Project consortium

Project coordinator

Masaryk University, the 2nd largest university in the Czech Republic, stands as a prominent research-driven institution committed to academic excellence, internationalization, and societal impact. With 10 faculties and cutting-edge infrastructure – such as the Central European Institute of Technology, and the Institute of Computer Science – MUNI offers a dynamic, interdisciplinary research environment across a wide range of scientific fields.
MUNI educates approximately 34,000 students, with 24% of Master’s degree students and 33% of Doctoral degree students coming from abroad, reflecting strong international appeal. The university’s research performance includes 49% of its scientific publications appearing in Q1 journals (Web of Science, 2024), confirming the high quality and impact of its scholarly output.

The Faculty of Economics and Administration (ECON MUNI) was founded in 1991 as the first faculty of Masaryk University established after the Velvet Revolution. Today, the faculty provides economic education to almost three thousand students not only in Czech, but also in English and French. In addition to top-quality education, the faculty focuses on research: excellent scientists dealing with a wide range of expert topics from business and management, marketing, sustainability, and regional development to transport economics, health economics, public administration and financial markets.

The Faculty of Social Studies (FSS MUNI) was founded in 1998 and has been helping to shape the standards of social science disciplines, influencing the level of social science education and deepening the scope of research in this field since. Each year FSS MUNI welcomes more than 1300 new students, who can study subjects ranging from political science and psychology to media studies, sociology, social work and many more, from Bachelor to PhD level in both Czech and English.

Dušan Mladenović got a Ph.D. degree in marketing communication from Masaryk University (Czechia) in 2020. He acts as an Associate Professor at the Faculty of Economics and Administration, at Masaryk University. Since 2015, has been involved with teaching and research activities in areas of consumer behavior in the digital environment, digital marketing, Word of Mouth communication, etc. His research interests include digital consumer behavior, online marketing strategies, blockchain and DL technologies, metaverse, etc. Dr. Mladenović is can be reached at the following email address: dusan.mladenovic@econ.muni.cz

Renata Čuhlová is an Assistant Professor in the Department of Corporate Economy at the Faculty of Economics and Administration, Masaryk University in Brno, Czech Republic. Her teaching portfolio includes courses in marketing, international trade, intercultural communication, and strategic management. Her research focuses on the economic and intercultural dimensions of global business interactions, with particular interest in how cultural and national contexts influence international market behavior. She has been involved in research projects addressing competitiveness and international economic cooperation. Dr. Čuhlová can be reached at the email address: renata.cuhlova@econ.muni.cz

Project partners

Slovak University of Agriculture in Nitra is a renowned public higher education and research institution in Slovakia, internationally recognised for its strong focus on agriculture, agri-food systems, environmental sciences, biotechnology, economics, and sustainable rural development. With six faculties and modern teaching and research infrastructure, the university offers high-quality Bachelor’s, Master’s and Doctoral study programmes that combine academic excellence with practical, industry-oriented education. The university educates thousands of students, including an increasing proportion of international students, supported by extensive participation in Erasmus+ mobility programmes, international research projects, and global academic partnerships. Research at the Slovak University of Agriculture in Nitra is applied, interdisciplinary and innovation-driven, addressing key global and regional challenges such as food security, food quality and safety, sustainable agriculture, environmental protection, climate change, and bioeconomy development.

Erik Janšto is an Assistant Professor at the Institute of Marketing, Trade and Social Studies, Faculty of Economics and Management, Slovak University of Agriculture in Nitra. His scholarly interest in the wine sector has developed progressively since his diploma thesis and was further deepened during his doctoral studies, forming a consistent foundation of his academic career. This long-term focus is reflected in his current research, which explores consumer behaviour and marketing communication in wine markets, with particular attention to consumer segmentation, generational differences, and the growing importance of digital and storytelling-based approaches.

Peter Šedík is an Associate Professor at the Institute of Marketing, Trade and Social Studies, FEM SUA in Nitra. in Nitra. He teaches courses related to consumer behaviour and digital marketing. His research focuses on consumer studies, food marketing, generational marketing, conjoint analysis and market segmentation. Currently, her research is centred on food products marketing especially functional and novelty foods. Peter has authored several scholarly monographs, textbooks, and over 100 professional articles and conference contributions.

University of Economics and Business (BUEB) is the largest university of economics in Hungary and the fourth largest university overall, with nearly 20,000 students currently enrolled.  BUEB is the market leader in all undergraduate economics programmes, with the majority of Hungarian economists graduating here. It also admits the highest number of students to Business Information Technology as well as Communication and Media Studies undergraduate programmes, and its International Relations programme is the second largest in the country by enrolment.  BUEB has traditionally adopted a practice-oriented approach, offering the most widely recognised Hungarian degree—one that is held in high esteem and can be mentioned with pride throughout a lifetime. In addition to delivering up-to-date education, BUEB supports students’ post-graduation success through a wide range of programmes, mentoring opportunities, and its own dedicated job portal.  

Titanilla Oravecz PhD, collage associate professor at the Budapest University of Economics and Business, since 2016. Her research topics are related to marketing, consumer behaviour an business economics. In her teaching and research activities, she participates in international collaborations, she uses both qualitative and quantitative methods in her research.

Dávid Harsányi PhD is an Associate Professor at Budapest University of Economics and Business. He has been teaching marketing, marketing communications for 30 years, his research fields include wine consumption, wine marketing, and wine tourism besides creativity, SMEs’ digitalization and educational issues. He has recently been focusing on various aspects of wine competitions. He took part in wine consumption and tourism research projects and is a consultant in wine marketing.

Want to Cooperate with Us?

Project e-mail: story4wine@econ.muni.cz