A136953A917272E58A5CD0B9FE95FDCF174C8008 Mgr. Katarína Načiniaková, PhD. naciniakova1@ucm.sk true 1.00 69 Odborní asistenti KMARK Katedra marketingovej komunikácie http:// FMK UCM Faculty of Mass Media Communication 5002805 About me Mgr. Katarína Načiniaková, PhD., is an Assistant Professor at the Department of Marketing Communication, Faculty of Mass Media Communication, University of Ss. Cyril and Methodius in Trnava, where she also completed her doctoral studies. Her research focuses on public relations, online PR, artificial intelligence in marketing communication, and visual communication. Her doctoral research examined the use of visual art in advertising and its perception by Generation Z, including differences between human-created and AI-generated visuals. 5002804 Office hours Monday 12:00-13:00 online 5002806 Linkedln https://www.linkedin.com/in/katar%C3%ADna-na%C4%8Diniakov%C3%A1-14724673/ 5002807 Web of Science ID JHT-1383-2023 5002809 ResearchGate https://www.researchgate.net/profile/Katarina-Naciniakova?ev=hdr_xprf -1 true I. Basic information -2 true I.1 Surname Načiniaková -3 true I.2 Name Katarína -4 true I.3 Degrees Mgr., PhD. -5 true I.4 Year of birth 1983 -6 true I.5 Name of the workplace Faculty of Mass Media Communication, University of St Cyril and St Methodius in Trnava, Department of Marketing Communication -7 true I.6 Address of the workplace Nám. J. Herdu 2, 917 01 Trnava, Slovakia -8 true I.7 Position Assistant Professor -9 true I.8 E-mail address katarina.naciniakova@ucm.sk -10 true I.9 Hyperlink to the entry of a person in the Register of university staff -11 true I.10 Name of the study field in which a person works at the university Media and Communication Studies -12 true I.11 ORCID iD https://orcid.org/0009-0005-3867-7417 -13 true II. Higher education and further qualification growth -14 true II.1 First degree of higher education -15 true II.a Name of the university or institution Faculty of Education, Matej Bel University, Banská Bystrica -16 true II.b Year 2009 -17 true II.c Study field and programme Primary school teaching -18 true II.2 Second degree of higher education -19 true II.a Name of the university or institution Faculty of Education, Comenius University in Bratislava -20 true II.b Year 2012 -21 true II.c Study field and programme Early Years Teaching -22 true II.3 Third degree of higher education -23 true II.a Name of the university or institution Faculty of Mass Media Communication, University of St Cyril and St Methodius in Trnava -24 true II.b Year 2026 -25 true II.c Study field and programme mass media communication -26 true II.4 Associate professor -27 true II.a Name of the university or institution -28 true II.b Year -29 true II.c Study field and programme -30 true II.5 Professor -31 true II.a Name of the university or institution -32 true II.b Year -33 true II.c Study field and programme -34 true II.6 Doctor of Science (DrSc.) -35 true II.a Name of the university or institution -36 true II.b Year -37 true II.c Study field and programme -38 true III. Current and previous employment -42 true IV. Development of pedagogical, professional, language, digital and other skills -43 true IV.a Activity description, course name, other Design Thinking Workshop -44 true IV.b Name of the institution FMK UCM -45 true IV.c Year 2024 -43 true IV.a Activity description, course name, other AI as a tool for scientists -44 true IV.b Name of the institution UCM Doctoral Academy -45 true IV.c Year 2025 -43 true IV.a Activity description, course name, other Creativity in advertising -44 true IV.b Name of the institution FMK UCM -45 true IV.c Year 2024 -46 true V. Overview of activities within the teaching career at the university -47 true V.1 Overview of the profile courses taught in the current academic year according to study programmes -48 true V.1.a Name of the profile course Public relations -49 true V.1.b Study programme Public relations -50 true V.1.c Degree I. -51 true V.1.d Field of study Media and Communication Studies -52 true 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 -56 true 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 -59 true V.4 Overview of supervised final theses -60 true V.4.1 Number of currently supervised theses -61 true V.4.a Bachelor's (first degree) 1 -122 true Doplňujúce údaje, iné práce (prvý stupeň) Doplňujúce údaje, iné práce (prvý stupeň) -62 true V.4.b Diploma (second degree) 1 -123 true Doplňujúce údaje, iné práce (druhý stupeň) Doplňujúce údaje, iné práce (druhý stupeň) -63 true V.4.c Dissertation (third degree) -124 true Doplňujúce údaje, iné práce (tretí stupeň) Doplňujúce údaje, iné práce (tretí stupeň) -64 true V.4.2 Number of defended theses -110 true V.4.a Bachelor's (first degree) -111 true Theses registered in AiS2 17 -112 true Theses registered outside AiS2 -65 true V.4.a Bachelor's (first degree) 17 -113 true Doplňujúce údaje, iné práce (prvý stupeň) Doplňujúce údaje, iné práce (prvý stupeň) -114 true V.4.b Diploma (second degree) -118 true V.4.c Dissertation (third degree) -68 true V.5 Overview of other courses taught in the current academic year according to study programmes -69 true V.5.a Name of the course AI in PR -70 true V.5.b Study programme Public relations -71 