PROFIL PRACOWNIKA: Marlena Kowalczyk

Profile:

Educated in economics and pedagogy, she is a market researcher with extensive experience in coordinating and leading teams that execute national and international scientific research projects. She specializes in the analysis of consumer behaviors, particularly concerning children and adolescents. She possesses profound knowledge about the influence of media, advertising, and brands on younger generations. Additionally, as the President of the EMANUEL Foundation, she has vast experience in marketing management, strategic planning, customer relationship management, coordination of social projects, and international cooperation with academic institutions.

Experience:

• Lecturer at the Faculty of Management, University of Łódź, for bachelor's degree courses (subjects include: Professional Skills Development and Family Marketing) and postgraduate E-commerce studies (subjects: Strategic Planning in E-commerce and Content and Email Marketing).
• President of the "EMANUEL" Foundation since 2008. As the president, she was responsible for the management and planning of the foundation's ongoing work, coordination of social projects, organization of scientific conferences, staff management, and collaboration with academic centers in Ukraine, England, Slovakia, and Canada. During her tenure, she organized two international conferences and two national conferences. Moreover, she conducted training for employees, interns, students, and those at risk of social exclusion, including on starting and running a business.
• Coordinator and leader of teams executing scientific research projects at the Institute of Scientific Research of the EMANUEL Foundation. She conducted research on children in the world of consumption, children's relationships with brands, the impact of advertising on younger generations, and the role of new media in modern life.
• She carried out individual research between 2018-2020, focusing on marketing activities within families, consumer needs of children, and family purchasing decisions.
• Member of the Scientific Council of the "Acta Innovations" journal from 2013-2019.

Interests:

• Consumer behaviors, especially of children and adolescents
• Family marketing
• Influence of advertising on purchasing decisions, especially in the children's product market
• New media and mass communication
• Impact of new technologies on purchasing behaviors

Achievements:

• Secured 2nd place in the Łódź Voivodeship in the Teacher of the Year Plebiscite 2021;
• Secured 4th place in the Łódź Voivodeship in the Teacher of the Year Plebiscite 2022;
• Led the "Kids and Brands" research from 2011-2013, analyzing the relationships between younger generations and brands.
• Coordinated the "Child in the World of Advertising" project in 2012, focusing on the influence of advertising on children.
• Implemented an individual research project "Purchasing Decisions in Family 4.0".
• Supervised a student paper titled: Globalization as a Process of Shaping Contemporary Socio-political Relations, awarded during the XVI International Scientific Symposium "Regionalism vs. Globalization - Threats, Opportunities, Challenges" on May 20-21, 2008, at Lublin University of Technology.
• Nominated by the Rector of the University of Łódź for an award for young academic staff for outstanding scientific and didactic achievements.
• Invited for a scientific research internship within the Education-Regions-Regionalization program at Oxford University.
• Supervisor of three bachelor's theses awarded (1st, 2nd, and 3rd place) in the Best Bachelor's and Master's Thesis Competition at Non-public Universities of the Łódź Voivodeship.