NA_PsyCB Psychology of Consumer Behavior

University of Finance and Administration
Summer 2015
Extent and Intensity
2/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
Mgr. Pavel Kotyza (seminar tutor)
Guaranteed by
Mgr. Pavel Kotyza
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Bc. Jan Peterec
Timetable of Seminar Groups
NA_PsyCB/pMCPH: Wed 17:30–18:14 S14, Wed 18:15–19:00 S14, P. Kotyza
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 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.
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
  • GRAVES, Philip. Consumerology : The Truth About Consumers and the Psychology of Shopping. Nicholas Bearley Publishing, 2013, 288 p. ISBN 978-185-7885-767
    recommended literature
  • 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
Teaching methods
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).
Assessment methods
The exam has a form of a case study submitted by a student in written form.
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: 8 hodin KS/semestr.
The course is also listed under the following terms summer 2012, Summer 2013, Summer 2014, Summer 2016, Summer 2017, Summer 2018, Summer 2019, Summer 2020, Summer 2021, Summer 2022, Summer 2023, Summer 2024, Summer 2025.
  • Enrolment Statistics (Summer 2015, recent)
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