9th International Week “Internet Communication Management”

6-10th May 2019



No. Course Lecturers ECTS / level
1 Artificial Intelligence for Business and Marketing Yun WenChen, College of Engineering, Da yeh University, Taiwan ROC

Blaž Rodič, Faculty of Information Studies in Novo mesto, University Novo mesto, Slovenia

Master level
2 Ethics, Security and Public Affairs Bernard Dardinne, HELMO University College Liege Belgium
Valdas Dambrava, Mykolas Romeris University, Vilnius, Lituania
Andrea Ruppert, Frankfurt University of Applied Sciences, Germany
Master level
3 Cross Culture Business Communication Abay Kalykov, Y.A.Buketov Karaganda State University, Republic of Kazakhstan
Ilaha Aliyeva, Baku Business University, Azerbaijan
Rezia Usman, SolBridge International School of Business, South Korea
Bachelor level
4 Global Marketing Research Doaa Ayoub, The British University in Egypt, Cairo, Egypt
Cesar Diaz Moya, Universidad de Ibagué (Ibagué University), Ibague, Tolima, Colombia
Bachelor level
5 Smart Environment Security Cesar Lezcano Villanueva, Universidad Nacional de Asuncion, Asuncion, Paraguay
Edmond Hajrizi, University of Business and Technology, Pristina, Kosovo
Galia Marinova, Technical University, Sofia, Bulgaria
Bachelor level
6 Model Theory and Application Aibat Yeshkeyev, Y.A.Buketov Karaganda State University, Republic of Kazakhstan
Ruslan Mukanov, S.Toraighyrov Pavlodar State University, Republic of Kazakhstan
Bachelor level
7 Investments and Strategic Management Pavel Vetrenko, Saint-Petersburg State University of Economics, Russia
Festus Oderanti, University of Hertfordshire, UK
Cupic Milan, University of Kragujevac, Serbia
Bachelor level
8 Branding and Marketing in Digital Era Joanna Santiago, Universidade de Lisboa, ISEG -Lisbon School of Economics and Management, Lisbon, Portugal
Veronika Belousova, National Research University Higher School of Economics, Moscow, Russia
Vit Chlebovsky, Brno University of Technology, Faculty of Business and Management, Brno, Czech Republic
Bachelor level
9 Software Development Management Alena Buchalcevova, University of Economics, Prague, Czech Republic
Michal Dolezel, University of Economics, Prague, Czech Republic
Bachelor level
10 Process Automation and Virtual Reality Scott Summers, Greg Burton, Brigham Young University, Provo, UT, USA
Marshida Ibro, Aleksander Moisiu University of Durres, Albania
Bachelor level
11 Ambient Marketing Creative Skills Development and Implementation Dr Łukasz Wojciechowski, University of Ss. Cyril and Methodius, Trnawa, Slovak Republic
Dr Katarina Fichnová, Constantine the Philosopher University, Nitra, Slovak Republic
Bachelor level



No Course Course Outline
1 Artificial Intelligence for Business and Marketing – Master level The course consists of two parts covering the following topics:
A. Artificial Intelligence in marketing :

  1. Introduction to Data Analysis and Artificial Intelligence
  2. How AI will change the way of marketing
  3. Introduction to Tensorflow
  4. The state of art from Taiwan Team Project for AI in marketing
  5. Presentation and Test

B. Agent Based Modelling (ABM)

  1. Introduction to simulation and modelling in Anylogic PLE and in Netlogo
  2. Simulations as games
  3. Types of models
  4. What and how to model?
  5. Simulation modelling methodologies
  6. Agent based modelling (ABM) vs. DES and SD methods
  7. Advantages and disadvantages of ABM
  8. ABM for social sciences
  9. Examples of ABM models
  10. Anylogic ABM Software Tutorial

Ethics, Security and Public Affairs – Master level

The course will consist of three parts. The first part compromises the following topics:

  • Virtualizing the administration is a multifaceted challenge: The project, Technology and internet vs. laws, Efficiency vs. Means
  • E-Governance : The virtual Government, The new “Good Governance” criteria, Virtual doesn’t means automatically transparency, Citizen protection, The digital divide
  • Electronic voting : Pain or Gain for Democracy, The 2 pillar method, Security & secrecy, Politics and Internet , Ethics and Social network

The second part is to concern ethical and security issues, so it covers considerations on ethical theories, codes of ethics, complaints on non-ethical behavior, investigation of complaints on ethics, scientific articles, results of surveys, legal acts etc.

