N_SMK Sociology of Marketing Communication

University of Finance and Administration
Summer 2015
Extent and Intensity
2/1. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
Mgr. Michal Tomčík, PhD. (lecturer), PhDr. Petra Raudenská, Ph.D. (deputy)
PhDr. Petra Raudenská, Ph.D. (seminar tutor)
prof. Ing. František Zich, DrSc. (seminar tutor)
Guaranteed by
prof. Ing. František Zich, DrSc.
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_SMK/cMMO: each even Wednesday 12:15–12:59 M25, each even Wednesday 13:00–13:45 M25, M. Tomčík
N_SMK/cMPH: each odd Tuesday 12:15–12:59 S11, each odd Tuesday 13:00–13:45 S11, F. Zich
N_SMK/pMMO: Wed 14:00–14:44 M25, Wed 14:45–15:30 M25, M. Tomčík
N_SMK/pMPH: Tue 10:30–11:14 S11, Tue 11:15–12:00 S11, F. Zich
N_SMK/uMPH: Tue 24. 3. 14:00–15:30 S11, Tue 14. 4. 15:45–17:15 S11, 17:30–19:00 S11, Tue 28. 4. 15:45–17:15 S11, 17:30–19:00 S11, M. Tomčík
N_SMK/vMKL: Fri 6. 2. 15:30–17:00 K206, Fri 13. 3. 13:45–15:15 K206, 15:30–17:00 K206, Fri 27. 3. 13:45–15:15 K206, 15:30–17:00 K206, P. Raudenská
N_SMK/vMPH: Fri 13. 2. 13:45–15:15 S11, 15:30–17:00 S11, Fri 13. 3. 12:00–13:30 S23, Fri 27. 3. 13:45–15:15 S11, 15:30–17:00 S11, M. Tomčík
Prerequisites
There are no prerequisites for this course.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
After completing this course, the student should master the role of marketing communication intervention as a factor in decision-making and consumer behavior. He should be able to define social relations and marketing communications resources impacts on society, its social structure, the main social groups and meeting people. He should clarify empirical ways of exploring the social side effects of marketing communications, namely, the effects of MK and life values ​​and life stereotypes and influence on the formation of marketing communication way of life and lifestyle of modern society. Based on the knowledge of the student should be able to define direct and indirect (unintended) consequences and social externalities (internal, external) marketing communications. Part of teaching this course is participation in empirical research spillovers marketing communications on society and population changes in consumer behavior in the context of the economic crisis.
Syllabus
  • Structure of the course: 1.Specification of the content of sociology of marketing communication, the importance of structural and relational approach. 2. Marketing communication as a separate "industry" of human activity from the perspective of sociology, marketing as a profession. 3. The structure of human action. System Environment and unintended consequences of action. Side effects of marketing communication. Problems of knowledge and evaluation. 4. Process of communication and social marketing environment 5. Marketing communication as intervention factor 6. MK effects on individuals and society, and their measurement 7. Effect of MK on the way of life of people - the problem of quality of life 8. Postmodern way of life - hedonism 9. Effect of MK on the formation of the value of the human world 10. Consumption behavior of households in relation to the social differentiation of society 11. Marketing communication as a civilizing factor - organizational function 12. Antireklama and criticism MK
Literature
    required literature
  • • Kalka, J., Allgayer,F.,: Marketing podle cílových skupin. Jak žijeme. Co kupujeme. Čím se řídíme. Computer PRESS, 2007, ISBN 978-80-251-1617-3
  • • Tuček, M. ed.: Soudržnost v diferencující se společnosti, Sociologický ústav AV ČR, Praha, 2008, ISBN 978-80- 244-2858-1, kap. 2
  • • Dufková, J., Tuček, M. (ed.): Proměny způsobu života. In. Tuček, M. (ed.). Dynamika české společnosti a osudy lidí na přelomu tisíciletí. Praha: Slon, 2003. ISBN 978-80-86429-22-9
  • • Kubátová H. : Sociologie životního způsobu, Grada, Praha, 2010 ISBN 978-80-247- 2456-0
  • • Zich, F.: On the theme of marketng communication side effects, in: Communiction Today 1/2012, Trnava, ISSN 1338-130X
    recommended literature
  • LIPOVETSKY, G. Paradoxní štěstí: esej o . 1. vyd. Praha: Prostor, 2007. 443 s. ISBN 978-80-7260-184-4
  • • Thompson J. B : Média a modernita: Mediální studia, Nakladatelství. Karolinum, UK Praha, 2004. ISBN 80-246-0652-6
  • • Prudký L. a kol: Inventura hodnot, Academia , Praha, 2009, 344 s. ISBN 978-80-. 200-1751-2
    not specified
  • O.Roubal, F.Zich :Marketingová sociologie . Eupress, Praha, I SBN 978-80-7408-102-6ha,
Teaching methods
Lectures, seminar work on a given topic, and participation on an empirical investigation - realisation research interviews.
Assessment methods
The course is completed a written exam. a) Test of a test, corresponding to the words (not the choice of alternatives) to 6 questions out of 30 selected test questions at the right and complete answer is 5 points, the minimum number of points for the exam is 15 points. b) Evaluation of the quality of the essay and conducted research interviews.
Language of instruction
Czech
Follow-Up Courses
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: 10 hodin KS/semestr.
The course is also listed under the following terms Summer 2010, Summer 2011, summer 2012, Summer 2013, Summer 2014, Summer 2016, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.
  • Enrolment Statistics (Summer 2015, recent)
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