Informace o předmětu

BA_PsyMC Psychology in Marketing Communication

Rozsah

2/1/0. 16 hodin KS/semestr. 7 kr. Ukončení: zk.

Vyučující

Mirela Moldoveanu, M.Sc., Ph.D. (cvičící)

Garance

Mirela Moldoveanu, M.Sc., Ph.D.
Sekce společenských věd (FES, KSV) – Katedra společenských věd (FES, KSV) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Dita Egertová

Rozvrh seminárních/paralelních skupin

BA_PsyMC/cMCPH: každý sudý čtvrtek 12:15–12:59 E228, každý sudý čtvrtek 13:00–13:45 E228, M. Moldoveanu
BA_PsyMC/pMCPH: Čt 10:30–11:14 E228, Čt 11:15–12:00 E228, kromě Čt 24. 10. ; a Čt 24. 10. 14:00–15:30 E228, M. Moldoveanu

Předpoklady

There are no prerequisites for this course.

Omezení zápisu do předmětu

Předmět je otevřen studentům libovolného oboru.

Cíle předmětu

The student will acquire basic knowledge of psychology (as a scientific branch). The student will be able to differ and define main types of the marketing communication (on the basis of psychologic aspects). The student will understand to basic aspects of personality and social psychology. After finishing this course student will be able to apply the gained knowledge to better comprehend marketing and marketing communication practices.

Výstupy z učení

At the end of the course students should master: - the basic theoretical knowledge in psychology of marketing communication - navigate various problems and contexts related to the discussed topics - apply the acquired knowledge in a real professional environments - expand personal and professional development using the learning outcomes.

Osnova

• 1. Psychology as a science. Evolution of psychology in relation to the scientific thinking and research. The relationship between psychology and marketing. 2. The development of approaches to the study of human psyche by the end of the 19th century. The rise of psychology as a science. Structuralism, functionalism, psychodynamic theory. 3. The main psychological directions of the 20th century. Gestalt psychology, behaviourism, existential, humanistic and cognitive psychology. Psychological perspectives of the late 20th and 21st centuries. Application of psychology in advertising. 4. Psychological market research and its use in marketing. Personality psychology and marketing. Quantitative and qualitative research approach in marketing. Applied ad research. 5. Psychology of personality. Psychological development and factors that affect it. Nature and nurture debate to personality and human behaviour. Signs of psychological development in relation to buying behaviour. 6. Structure and dynamics of personality. The brain and the mind: mental functions that give rise to observable and measurable behaviour. 7. Typology of personality. Temperament and its relation to buying behaviour. 8. Cognitive processes. Perception, attention, memory, thinking, decision-making, imagination and fantasy. The role of cognitive processes in advertising. 9. Emotional experience and mental self-regulation. The importance of emotions in marketing. 10. Motivation as a key theme of advertising psychology. The role of personality motivational structure. Individual differences in consumer motivation. Types of motivation and importance of human needs and their use in marketing. 11. Barriers and distorting factors of effective impact of marketing communication. Assessing the importance of internal and external influences to motivation. 12. Contemporary topics in advertising psychology.

Literatura

povinná literatura
• HOVLAND, Roxanne a Joyce Marie WOLBURG. Advertising, society, and consumer culture [electronic resource]. 2015. ISBN 9781317477532.
• PRIDE, William M. a O.C. FERRELL. Marketing. 2016 ed. Boston: Cengage Learning, 2016. ISBN 978-1-285-85834-0.
• ŠÁLKOVÁ, Daniela. Consumer decision-making trends for the purchase of food products. Prague: Powerprint, 2014. ISBN 978-80-87994-14-6.
• Philip Graves: Consumer.ology. The truth about consumers and typology of shopping. London, NIcholas Brealey, 2013, 224 pp.
• Regis McKenna: Relationship Management, Perseus Book, Cambridge, 1991, ISBN: 0.-201 56769-5
• ŠÁLKOVÁ, Daniela. Consumer decision-making trends for the purchase of food products. Prague: Powerprint, 2014. ISBN 978-80-87994-14-6.
• GRAVES, Philip. Consumer.ology: the truth about consumers and the psychology of shopping. 1st ed. London: Nicholas Brealey, c2013. ISBN 978-1-85788-576-7.

doporučená literatura
• ROUBAL, Ondřej, PETROVÁ, Iva, ZICH, František. Metodologie marketingových výzkumů. 2014. 152 s. ISBN 978-80-7418-092-0. 429 Kč (in Czech)
• KAHLE, Lynn R. a Chris RILEY (eds.). Sports marketing and the psychology of marketing communication. Mahwah, N.J.: L. Erlbaum Associates, c2004. ISBN 0-8058-5790-7.

Výukové metody

Lectures and seminars

Metody hodnocení

Methods of valuations: written examination (6 credits) The examination has a form of a written test. Students must earn the right to sit the exam by successfully completing the seminar assignment given during the semester, and having a minimum of 75% attendance in class.

Vyučovací jazyk

Angličtina

Další komentáře

Předmět je dovoleno ukončit i mimo zkouškové období.

BA_PsyMC Psychology in Marketing Communication

Rozsah

2/1/0. 16 hodin KS/semestr. 7 kr. Ukončení: zk.

Vyučující

Mirela Moldoveanu, M.Sc., Ph.D. (cvičící)

Garance

Mirela Moldoveanu, M.Sc., Ph.D.
Sekce managementu a marketingu (FES, KEM) – Katedra ekonomie a managementu (FES, KEM) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Dita Egertová

Rozvrh seminárních/paralelních skupin

BA_PsyMC/cMCPH: každou sudou středu 14:00–14:44 E227, každou sudou středu 14:45–15:30 E227, M. Moldoveanu
BA_PsyMC/pMCPH: každou lichou středu 8:45–9:29 E309, každou lichou středu 9:30–10:15 E309, každou lichou středu 10:30–11:14 E309, každou lichou středu 11:15–12:00 E309, M. Moldoveanu

Předpoklady

There are no prerequisites for this course.

Omezení zápisu do předmětu

Předmět je otevřen studentům libovolného oboru.

Cíle předmětu

The student will be able to orient in a psychology (as a scientific branch). The student will be able to differ and define main types of the marketing communication (on the basis of psychologic aspects). The student will understand to basic aspects of personality and social psychology. After finishing this course student will be able to apply the gained knowledge to better comprehend marketing and marketing communication practices.

