.). Trnava: St. Cyril and Methodius University in Trnava.

Balážiková, M. (2021). Úvod do psychológie marketingovej komunikácie [Introduction to the Psychology of Marketing communication](1. ed.). Trnava: University of Ss. Cyril and Methodius.

Bačíková, Z., et al. (2017). Celebrity v sociálnej reklame I.: (sociálny marketing, celebrity a hodnoty) [Celebrities in Social Advertising I.: (social marketing, celebrities and values)](1. ed.). Prague: Verbum.

Balážiková, M., & Mago, Z. (2021). Resurrection of evolutionary psychology in gaming: How can old principles contribute a new domain. AD ALTA: Journal of Interdisciplinary Research, 11(2), 171–176.

Kačániová, M. (2017). Vnímání [Perception]. In J. Světlík et al. (Eds.), Reklama: Teorie, koncepce, modely [Advertising: Theories, Concepts, Models](pp. 89–108). Rzeszow: WSIZ.

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

Balážiková, M., & Mago, Z. (2021). Resurrection of evolutionary psychology in gaming: How can old principles contribute a new domain. AD ALTA: Journal of Interdisciplinary Research, 11(2), 171–176.

Balážiková, M. (2021). Úvod do psychológie marketingovej komunikácie [Introduction to the Psychology of Marketing communication](1. ed.). Trnava: University of Ss. Cyril and Methodius.

Balážiková, M. (2022). Vybrané kapitoly pôsobenia digitálnych hier. [Selected chapters on the impact of digital games (1st ed.). Trnava: St. Cyril and Methodius University in Trnava.

Mago, Z., et al. (2023). Learning by playing: A case study of the education in photography by digital games. Journal of Education Culture and Society, 14(1), 465–479.

Balážiková, M. (2024). Exploring digital content landscapes: Insights through the repertory grid technique. In M. Prostináková Hossová, M. Solík, & M. Martovič (Eds.), Marketing identity: Human vs. artificial (pp. 13–21). Trnava: Univerzita sv. Cyrila a Metoda v Trnave. https://doi.org/10.34135/mmidentity-2024-01

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

ALVINO, L., et al. Picking Your Brains: Where and How Neuroscience Tools Can Enhance Marketing Research. In: Frontiers in Neuroscience, 2020, 14, art. no. 577666. (WoS, Scopus)

HU, F., TRIVEDI, R.H. Mapping hotel brand positioning and competitive landscapes by text-mining user-generated content. In: International Journal of Hospitality Management. 2019, s. 13. ISSN 0278-4319. (WoS, Scopus)

A systematic review of the prediction of consumer preference using EEG measures and machine-learning in neuromarketing research / Byrne, Adam; Bonfiglio, Emma; Rigby, Colin; Edelstyn, Nicky. DOI 10.1186/s40708-022-00175-3. In: BRAIN INFORMATICS. ISSN 2198-4018. ISSN (online) 2198-4026. Roč. 9, č. 1, 2022. (WoS)

PUSEY, M., WONG, K.W., RAPPA, N.A. Using Case Studies to Explore Need Satisfaction and Frustration in Puzzle Video Games. In: Games and Culture. 2021. DOI 10.1177/15554120211056126. ISSN 1555-4120. (WoS, Scopus)

Educational Possibilities of Gamification in the Formation of Soft & Hard Skills among Students of Socionomic Professions / Savitska, Viktoriia et al. In: Journal of education culture and society. ISSN 2081-1640. Roč. 16, č. 2 (2025), s. 819-839. (Scopus)

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

VEGA 1/0650/22: Mass-media Communiqués in Digital and Printed Form and Their Comprehension by Various Target Groups.

Research from abroad reports conflicting findings on the level of comprehension of media texts in print and digital formats, influenced by factors such as text length, type of digital media, and the target audience. The current situation with COVID-19 has intensified the focus on digital communications, both in the media and other areas (e.g., education). This inspired us to set the objective of exploring differences in the perception, comprehension, and creative production of print and digital media texts across age cohorts (adolescents and adults) from different media environments. We will use both modified and our own research methods. Experts from leading universities in Poland will participate in the research. Given the interdisciplinary scope of the study and the nature of the topic, we expect contributions on multiple levels. By clarifying the identified factors, the research will supplement and expand the foundational theoretical base of mass media studies and journalism, with implications for related disciplines.

Project duration: 04/2022 – 12/2024

Position: Co-investigator

KEGA 023UCM-4/2020 Development of Digital Game Studies and Design

The project focuses on the development of digital game studies and design in the context of Slovak higher education. The interdisciplinary nature of digital game studies has led to considerable fragmentation of the professional literature in this field, its availability mainly in foreign-language editions, and thus the relative inaccessibility of teaching materials. The aim of the project is, based on the various areas of digital game studies (i.e., game theory, game design, psychological and sociological aspects of games, marketing), to create teaching materials for the field of digital game theory, represented by an interactive educational portal of an encyclopedic nature.

Project duration: 2020–2022

Position: Deputy Project Leader

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

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)
Lucian Blaga University Sibiu; Romania 7.-12.5.2017 Erasmus +
Universytet Ekonomiczny w Katowiciach Katowice; Poland 13.-17.5.2013 ESF Project OPV ITMS 26110230080 – Equivalence of Study Programs at the Faculty of Arts, Constantine the Philosopher University in Nitra, and a Leading Foreign University in Poland

IX. - Other relevant facts

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

reviewer for Acta Ludologica https://actaludologica.com/reviewers/

Date of last update
2026-02-10