I. - Basic information

I.1 - Surname

Načiniaková

I.2 - Name

Katarína

I.3 - Degrees

Mgr., PhD.

I.4 - Year of birth

1983

I.5 - Name of the workplace

Faculty of Mass Media Communication, University of St Cyril and St Methodius in Trnava, Department of Marketing Communication

I.6 - Address of the workplace

Nám. J. Herdu 2, 917 01 Trnava, Slovakia

I.7 - Position

Assistant Professor

I.8 - E-mail address

katarina.naciniakova@ucm.sk

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/0009-0005-3867-7417

II. - Higher education and further qualification growth

II.a - Name of the university or institution

Faculty of Education, Matej Bel University, Banská Bystrica

II.b - Year

2009

II.c - Study field and programme

Primary school teaching

II.a - Name of the university or institution

Faculty of Education, Comenius University in Bratislava

II.b - Year

2012

II.c - Study field and programme

Early Years Teaching

II.a - Name of the university or institution

Faculty of Mass Media Communication, University of St Cyril and St Methodius in Trnava

II.b - Year

2026

II.c - Study field and programme

mass media communication

III. - Current and previous employment

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
Design Thinking Workshop	FMK UCM	2024
AI as a tool for scientists	UCM Doctoral Academy	2025
Creativity in advertising	FMK UCM	2024

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

V.1.a - Name of the profile course	V.1.b - Study programme	V.1.c - Degree	V.1.d - Field of study
Public relations	Public relations	I.	Media and Communication Studies

V.4.a - Bachelor's (first degree)

V.4.b - Diploma (second degree)

- Theses registered in AiS2	- Theses registered outside AiS2	V.4.a - Bachelor's (first degree)	- Doplňujúce údaje, iné práce (prvý stupeň)
17		17

V.5.a - Name of the course	V.5.b - Study programme	V.5.c - Degree	V.5.d - Field of study
AI in PR	Public relations	I.	Media and Communication Studies
Online PR	Public relations	I.	Media and Communication Studies
International marketing and marketing communication	Marketing communication	II.	Media and Communication Studies
PR cabinet I.	Public relations	I.	Media and Communication Studies
Public relations practical course I.	Marketing communication	II.	Media and Communication Studies

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

VI.1.a - Overall

VI.1.b - Over the last six years

VI.1.a - Overall

VI.1.b - Over the last six years

VI.1.a - Overall

VI.1.b - Over the last six years

VI.1.a - Overall

VI.1.b - Over the last six years

Pátík, L., Galera Matúšová, J., & Načiniaková, K. (2024). Opportunities for the use of AI in marketing communication by educational institutions. Media Literacy and Academic Research, 7(2), 258–270. https://doi.org/10.34135/mlar-24-02-16

Galera Matúšová, J., & Načiniaková, K. (2026). Branding of educational institutions: A neuroscience study of visual perception and memory in Generation Z. In A. Alareeni & A. Hamdan (Eds.), Digital horizons: Reimagining business in the tech era: Proceedings of ICBT 2025, volume 2 (pp. 471–479). Springer Nature. https://doi.org/10.1007/978-3-032-00329-4_43

Galera Matúšová, J., & Načiniaková, K. (2023). AI in public relations: Challenges and opportunities. Marketing Identity: AI – The Future of Today, 114–121. https://doi.org/10.34135/mmidentity-2023-11

Galera Matúšová, J., & Načiniaková, K. (2025). The role of PR in educational institutions and its trends. In Ľ. Čábyová & D. Javořík (Eds.), Decision-making processes in the field of communication strategy (pp. 127–142). Wolters Kluwer.

Galera Matúšová, J., & Načiniaková, K. (2025). Consumer attitudes towards brands in the context of sustainability. In European realities: Sustainability: Conference proceedings 6th International Scientific Conference (pp. 258–268). Akademija za umjetnost i kulturu u Osijeku.

Co-investigator of the APVV-22-0469 project – Roadmap for a Digital Platform Enabling AI-Based Automation of Decision-Making Processes in Communication Strategy.

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
Co-organiser of PR Safari	FMK UCM	Continuously since 2024

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)
L-Università ta' Malta	Msida	1.-30.5.2025	Erasmus +
Kenyatta University	Nairobi	24.-29.11.2025	Erasmus +

IX. - Other relevant facts

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

Member of the organising committee for the Marketing and Media Identity conference - since 2023

Date of last update

2026-10-23

	Name and surname:	Mgr. Katarína Načiniaková, PhD.
	Email:	naciniakova1@ucm.sk
	Homepage:	http://
	Fakulta/Univerzita:	FMK UCM - Faculty of Mass Media Communication
	Pracovisko:	KMARK - Katedra marketingovej komunikácie

I. - Basic information

I.9 - Hyperlink to the entry of a person in the Register of university staff

II. - Higher education and further qualification growth

II.1 - First degree of higher education

II.2 - Second degree of higher education

II.3 - Third degree of higher education

II.4 - Associate professor

II.5 - Professor

II.6 - Doctor of Science (DrSc.)

III. - Current and previous employment

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

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.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.c - Dissertation (third degree)

V.4.2 - Number of defended theses

V.4.a - Bachelor's (first degree)

V.4.b - Diploma (second degree)

V.4.c - Dissertation (third degree)

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.1.2 - Number of the research/artistic/other outputs registered in the Web of Science or Scopus databases

VI.1.3 - Number of citations corresponding to the research/artistic/other outputs

VI.1.4 - Number of citations registered in the Web of Science or Scopus databases

VI.1.5 - Number of invited lectures at the international, national level

VI.1.a - Overall

VI.1.b - Over the last six years

VI.2 - The most significant research/artistic/other outputs

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

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

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

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

IX. - Other relevant facts