doc. Ing. Martin Kuchta, PhD., MBA
Faculty: Faculty of Commerce
Department: Department of Marketing
Position: Assistant professor
Scientific-pedagogical characteristics of the person
Second degree of higher education
Study field and programme: International business, 2011-2013, University of Economics in Bratislava
Third degree of higher education
Study field and programme: Marketing and business management, 2016-2019, University of Economics in Bratislava
Associate professor
Study field and programme: business and marketing in economics and management, 2024, University of Economics in Bratislava
Current and previous employment
Digital media executive
Digitask
2013-2014
Digital coordinator
Starmedia
2015-2017
Digital project developer
Ringier Axel Springer SK
2017-2019
Development of pedagogical, professional, language, digital and other skills
Lifetime learning – The digitalisation of influencer marketing
Academy of Crisis Management and Processes
2020
Overview of activities within the teaching career at the university
Number of defended theses
Bachelor's (first degree): 26
Diploma (second degree): 30
Overview of the research/artistic/other outputs
Number of the research/artistic/other outputs registered in the Web of Science or Scopus databases: 13
Number of citations registered in the Web of Science or Scopus databases: 96
Number of invited lectures at the international, national level: 3
The most significant research/artistic/other outputs
Towards the Adoption of Machine Learning-Based Analytical Tools in Digital Marketing
MONETISING CONTENT THROUGH DELIVERY OF ADVERTISEMENTS: THE CASE OF AD BLOCKERS
Privacy Protection Versus Advertising Revenues: The Case of Content Publishers
EVOLUTION OF DIGITAL VIDEO CONSUMPTION PATTERNS
Facebook Explore Feed: Perception and Consequences of the Experiment
The most significant research/artistic/other outputs over the last six years
Towards the Adoption of Machine Learning-Based Analytical Tools in Digital Marketing
MONETISING CONTENT THROUGH DELIVERY OF ADVERTISEMENTS: THE CASE OF AD BLOCKERS
Privacy Protection Versus Advertising Revenues: The Case of Content Publishers
THE ATTITUDES OF SLOVAK DIGITAL NATIVE STUDENTS TOWARDS ONLINE VIDEO ADVERTISING
Facebook Explore Feed: Perception and Consequences of the Experiment
The most significant citations corresponding to the research/artistic/other outputs
The role of influencers in consumer purchase decision making (VEGA)
Implementation of modern concepts in corporate logistics in Slovakia in the era of digital technology (Grant for young teachers, researchers and PhD students)
Constructing a model of consumer decision-making in the mobile healthcare segment aimed at identifying attributes influenced by marketing instrumentation (VEGA)
Categorization and analysis of sources of traffic to content websites (HP Project)
Consumer neuroscience - an innovative approach to optimizing sustainable business and marketing performance on the basis of modern intelligent systems (VEGA)
Implementation of Innovative Research Methods and Techniques in the Study of Consumer Purchasing Behaviour in the Conditions of the Slovak Market of Research Agencies and Research Sponsors (VEGA)
An Innovative Approach to Creating Responsive Media Formats for Marketing Communication of Companies Aimed at the Internet Consumer in the Digital Media Environment (KEGA)
Integrated environmental quality management in the automotive supplier network (KEGA)
Participation in conducting (leading) the most important research projects or art projects over the last six years
The role of influencers in consumer purchase decision making (VEGA)
Implementation of modern concepts in corporate logistics in Slovakia in the era of digital technology (Grant for young teachers, researchers and PhD students)
Constructing a model of consumer decision-making in the mobile healthcare segment aimed at identifying attributes influenced by marketing instrumentation (VEGA)
Categorization and analysis of sources of traffic to content websites (HP Project)
Consumer neuroscience - an innovative approach to optimizing sustainable business and marketing performance on the basis of modern intelligent systems (VEGA)
Implementation of Innovative Research Methods and Techniques in the Study of Consumer Purchasing Behaviour in the Conditions of the Slovak Market of Research Agencies and Research Sponsors (VEGA)
An Innovative Approach to Creating Responsive Media Formats for Marketing Communication of Companies Aimed at the Internet Consumer in the Digital Media Environment (KEGA)
Integrated environmental quality management in the automotive supplier network (KEGA)
Overview of organizational experience related to higher education and research/artistic/other activities
Organising Committee of the Conference on Security of Electronic Communications
Police Force Academy
2023
Member of Czech Marketing Society
Czech Marketing Company
2023
Overview of international mobilities and visits oriented on education and research/artistic/other activities in the given field of study
University of Adelaide, Australia
1.11.2018-31.1.2019,
A three-month internship focused on interdisciplinaryinternational digital marketing research under the auspices of theUniversity of Adelaide (Australia) and Massey University (New Zealand). The internship was financially supported by the University of Economics in Bratislava and Tatrabanka.
Universidade Lusíada de Lisboa, Portugal
1.5.2018-30.6.2018,
Two-month internship focused on digital marketing research and learning processes
IÉSEG School of Management, France
1.2.2013-31.5.2013,
Erasmus. Program: International marketing & negotiation
Tampere University of Applied Sciences, Finland
20.3.2023-24.3.2023,
Mobility of university teachers - lectureship
Kaunas University of Applied Sciences, Lithuania
7.3.2022-11.3.2022,
Mobility of university staff - training