B_PsyMK Psychology in Marketing Communication

University of Finance and Administration
Winter 2024
Extent and Intensity
2/1/0. 7 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Pavel Rosenlacher, Ph.D. (seminar tutor)
Mgr. Michal Tomčík, PhD. (seminar tutor)
Guaranteed by
Mgr. Michal Tomčík, PhD.
Subdepartment of Social Sciences – Department of Social Sciences – Departments – University of Finance and Administration
Contact Person: Dita Egertová
Timetable of Seminar Groups
B_PsyMK/cMMO: each odd Tuesday 10:30–11:14 M21, each odd Tuesday 11:15–12:00 M21, M. Tomčík
B_PsyMK/cM1PH: each odd Thursday 14:00–14:44 E307, each odd Thursday 14:45–15:30 E307, P. Rosenlacher
B_PsyMK/cM2PH: each odd Thursday 15:45–16:29 E227, each odd Thursday 16:30–17:15 E227, P. Rosenlacher
B_PsyMK/pMMO: each odd Thursday 12:15–12:59 M23, each odd Thursday 13:00–13:45 M23, each odd Thursday 14:00–14:44 M23, each odd Thursday 14:45–15:30 M23, M. Tomčík
B_PsyMK/pMPH: Thu 10:30–11:14 E306, Thu 11:15–12:00 E306, P. Rosenlacher
Prerequisites
There are no prerequisites for this course.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The prerequisite for successful marketing and understanding of the intellectual actions of all actors in the marketing process is the use of knowledge from psychology. Learning outcomes of the course unit The subject follows systematically from the theoretical foundations of psychology as a science, analyzes the function of segmentation of market segments in terms of developmental and life stages of personality and further characterizes mental processes cognitive and acting and their use in marketing. Learning outcomes of the course unit The aim of the course is to teach students how to orient themselves in marketing-related issues from the point of view of psychology and to apply them in marketing practice and understand the importance of knowing the human psyche for successful marketing communication. The discipline should also contribute to self-reflection and to the importance of psychology for personal knowledge.
Learning outcomes
Study objectives of the subject: • acquire and categorize terms from the basics of psychology, • to orientate in marketing-related issues from the point of view of psychology and to apply it in marketing practice, • Understand the importance of knowing the human psyche for successful marketing communication.
Syllabus
  • 1. Psychology as a scientific discipline. Status of psychology in the structure of the field of science. Relationship of psychology and marketing. 2. The development of approaches to exploring the 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. The Role of Motivational Personality 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 action of marketing communication. Evaluating the share of internal and external influences. 12. Current current themes of advertising psychology.
Literature
    required literature
  • Náhradní obsah: VACÍNOVÁ, T. Psychologie. Trendy oboru v dějinných souvislostech. Praha: VŠFS, a.s. 2018. ISBN 978-80-7408-152-1
  • KUČERA, D. Moderní psychologie. Praha: Grada Publishing, 2013. ISBN 978-80-247-4621-0.
  • KOPECKÁ, I. Psychologie 1.-3. díl. Praha: Grada Publishing, 2012. ISBN 978-80-247-3876-5.
  • VÁGNEROVÁ, M. Základy psychologie. Praha: Karolinum, 2007. ISBN 978-80-246-0841-9.
  • VÁGNEROVÁ, M. Obecná psychologie. Praha: Karolinum, 2016. ISBN 978-80-246-3268-1.
  • VYSEKALOVÁ, J. a kol. Psychologie reklamy. Praha: Grada Publishing, 2012. ISBN 978-80-247-4005-8.
  • NAKONEČNÝ, M. Obecná psychologie. Praha: Triton, 2015. ISBN 978-80-7387-929-7.
    recommended literature
  • PLHÁKOVÁ, A. Učebnice obecné psychologie. Praha: Academia, 2011. ISBN 978-80-200-1499-3.
  • PLHÁKOVÁ, A. Dějiny psychologie. Praha: Grada Publishing, 2006. ISBN 978-80-247-0871-X.
  • ATKINSON, R.L.,ATKINSON, R.C., SMITH, E.E., BEM, D.J. NOLEN-HOEKSEMA, S. Psychologie Atkinsonové a Hilgarda. Praha: Portál, 2012. ISBN 978-80-262-0083-3.
  • HILL, G. Moderní psychologie. Praha: Portál, 2004. ISBN 978-80-7178-641-1.
  • VYSEKALOVÁ, J. a kol. Chování zákazníka: Jak odkrýt tajemství ''černé skříňky''. Praha: Grada Publishing, 2011. ISBN 978-80-247-3528-3.
  • VYSEKALOVÁ, J. a kol. Emoce v marketingu: Jak oslovit srdce zákazníka. Praha: Grada Publishing, 2014. ISBN 978-80-247-4843-6.
  • HARTL, P. a H. HARTLOVÁ. Psychologický slovník. Praha: Portál, 2009. ISBN 978-807-3675-691.
    not specified
  • CALDINI, R., B. Před-svědčování. Revoluční způsob, jak ovlivnit a přesvědčit. Praha: Jan Melvil Publishing, 2016. ISBN 978-80-7555-014-9.
