BA_PsyMC Psychology in Marketing Communication

University of Finance and Administration
Winter 2024
Extent and Intensity
2/1/0. 7 credit(s). Type of Completion: zk (examination).
Guaranteed by
Mirela Moldoveanu, M.Sc., Ph.D.
Subdepartment of Social Sciences – Department of Social Sciences – Departments – University of Finance and Administration
Contact Person: Dita Egertová
Prerequisites
There are no prerequisites for this course.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The student will be able to orient in a psychology (as a scientific branch). The student will be able to differ and define main types of the marketing communication (on the basis of psychologic aspects). The student will understand to basic aspects of personality and social psychology. After finishing this course student will be able to apply the gained knowledge to better comprehend marketing and marketing communication practices.
Learning outcomes
At the end of the course students should master: - the basic theoretical knowledge in psychology of marketing communication - navigate various problems and contexts related to the discussed topics - apply the acquired knowledge in a real professional environments - expand personal and professional development using the learning outcomes.
Syllabus
  • 1. Psychology as a science. Evolution of psychology in relation to the scientific thinking and research. The relationship between psychology and marketing. 2. The development of approaches to the study of human psyche by the end of the 19th century. The rise of psychology as a science. Structuralism, functionalism, psychodynamic theory. 3. The main psychological directions of the 20th century. Gestalt psychology, behaviourism, existential, humanistic and cognitive psychology. Psychological perspectives of the late 20th and 21st centuries. Application of psychology in advertising. 4. Psychological market research and its use in marketing. Personality psychology and marketing. Quantitative and qualitative research approach in marketing. Applied ad research. 5. Psychology of personality. Psychological development and factors that affect it. Nature and nurture debate to personality and human behaviour. Signs of psychological development in relation to buying behaviour. 6. Structure and dynamics of personality. The brain and the mind: mental functions that give rise to observable and measurable behaviour. 7. Typology of personality. Temperament and its relation to buying behaviour. 8. Cognitive processes. Perception, attention, memory, thinking, decision-making, imagination and fantasy. The role of cognitive processes in advertising. 9. Emotional experience and mental self-regulation. The importance of emotions in marketing. 10. Motivation as a key theme of advertising psychology. The role of personality motivational structure. Individual differences in consumer motivation. Types of motivation and importance of human needs and their use in marketing. 11. Barriers and distorting factors of effective impact of marketing communication. Assessing the importance of internal and external influences to motivation. 12. Contemporary topics in advertising psychology.
Literature
    required literature
  • HOVLAND, Roxanne a Joyce Marie WOLBURG. Advertising, society, and consumer culture [electronic resource]. 2015. ISBN 9781317477532.
  • PRIDE, William M. a O.C. FERRELL. Marketing. 2016 ed. Boston: Cengage Learning, 2016. ISBN 978-1-285-85834-0.
  • ŠÁLKOVÁ, Daniela. Consumer decision-making trends for the purchase of food products. Prague: Powerprint, 2014. ISBN 978-80-87994-14-6.
  • Philip Graves: Consumer.ology. The truth about consumers and typology of shopping. London, NIcholas Brealey, 2013, 224 pp.
  • Regis McKenna: Relationship Management, Perseus Book, Cambridge, 1991, ISBN: 0.-201 56769-5
  • ŠÁLKOVÁ, Daniela. Consumer decision-making trends for the purchase of food products. Prague: Powerprint, 2014. ISBN 978-80-87994-14-6.
  • GRAVES, Philip. Consumer.ology: the truth about consumers and the psychology of shopping. 1st ed. London: Nicholas Brealey, c2013. ISBN 978-1-85788-576-7.
    recommended literature
  • ROUBAL, Ondřej, PETROVÁ, Iva, ZICH, František. Metodologie marketingových výzkumů. 2014. 152 s. ISBN 978-80-7418-092-0. 429 Kč (in Czech)
  • KAHLE, Lynn R. a Chris RILEY (eds.). Sports marketing and the psychology of marketing communication. Mahwah, N.J.: L. Erlbaum Associates, c2004. ISBN 0-8058-5790-7.
Teaching methods
Lectures and seminars
Assessment methods
Methods of valuations: written examination (6 credits) The examination has a form of a written test. Students must earn the right to sit the exam by successfully completing the seminar assignment given during the semester, and having a minimum of 75% attendance in class.
Language of instruction
English
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 16 hodin KS/semestr.
The course is also listed under the following terms Summer 2014, Summer 2015, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023.
  • Enrolment Statistics (recent)
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