Výstupy z učení

At the end of the course students should master: - the basic theoretical knowledge in psychology of marketing communication - navigate various problems and contexts related to the discussed topics - apply the acquired knowledge in a real professional environments - expand personal and professional development using the learning outcomes.

Osnova

• 1. Psychology as a science. Evolution of psychology in relation to the scientific thinking and research. The relationship between psychology and marketing. 2. The development of approaches to the study of human psyche by the end of the 19th century. The rise of psychology as a science. Structuralism, functionalism, psychodynamic theory. 3. The main psychological directions of the 20th century. Gestalt psychology, behaviourism, existential, humanistic and cognitive psychology. Psychological perspectives of the late 20th and 21st centuries. Application of psychology in advertising. 4. Psychological market research and its use in marketing. Personality psychology and marketing. Quantitative and qualitative research approach in marketing. Applied ad research. 5. Psychology of personality. Psychological development and factors that affect it. Nature and nurture debate to personality and human behaviour. Signs of psychological development in relation to buying behaviour. 6. Structure and dynamics of personality. The brain and the mind: mental functions that give rise to observable and measurable behaviour. 7. Typology of personality. Temperament and its relation to buying behaviour. 8. Cognitive processes. Perception, attention, memory, thinking, decision-making, imagination and fantasy. The role of cognitive processes in advertising. 9. Emotional experience and mental self-regulation. The importance of emotions in marketing. 10. Motivation as a key theme of advertising psychology. The role of personality motivational structure. Individual differences in consumer motivation. Types of motivation and importance of human needs and their use in marketing. 11. Barriers and distorting factors of effective impact of marketing communication. Assessing the importance of internal and external influences to motivation. 12. Contemporary topics in advertising psychology.

Literatura

povinná literatura
• HOVLAND, Roxanne a Joyce Marie WOLBURG. Advertising, society, and consumer culture [electronic resource]. 2015. ISBN 9781317477532.
• PRIDE, William M. a O.C. FERRELL. Marketing. 2016 ed. Boston: Cengage Learning, 2016. ISBN 978-1-285-85834-0.
• ŠÁLKOVÁ, Daniela. Consumer decision-making trends for the purchase of food products. Prague: Powerprint, 2014. ISBN 978-80-87994-14-6.
• Philip Graves: Consumer.ology. The truth about consumers and typology of shopping. London, NIcholas Brealey, 2013, 224 pp.
• Regis McKenna: Relationship Management, Perseus Book, Cambridge, 1991, ISBN: 0.-201 56769-5
• ŠÁLKOVÁ, Daniela. Consumer decision-making trends for the purchase of food products. Prague: Powerprint, 2014. ISBN 978-80-87994-14-6.
• GRAVES, Philip. Consumer.ology: the truth about consumers and the psychology of shopping. 1st ed. London: Nicholas Brealey, c2013. ISBN 978-1-85788-576-7.

doporučená literatura
• ROUBAL, Ondřej, PETROVÁ, Iva, ZICH, František. Metodologie marketingových výzkumů. 2014. 152 s. ISBN 978-80-7418-092-0. 429 Kč (in Czech)
• KAHLE, Lynn R. a Chris RILEY (eds.). Sports marketing and the psychology of marketing communication. Mahwah, N.J.: L. Erlbaum Associates, c2004. ISBN 0-8058-5790-7.

Výukové metody

Lectures and seminars

Metody hodnocení

Methods of valuations: written examination (6 credits) The examination has a form of a written test. Students must earn the right to sit the exam by successfully completing the seminar assignment given during the semester, and having a minimum of 75% attendance in class.

Vyučovací jazyk

Angličtina

Další komentáře

Předmět je dovoleno ukončit i mimo zkouškové období.

BA_PsyMC Psychology in Marketing Communication

Rozsah

2/1/0. 16 hodin KS/semestr. 7 kr. Ukončení: zk.

Vyučující

Mgr. Iva Baslarová, Ph.D. (cvičící)

Garance

Mgr. Iva Baslarová, Ph.D.
Sekce managementu a marketingu (FES, KEM) – Katedra ekonomie a managementu (FES, KEM) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Bc. Kamila Procházková

Rozvrh seminárních/paralelních skupin

BA_PsyMC/cMCPH: každou sudou středu 14:00–14:44 E225, každou sudou středu 14:45–15:30 E225, kromě St 30. 11. ; a St 14. 12. 15:45–17:15 E304, I. Baslarová
BA_PsyMC/pMCPH: Út 12:15–12:59 E224, Út 13:00–13:45 E224, kromě Út 11. 10. ; a St 2. 11. 15:45–17:15 E304, I. Baslarová

Předpoklady

There are no prerequisites for this course.

Omezení zápisu do předmětu

Předmět je otevřen studentům libovolného oboru.

Cíle předmětu

The student will be able to orient in a psychology (as a scientific branch). The student will be able to differ and define main types of the marketing communication (on the basis of psychologic aspects). The student will understand to basic aspects of a psychology of personality and a social psychology. After finishing this course student will be able to apply gained knowledge in the area of marketing and marketing communication.

Výstupy z učení

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

Osnova

• 1. Psychology as a science. Position of the psychology in the field of science examination. Relation between psychology and marketing. 2. The development of approaches to the study of human psyche by the end of the 19th century. The rise of psychology as a science. Structuralism, Functionalism, Psychodynamic Theory. 3. The main psychological directions of the 20th century. Gestalt psychology, behaviorism, existential, humanistic and cognitive psychology. Psychological flows of the late 20th and 21st centuries. Application of psychology in advertising. 4. Psychological market research and its use in marketing. Methods of personality learning. Quantitative and qualitative research approach in marketing. Applied ad research. 5. Psychology of personality. Psychological development and factors that affect it. Inheritance and environment. Signs of psychological development in relation to buying behavior. 6. Structure and dynamics of personality. Basic mental phenomena. Their breakdown and importance for application in marketing communication. 7. Typology of personality. Temperament and its relation to buying behavior. 8. Cognitive processes. Reading, perception, attention, memory, thinking, imagination and fantasy. The role of cognitive processes for the concept of good advertising. 9. Emotional experience and mental self-regulation. The importance of emotions in marketing. 10. Motivation as a key theme of advertising psychology. Role of personality motivational structure. Individual differences in consumer motivation. Types of motivation and importance of human needs and their use in marketing. 11. Barriers and distorting factors of effective impact of marketing communication. Assessing the share of internal and external influences. 12. Contemporary Current Topics in Advertising Psychology.