  • ARIELY, D. Iracionálně váš...: Úvahy o ztracených ponožkách, šroubech do dívčích hlav a dalších existenciálních záležitostech. Praha: Práh, 2015. ISBN 978-80-7252-593-5.
Teaching methods
Full-time study of lectures and exercises. Combined study of block instruction according to schedule.
Assessment methods
Assessment methods: Exam (6 credits). At the introductory meeting, students will get acquainted with their tasks. An active participation is expected in the individual courses (at least 70% attendance at the full-time course). Part of the credit of the full-time study is a presentation in a seminar on a selected topic. Prerequisite for admission to the exam (for both full-time and combined study) is an electronically-awarded and approved course-work in a range of at least 5 pages of text. Deadline for submission: until 1.12.2017. The exam is conducted in the form of a written test.
Language of instruction
Czech
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 16 hodin KS/semestr.
The course is also listed under the following terms Winter 2007, Summer 2008, Winter 2008, Summer 2009, Winter 2009, Summer 2010, Winter 2010, Summer 2011, Winter 2011, summer 2012, Summer 2013, Summer 2014, Summer 2015, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023.

B_PsyMK Psychology in Marketing Communication

University of Finance and Administration
Winter 2023
Extent and Intensity
2/1/0. 7 credit(s). Type of Completion: zk (examination).
Teacher(s)
Mgr. Michal Tomčík, PhD. (seminar tutor)
Guaranteed by
Mgr. Michal Tomčík, PhD.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Dita Egertová
Timetable of Seminar Groups
B_PsyMK/cMMO: each even Monday 10:30–11:14 M17, each even Monday 11:15–12:00 M17, M. Tomčík
B_PsyMK/cMPH: each even Thursday 15:45–16:29 E228, each even Thursday 16:30–17:15 E228, M. Tomčík
B_PsyMK/poMMO: each even Thursday 8:45–9:29 M26, each even Thursday 9:30–10:15 M26, each even Thursday 10:30–11:14 M26, each even Thursday 11:15–12:00 M26, M. Tomčík
B_PsyMK/pxMPH: each even Thursday 8:45–9:29 E230, each even Thursday 9:30–10:15 E230, each even Thursday 10:30–11:14 E230, each even Thursday 11:15–12:00 E230, M. Tomčík
Prerequisites
There are no prerequisites for this course.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The prerequisite for successful marketing and understanding of the intellectual actions of all actors in the marketing process is the use of knowledge from psychology. Learning outcomes of the course unit The subject follows systematically from the theoretical foundations of psychology as a science, analyzes the function of segmentation of market segments in terms of developmental and life stages of personality and further characterizes mental processes cognitive and acting and their use in marketing. Learning outcomes of the course unit The aim of the course is to teach students how to orient themselves in marketing-related issues from the point of view of psychology and to apply them in marketing practice and understand the importance of knowing the human psyche for successful marketing communication. The discipline should also contribute to self-reflection and to the importance of psychology for personal knowledge.
Learning outcomes
Study objectives of the subject: • acquire and categorize terms from the basics of psychology, • to orientate in marketing-related issues from the point of view of psychology and to apply it in marketing practice, • Understand the importance of knowing the human psyche for successful marketing communication.
Syllabus
  • 1. Psychology as a scientific discipline. Status of psychology in the structure of the field of science. Relationship of psychology and marketing. 2. The development of approaches to exploring the 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. The Role of Motivational Personality 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 action of marketing communication. Evaluating the share of internal and external influences. 12. Current current themes of advertising psychology.
Literature
    required literature
  • Náhradní obsah: VACÍNOVÁ, T. Psychologie. Trendy oboru v dějinných souvislostech. Praha: VŠFS, a.s. 2018. ISBN 978-80-7408-152-1
  • KUČERA, D. Moderní psychologie. Praha: Grada Publishing, 2013. ISBN 978-80-247-4621-0.
  • KOPECKÁ, I. Psychologie 1.-3. díl. Praha: Grada Publishing, 2012. ISBN 978-80-247-3876-5.
  • VÁGNEROVÁ, M. Základy psychologie. Praha: Karolinum, 2007. ISBN 978-80-246-0841-9.
  • VÁGNEROVÁ, M. Obecná psychologie. Praha: Karolinum, 2016. ISBN 978-80-246-3268-1.
  • VYSEKALOVÁ, J. a kol. Psychologie reklamy. Praha: Grada Publishing, 2012. ISBN 978-80-247-4005-8.
  • NAKONEČNÝ, M. Obecná psychologie. Praha: Triton, 2015. ISBN 978-80-7387-929-7.
    recommended literature
  • PLHÁKOVÁ, A. Učebnice obecné psychologie. Praha: Academia, 2011. ISBN 978-80-200-1499-3.
  • PLHÁKOVÁ, A. Dějiny psychologie. Praha: Grada Publishing, 2006. ISBN 978-80-247-0871-X.
  • ATKINSON, R.L.,ATKINSON, R.C., SMITH, E.E., BEM, D.J. NOLEN-HOEKSEMA, S. Psychologie Atkinsonové a Hilgarda. Praha: Portál, 2012. ISBN 978-80-262-0083-3.
  • HILL, G. Moderní psychologie. Praha: Portál, 2004. ISBN 978-80-7178-641-1.