The last third part will be on objectives and basic principles of data protection, data processing principles, technical and organizational measures on data protection, overview about the rights of users to protect their personal data, data protection in the international sphere (cross-border data flows).

3 Cross Culture Business Communication
The course will be provided by three teachers and it consists of three modules:
The first two modules cover the following topics:

  • Socio-cultural context in international business
  • National similarities and differences in business communication
  • The impact of national culture on the characteristics of international entrepreneurship
  • Organizational culture of different countries
  • The interaction of national and corporate cultures
  • Cross-cultural problems of motivation among representatives of different cultures

The third module covers as follows:

  • Identification of cultural clashes and or potential in business communication
  • Basic negotiation and exchanging in meanings and points within cross- cultural business communication settings
  • Application of basic business communication methods in business settings
4 Global Marketing Research “The course consists of two parts, i.e., 1) Internet communication for Management and Marketing Research and 2) Global Marketing Management Effort, which cover as follows:

  1. The first part compromises the below topics;
    1. Management in the Internet Environment
    2. Strategic E-Marketing and Performance Metrics
    3. The New Internet Communications Mix
    4. E-Marketing Research
    5. Internet Communication in the Development of Business Relationships
  2. The second part compromises the below topics:
    1. Issues in organizational communication
    2. International human resource management
    3. Integrated marketing communication
    4. Global promotion and advertisement effort


5 Smart Environment Security
The course consists of 3 parts. The first part will be an introduction to information security and information systems, the second on smart system design and management, and the third one on cybersecurity in smart environment. The first part will compromises the following topics:

  • Information security standards
  • Network vulnerabilities (impersonation, DoS, application-level) and defense (SSL, IPsec, firewalls, anomaly detection)
  • Authentication (passwords, biometrics, tokens, certificates)
  • Authorization policies (access control, information flow control, logging, detection)

The issues i.e., System Management, System Design, and Smart Solutions are discussed in the second part. The topics included in the third part are as follows:

  • Cybersecurity in IoE, IoT and Industry 4.0
  • Cybersecurity and Cryptocurrencies
  • Cybersecurity and Nanotechnologies and e-Health
  • Cybersecurity in Smart cities and Autonomous cars
6 Model Theory and Application The course consists of two parts. The first part of the course covers the following questions: What is Model Theory? Elements of Set Theory. The basics of First-order logic. Signature, language and models of this language. Theories and their models as examples from Algebra. Comparisons of models through morphisms (homomorphisms and their particular cases). Examples from Algebra. Completeness theorem, compactness theorem and its applications. Large and small models. The existence theorems of the required models. Axiomatizability, elimination of quantifiers, and model-completeness. Categoricity.

The second part is a short introduction to 3D modelling, and includes the following topics: Geometric modeling. Main concepts of computer-assisted 3D-modeling.
Solid modeling in KOMPAS 3D. Drawings based on models. Modeling of subassemblies. Models adjustments for calculations and 3D-printing.

7 Investments and Strategic Management The course consists of three parts, which are in general connected with business organization management. Therefore, the first part, which will be on the Internet startups management, has the following objectives:

  • to provide a common understanding of what is going on with the venture market nowadays.
  • to describe the situation with new projects creation.
  • to discuss the key features, tendencies and main problems of making startup.
  • to learn how to build a winning strategy.
  • to learn how to make a business plan and find an investor.

The second part is a workshop to provide students with the skills to:

  • explore the relationship between business strategy and information strategy;
  • develop an understanding of information strategy formation;
  • explore the critical success factors in information strategy implementation;
  • develop an understanding of and explore appropriate methods and techniques for information strategy, information development, implementation and evaluation;

The third part aim of the course is on the Investment Analysis for ICT Projects and is aimed at providing students with the skills to:

  • identify and understand the costs and benefits of ICT investment projects;
  • understand the concept of time value of money;
  • explore various techniques for evaluating ICT projects;
  • explore various approaches to incorporate risk and uncertainty in investment analysis
8 Branding and Marketing in Digital Era For the first part, the Course Syllabus includes the following topics:

  • The meaning of digital branding: How “digital” has changed branding? Identifying the touchpoints.
  • Value proposition and Content.
  • Multichannel Marketing,
  • Authenticity,
  • Social Media,
  • Search Engine,
  • Mobile and Online Advertising,
  • E-mail Marketing,
  • CRM
  • Measuring Digital Branding,
  • Digital Marketing Planning Canvas.

