Prof. Dr. Štefan Žák

Prof. Ing. Štefan Žák, PhD., MBA, LL.M., is a full time Professor at the Department of Marketing, Faculty of Commerce, Bratislava University of Economics and Business. He is actively involved in teaching and academic supervision across all three levels of university education. He is responsible for the courses Consumer Behaviour, Global Marketing, and Customer Journey Management. His professional, pedagogical, and scientific research activities focus primarily on consumer behaviour, customer journey management, marketing research, and the application of artificial intelligence in marketing. He is the author of numerous domestic and international scientific and professional articles, scientific monographs, and university textbooks. As a principal investigator, he has participated in several research projects. He currently leads the research team of the scientific project “Emotions, Algorithms and Decision-Making: The Impact of the Digital Environment on Consumer Behaviour in the Era of Artificial Intelligence.” The project investigates the impact of digital environments and algorithmic systems on the emotional and cognitive dimensions of consumer decision-making in the era of artificial intelligence. Its objective is to identify and explain the mechanisms through which digital marketing stimuli shape consumer choices across the individual stages of the customer journey.