NA_PsyCB Psychology of Consumer Behavior

Vysoká škola finanční a správní
léto 2014
Rozsah
2/0. 8 hodin KS/semestr. 5 kr. Ukončení: zk.
Vyučující
PhDr. Marie Koubová (cvičící)
Ing. Jiří Šnajdar (cvičící)
Květoslava Dolejšová (pomocník)
Garance
PhDr. Marie Koubová
Sekce managementu a marketingu (FES, KEM) – Katedra ekonomie a managementu (FES, KEM) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: PhDr. Karel Eliáš, CSc.
Rozvrh seminárních/paralelních skupin
NA_PsyCB/pMCPH: Čt 8:45–9:29 S14, Čt 9:30–10:15 S14, M. Koubová
Předpoklady
There are no prerequisites for this course
Omezení zápisu do předmětu
Předmět je otevřen studentům libovolného oboru.
Cíle předmětu
At the end of the course students should be able to understand and explain marketing theory and explaining of basic ideas, definition of forms and contents of customer´s behaviour. To introduce to students factors influencing origin and process of customer´s behaviour, individual progress of decision processes. Understanding of role salesperson and customer in shopping situation, use of methods of market research in analysis of shopping situation.
Osnova
  • 1. Psychology of market and customer´s behaviour
  • 2. Typology of consumer´s personality
  • 3. Motivation structure of customer
  • 4. Dynamics of changes in customer´s behaviour
  • 5. Object and methods of market psychology
  • 6. Behaviour and cognitive psychology
  • 7. Human behaviour, customer´s behaviour
  • 8. Typology of customer´s personality and market segmentation
  • 9. Customer´s behaviour and its connection with decision process
  • 10. Behaviour as result of specific situation
  • 11. Personal characteristics of customer
  • 12. Factor of goods characteristic
  • 13. Role of outer social influence
  • 14. Consumable situation
  • 15. Analyse of salesperson´s role
  • 16. Analyse of customer´s role
  • 17. Different forms of shopping situation
  • 18. Factors of shopping situation : salesperson, customer and offer
  • 19. Individual fusion of shopping conversation
  • 20. Methods of analysis of customer´s behaviour
Literatura
    povinná literatura
  • GRAVES, Philip. Consumerology : The Truth About Consumers and the Psychology of Shopping. Nicholas Bearley Publishing, 2013, 288 p. ISBN 978-185-7885-767
    doporučená literatura
  • CLOSE, Angeline. Online consumer behavior: theory and research in social media, advertising, and e-tail. New York: Routledge, 2012, xxxiii, 366 p. ISBN 978-184-8729-698
  • HASTIE, Reid a Robyn M DAWES. Rational choice in an uncertain world: the psychology of judgment and decision making. 2nd ed. Los Angeles: SAGE, c2010, xii, 374 p. ISBN 9781848729698
  • LYNN R. KAHLE, R.Chris Riley a Robyn M DAWES. Sports Marketing And the Psychology of Marketing Communication: the psychology of judgment and decision making. 2nd ed. Mahwah, NJ: Lawrence Erlbaum Assoc Inc, 2005, xii, 374 p. ISBN 08-058-5790-7
Výukové metody
Classes will be held on the basis of interactive lectures, in which the theory will be supplemented by practical examples, analyzing and interpreting scientific articles from foreign periodicals, as well as an emphasis on the presentation of results of business cases. Students will not only learn a foreign language and technical terminology, but also demonstrate the ability of its use.The lessons will have a lecturing part (theory, new knowledge including practical examples) and a practical part (reading economical/business articles and their brief interpretation to ensure understanding the expert text, it’s interpretation and possibly to defend the standpoint).
Metody hodnocení
oral examination
Vyučovací jazyk
Angličtina
Další komentáře
Předmět je dovoleno ukončit i mimo zkouškové období.
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Předmět je zařazen také v obdobích léto 2012, léto 2013, léto 2015, léto 2016, léto 2017, léto 2018, léto 2019, léto 2020, léto 2021, léto 2022, léto 2023, léto 2024, léto 2025.