VSFS:BA_PsyMC Psychology in MC - 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

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