N_PsyZC Customer Behavior Psychology

University of Finance and Administration
Summer 2016
Extent and Intensity
2/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
PhDr. Tereza Vacínová, Ph.D. (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: Květoslava Dolejšová
Timetable of Seminar Groups
N_PsyZC/pMPH: Mon 10:30–11:14 S01, Mon 11:15–12:00 S01, T. Vacínová
N_PsyZC/uMPH: Tue 23. 2. 14:00–15:30 S24, 15:45–17:15 S24, Tue 8. 3. 15:45–17:15 S24, Tue 22. 3. 15:45–17:15 S24, T. Vacínová
N_PsyZC/vMMO: Fri 26. 2. 12:00–13:30 M25, 13:45–15:15 M25, Fri 8. 4. 12:00–13:30 M25, 13:45–15:15 M25, T. Vacínová
N_PsyZC/vMPH: Fri 19. 2. 12:00–13:30 S11, Sat 5. 3. 9:45–11:15 S11, 11:30–13:00 S11, Fri 18. 3. 15:30–17:00 S11, T. Vacínová
Prerequisites
There are no prerequisites for this course
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
Study discipline of psychology, consumer behavior develops basic skills and knowledge of general psychology and is designed as a practical extension of the marketing practice. It leads students to a systematic conception of consumers in a wider context. Seeks understanding of the causes and consequences of behavior and actions of customers in the context of personality psychology. At the same time gives an insight into the transformation of the role and needs of consumers and customers in the transformation of society and its development, especially in the 20th and 21st centuries. Objectives: - Acquire, organize and use in practice the concepts in the field of personality psychology in marketing practice, - Understand the importance of understanding the human psyche for successful marketing communication. - Acquire the skill to interpret selected situations and problems of customer behavior in terms of psychology and draw conclusions for marketing practice, - Alone to study, broaden and deepen their knowledge from different fields of psychology.
Syllabus
  • 1. Introduction to the study of art, literature and other sources. The subject and the development of market psychology. Development trends of the industry. The economic behavior of consumers, producers and sellers. The social context of market sectors and socio-psychological aspects of the market. 2.Psychologické aspects of target groups. The basic characteristics of the target group. Typology of consumers and their defining terms. Psychological implications temperament typologies, dimension emotional stability / instability, introversion / extroversion etc.). The role of personality type for market segmentation. 3.Proces sensory perception and its importance to effective marketing communication. Influence of past experiences, stimulus intensity, activation and motivation. Analysis of the process of sensory perception in marketing communications. 4.Mechanisms making purchasing decisions. Shopping habits, instead of selling, buying terms and so on. 5.Customer and brand. Importance of brand marketing. Psychological approaches to the analysis of the brand. Emotions and brand image. Function package. The relationship of the product and the packaging. The ideal package. Testing of packaging. 6.Direct marketing. Features and functions of historical developmental changes. Psychological aspects of acquiring and strengthening customer relation to the product. 7.Dimension of personal selling. Advantages and disadvantages. Personality dealers and consumers. Psychological aspects of customer loyalty. The course and the different stages of the sale. Effective communication. 8.Public relations and crisis communications. The use of psychological knowledge for effective crisis management. Principles of crisis communication. 9.Nové technology and buying behavior. The importance of new media for marketing communications. Psychological context and rules of communication with the customer. 10.Utilisation of the shape of psychological knowledge for creating effective advertising. Creativity in marketing. 11.Final revision. Summary and evaluation of seminar papers.
Literature
    required literature
  • VYSEKALOVÁ, J. a kol. Chování zákazníka: Jak odkrýt tajemství ''černé skříňky''. Praha: Grada Publishing, 2011. ISBN 978-80-247-3528-3.
  • KERN, H. a kol. Přehled psychologie. Praha: Portál, 2015. ISBN 978-80-262-0871-6.
  • VYSEKALOVÁ, J. a kol. Emoce v marketingu: Jak oslovit srdce zákazníka. Praha: Grada Publishing, 2014. ISBN 978-80-247-4843-6.
  • ŘÍČAN, Pavel. Psychologie osobnosti. Praha: Grada, 2010. ISBN 978-80-247-3133-9.
    recommended literature
  • BALCAR, K. Úvod do studia psychologie osobnosti. Praha: SPN, 1983.
  • STUCHLÍKOVÁ, I. Základy psychologie emocí. Praha: Portál, 2007. ISBN 978-80-7367-282-9.
  • ATKINSON, R.L.,ATKINSON, R.C., SMITH, E.E., BEM, D.J. NOLEN-HOEKSEMA, S. Psychologie Atkinsonové a Hilgarda. Praha: Portál, 2012. ISBN 978-80-262-0083-3.
  • BLATNÝ, M. a kol. Psychologie osobnosti. Hlavní témata, současné přístupy. Praha: Grada Publishing, 2010. ISBN 978-80-247-3434-7.
  • PAUKNEROVÁ, D. a kol. Psychologie pro ekonomy a manažery. Praha: Grada, 2012. ISBN 978-80-247-3809-3.
  • VYSEKALOVÁ, J. a kol. Psychologie reklamy. Praha: Grada Publishing, 2012. ISBN 978-80-247-4005-8.
  • HARTL, P. a H. HARTLOVÁ. Psychologický slovník. Praha: Portál, 2009. ISBN 978-807-3675-691.
  • BEDRNOVÁ, E., JAROŠOVÁ, E., NOVÝ, I. a kol. Manažerská psychologie a sociologie. Praha: Management Press, 2012. ISBN 978-80-7261-239-0.
  • VÁGNEROVÁ, M. Základy psychologie. Praha: Karolinum, 2007. ISBN 978-80-246-0841-9.
  • HAYES, N. Základy sociální psychologie. Praha: Portál, 2013. ISBN 978-80-262-0534-0.
Teaching methods
Lectures
Assessment methods
In the initial meeting, students will be closely familiar with their duties. In the individual courses it requires active participation. The prerequisite for admission to the exam is electronically surrendered and agreed credit hour on a chosen topic with at least 5 pages of text. Submitting credit hour till 20. 4. 2016. The exam will be a written test.
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 2015, Summer 2017, Summer 2018, Summer 2019, Summer 2020, Summer 2021, Summer 2022, Summer 2023, Summer 2024, Summer 2025.
  • Enrolment Statistics (Summer 2016, recent)
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