  • VYSEKALOVÁ, J. a kol. Chování zákazníka: Jak odkrýt tajemství ''černé skříňky''. Praha: Grada Publishing, 2011. ISBN 978-80-247-3528-3.
  • VYSEKALOVÁ, J. a kol. Emoce v marketingu: Jak oslovit srdce zákazníka. Praha: Grada Publishing, 2014. ISBN 978-80-247-4843-6.
  • HARTL, P. a H. HARTLOVÁ. Psychologický slovník. Praha: Portál, 2009. ISBN 978-807-3675-691.
    not specified
  • CALDINI, R., B. Před-svědčování. Revoluční způsob, jak ovlivnit a přesvědčit. Praha: Jan Melvil Publishing, 2016. ISBN 978-80-7555-014-9.
  • ARIELY, D. Iracionálně váš...: Úvahy o ztracených ponožkách, šroubech do dívčích hlav a dalších existenciálních záležitostech. Praha: Práh, 2015. ISBN 978-80-7252-593-5.
Teaching methods
Full-time study of lectures and exercises. Combined study of block instruction according to schedule.
Assessment methods
Assessment methods: Exam (6 credits). At the introductory meeting, students will get acquainted with their tasks. An active participation is expected in the individual courses (at least 70% attendance at the full-time course). Part of the credit of the full-time study is a presentation in a seminar on a selected topic. Prerequisite for admission to the exam (for both full-time and combined study) is an electronically-awarded and approved course-work in a range of at least 5 pages of text. Deadline for submission: until 1.12.2017. The exam is conducted in the form of a written test.
Language of instruction
Czech
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 16 hodin KS/semestr.
The course is also listed under the following terms Winter 2007, Summer 2008, Winter 2008, Summer 2009, Winter 2009, Summer 2010, Winter 2010, Summer 2011, Winter 2011, summer 2012, Summer 2013, Summer 2014, Summer 2015, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2024.

B_PsyMK Psychology in Marketing Communication

University of Finance and Administration
Winter 2022
Extent and Intensity
2/1/0. 7 credit(s). Type of Completion: zk (examination).
Teacher(s)
Mgr. Michal Tomčík, PhD. (seminar tutor)
Guaranteed by
Mgr. Michal Tomčík, PhD.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Ivana Plačková
Timetable of Seminar Groups
B_PsyMK/cMMO: each odd Tuesday 10:30–11:14 M25, each odd Tuesday 11:15–12:00 M25, M. Tomčík
B_PsyMK/cMPH: each odd Thursday 17:30–18:14 E227, each odd Thursday 18:15–19:00 E227, M. Tomčík
B_PsyMK/poMMO: each odd Thursday 14:00–14:44 M27, each odd Thursday 14:45–15:30 M27, each odd Thursday 15:45–16:29 M27, each odd Thursday 16:30–17:15 M27, M. Tomčík
B_PsyMK/pxMPH: each odd Thursday 14:00–14:44 E230, each odd Thursday 14:45–15:30 E230, each odd Thursday 15:45–16:29 E230, each odd Thursday 16:30–17:15 E230, M. Tomčík
B_PsyMK/vMPH: Sat 1. 10. 14:00–15:30 E305, 15:45–17:15 E305, Sat 5. 11. 14:00–15:30 E307, 15:45–17:15 E307, Fri 18. 11. 14:00–15:30 E307, 15:45–17:15 E307, Fri 2. 12. 14:00–15:30 E307, 15:45–17:15 E307, M. Tomčík
Prerequisites
There are no prerequisites for this course.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The prerequisite for successful marketing and understanding of the intellectual actions of all actors in the marketing process is the use of knowledge from psychology. Learning outcomes of the course unit The subject follows systematically from the theoretical foundations of psychology as a science, analyzes the function of segmentation of market segments in terms of developmental and life stages of personality and further characterizes mental processes cognitive and acting and their use in marketing. Learning outcomes of the course unit The aim of the course is to teach students how to orient themselves in marketing-related issues from the point of view of psychology and to apply them in marketing practice and understand the importance of knowing the human psyche for successful marketing communication. The discipline should also contribute to self-reflection and to the importance of psychology for personal knowledge.
Learning outcomes
Study objectives of the subject: • acquire and categorize terms from the basics of psychology, • to orientate in marketing-related issues from the point of view of psychology and to apply it in marketing practice, • Understand the importance of knowing the human psyche for successful marketing communication.
Syllabus
  • 1. Psychology as a scientific discipline. Status of psychology in the structure of the field of science. Relationship of psychology and marketing. 2. The development of approaches to exploring the 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. The Role of Motivational Personality 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 action of marketing communication. Evaluating the share of internal and external influences. 12. Current current themes of advertising psychology.
Literature
    required literature
  • Náhradní obsah: VACÍNOVÁ, T. Psychologie. Trendy oboru v dějinných souvislostech. Praha: VŠFS, a.s. 2018. ISBN 978-80-7408-152-1
  • KUČERA, D. Moderní psychologie. Praha: Grada Publishing, 2013. ISBN 978-80-247-4621-0.
