Course Information

BA_PsyMC Psychology in Marketing Communication

Extent and Intensity

2/1/0. 7 credit(s). Type of Completion: zk (examination).

Guaranteed by

Mirela Moldoveanu, M.Sc., Ph.D.
Subdepartment of Social Sciences – Department of Social Sciences – Departments – University of Finance and Administration
Contact Person: Dita Egertová

Prerequisites

There are no prerequisites for this course.

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

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.

Learning outcomes

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.

Syllabus

• 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.

Literature

required literature
• 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.

recommended literature
• 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.

Teaching methods

Lectures and seminars

Assessment methods

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.

Language of instruction

English

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: 16 hodin KS/semestr.

BA_PsyMC Psychology in Marketing Communication

Extent and Intensity

2/1/0. 7 credit(s). Type of Completion: zk (examination).

Teacher(s)

Mirela Moldoveanu, M.Sc., Ph.D. (seminar tutor)

Guaranteed by

Mirela Moldoveanu, M.Sc., Ph.D.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Dita Egertová

Timetable of Seminar Groups

BA_PsyMC/cMCPH: each even Wednesday 14:00–14:44 E227, each even Wednesday 14:45–15:30 E227, M. Moldoveanu
BA_PsyMC/pMCPH: each odd Wednesday 8:45–9:29 E309, each odd Wednesday 9:30–10:15 E309, each odd Wednesday 10:30–11:14 E309, each odd Wednesday 11:15–12:00 E309, M. Moldoveanu

Prerequisites

There are no prerequisites for this course.

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

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.

Learning outcomes

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.

Syllabus

• 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.

Literature

required literature
• 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.

recommended literature
• 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.

Teaching methods

Lectures and seminars

Assessment methods

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.

Language of instruction

English

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: 16 hodin KS/semestr.

BA_PsyMC Psychology in Marketing Communication

Extent and Intensity

2/1/0. 7 credit(s). Type of Completion: zk (examination).

Teacher(s)

Mgr. Iva Baslarová, Ph.D. (seminar tutor)

Guaranteed by

Mgr. Iva Baslarová, Ph.D.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Bc. Kamila Procházková

Timetable of Seminar Groups

BA_PsyMC/cMCPH: each even Wednesday 14:00–14:44 E225, each even Wednesday 14:45–15:30 E225, except Wed 30. 11. ; and Wed 14. 12. 15:45–17:15 E304, I. Baslarová
BA_PsyMC/pMCPH: Tue 12:15–12:59 E224, Tue 13:00–13:45 E224, except Tue 11. 10. ; and Wed 2. 11. 15:45–17:15 E304, I. Baslarová

Prerequisites

There are no prerequisites for this course.

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

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.

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. 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.

Literature

required literature
• 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.

recommended literature
• 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)

Teaching methods

Lecture and exercise

Assessment methods

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.

Language of instruction

English

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: 16 hodin KS/semestr.

BA_PsyMC Psychology in Marketing Communication

Extent and Intensity

2/1/0. 7 credit(s). Type of Completion: zk (examination).

Teacher(s)

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

Guaranteed by

Mgr. Iva Baslarová, Ph.D.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Bc. Kamila Procházková

Timetable of Seminar Groups

BA_PsyMC/cMCPH: each odd Wednesday 19:15–19:59 E225, each odd Wednesday 20:00–20:45 E225, except Wed 27. 10., except ; and Wed 27. 10. 19:15–20:45 E004, M. Moldoveanu
BA_PsyMC/pMCPH: Wed 14:00–14:44 E228, Wed 14:45–15:30 E228, except Wed 20. 10., except Wed 10. 11., except Wed 24. 11., except Wed 1. 12. ; and Tue 26. 10. 10:30–12:00 E306, Fri 10. 12. 10:30–12:00 E228, 12:15–13:45 E228, Tue 14. 12. 10:30–12:00 E230, I. Baslarová

Prerequisites

There are no prerequisites for this course.

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

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.

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. 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.

Literature

required literature
• 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

recommended literature
• 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)

Teaching methods

Lecture and exercise

Assessment methods

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.

Language of instruction

English

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: 16 hodin KS/semestr.

BA_PsyMC Psychology in MC

Extent and Intensity

2/1/0. 6 credit(s). Type of Completion: zk (examination).

Teacher(s)

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

Guaranteed by

Mgr. Iva Baslarová, Ph.D.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Lenka Pokorná

Timetable of Seminar Groups

BA_PsyMC/cMCPH: each odd Monday 14:00–14:44 E129, each odd Monday 14:45–15:30 E129, M. Moldoveanu
BA_PsyMC/pMCPH: Mon 8:45–9:29 E223, Mon 9:30–10:15 E223, except Mon 23. 11. ; and Wed 9. 12. 12:15–13:45 E224, I. Baslarová

Prerequisites

There are no prerequisites for this course.

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

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.

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. 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.

Literature

required literature
• 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

recommended literature
• 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.

Teaching methods

Lecture and exercise

Assessment methods

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.

Language of instruction

English

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.

BA_PsyMC Psychology in MC

Extent and Intensity

2/1/0. 6 credit(s). Type of Completion: zk (examination).

Teacher(s)

Mirela Moldoveanu, M.Sc., Ph.D. (seminar tutor)

Guaranteed by

PhDr. Karel Eliáš, CSc.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Lenka Pokorná

Timetable of Seminar Groups

BA_PsyMC/cMCPH: each even Monday 14:00–14:44 E129, each even Monday 14:45–15:30 E129, M. Moldoveanu
BA_PsyMC/pMCPH: Mon 12:15–12:59 E129, Mon 13:00–13:45 E129, M. Moldoveanu

Prerequisites

There are no prerequisites for this course.