Literatura

povinná literatura
• PRIDE, William M. a O.C. FERRELL. Marketing. 2016 ed. Boston: Cengage Learning, 2016. ISBN 978-1-285-85834-0.
• GRAVES, Philip. Consumer.ology: the truth about consumers and the psychology of shopping. 1st ed. London: Nicholas Brealey, c2013. ISBN 978-1-85788-576-7.
• ŠÁLKOVÁ, Daniela. Consumer decision-making trends for the purchase of food products. Prague: Powerprint, 2014. ISBN 978-80-87994-14-6.
• Regis McKenna: Relationship Management, Perseus Book, Cambridge, 1991, ISBN: 0.-201 56769-5
• Philip Graves: Consumer.ology. The truth about consumers and typology of shopping. London, NIcholas Brealey, 2013, 224 pp.
• ŠÁLKOVÁ, Daniela. Consumer decision-making trends for the purchase of food products. Prague: Powerprint, 2014. ISBN 978-80-87994-14-6.
• HOVLAND, Roxanne a Joyce Marie WOLBURG. Advertising, society, and consumer culture [electronic resource]. 2015. ISBN 9781317477532.

doporučená literatura
• KAHLE, Lynn R. a Chris RILEY (eds.). Sports marketing and the psychology of marketing communication. Mahwah, N.J.: L. Erlbaum Associates, c2004. ISBN 0-8058-5790-7.
• ROUBAL, Ondřej, PETROVÁ, Iva, ZICH, František. Metodologie marketingových výzkumů. 2014. 152 s. ISBN 978-80-7418-092-0. 429 Kč (in Czech)

Výukové metody

Lecture and exercise

Metody hodnocení

Methods of valuations: an written examination (6credits) The examination has a form of a written test. There is also a requirement of awarding an inclusion and an exam admission - 75% presence at the exercises (in minimum). To get the credit successful defense of own elaborate via the presentation during workshops is required.

Vyučovací jazyk

Angličtina

Další komentáře

Předmět je dovoleno ukončit i mimo zkouškové období.

BA_PsyMC Psychology in Marketing Communication

Rozsah

2/1/0. 16 hodin KS/semestr. 7 kr. Ukončení: zk.

Vyučující

Mgr. Iva Baslarová, Ph.D. (cvičící)
Mirela Moldoveanu, M.Sc., Ph.D. (cvičící)

Garance

Mgr. Iva Baslarová, Ph.D.
Sekce managementu a marketingu (FES, KEM) – Katedra ekonomie a managementu (FES, KEM) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Bc. Kamila Procházková

Rozvrh seminárních/paralelních skupin

BA_PsyMC/cMCPH: každou lichou středu 19:15–19:59 E225, každou lichou středu 20:00–20:45 E225, kromě St 27. 10., kromě ; a St 27. 10. 19:15–20:45 E004, M. Moldoveanu
BA_PsyMC/pMCPH: St 14:00–14:44 E228, St 14:45–15:30 E228, kromě St 20. 10., kromě St 10. 11., kromě St 24. 11., kromě St 1. 12. ; a Út 26. 10. 10:30–12:00 E306, Pá 10. 12. 10:30–12:00 E228, 12:15–13:45 E228, Út 14. 12. 10:30–12:00 E230, I. Baslarová

Předpoklady

There are no prerequisites for this course.

Omezení zápisu do předmětu

Předmět je otevřen studentům libovolného oboru.

Cíle předmětu

The student will be able to orient in a psychology (as a scientific branch). The student will be able to differ and define main types of the marketing communication (on the basis of psychologic aspects). The student will understand to basic aspects of a psychology of personality and a social psychology. After finishing this course student will be able to apply gained knowledge in the area of marketing and marketing communication.

Výstupy z učení

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

Osnova

• 1. Psychology as a science. Position of the psychology in the field of science examination. Relation between psychology and marketing. 2. The development of approaches to the study of human psyche by the end of the 19th century. The rise of psychology as a science. Structuralism, Functionalism, Psychodynamic Theory. 3. The main psychological directions of the 20th century. Gestalt psychology, behaviorism, existential, humanistic and cognitive psychology. Psychological flows of the late 20th and 21st centuries. Application of psychology in advertising. 4. Psychological market research and its use in marketing. Methods of personality learning. Quantitative and qualitative research approach in marketing. Applied ad research. 5. Psychology of personality. Psychological development and factors that affect it. Inheritance and environment. Signs of psychological development in relation to buying behavior. 6. Structure and dynamics of personality. Basic mental phenomena. Their breakdown and importance for application in marketing communication. 7. Typology of personality. Temperament and its relation to buying behavior. 8. Cognitive processes. Reading, perception, attention, memory, thinking, imagination and fantasy. The role of cognitive processes for the concept of good advertising. 9. Emotional experience and mental self-regulation. The importance of emotions in marketing. 10. Motivation as a key theme of advertising psychology. Role of personality motivational structure. Individual differences in consumer motivation. Types of motivation and importance of human needs and their use in marketing. 11. Barriers and distorting factors of effective impact of marketing communication. Assessing the share of internal and external influences. 12. Contemporary Current Topics in Advertising Psychology.

