B_PsyMK Psychology in Marketing Communication

University of Finance and Administration
Winter 2023
Extent and Intensity
2/1/0. 7 credit(s). Type of Completion: zk (examination).
Guaranteed by
Mgr. Michal Tomčík, PhD.
Department of Marketing Communication - Departments - University of Finance and Administration
Contact Person: Ivana Plačková
There are no prerequisites for this course.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The prerequisite for successful marketing and understanding of the intellectual actions of all actors in the marketing process is the use of knowledge from psychology. Learning outcomes of the course unit The subject follows systematically from the theoretical foundations of psychology as a science, analyzes the function of segmentation of market segments in terms of developmental and life stages of personality and further characterizes mental processes cognitive and acting and their use in marketing. Learning outcomes of the course unit The aim of the course is to teach students how to orient themselves in marketing-related issues from the point of view of psychology and to apply them in marketing practice and understand the importance of knowing the human psyche for successful marketing communication. The discipline should also contribute to self-reflection and to the importance of psychology for personal knowledge.
Learning outcomes
Study objectives of the subject: • acquire and categorize terms from the basics of psychology, • to orientate in marketing-related issues from the point of view of psychology and to apply it in marketing practice, • Understand the importance of knowing the human psyche for successful marketing communication.
  • 1. Psychology as a scientific discipline. Status of psychology in the structure of the field of science. Relationship of psychology and marketing. 2. The development of approaches to exploring the 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, behaviorism, existential, humanistic and cognitive psychology. Psychological flows of the late 20th and 21st centuries. Application of psychology in advertising. 4. Psychological market research and its use in marketing. Methods of personality learning. Quantitative and qualitative research approach in marketing. Applied ad research. 5. Psychology of personality. Psychological development and factors that affect it. Inheritance and environment. Signs of psychological development in relation to buying behavior. 6. Structure and dynamics of personality. Basic mental phenomena. Their breakdown and importance for application in marketing communication. 7. Typology of personality. Temperament and its relation to buying behavior. 8. Cognitive processes. Reading, perception, attention, memory, thinking, imagination and fantasy. The role of cognitive processes for the concept of good 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 Motivational Personality 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 action of marketing communication. Evaluating the share of internal and external influences. 12. Current current themes of advertising psychology.
    required literature
  • Náhradní obsah: VACÍNOVÁ, T. Psychologie. Trendy oboru v dějinných souvislostech. Praha: VŠFS, a.s. 2018. ISBN 978-80-7408-152-1
  • KUČERA, D. Moderní psychologie. Praha: Grada Publishing, 2013. ISBN 978-80-247-4621-0.
  • KOPECKÁ, I. Psychologie 1.-3. díl. Praha: Grada Publishing, 2012. ISBN 978-80-247-3876-5.
  • VÁGNEROVÁ, M. Základy psychologie. Praha: Karolinum, 2007. ISBN 978-80-246-0841-9.
  • VÁGNEROVÁ, M. Obecná psychologie. Praha: Karolinum, 2016. ISBN 978-80-246-3268-1.
  • VYSEKALOVÁ, J. a kol. Psychologie reklamy. Praha: Grada Publishing, 2012. ISBN 978-80-247-4005-8.
  • NAKONEČNÝ, M. Obecná psychologie. Praha: Triton, 2015. ISBN 978-80-7387-929-7.
    recommended literature
  • PLHÁKOVÁ, A. Učebnice obecné psychologie. Praha: Academia, 2011. ISBN 978-80-200-1499-3.
  • PLHÁKOVÁ, A. Dějiny psychologie. Praha: Grada Publishing, 2006. ISBN 978-80-247-0871-X.
  • ATKINSON, R.L.,ATKINSON, R.C., SMITH, E.E., BEM, D.J. NOLEN-HOEKSEMA, S. Psychologie Atkinsonové a Hilgarda. Praha: Portál, 2012. ISBN 978-80-262-0083-3.
  • HILL, G. Moderní psychologie. Praha: Portál, 2004. ISBN 978-80-7178-641-1.
  • VYSEKALOVÁ, J. a kol. Chování zákazníka: Jak odkrýt tajemství ''černé skříňky''. Praha: Grada Publishing, 2011. ISBN 978-80-247-3528-3.
  • VYSEKALOVÁ, J. a kol. Emoce v marketingu: Jak oslovit srdce zákazníka. Praha: Grada Publishing, 2014. ISBN 978-80-247-4843-6.
  • HARTL, P. a H. HARTLOVÁ. Psychologický slovník. Praha: Portál, 2009. ISBN 978-807-3675-691.
    not specified
  • CALDINI, R., B. Před-svědčování. Revoluční způsob, jak ovlivnit a přesvědčit. Praha: Jan Melvil Publishing, 2016. ISBN 978-80-7555-014-9.
  • ARIELY, D. Iracionálně váš...: Úvahy o ztracených ponožkách, šroubech do dívčích hlav a dalších existenciálních záležitostech. Praha: Práh, 2015. ISBN 978-80-7252-593-5.
Teaching methods
Full-time study of lectures and exercises. Combined study of block instruction according to schedule.
Assessment methods
Assessment methods: Exam (6 credits). At the introductory meeting, students will get acquainted with their tasks. An active participation is expected in the individual courses (at least 70% attendance at the full-time course). Part of the credit of the full-time study is a presentation in a seminar on a selected topic. Prerequisite for admission to the exam (for both full-time and combined study) is an electronically-awarded and approved course-work in a range of at least 5 pages of text. Deadline for submission: until 1.12.2017. The exam is conducted in the form of a written test.
Language of instruction
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 Winter 2007, Summer 2008, Winter 2008, Summer 2009, Winter 2009, Summer 2010, Winter 2010, Summer 2011, Winter 2011, summer 2012, Summer 2013, Summer 2014, Summer 2015, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022.
  • Enrolment Statistics (recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/winter2023/B_PsyMK