VSFS:N_PsyZC Customer Behavior Psychology - Course Information
N_PsyZC Customer Behavior Psychology
University of Finance and AdministrationSummer 2015
- 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)
doc. PhDr. Stanislav Nečas, CSc. (seminar tutor) - Guaranteed by
- PhDr. Tereza Vacínová, Ph.D.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Ivana Plačková - Timetable of Seminar Groups
- N_PsyZC/pMMO: Wed 15:45–16:29 M25, Wed 16:30–17:15 M25, M. Kafka
N_PsyZC/pMPH: Tue 14:00–14:44 S32, Tue 14:45–15:30 S32, S. Nečas
N_PsyZC/uMPH: Tue 7. 4. 15:45–17:15 S11, Tue 21. 4. 15:45–17:15 S11, 17:30–19:00 S11, Tue 28. 4. 19:15–20:45 S11, S. Nečas
N_PsyZC/vMKL: Fri 20. 2. 15:30–17:00 K206, 17:15–18:45 K206, Fri 27. 2. 13:45–15:15 K206, 15:30–17:00 K206, M. Kafka
N_PsyZC/vM2PH: Fri 10. 4. 13:45–15:15 S23, 15:30–17:00 S23, Fri 24. 4. 13:45–15:15 S23, 15:30–17:00 S23, S. Nečas - 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.
- VYBÍRAL, Z. Psychologie lidské komunikace. Praha: Portál, 2000.
- Jitka Vysekalová a kol: Psychologie reklamy, Praha: Grada, 2012, ISBN: 978-80-247-4005-8 (váz.)
- Jitka Vysekalová, Psychologie spotřebitele: jak zákazníci nakupují. ISBN: 80-247-0393-9, Praha: Grada, 2004
- VÁGNEROVÁ, M. Úvod do psychologie. Praha: Karolinum, 2001.
- itka Vysekalová a kolektiv: Chování zákazníka : jak odkrýt tajemství "černé skříňky, Praha : Grada, 2011, ISBN: 978-80-247-3528-3 (váz.)
- PAVLŮ, Dušan and ET AL. Marketingová komunikace a výzkum. Zlín: FMK UTB, 2006, 198 pp. ISBN 80-7318-383-8. info
- recommended literature
- HOŠEK, V. Psychologie odolnosti. Praha: Karolinum, 2001.
- 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, 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 submitted by a student in written form.
- Language of instruction
- Czech
- 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.
- Enrolment Statistics (Summer 2015, recent)
- Permalink: https://is.vsfs.cz/course/vsfs/summer2015/N_PsyZC