  • KOPECKÁ, I. Psychologie 1.-3. díl. Praha: Grada Publishing, 2012. ISBN 978-80-247-3876-5.
  • VÁGNEROVÁ, M. Základy psychologie. Praha: Karolinum, 2007. ISBN 978-80-246-0841-9.
  • VÁGNEROVÁ, M. Obecná psychologie. Praha: Karolinum, 2016. ISBN 978-80-246-3268-1.
  • VYSEKALOVÁ, J. a kol. Psychologie reklamy. Praha: Grada Publishing, 2012. ISBN 978-80-247-4005-8.
  • NAKONEČNÝ, M. Obecná psychologie. Praha: Triton, 2015. ISBN 978-80-7387-929-7.
    recommended literature
  • PLHÁKOVÁ, A. Učebnice obecné psychologie. Praha: Academia, 2011. ISBN 978-80-200-1499-3.
  • PLHÁKOVÁ, A. Dějiny psychologie. Praha: Grada Publishing, 2006. ISBN 978-80-247-0871-X.
  • ATKINSON, R.L.,ATKINSON, R.C., SMITH, E.E., BEM, D.J. NOLEN-HOEKSEMA, S. Psychologie Atkinsonové a Hilgarda. Praha: Portál, 2012. ISBN 978-80-262-0083-3.
  • HILL, G. Moderní psychologie. Praha: Portál, 2004. ISBN 978-80-7178-641-1.
  • VYSEKALOVÁ, J. a kol. Chování zákazníka: Jak odkrýt tajemství ''černé skříňky''. Praha: Grada Publishing, 2011. ISBN 978-80-247-3528-3.
  • VYSEKALOVÁ, J. a kol. Emoce v marketingu: Jak oslovit srdce zákazníka. Praha: Grada Publishing, 2014. ISBN 978-80-247-4843-6.
  • HARTL, P. a H. HARTLOVÁ. Psychologický slovník. Praha: Portál, 2009. ISBN 978-807-3675-691.
    not specified
  • CALDINI, R., B. Před-svědčování. Revoluční způsob, jak ovlivnit a přesvědčit. Praha: Jan Melvil Publishing, 2016. ISBN 978-80-7555-014-9.
  • ARIELY, D. Iracionálně váš...: Úvahy o ztracených ponožkách, šroubech do dívčích hlav a dalších existenciálních záležitostech. Praha: Práh, 2015. ISBN 978-80-7252-593-5.
Teaching methods
Full-time study of lectures and exercises. Combined study of block instruction according to schedule.
Assessment methods
Assessment methods: Exam (6 credits). At the introductory meeting, students will get acquainted with their tasks. An active participation is expected in the individual courses (at least 70% attendance at the full-time course). Part of the credit of the full-time study is a presentation in a seminar on a selected topic. Prerequisite for admission to the exam (for both full-time and combined study) is an electronically-awarded and approved course-work in a range of at least 5 pages of text. Deadline for submission: until 1.12.2017. The exam is conducted in the form of a written test.
Language of instruction
Czech
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 16 hodin KS/semestr.
The course is also listed under the following terms Winter 2007, Summer 2008, Winter 2008, Summer 2009, Winter 2009, Summer 2010, Winter 2010, Summer 2011, Winter 2011, summer 2012, Summer 2013, Summer 2014, Summer 2015, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2023, Winter 2024.

B_PsyMK Psychology in Marketing Communication

University of Finance and Administration
Winter 2021
Extent and Intensity
2/1/0. 7 credit(s). Type of Completion: zk (examination).
Teacher(s)
Mgr. Iva Baslarová, Ph.D. (seminar tutor)
Mgr. Michal Tomčík, PhD. (seminar tutor)
Guaranteed by
Mgr. Michal Tomčík, PhD.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Lenka Pokorná
Timetable of Seminar Groups
B_PsyMK/cMMO: each odd Tuesday 10:30–11:14 M26, each odd Tuesday 11:15–12:00 M26, except Tue 12. 10. ; and Thu 21. 10. 10:30–12:00 M15, M. Tomčík
B_PsyMK/cM1PH: each odd Wednesday 12:15–12:59 E225, each odd Wednesday 13:00–13:45 E225, except Wed 27. 10., except Wed 10. 11., except Wed 24. 11. ; and Wed 27. 10. 12:15–13:45 E004, Tue 21. 12. 14:00–15:30 E230, Mon 3. 1. 12:15–13:45 E230, I. Baslarová
B_PsyMK/cM2PH: each even Wednesday 12:15–12:59 E225, each even Wednesday 13:00–13:45 E225, except Wed 20. 10., except Wed 3. 11., except Wed 1. 12. ; and Tue 26. 10. 14:00–15:30 E306, Wed 3. 11. 12:15–13:45 E004, Tue 21. 12. 14:00–15:30 E230, I. Baslarová
B_PsyMK/pMMO: Thu 12:15–12:59 M15, Thu 13:00–13:45 M15, except Thu 14. 10. ; and Thu 7. 10. 10:30–12:00 M15, M. Tomčík
B_PsyMK/pMPH: Wed 10:30–11:14 E225, Wed 11:15–12:00 E225, except Wed 20. 10., except Wed 27. 10., except Wed 3. 11., except Wed 10. 11., except Wed 24. 11., except Wed 1. 12. ; and Tue 26. 10. 12:15–13:45 E306, Wed 27. 10. 10:30–12:00 E004, Wed 3. 11. 10:30–12:00 E004, Tue 21. 12. 10:30–12:00 E230, 12:15–13:45 E230, Mon 3. 1. 10:30–12:00 E230, I. Baslarová
B_PsyMK/vMPH: Fri 15. 10. 14:00–15:30 E004, 15:45–17:15 E004, Fri 5. 11. 17:30–19:00 E004, 19:15–20:45 E004, Fri 17. 12. 17:30–19:00 E004, 19:15–20:45 E004, Sat 18. 12. 9:45–13:00 E004, 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 prerequisite for successful marketing and understanding of the intellectual actions of all actors in the marketing process is the use of knowledge from psychology. Learning outcomes of the course unit The subject follows systematically from the theoretical foundations of psychology as a science, analyzes the function of segmentation of market segments in terms of developmental and life stages of personality and further characterizes mental processes cognitive and acting and their use in marketing. Learning outcomes of the course unit The aim of the course is to teach students how to orient themselves in marketing-related issues from the point of view of psychology and to apply them in marketing practice and understand the importance of knowing the human psyche for successful marketing communication. The discipline should also contribute to self-reflection and to the importance of psychology for personal knowledge.
