VSFS:N_PsyZC Customer Behavior Psychology - Course Information
N_PsyZC Customer Behavior Psychology
University of Finance and AdministrationSummer 2014
- Extent and Intensity
- 2/0. 5 credit(s). Type of Completion: zk (examination).
- Teacher(s)
- PhDr. Miloslav Kafka, CSc. (seminar tutor)
PhDr. Marie Koubová (seminar tutor)
PhDr. Jana Matúšová, Ph.D. (seminar tutor)
Ing. Vladimír Kaucký, CSc. (assistant) - Guaranteed by
- PhDr. Jana Matúšová, Ph.D.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová - Timetable of Seminar Groups
- N_PsyZC/pMMO: Thu 10:30–11:14 M27, Thu 11:15–12:00 M27, M. Kafka
N_PsyZC/pMPH: Thu 10:30–11:14 S32, Thu 11:15–12:00 S32, M. Koubová
N_PsyZC/uMPH: Tue 8. 4. 17:30–19:00 S11, Tue 15. 4. 17:30–19:00 S11, 19:15–20:45 S11, Tue 22. 4. 17:30–19:00 S11, J. Matúšová
N_PsyZC/vMMO: Fri 14. 3. 13:45–15:15 M17, 15:30–17:00 M17, Fri 28. 3. 13:45–15:15 M17, 15:30–17:00 M17, M. Kafka
N_PsyZC/vM2PH: Fri 21. 3. 12:00–13:30 S21, 13:45–15:15 S21, Fri 4. 4. 15:30–17:00 S21, 17:15–18:45 S21, J. Matúšová
N_PsyZC/vM3PH: Sat 22. 3. 9:45–11:15 S23, 11:30–13:00 S23, Sat 5. 4. 8:00–9:30 S23, 9:45–11:15 S23, J. Matúšová - Prerequisites
- There are no prerequisites for this course
- Course Enrolment Limitations
- The course is offered to students of any study field.
- Course objectives
- At the end of this course the student will be able to understand and explain resolution of the main types of customers and target groups and based on this knowledge set up the communication of brand.
- Syllabus
- 1. The introduction to a subject, its historical and recent branches 2. Psychological research and marketing communication 3. The target groups 4. The perception, attention and memory 5. The motivation of customers 6. Skills and the hardiness 7. The customer and communication 8. The customer typology 9. The role of a customer 10. The customer´s world 11. The shopping behaviour 12. The customer and brands
- Literature
- required literature
- VYSEKALOVÁ, J. a kol. Chování zákazníka. Praha: GRADA, 2011.
- HOŠEK, V. Psychologie odolnosti. Praha: Karolinum, 2001.
- VYBÍRAL, Z. Psychologie lidské komunikace. Praha: Portál, 2000.
- VÁGNEROVÁ, M. Úvod do psychologie. Praha: Karolinum, 2001.
- recommended literature
- PLHÁKOVÁ, A. Učebnice obecné psychologie. Praha: Academia, 2004.
- KERN, H. et al. Přehled psychologie. Praha: Portál, 2000.
- not specified
- PŘIKRYLOVÁ, J and H JAHODOVÁ. Moderní marketingová komunikace. Praha: Grada Publishing, 2010. ISBN 978-80-247-3622-8. info
- PAVLŮ, Dušan and ET AL. Marketingová komunikace a výzkum. Zlín: FMK UTB, 2006, 198 pp. ISBN 80-7318-383-8. info
- PAVLŮ, Dušan, Elena HRADISKÁ and Eva LETOVANCOVÁ. Psychológia v marketingovej komunikácii. Marketing & Komunikace. 2005, vol. 2005, No 2, p. 32-32. ISSN 1211-5622. info
- Teaching methods
- Lectures in full-time study; tutorials in part-time study; compulsory tutorial participation is 50% in part-time study.
- Assessment methods
- The exam has a form of a case study (60%).
- Language of instruction
- Czech
- Further comments (probably available only in Czech)
- The course can also be completed outside the examination period.
General note: Bb1.
Information on the extent and intensity of the course: 8 hodin KS/semestr.
- Enrolment Statistics (Summer 2014, recent)
- Permalink: https://is.vsfs.cz/course/vsfs/summer2014/N_PsyZC