Marketing Department

The Departmen of Marketing is a professional academic department, which provides lectures in their areas of bachelor's, master's and MBA studies.

Expert consultations

Consultation with the academic staff can be arranged via formulare.vsem.cz.

Department recommends

Study subjects

Innovative strategies Media Communication
Intercultural marketing International Marketing
Communication Strategy New Media
Marketing Marketing II
Public Relations PR in Sports
Marketing and Marketing Communications Advertising
Marketing Human Resources Advertising and Marketing Communications
Marketing of sport events Advertising in Sport
Advertising and Marketing Communications Marketing companies' performance
Advertising Strategy and Planning Marketing mix
Consumer behavior Marketing research
Strategic Marketing Massmedia communication
Market and Consumption The international environment
Principles of Marketing Media and advertising environment

< zpět

doc. Ing. Zdeněk Linhart, CSc.

doc. Ing. Zdeněk Linhart, CSc.

Economic and Social Innovations, Marketing Management, Media and Advertising Environment, New Media, Strategic Marketing

I teach scientifically investigate and cooperate with practice. Scientifically investigate perception. Experiments limited to the perception of advertising. With practice cooperate in the sector of oil for human consumption and industrial use - see http://www.spzo.cz/, especially at international level, which takes the form of policy -see http://groupedebruges.eu/.

Publications

  • Linhart, Z., Vnoučková, L. (2018) Kreativní destrukce enkulturací. VŠEM Praha. 214 s.

  • Linhart, Z., Uxová, K. (2018) Postoje v rozvojové komunikaci. Ekonomické listy 1/2018. Pp. 3-20.

  • Linhart, Z., Pexová, T. (2018) Test obratu postoje diváka vlivem právě shlédnuté reklamy. Ekonomické listy 1/2018. Pp. 21-36.

  • Linhart, Z., Uxová, K. (2018)  Maximalizace návratnosti investice pomocí reklamy. Ekonomické listy 1/2018. Pp. 71-79.

  • Linhart, Z. (2017) Automatizovatelné identifikátory adaptace a sebezdokonalování. VŠEM Praha. 341 s.
    Linhart, Z. (2017) Nová média. VŠEM Praha. 164 s.

  • HÖNIG, V. – PEXA, M. – MAŘÍK, J. – LINHART, Z. – ZEMAN, P. Biobutanol Standardizing Waste Cooking Oil as a Biofuel. Polish Journal of Environmental Studies, 2017, roč. 26, č. 1. ISBN: 1230-1485.

  • Linhart, Z., Smolová, H. (2016) Marketingový výzkum. VŠEM Praha.

  • Linhart, Z., Linhart, J. (2016) Učení identifikací postojových bloků. Ekonomické listy Vol 7, No. 1, pp. 14-25. Všem Praha. ISSN: 1804–4166.

  • Linhart, Z., Linhart, J. (2016) Učení se z odstálých hodnot. Ekonomické listy Vol 7, No. 2, pp. 3-18. Všem Praha. ISSN: 1804–4166.

  • HÖNIG, V. – LINHART, Z. – ORSÁK, M. Effect of gasoline contamination on the quality of arctic diesel fuel. Agronomy Research, 2016, roč. 14, 2, p. 400–406. ISSN 1406-894X.

  • HÖNIG, V. – STROUHAL, J. – LINHART, Z. Biodiesel from Waste Animal Fat: Efficient Fuel of the Future? International Advances in Economic Research. 2016, 22(4), pp. 465-466.

  • Linhart, Z. (2015) Strategický marketing. VŠEM Praha. ISBN 978-80-87839-45-4.

  • HÖNIG, V. – LINHART, Z. – TÁBORSKÝ, J. – MAŘÍK, J. Determination of the phase separation temperature and the water solubility in the mixtures of gasoline with biobutanol and bioethanol. Agronomy Research, 2015, roč. 13, č. 2, s. 568-576. ISSN: 1406-894X.