Learning outcomes
Study objectives of the subject: • acquire and categorize terms from the basics of psychology, • to orientate in marketing-related issues from the point of view of psychology and to apply it in marketing practice, • Understand the importance of knowing the human psyche for successful marketing communication.
Syllabus
  • 1. Psychology as a scientific discipline. Status of psychology in the structure of the field of science. Relationship of psychology and marketing. 2. The development of approaches to exploring the 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. The Role of Motivational Personality 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 action of marketing communication. Evaluating the share of internal and external influences. 12. Current current themes of advertising psychology.
Literature
    required literature
  • Náhradní obsah: VACÍNOVÁ, T. Psychologie. Trendy oboru v dějinných souvislostech. Praha: VŠFS, a.s. 2018. ISBN 978-80-7408-152-1
  • KUČERA, D. Moderní psychologie. Praha: Grada Publishing, 2013. ISBN 978-80-247-4621-0.
  • KOPECKÁ, I. Psychologie 1.-3. díl. Praha: Grada Publishing, 2012. ISBN 978-80-247-3876-5.
  • VÁGNEROVÁ, M. Obecná psychologie. Praha: Karolinum, 2016. ISBN 978-80-246-3268-1.
  • VÁGNEROVÁ, M. Základy psychologie. Praha: Karolinum, 2007. ISBN 978-80-246-0841-9.
  • NAKONEČNÝ, M. Obecná psychologie. Praha: Triton, 2015. ISBN 978-80-7387-929-7.
  • VYSEKALOVÁ, J. a kol. Psychologie reklamy. Praha: Grada Publishing, 2012. ISBN 978-80-247-4005-8.
    recommended literature
  • PLHÁKOVÁ, A. Učebnice obecné psychologie. Praha: Academia, 2011. ISBN 978-80-200-1499-3.
  • PLHÁKOVÁ, A. Dějiny psychologie. Praha: Grada Publishing, 2006. ISBN 978-80-247-0871-X.
  • ATKINSON, R.L.,ATKINSON, R.C., SMITH, E.E., BEM, D.J. NOLEN-HOEKSEMA, S. Psychologie Atkinsonové a Hilgarda. Praha: Portál, 2012. ISBN 978-80-262-0083-3.
  • HILL, G. Moderní psychologie. Praha: Portál, 2004. ISBN 978-80-7178-641-1.
  • VYSEKALOVÁ, J. a kol. Chování zákazníka: Jak odkrýt tajemství ''černé skříňky''. Praha: Grada Publishing, 2011. ISBN 978-80-247-3528-3.
  • VYSEKALOVÁ, J. a kol. Emoce v marketingu: Jak oslovit srdce zákazníka. Praha: Grada Publishing, 2014. ISBN 978-80-247-4843-6.
  • HARTL, P. a H. HARTLOVÁ. Psychologický slovník. Praha: Portál, 2009. ISBN 978-807-3675-691.
Teaching methods
Full-time study of lectures and exercises. Combined study of block instruction according to schedule.
Assessment methods
Assessment methods: Exam (6 credits). At the introductory meeting, students will get acquainted with their tasks. An active participation is expected in the individual courses (at least 70% attendance at the full-time course). Part of the credit of the full-time study is a presentation in a seminar on a selected topic. Prerequisite for admission to the exam (for both full-time and combined study) is an electronically-awarded and approved course-work in a range of at least 5 pages of text. Deadline for submission: until 1.12.2017. The exam is conducted in the form of a written test.
Language of instruction
Czech
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 16 hodin KS/semestr.
The course is also listed under the following terms Winter 2007, Summer 2008, Winter 2008, Summer 2009, Winter 2009, Summer 2010, Winter 2010, Summer 2011, Winter 2011, summer 2012, Summer 2013, Summer 2014, Summer 2015, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2022, Winter 2023, Winter 2024.

