VSFS:NA_PsyCB Psychology of Consumer Behavio - Informace o předmětu
NA_PsyCB Psychology of Consumer Behavior
Vysoká škola finanční a správníléto 2017
- Rozsah
- 2/0/0. 8 hodin KS/semestr. 6 kr. Ukončení: zk.
- Vyučující
- doc. Giuseppe Maiello, Ph.D. (přednášející)
Ing. Jiří Šnajdar (cvičící) - Garance
- Ing. Jiří Šnajdar
Sekce managementu a marketingu (FES, KEM) – Katedra ekonomie a managementu (FES, KEM) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Ing. Edita Jerie, DiS. - Rozvrh seminárních/paralelních skupin
- NA_PsyCB/pMCPH: Po 14:00–14:44 S23, Po 14:45–15:30 S23, G. Maiello, J. Šnajdar
- Předpoklady
- There are no prerequisites for this course
- Omezení zápisu do předmětu
- Předmět je otevřen studentům libovolného oboru.
- Cíle předmětu
- 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.
- Osnova
- 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
- Literatura
- povinná literatura
- GRAVES, Philip. Consumerology : The Truth About Consumers and the Psychology of Shopping. Nicholas Bearley Publishing, 2013, 288 p. ISBN 978-185-7885-767
- doporučená literatura
- 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
- Výukové metody
- 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).
- Metody hodnocení
- The exam has a form of a case study submitted by a student in written form.
- Vyučovací jazyk
- Angličtina
- Další komentáře
- Předmět je dovoleno ukončit i mimo zkouškové období.
- Statistika zápisu (léto 2017, nejnovější)
- Permalink: https://is.vsfs.cz/predmet/vsfs/leto2017/NA_PsyCB