Integrated Marketing Communication: What's Next?

• 12 May 2026
  2:00 PM – 3:40 PM

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• P101, Faculty of Economics and Administration MU, Lipová 41a, Brno 602 00

You are warmly invited to a guest lecture within the course Marketing 1 by Amélia Brandão, Associate Professor of Marketing and Brand Management at the School of Economics and Management, University of Porto.

She will explore the future of Integrated Marketing Communication in the Web 3.0 era, focusing on the intersection of Artificial Intelligence (AI), the Metaverse, and Augmented Reality (AR).

Using methodologies such as netnography and sentiment analysis (via Reddit data), the lecture highlights a critical shift: while immersive technologies offer unprecedented opportunities for building brand equity (e.g., the Pandora case), human–AI interaction also introduces new emotional challenges, including “brand hatred” and the emerging concept of “kill” (anthropomorphic rejection).

The interesting session aims to provide you with a strategic framework for managing brands in increasingly complex and automated technological environments.

Organized by

Department of Business Management (Faculty of Economics and Administration)

Responsibility

Ing. Renata Nesiba, Ph.D., BA (Hons)