B_PsyMK Psychology in Marketing Communication

University of Finance and Administration
Winter 2020
Extent and Intensity
2/1/0. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
Mgr. Iva Baslarová, Ph.D. (seminar tutor)
Mgr. Michal Tomčík, PhD. (seminar tutor)
Guaranteed by
Mgr. Michal Tomčík, PhD.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Lenka Pokorná
Timetable of Seminar Groups
B_PsyMK/cMMO: each even Tuesday 12:15–12:59 M27, each even Tuesday 13:00–13:45 M27, M. Tomčík
B_PsyMK/cM1PH: each even Thursday 10:30–11:14 E124, each even Thursday 11:15–12:00 E124, I. Baslarová
B_PsyMK/cM2PH: each even Thursday 8:45–9:29 E125, each even Thursday 9:30–10:15 E125, I. Baslarová
B_PsyMK/pMMO: Tue 10:30–11:14 M27, Tue 11:15–12:00 M27, M. Tomčík
B_PsyMK/pMPH: each odd Thursday 14:00–14:44 E125, each odd Thursday 14:45–15:30 E125, each odd Thursday 15:45–16:29 E125, each odd Thursday 16:30–17:15 E125, M. Tomčík
B_PsyMK/vMPH: Fri 16. 10. 14:00–15:30 E225, Sat 31. 10. 9:45–11:15 E225, 11:30–13:00 E225, Sat 28. 11. 9:45–11:15 E225, 11:30–13:00 E225, 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 prerequisite for successful marketing and understanding of the intellectual actions of all actors in the marketing process is the use of knowledge from psychology. Learning outcomes of the course unit The subject follows systematically from the theoretical foundations of psychology as a science, analyzes the function of segmentation of market segments in terms of developmental and life stages of personality and further characterizes mental processes cognitive and acting and their use in marketing. Learning outcomes of the course unit The aim of the course is to teach students how to orient themselves in marketing-related issues from the point of view of psychology and to apply them in marketing practice and understand the importance of knowing the human psyche for successful marketing communication. The discipline should also contribute to self-reflection and to the importance of psychology for personal knowledge.
Learning outcomes
Study objectives of the subject: • acquire and categorize terms from the basics of psychology, • to orientate in marketing-related issues from the point of view of psychology and to apply it in marketing practice, • Understand the importance of knowing the human psyche for successful marketing communication.
Syllabus
  • 1. Psychology as a scientific discipline. Status of psychology in the structure of the field of science. Relationship of psychology and marketing. 2. The development of approaches to exploring the 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. The Role of Motivational Personality 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 action of marketing communication. Evaluating the share of internal and external influences. 12. Current current themes of advertising psychology.
Literature
    required literature
  • Náhradní obsah: VACÍNOVÁ, T. Psychologie. Trendy oboru v dějinných souvislostech. Praha: VŠFS, a.s. 2018. ISBN 978-80-7408-152-1
  • KUČERA, D. Moderní psychologie. Praha: Grada Publishing, 2013. ISBN 978-80-247-4621-0.
  • KOPECKÁ, I. Psychologie 1.-3. díl. Praha: Grada Publishing, 2012. ISBN 978-80-247-3876-5.
  • VÁGNEROVÁ, M. Obecná psychologie. Praha: Karolinum, 2016. ISBN 978-80-246-3268-1.
  • VÁGNEROVÁ, M. Základy psychologie. Praha: Karolinum, 2007. ISBN 978-80-246-0841-9.
  • NAKONEČNÝ, M. Obecná psychologie. Praha: Triton, 2015. ISBN 978-80-7387-929-7.
  • VYSEKALOVÁ, J. a kol. Psychologie reklamy. Praha: Grada Publishing, 2012. ISBN 978-80-247-4005-8.
    recommended literature
  • PLHÁKOVÁ, A. Učebnice obecné psychologie. Praha: Academia, 2011. ISBN 978-80-200-1499-3.
  • PLHÁKOVÁ, A. Dějiny psychologie. Praha: Grada Publishing, 2006. ISBN 978-80-247-0871-X.
  • ATKINSON, R.L.,ATKINSON, R.C., SMITH, E.E., BEM, D.J. NOLEN-HOEKSEMA, S. Psychologie Atkinsonové a Hilgarda. Praha: Portál, 2012. ISBN 978-80-262-0083-3.
  • HILL, G. Moderní psychologie. Praha: Portál, 2004. ISBN 978-80-7178-641-1.
  • VYSEKALOVÁ, J. a kol. Chování zákazníka: Jak odkrýt tajemství ''černé skříňky''. Praha: Grada Publishing, 2011. ISBN 978-80-247-3528-3.
  • VYSEKALOVÁ, J. a kol. Emoce v marketingu: Jak oslovit srdce zákazníka. Praha: Grada Publishing, 2014. ISBN 978-80-247-4843-6.
  • HARTL, P. a H. HARTLOVÁ. Psychologický slovník. Praha: Portál, 2009. ISBN 978-807-3675-691.
Teaching methods
Full-time study of lectures and exercises. Combined study of block instruction according to schedule.