Literatura

povinná literatura
• ŠÁLKOVÁ, Daniela. Consumer decision-making trends for the purchase of food products. Prague: Powerprint, 2014. ISBN 978-80-87994-14-6.
• HOVLAND, Roxanne a Joyce Marie WOLBURG. Advertising, society, and consumer culture [electronic resource]. 2015. ISBN 9781317477532.
• ŠÁLKOVÁ, Daniela. Consumer decision-making trends for the purchase of food products. Prague: Powerprint, 2014. ISBN 978-80-87994-14-6.
• Philip Graves: Consumer.ology. The truth about consumers and typology of shopping. London, NIcholas Brealey, 2013, 224 pp.
• PRIDE, William M. a O.C. FERRELL. Marketing. 2016 ed. Boston: Cengage Learning, 2016. ISBN 978-1-285-85834-0.
• GRAVES, Philip. Consumer.ology: the truth about consumers and the psychology of shopping. 1st ed. London: Nicholas Brealey, c2013. ISBN 978-1-85788-576-7.
• Regis McKenna: Relationship Management, Perseus Book, Cambridge, 1991, ISBN: 0.-201 56769-5

doporučená literatura
• KAHLE, Lynn R. a Chris RILEY (eds.). Sports marketing and the psychology of marketing communication. Mahwah, N.J.: L. Erlbaum Associates, c2004. ISBN 0-8058-5790-7.
• ROUBAL, Ondřej, PETROVÁ, Iva, ZICH, František. Metodologie marketingových výzkumů. 2014. 152 s. ISBN 978-80-7418-092-0. 429 Kč (in Czech)

Výukové metody

Lecture and exercise

Metody hodnocení

Methods of valuations: an examination (6credits) The examination has a form of a written test. There is also a requirement of awarding an inclusion and an exam admission - 75% presence at the exercises (in minimum). To get the credit successful defense of own elaborate via the presentation during workshops is required.

Vyučovací jazyk

Angličtina

Další komentáře

Předmět je dovoleno ukončit i mimo zkouškové období.

BA_PsyMC Psychology in Marketing Communication

Rozsah

2/1/0. 10 hodin KS/semestr. 6 kr. Ukončení: zk.

Vyučující

Mgr. Iva Baslarová, Ph.D. (cvičící)
Mirela Moldoveanu, M.Sc., Ph.D. (cvičící)

Garance

Mgr. Iva Baslarová, Ph.D.
Sekce managementu a marketingu (FES, KEM) – Katedra ekonomie a managementu (FES, KEM) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Lenka Pokorná

Rozvrh seminárních/paralelních skupin

BA_PsyMC/cMCPH: každé liché pondělí 14:00–14:44 E129, každé liché pondělí 14:45–15:30 E129, M. Moldoveanu
BA_PsyMC/pMCPH: Po 8:45–9:29 E223, Po 9:30–10:15 E223, kromě Po 23. 11. ; a St 9. 12. 12:15–13:45 E224, I. Baslarová

Předpoklady

There are no prerequisites for this course.

Omezení zápisu do předmětu

Předmět je otevřen studentům libovolného oboru.

Cíle předmětu

The student will be able to orient in a psychology (as a scientific branch). The student will be able to differ and define main types of the marketing communication (on the basis of psychologic aspects). The student will understand to basic aspects of a psychology of personality and a social psychology. After finishing this course student will be able to apply gained knowledge in the area of marketing and marketing communication.

Výstupy z učení

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

Osnova

• 1. Psychology as a science. Position of the psychology in the field of science examination. Relation between psychology and marketing. 2. The development of approaches to the study of human psyche by the end of the 19th century. The rise of psychology as a science. Structuralism, Functionalism, Psychodynamic Theory. 3. The main psychological directions of the 20th century. Gestalt psychology, behaviorism, existential, humanistic and cognitive psychology. Psychological flows of the late 20th and 21st centuries. Application of psychology in advertising. 4. Psychological market research and its use in marketing. Methods of personality learning. Quantitative and qualitative research approach in marketing. Applied ad research. 5. Psychology of personality. Psychological development and factors that affect it. Inheritance and environment. Signs of psychological development in relation to buying behavior. 6. Structure and dynamics of personality. Basic mental phenomena. Their breakdown and importance for application in marketing communication. 7. Typology of personality. Temperament and its relation to buying behavior. 8. Cognitive processes. Reading, perception, attention, memory, thinking, imagination and fantasy. The role of cognitive processes for the concept of good advertising. 9. Emotional experience and mental self-regulation. The importance of emotions in marketing. 10. Motivation as a key theme of advertising psychology. Role of personality motivational structure. Individual differences in consumer motivation. Types of motivation and importance of human needs and their use in marketing. 11. Barriers and distorting factors of effective impact of marketing communication. Assessing the share of internal and external influences. 12. Contemporary Current Topics in Advertising Psychology.

Literatura

povinná literatura
• Philip Graves: Consumer.ology. The truth about consumers and typology of shopping. London, NIcholas Brealey, 2013, 224 pp.
• GRAVES, Philip. Consumer.ology: the truth about consumers and the psychology of shopping. 1st ed. London: Nicholas Brealey, c2013. ISBN 978-1-85788-576-7.
• HOVLAND, Roxanne a Joyce Marie WOLBURG. Advertising, society, and consumer culture [electronic resource]. 2015. ISBN 9781317477532.
• PRIDE, William M. a O.C. FERRELL. Marketing. 2016 ed. Boston: Cengage Learning, 2016. ISBN 978-1-285-85834-0.
• ŠÁLKOVÁ, Daniela. Consumer decision-making trends for the purchase of food products. Prague: Powerprint, 2014. ISBN 978-80-87994-14-6.
• ŠÁLKOVÁ, Daniela. Consumer decision-making trends for the purchase of food products. Prague: Powerprint, 2014. ISBN 978-80-87994-14-6.
• Regis McKenna: Relationship Management, Perseus Book, Cambridge, 1991, ISBN: 0.-201 56769-5

doporučená literatura
• ROUBAL, Ondřej, PETROVÁ, Iva, ZICH, František. Metodologie marketingových výzkumů. 2014. 152 s. ISBN 978-80-7418-092-0. 429 Kč (in Czech)
• KAHLE, Lynn R. a Chris RILEY (eds.). Sports marketing and the psychology of marketing communication. Mahwah, N.J.: L. Erlbaum Associates, c2004. ISBN 0-8058-5790-7.

Výukové metody

Lecture and exercise

Metody hodnocení

Methods of valuations: an examination (6credits) The examination has a form of a written test. There is also a requirement of awarding an inclusion and an exam admission - 75% presence at the exercises (in minimum). To get the credit successful defense of own elaborate via the presentation during workshops is required.

Vyučovací jazyk

Angličtina

Další komentáře

Předmět je dovoleno ukončit i mimo zkouškové období.