  • HÖNIG, V. – PEXA, M. – LINHART, Z. Biobutanol Standardizing Biodiesel from Waste Animal Fat. Polish Journal of Environmental Studies, 2015, roč. 24, č. 6, s. 2433–2439. ISBN: 1230-1485.

  • HÖNIG, V. – ORSÁK, M. – PEXA, M. – LINHART, Z. The distillation characteristics of automotive gasoline containing biobutanol, bioethanol and the influence of the oxygenates. Agronomy Research, 2015, roč. 13, č. 2, s. 558-567. ISSN: 1406-894X.

  • HÖNIG, V. – LINHART, Z. – ORSÁK, M. Use of blend of hydrotreated vegetable oil with biobutanol for applications in diesel engines. Proceedings of 14th International Scientific Conference Engineering for Rural Development. Jelgava (2015), Lotyšsko, s. 324–329.

  • HÖNIG, V. – LINHART, Z. – ORSÁK, M. Use of blend of FAME from animal fats with biobutanol as fuel in diesel engines. Proceedings of 14th International Scientific Conference Engineering for Rural Development. Jelgava (2015), Lotyšsko, s. 319–323.

  • HÖNIG, V. – TÁTBORSKÝ, J. – LINHART, Z. Determination of N-butanol and isobutanol in gasoline using gas chromatography (GC-FID). Proceedings of 14th International Scientific Conference Engineering for Rural Development. Jelgava (2015), Lotyšsko, s. 313–318.

  • Linhart, Z. (2014) Community Clues: Investments and Products. Agrární perspektivy. PEF ČZU Praha. ISBN 80-213-0563-0

  • Dianoux, C., Linhart, Z. and Vnoučková, L. (2014) Attitude toward Advertising in General and Attitude toward a Specific Type of Advertising – A First Empirical Approach. Journal of Competitiveness 6, 1. Pp. 87-103.

  • HÖNIG, V. – STROUHAL, J. – SMRČKA, L. – LINHART, Z. – PERNICA, K. Změna daňové politiky na trhu s bioetanolem. Listy cukrovarnické a řepařské, roč 133, č 4, s. 145-148. ISSN 1210-3306.

  • LINHART, Z., – HÖNIG, V. Break Even Point in Circular Economy of Biofuels. In Agrarian prospects XXIII: collection of papers of international scientific conference: Prague, 16th - 17th September 2014.

  • Dianoux, C., ElBaradai, H. and Linhart, Z. (2013) Ad formats in the Arab-Muslim context: what are the trends? The case of Saudi Arabia and Morocco, 12 th Vaasa Conference on International Business, University of Vaasa, Finsko (Paměťový nosič)

  • Dianoux, C., Linhart, Z. and Vnoučková, L. (2013) Attitude toward Advertising in General and Attitude toward a specific type of advertising: what link with Aad? a cross-national study. 12 th Vaasa Conference on International Business, University of Vaasaa, Finsko (Paměťový nosič)

  • Linhart, Z. (2013) Methodology of Supply Chain Value – Oilseed Rape (OSR) Case. Agrarian Perspectives CULS Praha

  • Linhart,Z., Linhartova, L. (2012) Responses of Czech consumers towards sms advertising. Journal of Economics andManagement, Vol. 9, 2012, ISSN 1732-1948, p.61-68.

  • Dianoux, C., Linhart, Z. (2012) The Attitude Toward Advertising in General and Attitude Toward Specific Ads: Is It the Same Influence Whatever the Countries? Symposium of 20th Annual Conference on Marketing and Business Strategies for Central and Eastern Europe. Vienna University of Economics and Business, Institute for

  • Export Management, ISBN 978-3-9503290-1-8, pp. 15-27

  • Linhart, Z., Linhartova, L. (2012) Responses of Czech consumers towards sms advertising. Journal of Economics and Management, Vol. 9, 2012, ISSN 1732-1948, p.61-68.

  • Linhart, Z., Linhart, J. (2012) Reactions on Self-Service Internet Advertising of Commodities and Buildings. Banking Institute, Prague ISBN 978-80-7265-222-8, pp. 48-53.

