Integrated Marketing Communication: What's Next?
-
12. května 2026
14:00 – 15:40 - P101, Ekonomicko-správní fakulta 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.
- Pořadatel
-
Katedra podnikové ekonomiky a managementu (Ekonomicko-správní fakulta)
- Odpovědnost
-
Ing. Renata Čuhlová, Ph.D., BA (Hons)
Načítám mapu…