BA_PsyMC Psychology in Marketing Communication

Rozsah

2/1/0. 10 hodin KS/semestr. 6 kr. Ukončení: zk.

Vyučující

Mirela Moldoveanu, M.Sc., Ph.D. (cvičící)

Garance

PhDr. Karel Eliáš, CSc.
Sekce managementu a marketingu (FES, KEM) – Katedra ekonomie a managementu (FES, KEM) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Lenka Pokorná

Rozvrh seminárních/paralelních skupin

BA_PsyMC/cMCPH: každé sudé pondělí 14:00–14:44 E129, každé sudé pondělí 14:45–15:30 E129, M. Moldoveanu
BA_PsyMC/pMCPH: Po 12:15–12:59 E129, Po 13:00–13:45 E129, M. Moldoveanu

Předpoklady

There are no prerequisites for this course.

Omezení zápisu do předmětu

Předmět je otevřen studentům libovolného oboru.

Cíle předmětu

The student will be able to orient in a psychology (as a scientific branch). The student will be able to differ and define main types of the marketing communication (on the basis of psychologic aspects). The student will understand to basic aspects of a psychology of personality and a social psychology. After finishing this course student will be able to apply gained knowledge in the area of marketing and marketing communication.

Výstupy z učení

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

Osnova

• 1. Psychology as a science. Position of the psychology in the field of science examination. Relation between psychology and marketing. 2. The development of approaches to the study of human psyche by the end of the 19th century. The rise of psychology as a science. Structuralism, Functionalism, Psychodynamic Theory. 3. The main psychological directions of the 20th century. Gestalt psychology, behaviorism, existential, humanistic and cognitive psychology. Psychological flows of the late 20th and 21st centuries. Application of psychology in advertising. 4. Psychological market research and its use in marketing. Methods of personality learning. Quantitative and qualitative research approach in marketing. Applied ad research. 5. Psychology of personality. Psychological development and factors that affect it. Inheritance and environment. Signs of psychological development in relation to buying behavior. 6. Structure and dynamics of personality. Basic mental phenomena. Their breakdown and importance for application in marketing communication. 7. Typology of personality. Temperament and its relation to buying behavior. 8. Cognitive processes. Reading, perception, attention, memory, thinking, imagination and fantasy. The role of cognitive processes for the concept of good advertising. 9. Emotional experience and mental self-regulation. The importance of emotions in marketing. 10. Motivation as a key theme of advertising psychology. Role of personality motivational structure. Individual differences in consumer motivation. Types of motivation and importance of human needs and their use in marketing. 11. Barriers and distorting factors of effective impact of marketing communication. Assessing the share of internal and external influences. 12. Contemporary Current Topics in Advertising Psychology.

Literatura

povinná literatura
• Philip Graves: Consumer.ology. The truth about consumers and typology of shopping. London, NIcholas Brealey, 2013, 224 pp.
• GRAVES, Philip. Consumer.ology: the truth about consumers and the psychology of shopping. 1st ed. London: Nicholas Brealey, c2013. ISBN 978-1-85788-576-7.
• HOVLAND, Roxanne a Joyce Marie WOLBURG. Advertising, society, and consumer culture [electronic resource]. 2015. ISBN 9781317477532.
• PRIDE, William M. a O.C. FERRELL. Marketing. 2016 ed. Boston: Cengage Learning, 2016. ISBN 978-1-285-85834-0.
• ŠÁLKOVÁ, Daniela. Consumer decision-making trends for the purchase of food products. Prague: Powerprint, 2014. ISBN 978-80-87994-14-6.
• ŠÁLKOVÁ, Daniela. Consumer decision-making trends for the purchase of food products. Prague: Powerprint, 2014. ISBN 978-80-87994-14-6.
• Regis McKenna: Relationship Management, Perseus Book, Cambridge, 1991, ISBN: 0.-201 56769-5

doporučená literatura
• ROUBAL, Ondřej, PETROVÁ, Iva, ZICH, František. Metodologie marketingových výzkumů. 2014. 152 s. ISBN 978-80-7418-092-0. 429 Kč (in Czech)
• KAHLE, Lynn R. a Chris RILEY (eds.). Sports marketing and the psychology of marketing communication. Mahwah, N.J.: L. Erlbaum Associates, c2004. ISBN 0-8058-5790-7.

Výukové metody

Lecture and exercise

Metody hodnocení

Methods of valuations: an examination (6credits) The examination has a form of a written test. There is also a requirement of awarding an inclusion and an exam admission - 75% presence at the exercises (in minimum). To get the credit successful defense of own elaborate via the presentation during workshops is required.

Vyučovací jazyk

Angličtina

Další komentáře

Předmět je dovoleno ukončit i mimo zkouškové období.

BA_PsyMC Psychology in Marketing Communication

Rozsah

2/1/0. 10 hodin KS/semestr. 6 kr. Ukončení: zk.

Vyučující

Mgr. Pavel Kotyza (cvičící)

Garance

doc. Mgr. Ondřej Roubal, Ph.D.
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

BA_PsyMC/cMCPH: každé liché pondělí 10:30–11:14 E223, každé liché pondělí 11:15–12:00 E223, P. Kotyza
BA_PsyMC/pMCPH: Po 14:00–14:44 E128, Po 14:45–15:30 E128, kromě Po 19. 11. ; a Po 19. 11. 14:00–15:30 E122, P. Kotyza

Předpoklady

There are no prerequisites for this course.

Omezení zápisu do předmětu

Předmět je otevřen studentům libovolného oboru.

Cíle předmětu

The student will be able to orient in a psychology (as a scientific branch). The student will be able to differ and define main types of the marketing communication (on the basis of psychologic aspects). The student will understand to basic aspects of a psychology of personality and a social psychology. After finishing this course student will be able to apply gained knowledge in the area of marketing and marketing communication.