Assessment methods
Assessment methods: Exam (6 credits). At the introductory meeting, students will get acquainted with their tasks. An active participation is expected in the individual courses (at least 70% attendance at the full-time course). Part of the credit of the full-time study is a presentation in a seminar on a selected topic. Prerequisite for admission to the exam (for both full-time and combined study) is an electronically-awarded and approved course-work in a range of at least 5 pages of text. Deadline for submission: until 1.12.2017. The exam is conducted in the form of a written test.
Language of instruction
Czech
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 10 hodin KS/semestr.
The course is also listed under the following terms Winter 2007, Summer 2008, Winter 2008, Summer 2009, Winter 2009, Summer 2010, Winter 2010, Summer 2011, Winter 2011, summer 2012, Summer 2013, Summer 2014, Summer 2015, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2021, Winter 2022, Winter 2023, Winter 2024.

B_PsyMK Psychology in Marketing Communication

University of Finance and Administration
Winter 2019
Extent and Intensity
2/1/0. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
Mirela Moldoveanu, M.Sc., Ph.D. (seminar tutor)
PhDr. Martina Švecová, MSc (seminar tutor)
Mgr. Michal Tomčík, PhD. (seminar tutor)
Guaranteed by
Mgr. Michal Tomčík, PhD.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Lenka Pokorná
Timetable of Seminar Groups
B_PsyMK/cM1PH: each even Wednesday 14:00–14:44 E225, each even Wednesday 14:45–15:30 E225, except Wed 27. 11. ; and Wed 27. 11. 14:00–15:30 E303PC, M. Švecová
B_PsyMK/cM2PH: each even Wednesday 15:45–16:29 E222, each even Wednesday 16:30–17:15 E222, except Wed 27. 11. ; and Wed 27. 11. 15:45–17:15 E303PC, M. Švecová
B_PsyMK/pMPH: each even Monday 8:45–9:29 E306, each even Monday 9:30–10:15 E306, each even Monday 10:30–11:14 E306, each even Monday 11:15–12:00 E306, M. Tomčík
B_PsyMK/vMKV: Sat 12. 10. 9:45–11:15 KV309, 11:30–13:00 KV309, Fri 8. 11. 14:00–15:30 KV305PC, Fri 22. 11. 14:00–15:30 KV204, Sat 7. 12. 14:00–15:30 KV209KL, M. Tomčík
B_PsyMK/vMMO: Fri 4. 10. 14:00–15:30 M27, 15:45–17:15 M27, Fri 18. 10. 14:00–15:30 M27, 15:45–17:15 M27, Fri 1. 11. 15:45–17:15 M27, M. Tomčík
B_PsyMK/vMPH: Sat 2. 11. 8:00–9:30 E227, 9:45–11:15 E227, 11:30–13:00 E227, Fri 29. 11. 17:30–19:00 E227, 19:15–20:45 E227, 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 prerequisite for successful marketing and understanding of the intellectual actions of all actors in the marketing process is the use of knowledge from psychology. Learning outcomes of the course unit The subject follows systematically from the theoretical foundations of psychology as a science, analyzes the function of segmentation of market segments in terms of developmental and life stages of personality and further characterizes mental processes cognitive and acting and their use in marketing. Learning outcomes of the course unit The aim of the course is to teach students how to orient themselves in marketing-related issues from the point of view of psychology and to apply them in marketing practice and understand the importance of knowing the human psyche for successful marketing communication. The discipline should also contribute to self-reflection and to the importance of psychology for personal knowledge.
Learning outcomes
Study objectives of the subject: • acquire and categorize terms from the basics of psychology, • to orientate in marketing-related issues from the point of view of psychology and to apply it in marketing practice, • Understand the importance of knowing the human psyche for successful marketing communication.
Syllabus
  • 1. Psychology as a scientific discipline. Status of psychology in the structure of the field of science. Relationship of psychology and marketing. 2. The development of approaches to exploring the 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. The Role of Motivational Personality 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 action of marketing communication. Evaluating the share of internal and external influences. 12. Current current themes of advertising psychology.
Literature
    required literature
  • Náhradní obsah: VACÍNOVÁ, T. Psychologie. Trendy oboru v dějinných souvislostech. Praha: VŠFS, a.s. 2018. ISBN 978-80-7408-152-1
  • KUČERA, D. Moderní psychologie. Praha: Grada Publishing, 2013. ISBN 978-80-247-4621-0.
  • KOPECKÁ, I. Psychologie 1.-3. díl. Praha: Grada Publishing, 2012. ISBN 978-80-247-3876-5.
  • VÁGNEROVÁ, M. Obecná psychologie. Praha: Karolinum, 2016. ISBN 978-80-246-3268-1.
  • VÁGNEROVÁ, M. Základy psychologie. Praha: Karolinum, 2007. ISBN 978-80-246-0841-9.
  • NAKONEČNÝ, M. Obecná psychologie. Praha: Triton, 2015. ISBN 978-80-7387-929-7.
  • VYSEKALOVÁ, J. a kol. Psychologie reklamy. Praha: Grada Publishing, 2012. ISBN 978-80-247-4005-8.
    recommended literature
  • PLHÁKOVÁ, A. Učebnice obecné psychologie. Praha: Academia, 2011. ISBN 978-80-200-1499-3.
