Research on selected topics from the field of marketing and management in the context of the development of a digital society and AI implementation

Principal Investigator:	Ing. Jana ROTENBORNOVÁ
Project Number:	SGS-2026-015
Grant awarded by:	ZČU
Term:	2026-2027

CO-INVESTIGATORS:

• Ing. David MICHELINI
• doc. PaedDr. Dana EGEROVÁ, Ph.D.
• doc. PaedDr. Ludvík EGER, CSc.

PROJECT ANNOTATION:

The project focuses on the marketing of organisations in the context of the development of the digital society and the implementation of AI tools, with the primary aim of examining the impact of demographic, technological, and social changes on the functioning of contemporary organisations at two complementary levels. In line with the focus of the SGS programme, the project is primarily intended to support research related to the doctoral dissertations of two PhD students and their supervisors, while supporting data collection and analysis, the presentation of intermediate results at academic conferences, and, in particular, the publication of the main research outputs in indexed journals, including the coverage of article processing charges (APCs). Research activities will concentrate on exploring the impact of the digital society on customer behaviour and organisational marketing, as well as on social sustainability in organisations, with a specific emphasis on identifying the key drivers of employee social sustainability and examining their effects on selected employee-related indicators.