Výstupy z učení

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

Osnova

• 1. Psychology as a science. Position of the psychology in the field of science examination. Relation between psychology and marketing. 2. The development of approaches to the study of human psyche by the end of the 19th century. The rise of psychology as a science. Structuralism, Functionalism, Psychodynamic Theory. 3. The main psychological directions of the 20th century. Gestalt psychology, behaviorism, existential, humanistic and cognitive psychology. Psychological flows of the late 20th and 21st centuries. Application of psychology in advertising. 4. Psychological market research and its use in marketing. Methods of personality learning. Quantitative and qualitative research approach in marketing. Applied ad research. 5. Psychology of personality. Psychological development and factors that affect it. Inheritance and environment. Signs of psychological development in relation to buying behavior. 6. Structure and dynamics of personality. Basic mental phenomena. Their breakdown and importance for application in marketing communication. 7. Typology of personality. Temperament and its relation to buying behavior. 8. Cognitive processes. Reading, perception, attention, memory, thinking, imagination and fantasy. The role of cognitive processes for the concept of good advertising. 9. Emotional experience and mental self-regulation. The importance of emotions in marketing. 10. Motivation as a key theme of advertising psychology. Role of personality motivational structure. Individual differences in consumer motivation. Types of motivation and importance of human needs and their use in marketing. 11. Barriers and distorting factors of effective impact of marketing communication. Assessing the share of internal and external influences. 12. Contemporary Current Topics in Advertising Psychology.

Literatura

povinná literatura
• Philip Graves: Consumer.ology. The truth about consumers and typology of shopping. London, NIcholas Brealey, 2013, 224 pp.
• GRAVES, Philip. Consumer.ology: the truth about consumers and the psychology of shopping. 1st ed. London: Nicholas Brealey, c2013. ISBN 978-1-85788-576-7.
• HOVLAND, Roxanne a Joyce Marie WOLBURG. Advertising, society, and consumer culture [electronic resource]. 2015. ISBN 9781317477532.
• PRIDE, William M. a O.C. FERRELL. Marketing. 2016 ed. Boston: Cengage Learning, 2016. ISBN 978-1-285-85834-0.
• ŠÁLKOVÁ, Daniela. Consumer decision-making trends for the purchase of food products. Prague: Powerprint, 2014. ISBN 978-80-87994-14-6.
• ŠÁLKOVÁ, Daniela. Consumer decision-making trends for the purchase of food products. Prague: Powerprint, 2014. ISBN 978-80-87994-14-6.
• Regis McKenna: Relationship Management, Perseus Book, Cambridge, 1991, ISBN: 0.-201 56769-5

doporučená literatura
• ROUBAL, Ondřej, PETROVÁ, Iva, ZICH, František. Metodologie marketingových výzkumů. 2014. 152 s. ISBN 978-80-7418-092-0. 429 Kč (in Czech)
• KAHLE, Lynn R. a Chris RILEY (eds.). Sports marketing and the psychology of marketing communication. Mahwah, N.J.: L. Erlbaum Associates, c2004. ISBN 0-8058-5790-7.

Výukové metody

Lecture and exercise

Metody hodnocení

Methods of valuations: an examination (6credits) The examination has a form of a written test. There is also a requirement of awarding an inclusion and an exam admission - 75% presence at the exercises (in minimum). To get the credit successful defense of own elaborate via the presentation during workshops is required.

Vyučovací jazyk

Angličtina

Další komentáře

Předmět je dovoleno ukončit i mimo zkouškové období.

BA_PsyMC Psychology in Marketing Communication

Rozsah

2/1. 10 hodin KS/semestr. 6 kr. Ukončení: zk.

Vyučující

Mgr. Pavel Kotyza (cvičící)

Garance

Mgr. Pavel Kotyza
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

BA_PsyMC/cMCPH: každý lichý čtvrtek 15:45–16:29 E227, každý lichý čtvrtek 16:30–17:15 E227, P. Kotyza
BA_PsyMC/pMCPH: Čt 14:00–14:45 E227, Čt 14:45–15:30 E227, P. Kotyza

Předpoklady

There are no prerequisites for this course.

Omezení zápisu do předmětu

Předmět je otevřen studentům libovolného oboru.

Cíle předmětu

The student will be able to orient in a psychology (as a scientific branch). The student will be able to differ and define main types of the marketing communication (on the basis of psychologic aspects). The student will understand to basic aspects of a psychology of personality and a social psychology. After finishing this course student will be able to apply gained knowledge in the area of marketing and marketing communication.

Výstupy z učení

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

Osnova

• 1. Psychology as a science. Position of the psychology in the field of science examination. Relation between psychology and marketing. 2. The development of approaches to the study of human psyche by the end of the 19th century. The rise of psychology as a science. Structuralism, Functionalism, Psychodynamic Theory. 3. The main psychological directions of the 20th century. Gestalt psychology, behaviorism, existential, humanistic and cognitive psychology. Psychological flows of the late 20th and 21st centuries. Application of psychology in advertising. 4. Psychological market research and its use in marketing. Methods of personality learning. Quantitative and qualitative research approach in marketing. Applied ad research. 5. Psychology of personality. Psychological development and factors that affect it. Inheritance and environment. Signs of psychological development in relation to buying behavior. 6. Structure and dynamics of personality. Basic mental phenomena. Their breakdown and importance for application in marketing communication. 7. Typology of personality. Temperament and its relation to buying behavior. 8. Cognitive processes. Reading, perception, attention, memory, thinking, imagination and fantasy. The role of cognitive processes for the concept of good advertising. 9. Emotional experience and mental self-regulation. The importance of emotions in marketing. 10. Motivation as a key theme of advertising psychology. Role of personality motivational structure. Individual differences in consumer motivation. Types of motivation and importance of human needs and their use in marketing. 11. Barriers and distorting factors of effective impact of marketing communication. Assessing the share of internal and external influences. 12. Contemporary Current Topics in Advertising Psychology.

