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 Monday 14:00–14:44 M17, each odd Monday 14:45–15:30 M17, M. Tomčík
B_PsyMK/cM1PH: each even Monday 14:00–14:44 E228, each even Monday 14:45–15:30 E228, T. Vacínová
B_PsyMK/cM2PH: each odd Monday 14:00–14:44 E228, each odd Monday 14:45–15:30 E228, T. Vacínová
B_PsyMK/cM3PH: each odd Wednesday 8:45–9:29 E126, each odd Wednesday 9:30–10:15 E126, T. Vacínová
B_PsyMK/pMMO: Mon 15:45–16:29 M17, Mon 16:30–17:15 M17, M. Tomčík
B_PsyMK/pMPH: Mon 12:15–12:59 E230, Mon 13:00–13:45 E230, T. Vacínová
B_PsyMK/uMPH: Tue 1. 11. 15:45–17:15 E128, 17:30–19:00 E128, Tue 22. 11. 15:45–17:15 E123, 17:30–19:00 E123, Tue 29. 11. 14:00–15:30 E123, T. Vacínová
B_PsyMK/vMPH: Sat 15. 10. 8:00–9:30 E306, 9:45–11:15 E306, Fri 11. 11. 14:00–15:30 E224, Fri 25. 11. 15:45–17:15 E122, 17:30–19:00 E122, 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 to help 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 others use knowledge of psychology to a deeper understanding of the mental life of all actors in the marketing process. The subject proceeds systematically from the theoretical foundations of psychology as a science through the distribution of market segments in terms of development and life stages 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 the significance of psychology for personal knowledge. 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 practice marketing - understand the importance of understanding the human psyche for successful marketing

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. Development of approaches to the exploration of the human psyche to the late 19th century. The emergence of psychology as a science. Structuralism, functionalism, French psychology. 3. The main psychological trends of the 20th century. Psychodynamic theory, Gestalt psychology, behaviorism, existential and humanistic psychology, cognitive and transpersonal psychology, postmodernism. Applying psychology in advertising. 4. Psychological market research and its use in marketing  . Methods of personality cognition. Quantitative and qualitative research approach in   marketing. Applied research advertising. 5th Personality Psychology. Psychological development and the factors that affect it. Heredity and environment. Signs of mental development. 6. Structure and dynamics of personality. Basic psychological phenomena. Their structure and importance for application in   marketing communications. 7th Personality typology. Temperament and its relationship to   buying behaviors. 8th Cognitive processes. Sensation, perception, attention, memory, thinking, imagination and fantasy. The role of cognitive processes for the concept of good advertising. 9th emotional experience and mental self.   Importance of emotions in marketing. 10th Motivation as a key theme of advertising psychology. Role motivational personality structure. Individual differences in   motivate 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.

not specified
• VÁGNEROVÁ, M. Obecná psychologie. Praha: Karolinum, 2016. ISBN 978-80-246-3268-1.

Teaching methods

Lecture and exercise

Assessment methods

Methods of assessment: Exam (6 credits).   The inaugural meeting will be for students to become familiar with their duties.   The individual courses requires active participation (at least 70% attendance at seminars for full-time study). Part of the credit for full-time studies in the student essays performances   seminar on a selected topic.   The prerequisite for admission to the exam (for full-time and combined study) is electronically surrendered and agreed credit hour   in the range of at least 5 pages of text. Submitting credit hour to 1. 12. 2016. The examination is 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 2016, recent)
  
• Permalink: https://is.vsfs.cz/course/vsfs/winter2016/B_PsyMK