true V.5.c Degree I. -72 true V.5.d Field of study Media and Communication Studies -69 true V.5.a Name of the course Online PR -70 true V.5.b Study programme Public relations -71 true V.5.c Degree I. -72 true V.5.d Field of study Media and Communication Studies -69 true V.5.a Name of the course International marketing and marketing communication -70 true V.5.b Study programme Marketing communication -71 true V.5.c Degree II. -72 true V.5.d Field of study Media and Communication Studies -69 true V.5.a Name of the course PR cabinet I. -70 true V.5.b Study programme Public relations -71 true V.5.c Degree I. -72 true V.5.d Field of study Media and Communication Studies -69 true V.5.a Name of the course Public relations practical course I. -70 true V.5.b Study programme Marketing communication -71 true V.5.c Degree II. -72 true V.5.d Field of study Media and Communication Studies -73 true VI. Overview of the research/artistic/other outputs -74 true VI.1 Overview of the research/artistic/other outputs and the corresponding citations -75 true VI.1.1 Number of the research/artistic/other outputs -76 true VI.1.a Overall 12 -77 true VI.1.b Over the last six years 12 -78 true VI.1.2 Number of the research/artistic/other outputs registered in the Web of Science or Scopus databases -79 true VI.1.a Overall 3 -80 true VI.1.b Over the last six years 3 -81 true VI.1.3 Number of citations corresponding to the research/artistic/other outputs -82 true VI.1.a Overall 2 -83 true VI.1.b Over the last six years 2 -84 true VI.1.4 Number of citations registered in the Web of Science or Scopus databases -85 true VI.1.a Overall 2 -86 true VI.1.b Over the last six years 2 -87 true VI.1.5 Number of invited lectures at the international, national level -88 true VI.1.a Overall -89 true VI.1.b Over the last six years -90 true VI.2 The most significant research/artistic/other outputs -91 true 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. <a href="https://doi.org/10.34135/mlar-24-02-16?utm_source=chatgpt.com" target="_blank" rel="nofollow">https://doi.org/10.34135/mlar-24-02-16</a> -91 true 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. <a href="https://doi.org/10.1007/978-3-032-00329-4_43?utm_source=chatgpt.com" target="_blank" rel="nofollow">https://doi.org/10.1007/978-3-032-00329-4_43</a> -91 true Galera Matúšová, J., & Načiniaková, K. (2023). AI in public relations: Challenges and opportunities. Marketing Identity: AI – The Future of Today, 114–121. <a href="https://doi.org/10.34135/mmidentity-2023-11?utm_source=chatgpt.com" target="_blank" rel="nofollow">https://doi.org/10.34135/mmidentity-2023-11</a> -91 true 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. -91 true 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. -92 true VI.3 The most significant research/artistic/other outputs over the last six years -93 true 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. <a href="https://doi.org/10.34135/mlar-24-02-16?utm_source=chatgpt.com" target="_blank" rel="nofollow">https://doi.org/10.34135/mlar-24-02-16</a> -93 true 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. <a href="https://doi.org/10.1007/978-3-032-00329-4_43?utm_source=chatgpt.com" target="_blank" rel="nofollow">https://doi.org/10.1007/978-3-032-00329-4_43</a> -93 true Galera Matúšová, J., & Načiniaková, K. (2023). AI in public relations: Challenges and opportunities. Marketing Identity: AI – The Future of Today, 114–121. <a href="https://doi.org/10.34135/mmidentity-2023-11?utm_source=chatgpt.com" target="_blank" rel="nofollow">https://doi.org/10.34135/mmidentity-2023-11</a> -93 true 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. -93 true 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. -94 true VI.4 The most significant citations corresponding to the research/artistic/other outputs -95 true -96 true VI.5 Participation in conducting (leading) the most important research projects or art projects over the last six years -97 true Co-investigator of the APVV-22-0469 project – Roadmap for a Digital Platform Enabling AI-Based Automation of Decision-Making Processes in Communication Strategy. -98 true VII. Overview of organizational experience related to higher education and research/artistic/other activities -99 true VII.a Activity, position Co-organiser of PR Safari -100 true VII.b Name of the institution, board FMK UCM -101 true VII.c Duration Continuously since 2024 -102 true VIII. Overview of international mobilities and visits oriented on education and research/artistic/other activities in the given field of study -103 true VIII.a Name of the institution L-Università ta' Malta -104 true VIII.b Address of the institution Msida -105 true VIII.c Duration (indicate the duration of stay) 1.-30.5.2025 -106 true VIII.d Mobility scheme, employment contract, other (describe) Erasmus + -103 true VIII.a Name of the institution Kenyatta University -104 true VIII.b Address of the institution Nairobi -105 true VIII.c Duration (indicate the duration of stay) 24.-29.11.2025 -106 true VIII.d Mobility scheme, employment contract, other (describe) Erasmus + -107 true IX. Other relevant facts -108 true 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 -109 true Date of last update 2026-10-23