Literatura

povinná literatura
• Philip Graves: Consumer.ology. The truth about consumers and typology of shopping. London, NIcholas Brealey, 2013, 224 pp.
• GRAVES, Philip. Consumer.ology: the truth about consumers and the psychology of shopping. 1st ed. London: Nicholas Brealey, c2013. ISBN 978-1-85788-576-7.
• HOVLAND, Roxanne a Joyce Marie WOLBURG. Advertising, society, and consumer culture [electronic resource]. 2015. ISBN 9781317477532.
• PRIDE, William M. a O.C. FERRELL. Marketing. 2016 ed. Boston: Cengage Learning, 2016. ISBN 978-1-285-85834-0.
• ŠÁLKOVÁ, Daniela. Consumer decision-making trends for the purchase of food products. Prague: Powerprint, 2014. ISBN 978-80-87994-14-6.
• ŠÁLKOVÁ, Daniela. Consumer decision-making trends for the purchase of food products. Prague: Powerprint, 2014. ISBN 978-80-87994-14-6.
• Regis McKenna: Relationship Management, Perseus Book, Cambridge, 1991, ISBN: 0.-201 56769-5

doporučená literatura
• ROUBAL, Ondřej, PETROVÁ, Iva, ZICH, František. Metodologie marketingových výzkumů. 2014. 152 s. ISBN 978-80-7418-092-0. 429 Kč (in Czech)
• KAHLE, Lynn R. a Chris RILEY (eds.). Sports marketing and the psychology of marketing communication. Mahwah, N.J.: L. Erlbaum Associates, c2004. ISBN 0-8058-5790-7.

Výukové metody

Lecture and exercise

Metody hodnocení

Methods of valuations: an examination (6credits) The examination has a form of a written test. There is also a requirement of awarding an inclusion and an exam admission - 75% presence at the exercises (in minimum). To get the credit successful defense of own elaborate via the presentation during workshops is required.

Vyučovací jazyk

Angličtina

Další komentáře

Předmět je dovoleno ukončit i mimo zkouškové období.

BA_PsyMC Psychology in Marketing Communication

Rozsah

2/1. 10 hodin KS/semestr. 6 kr. Ukončení: zk.

Vyučující

Mgr. Pavel Kotyza (cvičící)

Garance

Mgr. Pavel Kotyza
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

BA_PsyMC/cMCPH: každou sudou středu 10:30–11:14 E228, každou sudou středu 11:15–12:00 E228, P. Kotyza
BA_PsyMC/pMCPH: St 8:45–9:29 E228, St 9:30–10:15 E228, kromě St 21. 12. ; a Po 28. 11. 12:15–13:45 E125, P. Kotyza

Předpoklady

There are no prerequisites for this course.

Omezení zápisu do předmětu

Předmět je otevřen studentům libovolného oboru.

Cíle předmětu

Student will be able to orient himself in a psychology (as a scientific branch). Student will be able to differ and define main types of the marketing communication (on the basis of psychologic aspects). Student will understand to basic aspects of a psychology of personality and a social psychology. After finising this course student will be able to apply gained knowledges in the area of marketing and marketing communication.

Osnova

• Thematic module 1: Intro to Marketing Thematic module 2:Importance of Marketing Communication Thematic module 3: People as Consumers Thematic module 4: Segmentation I Thematic module 5: Segmentation II Thematic module 6: Perception Thematic module 7: Learning & Memory Thematic module 8: Sociology Thematic module 9: Social Influence Thematic module 10: Current and Future Trends Thematic module 11: Privacy & Security Thematic module 12: Psychology of Pricing The final module

Literatura

povinná literatura
• Psychology in advertising, Poffenberger, Albert T., New York, McGraw . Hill Book, 1925, 632 pp.
• Regis McKenna: Relationship Management, Perseus Book, Cambridge, 1991, ISBN: 0.-201 56769-5
• GRAVES, Philip. Consumer.ology: the truth about consumers and the psychology of shopping. 1st ed. London: Nicholas Brealey, c2013. ISBN 978-1-85788-576-7.
• Philip Graves: Consumer.ology. The truth about consumers and typology of shopping. London, NIcholas Brealey, 2013, 224 pp.

doporučená literatura
• KAHLE, Lynn R. a Chris RILEY (eds.). Sports marketing and the psychology of marketing communication. Mahwah, N.J.: L. Erlbaum Associates, c2004. ISBN 0-8058-5790-7.
• ROUBAL, Ondřej, PETROVÁ, Iva, ZICH, František. Metodologie marketingových výzkumů. 2014. 152 s. ISBN 978-80-7418-092-0. 429 Kč (in Czech)

Výukové metody

Lecture and exercise

Metody hodnocení

Methods of valuations: an examination (6credits) The examination has a form of a written test. There is also a requirement of awarding an inclusion and an exam admission - 75% presence at the exercises (in minimum). To get the credit successful defense of own elaborate via the presentation during workshops is required.

Vyučovací jazyk

Angličtina

Další komentáře

Předmět je dovoleno ukončit i mimo zkouškové období.

BA_PsyMC Psychology in Marketing Communication

Rozsah

2/1. 10 hodin KS/semestr. 6 kr. Ukončení: zk.

Vyučující

Mgr. Pavel Kotyza (cvičící)

Garance

Mgr. Pavel Kotyza
Sekce managementu a marketingu (FES, KEM) – Katedra ekonomie a managementu (FES, KEM) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Bc. Jan Peterec

Rozvrh seminárních/paralelních skupin

BA_PsyMC/cMCPH: každý sudý čtvrtek 15:45–16:29 E128, každý sudý čtvrtek 16:30–17:15 E128, P. Kotyza
BA_PsyMC/pMCPH: Čt 14:00–14:44 E128, Čt 14:45–15:30 E128, P. Kotyza

Předpoklady

There are no prerequisites for this course.

Omezení zápisu do předmětu

Předmět je otevřen studentům libovolného oboru.

Cíle předmětu

Student will be able to orient himself in a psychology (as a scientific branch). Student will be able to differ and define main types of the marketing communication (on the basis of psychologic aspects). Student will understand to basic aspects of a psychology of personality and a social psychology. After finising this course student will be able to apply gained knowledges in the area of marketing and marketing communication.

Osnova

• Thematic module 1: Intro to Marketing Thematic module 2:Importance of Marketing Communication Thematic module 3: People as Consumers Thematic module 4: Segmentation I Thematic module 5: Segmentation II Thematic module 6: Perception Thematic module 7: Learning & Memory Thematic module 8: Sociology Thematic module 9: Social Influence Thematic module 10: Current and Future Trends Thematic module 11: Privacy & Security Thematic module 12: Psychology of Pricing The final module

Literatura

povinná literatura
• Regis McKenna: Relationship Management, Perseus Book, Cambridge, 1991, ISBN: 0.-201 56769-5
• Psychology in advertising, Poffenberger, Albert T., New York, McGraw . Hill Book, 1925, 632 pp.
• Philip Graves: Consumer.ology. The truth about consumers and typology of shopping. London, NIcholas Brealey, 2013, 224 pp.

doporučená literatura
• ROUBAL, Ondřej, PETROVÁ, Iva, ZICH, František. Metodologie marketingových výzkumů. 2014. 152 s. ISBN 978-80-7418-092-0. 429 Kč (in Czech)

Výukové metody

Lecture and exercise

Metody hodnocení

Methods of valuations: an examination (6credits) The examination has a form of a written test. There is also a requirement of awarding an inclusion and an exam admission - 75% presence at the exercises (in minimum). To get the credit successful defense of own elaborate via the presentation during workshops is required.

