N_SMK Sociology of Marketing Communication

University of Finance and Administration
Winter 2017
Extent and Intensity
2/1/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
doc. Mgr. Ondřej Roubal, Ph.D. (seminar tutor)
Mgr. Zdeněk Sloboda (seminar tutor)
Mgr. Michal Tomčík, PhD. (seminar tutor)
prof. Ing. František Zich, DrSc. (seminar tutor)
Guaranteed by
doc. Mgr. Ondřej Roubal, 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_SMK/cMMO: each odd Monday 12:15–12:59 M15, each odd Monday 13:00–13:45 M15, M. Tomčík
N_SMK/cM1PH: each odd Monday 10:30–11:14 S24, each odd Monday 11:15–12:00 S24, Z. Sloboda
N_SMK/cM2PH: each even Monday 14:00–14:44 S24, each even Monday 14:45–15:30 S24, Z. Sloboda
N_SMK/pMMO: Wed 10:30–11:14 M15, Wed 11:15–12:00 M15, except Wed 11. 10., except Wed 13. 12. ; and Mon 16. 10. 12:15–13:45 M17, Mon 18. 12. 15:45–17:15 M26, M. Tomčík
N_SMK/pMPH: Wed 12:15–12:59 S01, Wed 13:00–13:45 S01, except Wed 8. 11. ; and Thu 16. 11. 8:45–10:15 S01, O. Roubal
N_SMK/vMPH: Fri 10. 11. 17:30–19:00 S23, Sat 16. 12. 14:00–15:30 S23, 15:45–17:15 S23, Sat 6. 1. 9:45–11:15 E222, 11:30–13:00 E222, F. Zich
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.Gets the knowledge of the consumer behavior of the households in the context of the social differentiation. Based on the knowledge of the student should be able to define direct and indirect (unintended) consequences and social externalities (internal, external) marketing communications, including the so-called against advertising and criticism of the MK. Part of teaching this course is participation in empirical research.
Learning outcomes
Basic theoretical knowledge, orientation in problems and context of monitored topics. At the same time, the practical skills and skills of applying the acquired knowledge in a real environment of professional activities. The learning outcomes are the support and development of the profile of the educated practitioner.
Syllabus
  • 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
  • Roubal, Ondřej. Policy of life chances and policy of life styles under the conditions of consumer culture. European Journal of Science and Theology, 2015, Vol. 11, No. 6, p. 15-25. ISSN 1841-0464
  • Roubal, Ondřej, Zich, František. Marketingová sociologie. Marketingové komunikace a moderní společnost. Praha: Vysoká škola finanční a správní, o.p.s. 2015, 121 s. Edice Eupress. ISBN 978-80-7408-102-6
  • LURY, C.: Consumer Culture. Cambridge: Polity Press, 2011. ISBN 978-0-7456-4330-4
  • • Zich, F.: On the theme of marketng communication side effects, in: Communiction Today 1/2012, Trnava, ISSN 1338-130X
  • Roubal, Ondřej. Sociologie a pozdně moderní společnost. Praha: Vysoká škola finanční a správní. Edice EUPRESS, 2014, 56 s. ISBN 978-80-7408-087-6
  • STILLERMAN, J.: The Sociology of Consumption. A Global Approach. Cambridge: Polity Press, 2015. ISBN 978-07-456-6127-8
  • Roubal, Ondřej. Consumer Culture and the Problem of Choice – Why can Less be More. In Petranová, D., S. Magál (eds.). Megatrends and Media 2016 - Critique in Media, Critique of Media. Conference Proceedings from International Scientific Conference. Facul
  • Roubal, Ondřej. Predatory and alternative hedonism – from self-destruction to voluntary modesty. In. Matúš, J., D. Petranová (eds.). Conference Proccedings from International Scientific Conference „Marketing Identity 2014: Explosion of Innovations. Trna
    recommended literature
  • BAUMAN, Z.: Umění života. Praha: Academia, 2010. ISBN 978-80-200-1869-4
  • Roubal, Ondřej. Sociologie a marketingová komunikace – partneři nebo soupeři? In: Pavlů, D. (ed.) Marketingová komunikace a společnost. Sborník z mezinárodní vědecké konference v Praze (16.5-17.5 2013). Praha: Vysoká škola finanční a správní. Edice EUPRE
  • CHORVÁT, I.: Premeny životného štýlu – sociologické východiská a predpoklady. In Sociológia, Vol. 47, No. 1, 2015, p. 5-30. ISSN 0049 - 1225
  • LIPOVETSKY, G.: Hypermoderní doba. Od požitku k úzkosti. Praha: Prostor, 2013. ISBN 978-80-7260-283-4
  • Roubal, Ondřej. Dictatorship of Fast-Running Time Within The Society of Experience. Communication Today, 2014, roč. 5, č. 1, s. 86-92. ISSN 1338-130X
  • SASSATELLI, R.: Sociologie spotřeby: jednání, distinkce a identita. In ZAHRÁDKA, P. (ed.): Spotřební kultura: Historie, teorie a výzkum. Praha: Academia, 2014, p. 87-114. ISBN 978-80-244-2858-1
  • SOPER, K.: Beyond Consumerism: The Critique of Consumption, Democracy, and the Politics of Prosperity. In. ZAHRÁDKA, P., SEDLÁKOVÁ, R. (eds.) New Perspective on Consumer Culture and Research. Newcastle upon Tyne: Cambridge Scholar Publishing, 2012, s. 18
  • N. Kleinová: Bez loga, Agro/Dokořán, Praha, 2005, ISBN 80-7363-010-8-9
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 2015, Summer 2016, Winter 2016, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.
  • Enrolment Statistics (Winter 2017, recent)
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