The second part of that course includes the following topics:

  • Innovation Configurations and Business Models in KIBS
  • Disruptive Technology Acceptance by Financial Analysts
  • User Experience in Mobile Banking
  • Technology Adoption Theories: Technology Acceptance Model (TAM), Innovation Diffusion Theory (IDT), Unified Theory of Acceptance and Use of Technology (UTAUT)

The third part is focused on entering markets in CEE countries with concentration on B-2-B and technology markets. It is based on particular case study showing step by step guideline to enter the new market.

9 Software Development Management The course consists of two parts. The first part concerns techniques of software developments and standardization, so it covers the following subtopics: current state of IS development, categorization of methodology elements, ISO/IEC 12207 process reference model, CMMI process reference model, capability evaluation according to ISO/IEC 15504, ISO/IEC 29110 for very small entities, life cycle models, IS development methodologies, rigorous methodologies, iterative (Rational Unified Process), agile methodologies, especially Scrum, Feature Driven Development (FDD), Extreme programming (XP), OpenUP, Kanban, scaling of agile methods (DAD, Less, SAFe), and approaches to selecting the right method. The second part consists of the following modules:

  1. Software quality as a concept
  2. Organizing for software quality:
  3. Software testing and quality assurance processes in traditional projects
  4. The future of software quality management (agile development and DevOps)

What can software quality managers learn from (general) management theories?

10 Process Automation and Virtual Reality The course consists of 2 parts. In the first part, teachers propose to focus on a student’s awareness of process automation. In this course, students will learn about the fundamentals of computer-based processes that are candidates for automation. Processes will be analyzed through the creation of flowcharts. These flowcharts will be used in a robotic process automation tool, UI Path, to automate those processes. A series of four cases will be completed that will build the student’s skill in implementing the process bots.
In the second part of the course, students focus on:

  • VR Goals and Definitions; Historical Perspective;
  • Eye view of birds (general); bird view (hardware);
  • Bird Eye View (software); eye view of the bird (sensation and perception)
  • Sound perception; perception of hearing; auditor localization; Rendering; Space and display; The combination of other senses
  • Visual perception
  • Spatial perception; geometric Model; Transformational models; Matrix algebra and 2D rotations; 3D rotations; Angular axis representation, Conversion and multiplication of rotation;
  • Lenses: Three interpretations of light; Refraction; Simple lenses; diopters; Lens image properties; Lens aberrations; Optical eye system
  • Photoreceptors; Sufficient solution for VR; The intensity of light
  • Visual appearance; shading patterns; rasterization; light protection; VR specific problems; post-render image cut
  • Interfaces; manipulation; System control; Social interaction; Evaluation of VR Systems
  • Aplication of VR in bussiness and marketing
  • Practical examples and realization in VR software
11 Ambient Marketing Creative Skills Development and Implementation
  1. Issue of creativity in marketing communication, criteria of creativity
  2. Training of creative skills – principles and focus, methods, divergent thinking, lateral thinking and effects of training (Research). Synergic and inhibitory effects of the team’s creative work, creative climate (CCQ Ekval)
  3. Experienced creative time pressure and creativity, moderating effects of openness to experience and support for creativity, creativity and flow – the psychology of optimal experience
  4. Barriers in creativity, creative leadership style, environment and creativity, creativogenic society and barriers of creativity, creativogenic Society
  5. Training of creative skills – verbal and figural creativity tasks
  6. Guerilla marketing principles and focus. The term of Guerilla marketing (historical context). Characteristic of Guerilla marketing in context of marketing
  7. Selected forms of Guerilla marketing (ambient marketing, ambush marketing, astroturfing marketing, undercover marketing, tissue-pack advertising, presume marketing, wild posting, experiential marketing, viral marketing, presence marketing and alternative marketing)
  8. Context of performance Art (e.g. Happening, Dada movement, Performance, Site-Specific, Land-Art, Situationist movement, etc.).
  9. Definitions of Ambient advertisement. Characteristic of Ambient advertising. Ambient marketing essence and creativity.
  10. How to design research – example. Rules of Ambient marketing in media communication and marketing. Opportunities and threats. Practical use.
  11. New results of research – Generation Y and its perception of ambient marketing. Case studies in the V4 countries. Ambient campaigns.
  12. Group versus individual performance on tasks requiring ideational proficiency (brainstorming), the creative potential of idea-generating groups, productivity loss in brainstorming groups. Reflection on the creative process in media communication and marketing.
  13. Electronic vs. classic brainstorming – designing for collaborative creative problem solving. Cultural difference and adaptation of communication styles in computer-mediated group brainstorming. The creative process in the virtual world in the development of ambient campaign
  14. Work in group, preparing draft of project
  15. Evaluation