Vyučovací jazyk

Angličtina

Další komentáře

Předmět je dovoleno ukončit i mimo zkouškové období.

BA_PsyMC Psychology in Marketing Communication

Rozsah

2/1. 10 hodin KS/semestr. 6 kr. Ukončení: zk.

Vyučující

Mgr. Pavel Kotyza (cvičící)

Garance

Mgr. Pavel Kotyza
Sekce managementu a marketingu (FES, KEM) – Katedra ekonomie a managementu (FES, KEM) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Bc. Jan Peterec

Rozvrh seminárních/paralelních skupin

BA_PsyMC/cMCPH: každou lichou středu 12:15–12:59 E125, každou lichou středu 13:00–13:45 E125, P. Kotyza
BA_PsyMC/pMCPH: St 10:30–11:14 E125, St 11:15–12:00 E125, P. Kotyza

Předpoklady

There are no prerequisites for this course.

Omezení zápisu do předmětu

Předmět je otevřen studentům libovolného oboru.

Cíle předmětu

Student will be able to orient himself in a psychology (as a scientific branch). Student will be able to differ and define main types of the marketing communication (on the basis of psychologic aspects). Student will understand to basic aspects of a psychology of personality and a social psychology. After finising this course student will be able to apply gained knowledges in the area of marketing and marketing communication.

Osnova

• 1. The introduction to a subject, its historical and recent branches 2. Methods of psychology and psychological research 3. The psychology of personality, the personality and customer behaviour 4. Abilities (perception, attention and memory) and the hardiness 5. The motivation 6. The social psychology 7. The social communication 8. The intercultural communication 9. The psychology of presentation 10. Psychological aspects of new fields of communication 11. The psychology of an advertisiment 12. The psychology of a customer´s loyalty

Literatura

povinná literatura
• Philip Graves: Consumer.ology. The truth about consumers and typology of shopping. London, NIcholas Brealey, 2013, 224 pp.
• Regis McKenna: Relationship Management, Perseus Book, Cambridge, 1991, ISBN: 0.-201 56769-5
• Psychology in advertising, Poffenberger, Albert T., New York, McGraw . Hill Book, 1925, 632 pp.

Výukové metody

Lecture and exercise

Metody hodnocení

Methods of valuations: an examination (6credits) The examination has a form of a written test. There is also a requirement of awarding an inclusion and an exam admission - 70% presence at the exercises (in minimum). To get the credit succesfull defence of own elaborate via the presentation during workshops is required.

Vyučovací jazyk

Angličtina

Další komentáře

Předmět je dovoleno ukončit i mimo zkouškové období.

BA_PsyMC Psychology in MC

Rozsah

2/1. 10 hodin KS/semestr. 6 kr. Ukončení: zk.

Vyučující

PhDr. Marie Koubová (cvičící)

Garance

PhDr. Marie Koubová
Sekce managementu a marketingu (FES, KEM) – Katedra ekonomie a managementu (FES, KEM) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Květoslava Dolejšová

Rozvrh seminárních/paralelních skupin

BA_PsyMC/cMCPH: každou lichou středu 12:15–12:59 E027, každou lichou středu 13:00–13:45 E027, M. Koubová
BA_PsyMC/pMCPH: St 14:00–14:44 E027, St 14:45–15:30 E027, M. Koubová

Předpoklady

Basic orientation in social sciences.

Omezení zápisu do předmětu

Předmět je otevřen studentům libovolného oboru.

Cíle předmětu

Student will be able to orient himself in a psychology (as a scientific branch). Student will be able to differ and define main types of the marketing communication (on the basis of psychologic aspects). Student will understand to basic aspects of a psychology of personality and a social psychology. After finising this course student will be able to apply gained knowledges in the area of marketing and marketing communication.

Osnova

• 1. The introduction to a subject, its historical and recent branches 2. Methods of psychology and psychological research 3. The psychology of personality, the personality and customer behaviour 4. Abilities (perception, attention and memory) and the hardiness 5. The motivation 6. The social psychology 7. The social communication 8. The intercultural communication 9. The psychology of presentation 10. Psychological aspects of new fields of communication 11. The psychology of an advertisiment 12. The psychology of a customer´s loyalty

Literatura

povinná literatura
• Regis McKenna: Relationship Management, Perseus Book, Cambridge, 1991, ISBN: 0.-201 56769-5
• Philip Graves: Consumer.ology. The truth about consumers and typology of shopping. London, NIcholas Brealey, 2013, 224 pp.
• Psychology in advertising, Poffenberger, Albert T., New York, McGraw . Hill Book, 1925, 632 pp.

Výukové metody

Lecture and exercise

Metody hodnocení

Methods of valuations: an examination (6credits) The examination has a form of a written test. There is also a requirement of awarding an inclusion and an exam admission - 70% presence at the exercises (in minimum) and succesfull defence of own elaborate via the presentation.

Vyučovací jazyk

Angličtina

Další komentáře

Předmět je dovoleno ukončit i mimo zkouškové období.
0.

BA_PsyMC Psychology in MC

Předmět se v období léto 2013 nevypisuje.

Rozsah

2/1. 10 hodin KS/semestr. 6 kr. Ukončení: zk.

Garance

doc. Ing. Milan Kašík, CSc.
Sekce managementu a marketingu (FES, KEM) – Katedra ekonomie a managementu (FES, KEM) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Květoslava Dolejšová

Omezení zápisu do předmětu

Předmět je otevřen studentům libovolného oboru.

Vyučovací jazyk

Angličtina

Další komentáře

Předmět je dovoleno ukončit i mimo zkouškové období.

• Statistika zápisu (nejnovější)