VSFS:B_PsyMK Psychology in Marketing Commun - Course Information

B_PsyMK Psychology in Marketing Communication

Extent and Intensity

2/1. 6 credit(s). Type of Completion: zk (examination).

Teacher(s)

Mgr. Michal Tomčík, PhD. (seminar tutor)
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

B_PsyMK/cMMO: each odd Tuesday 14:00–14:44 M17, each odd Tuesday 14:45–15:30 M17, M. Tomčík
B_PsyMK/cM1PH: each even Thursday 10:30–11:14 E123, each even Thursday 11:15–12:00 E123, T. Vacínová
B_PsyMK/cM2PH: each even Tuesday 12:15–12:59 E123, each even Tuesday 13:00–13:45 E123, T. Vacínová
B_PsyMK/cM3PH: each odd Tuesday 14:00–14:44 E122, each odd Tuesday 14:45–15:30 E122, T. Vacínová
B_PsyMK/pMMO: each odd Wednesday 10:30–11:14 M25, each odd Wednesday 11:15–12:00 M25, each odd Wednesday 12:15–12:59 M25, each odd Wednesday 13:00–13:45 M25, T. Vacínová
B_PsyMK/pMPH: Mon 12:15–12:59 E007KC, Mon 13:00–13:45 E007KC, T. Vacínová
B_PsyMK/uMPH: Tue 27. 10. 17:30–19:00 E225, Tue 3. 11. 17:30–19:00 E225, Tue 24. 11. 17:30–19:00 E225, Tue 1. 12. 15:45–17:15 E225, 17:30–19:00 E225, T. Vacínová
B_PsyMK/vMKL: Fri 9. 10. 13:45–15:15 K203, 15:30–17:00 K203, Fri 30. 10. 13:45–15:15 K203, 15:30–17:00 K203, Fri 6. 11. 17:15–18:45 K203, T. Vacínová
B_PsyMK/vMMO: Fri 2. 10. 13:45–15:15 M15, 15:30–17:00 M15, Fri 13. 11. 17:15–18:45 M15, Fri 11. 12. 13:45–15:15 M15, 15:30–17:00 M15, M. Tomčík
B_PsyMK/vMPH: Fri 2. 10. 13:45–15:15 E122, 15:30–17:00 E122, Fri 16. 10. 15:30–17:00 E122, Fri 13. 11. 15:30–17:00 E224, 17:15–18:45 E224, T. Vacínová

Prerequisites

There are no prerequisites for this course.

Course Enrolment Limitations

The course is also offered to the students of the fields other than those the course is directly associated with.

fields of study / plans the course is directly associated with

• Marketing Communication (programme VSFS, B-EKM) (2)

Course objectives

Psychology examines the mental life and discovers the laws governing mental phenomena governed. Knowledge of psychology helps students understand the mental events, behavior and action figures as a result of the interplay between heredity and environment in which he lives. A prerequisite for successful marketing, among other things using knowledge of psychology to a deeper understanding of the mental life of all actors in the marketing process. The subject progresses systematically from the theoretical foundations of psychology as a science through the distribution of market segments in terms of developmental stages of life and personality characteristics after the mental processes of cognitive and conative and their use in marketing. Discipline should also contribute to their own self-reflection and finding personal significance of psychology for understanding. Objectives: - Acquire and categorize the terms of the fundamentals of psychology, - Understand the problems associated with marketing in terms of psychology and be able to apply it in marketing practice, - Understand the importance of understanding the human psyche for successful marketing communication.

Syllabus

• 1. Basic information. Commissioning of the study, literature and other sources. Psychology as a science, basic psychological disciplines. The position of psychology in the structure of the scientific field. The relationship of psychology and marketing. 2. The development of approaches to the exploration of the human psyche to the 19th century. The emergence of psychology as a science. Structuralism, functionalism, psychodynamic theory. 3. The main psychological trends of the 20th century. Gestalt, behaviorism, psychoanalysis, existential and humanistic psychology, cognitive and transpersonal psychology, postmodernity. Applying psychology in advertising. 4. Psychological market research and its use in marketing. Methods of exploring personality. Quantitative and qualitative research approach in marketing. Applied research on advertising. 5th Personality Psychology. Mental development and the factors that affect it. Heredity and environment. Signs of psychological development. The structure and dynamics of personality. 6. Structure and dynamics of personality. Basic psychological phenomena. Their classification and relevance to the application of marketing communications. 7th Personality typology. Temperament and its relation to purchasing behavior. 8th Cognitive Processes. Sensation, perception, attention, memory, thinking, imagination and fantasy. The role of cognitive processes for the concept of good advertising. 9th experiencing emotional and psychological self. The importance of emotions in marketing. 10th Motivation as a key theme of the psychology of advertising. Role of incentive structures personality. Individual differences in motivation of consumers. 11. The current hot topics in psychology. 12. Final repeat. Summary and evaluation of seminar papers.

Literature

required literature
• ŘÍČAN, Pavel. Psychologie. Příručka pro studenty. Vyd. 4., Praha: Portál, 2013. ISBN 978-80-262-0532-6.
• KUČERA, D. Moderní psychologie. Praha: Grada Publishing, 2013. ISBN 978-80-247-4621-0.
• VÁGNEROVÁ, M. Základy psychologie. Praha: Karolinum, 2007. ISBN 978-80-246-0841-9.
• VYSEKALOVÁ, J. a kol. Psychologie reklamy. Praha: Grada Publishing, 2012. ISBN 978-80-247-4005-8.

recommended literature
• PLHÁKOVÁ, A. Učebnice obecné psychologie. Praha: Academia, 2011. ISBN 978-80-200-1499-3.
• PLHÁKOVÁ, A. Dějiny psychologie. Praha: Grada Publishing, 2006. ISBN 978-80-247-0871-X.
• 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.
• HILL, G. Moderní psychologie. Praha: Portál, 2004. ISBN 978-80-7178-641-1.
• VYSEKALOVÁ, J. a kol. Chování zákazníka: Jak odkrýt tajemství ''černé skříňky''. Praha: Grada Publishing, 2011. ISBN 978-80-247-3528-3.
• VYSEKALOVÁ, J. a kol. Emoce v marketingu: Jak oslovit srdce zákazníka. Praha: Grada Publishing, 2014. ISBN 978-80-247-4843-6.
• HELUS, Z. Úvod do psychologie. Praha: Grada Publishing, 2011. ISBN 978-80-247-3037-0.
• HARTL, P. a H. HARTLOVÁ. Psychologický slovník. Praha: Portál, 2009. ISBN 978-807-3675-691.

Teaching methods

Lecture and exercise

Assessment methods

Methods of assessment: Exam (6 credits). In the initial meeting, students will be closely familiar with their duties. In the individual courses it requires active participation (at least 70% attendance at seminars). Part of the credit is a student essays appearance at a seminar on a selected topic. The prerequisite for admission to the exam is electronically surrendered and agreed credit hour degree of at least 5 pages of text. Submitting credit hour to 1. 12. 2015. 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: 10 hodin KS/semestr.

• Enrolment Statistics (Winter 2015, recent)
  
• Permalink: https://is.vsfs.cz/course/vsfs/winter2015/B_PsyMK