N_PsyZC Customer Behavior Psychology

University of Finance and Administration
Summer 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.
The course is also listed under the following terms Summer 2011, 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)
  • Permalink: https://is.vsfs.cz/course/vsfs/summer2015/N_PsyZC