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

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.

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. 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.

Literature

required literature
• 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

recommended literature
• 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.

Teaching methods

Lecture and exercise

Assessment methods

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.

Language of instruction

English

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.

BA_PsyMC Psychology in MC

Extent and Intensity

2/1/0. 6 credit(s). Type of Completion: zk (examination).

Teacher(s)

Mgr. Pavel Kotyza (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: Ing. Edita Jerie, DiS.

Timetable of Seminar Groups

BA_PsyMC/cMCPH: each odd Monday 10:30–11:14 E223, each odd Monday 11:15–12:00 E223, P. Kotyza
BA_PsyMC/pMCPH: Mon 14:00–14:44 E128, Mon 14:45–15:30 E128, except Mon 19. 11. ; and Mon 19. 11. 14:00–15:30 E122, P. Kotyza

Prerequisites

There are no prerequisites for this course.

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

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.

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. 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.

Literature

required literature
• 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

recommended literature
• 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.

Teaching methods

Lecture and exercise

Assessment methods

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.

Language of instruction

English

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.

BA_PsyMC Psychology in MC

Extent and Intensity

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

Teacher(s)

Mgr. Pavel Kotyza (seminar tutor)

Guaranteed by

Mgr. Pavel Kotyza
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Ing. Edita Jerie, DiS.

Timetable of Seminar Groups

BA_PsyMC/cMCPH: each odd Thursday 15:45–16:29 E227, each odd Thursday 16:30–17:15 E227, P. Kotyza
BA_PsyMC/pMCPH: Thu 14:00–14:45 E227, Thu 14:45–15:30 E227, P. Kotyza

Prerequisites

There are no prerequisites for this course.

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

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.

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. 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.

Literature

required literature
• 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

recommended literature
• 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.

Teaching methods

Lecture and exercise

Assessment methods

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.

Language of instruction

English

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.

BA_PsyMC Psychology in MC

Extent and Intensity

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

Teacher(s)

Mgr. Pavel Kotyza (seminar tutor)

Guaranteed by

Mgr. Pavel Kotyza
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Ing. Edita Jerie, DiS.

Timetable of Seminar Groups

BA_PsyMC/cMCPH: each even Wednesday 10:30–11:14 E228, each even Wednesday 11:15–12:00 E228, P. Kotyza
BA_PsyMC/pMCPH: Wed 8:45–9:29 E228, Wed 9:30–10:15 E228, except Wed 21. 12. ; and Mon 28. 11. 12:15–13:45 E125, P. Kotyza

Prerequisites

There are no prerequisites for this course.

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

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.

Syllabus

• 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

Literature

required literature
• 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.

recommended literature
• 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)

Teaching methods

Lecture and exercise

Assessment methods

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.

Language of instruction

English

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.

BA_PsyMC Psychology in MC

Extent and Intensity

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

Teacher(s)

Mgr. Pavel Kotyza (seminar tutor)

Guaranteed by

Mgr. Pavel Kotyza
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Bc. Jan Peterec

Timetable of Seminar Groups

BA_PsyMC/cMCPH: each even Thursday 15:45–16:29 E128, each even Thursday 16:30–17:15 E128, P. Kotyza
BA_PsyMC/pMCPH: Thu 14:00–14:44 E128, Thu 14:45–15:30 E128, P. Kotyza

Prerequisites

There are no prerequisites for this course.

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

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.

Syllabus

• 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

Literature

required literature
• 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.

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

Teaching methods

Lecture and exercise

Assessment methods

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.

Language of instruction

English

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.

BA_PsyMC Psychology in MC

Extent and Intensity

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

Teacher(s)

Mgr. Pavel Kotyza (seminar tutor)

Guaranteed by

Mgr. Pavel Kotyza
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Bc. Jan Peterec

Timetable of Seminar Groups

BA_PsyMC/cMCPH: each odd Wednesday 12:15–12:59 E125, each odd Wednesday 13:00–13:45 E125, P. Kotyza
BA_PsyMC/pMCPH: Wed 10:30–11:14 E125, Wed 11:15–12:00 E125, P. Kotyza

Prerequisites

There are no prerequisites for this course.

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

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.

Syllabus

• 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

Literature

required literature
• 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.

Teaching methods

Lecture and exercise

Assessment methods

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.

Language of instruction

English

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.

BA_PsyMC Psychology in MC

Extent and Intensity

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

Teacher(s)

PhDr. Marie Koubová (seminar tutor)

Guaranteed by

PhDr. Marie Koubová
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová

Timetable of Seminar Groups

BA_PsyMC/cMCPH: each odd Wednesday 12:15–12:59 E027, each odd Wednesday 13:00–13:45 E027, M. Koubová
BA_PsyMC/pMCPH: Wed 14:00–14:44 E027, Wed 14:45–15:30 E027, M. Koubová

Prerequisites

Basic orientation in social sciences.

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

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.

Syllabus

• 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

Literature

required literature
• 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.

Teaching methods

Lecture and exercise

Assessment methods

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.

Language of instruction

English

Further comments (probably available only in Czech)

The course can also be completed outside the examination period.
General note: 0.
Information on the extent and intensity of the course: 10 hodin KS/semestr.

BA_PsyMC Psychology in MC

The course is not taught in Summer 2013

Extent and Intensity

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

Guaranteed by

doc. Ing. Milan Kašík, CSc.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová

Course Enrolment Limitations

The course is offered to students of any study field.

Language of instruction

English

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 (recent)