  • Linhart, Z. (2011): Rural Transfers. Agricultural Perspectives, Czech University of Life Sciences, Prague, ISBN 978-80-213-2196-0.

  • Linhart, Z.(2011): Acquisitions as opposed to joint ventures in Agri sector of Czech Republic. Proceedings of Marketing and Business Strategies for Central and Eastern Europe. Institute for Export Managment, Vienna University of Economics and Business, Vienna, p. 311-322, ISBN 978-3-9503290-0-1.

  • Linhart, Z., Linhart, J. (2011): Rules for policy and technology development to feed growing global population. Symposium of 13th International Rapeseed Congress, Praha, Congress Center, ISBN 978-87065-33-4.

  • Linhart, Z., Vavra, J.(2011): 13th International Repeseed Congress Prague. Video http://irc2011.org.

  • Linhart, Z. (2011): Management of Consumer Co-operatives Through Internet. Symposium of Consumer Cooperatives and Co-operation in Region.. p. 14-23, Ceske Budejovice, ISBN 978-80-96266-51-0.

  • DIANOUX, C., LINHART, Z.(2010): The effectiveness of female nudity in advertising in three European countries. International Marketing Review, 2010, 27, 5, s. 562 - 578. ISSN: 0265-1335.

  • DIANOUX, C., LINHART, Z. OGNJANOV, G. (2010): The Relationship between Attitudes toward Advertising in General and the Attitude toward the Ad: Study in the European Context. Marketing and Business Strategies for Central and Eastern Europe, Institute for International Business Vienna University of Economics and Business, p. 144-155, Vienna. ISBN 978-3-9502045-9-9.

  • Linhart, Z., Skorepa, L., Hes, A. (2010): Marketing of Science – in Czech language. Kernberg Publishing Davle. ISBN 978-80-87168-15-8, 110 p.

  • Linhart, Z., Verschoor, L. (2010): Bohemia’s Best. Rural tourism promoting portal. http://bohemia.onemore.eu/

  • DIANOUX,C. – LINHART,Z. – OGNJANOV,G. Consumer Behavior And Marketing Strategies of Companies in the European Market. Katowice: Katowice SSE S.A. + University of Economics Katowice, 2010. 257s. ISBN 978-837246-495-8. s. Communication Strategy and Effects of Nudity in Advertising in Serbia, s. 101 - 118.

  • Dianoux, C., Linhart, Z. (2007) Advertising in Czech and French Magaziens. Contemporary EuroMarketing: Entry and Operational Decision Making, International Business Press, Howorth Press, Inc. Binghampton, ISBN 978-0-7890-3540-0, p. 139-153.

  • DIANOUX, C., KETTNEROVÁ, J., LINHART, Z.: Advertising in Czech and French Magazines, 2007. Journal of Euromarketing, volume 16, numbers1/2. Print ISSN 1049-6483.

  • Dianoux, C., Linhart, Z., Kettnerova, J. (2006): Advertising in Czech and French Magazines. Journal of Euromarketing, volume 16, numbers ½ 2006, ISSN 1049-6483, ISBN 1528-6967.

  • Linhart, Z. (2006): Adoption of Expert’s Knowledge by Seniors and Subordinated. Czech University of Agriculture Prague, ISBN 80-213-1531-8.

  • Dianoux, C., Linhart, Z., Kettnerova, J. (2005): Some questions concerning the choice in size of print advertising in an international context. Institute of International Business and Business Administration Vienna, ISBN 3-9502045-4-7

  • Linhart, Z. (2005): Preparing Graduates for Work. Czech University of Agriculture Prague, ISBN 80-213-1372-2.

  • Linhart, Z. (2005): Graduates’ Adaptation to the Needs of Business. Czech University of Agriculture Prague, ISBN 80-213-1372-2.

  • Linhart, Z. (2004): e-Business Tools Supporting Equal Opportunities. CZU Praha. ISBN 80-213-1190-8.

  • http://www.agris.cz/clanek/105183

  • Linhart, Z. (2003) Marketing. ČZU Praha, ISBN 80-213-1011-1.