  • PLHÁKOVÁ, A. Dějiny psychologie. Praha: Grada Publishing, 2006. ISBN 978-80-247-0871-X.
  • ATKINSON, R.L.,ATKINSON, R.C., SMITH, E.E., BEM, D.J. NOLEN-HOEKSEMA, S. Psychologie Atkinsonové a Hilgarda. Praha: Portál, 2012. ISBN 978-80-262-0083-3.
  • HILL, G. Moderní psychologie. Praha: Portál, 2004. ISBN 978-80-7178-641-1.
  • VYSEKALOVÁ, J. a kol. Chování zákazníka: Jak odkrýt tajemství ''černé skříňky''. Praha: Grada Publishing, 2011. ISBN 978-80-247-3528-3.
  • VYSEKALOVÁ, J. a kol. Emoce v marketingu: Jak oslovit srdce zákazníka. Praha: Grada Publishing, 2014. ISBN 978-80-247-4843-6.
  • HARTL, P. a H. HARTLOVÁ. Psychologický slovník. Praha: Portál, 2009. ISBN 978-807-3675-691.
Teaching methods
Full-time study of lectures and exercises. Combined study of block instruction according to schedule.
Assessment methods
Assessment methods: Exam (6 credits). At the introductory meeting, students will get acquainted with their tasks. An active participation is expected in the individual courses (at least 70% attendance at the full-time course). Part of the credit of the full-time study is a presentation in a seminar on a selected topic. Prerequisite for admission to the exam (for both full-time and combined study) is an electronically-awarded and approved course-work in a range of at least 5 pages of text. Deadline for submission: until 1.12.2017. The exam is conducted in the form of a written test.
Language of instruction
Czech
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 10 hodin KS/semestr.
The course is also listed under the following terms Winter 2007, Summer 2008, Winter 2008, Summer 2009, Winter 2009, Summer 2010, Winter 2010, Summer 2011, Winter 2011, summer 2012, Summer 2013, Summer 2014, Summer 2015, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.

B_PsyMK Psychology in Marketing Communication

University of Finance and Administration
Winter 2018
Extent and Intensity
2/1/0. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
Mgr. Michal Tomčík, PhD. (seminar tutor)
PhDr. Tereza Vacínová, Ph.D. (seminar tutor)
Guaranteed by
doc. Mgr. Ondřej Roubal, Ph.D.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová
Timetable of Seminar Groups
B_PsyMK/cM1PH: each even Monday 12:15–12:59 E124, each even Monday 13:00–13:45 E124, T. Vacínová
B_PsyMK/cM2PH: each odd Monday 8:45–9:29 E123, each odd Monday 9:30–10:15 E123, T. Vacínová
B_PsyMK/pMPH: Mon 10:30–11:14 E007KC, Mon 11:15–12:00 E007KC, except Mon 19. 11. ; and Mon 19. 11. 10:30–12:00 E306, T. Vacínová
B_PsyMK/vMMO: Fri 16. 11. 15:45–17:15 M26, Fri 30. 11. 14:00–15:30 M26, 15:45–17:15 M26, Fri 14. 12. 15:45–17:15 M26, 17:30–19:00 M26, M. Tomčík
B_PsyMK/vMPH: Sat 6. 10. 14:00–15:30 E224, Fri 19. 10. 15:45–17:15 E224, 17:30–19:00 E224, Sat 3. 11. 11:30–13:00 E126, 14:00–15:30 E126, T. Vacínová
Prerequisites
There are no prerequisites for this course.
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives
The prerequisite for successful marketing and understanding of the intellectual actions of all actors in the marketing process is the use of knowledge from psychology. Learning outcomes of the course unit The subject follows systematically from the theoretical foundations of psychology as a science, analyzes the function of segmentation of market segments in terms of developmental and life stages of personality and further characterizes mental processes cognitive and acting and their use in marketing. Learning outcomes of the course unit The aim of the course is to teach students how to orient themselves in marketing-related issues from the point of view of psychology and to apply them in marketing practice and understand the importance of knowing the human psyche for successful marketing communication. The discipline should also contribute to self-reflection and to the importance of psychology for personal knowledge.
Learning outcomes
Study objectives of the subject: • acquire and categorize terms from the basics of psychology, • to orientate in marketing-related issues from the point of view of psychology and to apply it in marketing practice, • Understand the importance of knowing the human psyche for successful marketing communication.
Syllabus
  • 1. Psychology as a scientific discipline. Status of psychology in the structure of the field of science. Relationship of psychology and marketing. 2. The development of approaches to exploring the 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. The Role of Motivational Personality 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 action of marketing communication. Evaluating the share of internal and external influences. 12. Current current themes of advertising psychology.
Literature
    required literature
  • Náhradní obsah: VACÍNOVÁ, T. Psychologie. Trendy oboru v dějinných souvislostech. Praha: VŠFS, a.s. 2018. ISBN 978-80-7408-152-1
  • KUČERA, D. Moderní psychologie. Praha: Grada Publishing, 2013. ISBN 978-80-247-4621-0.
  • KOPECKÁ, I. Psychologie 1.-3. díl. Praha: Grada Publishing, 2012. ISBN 978-80-247-3876-5.
  • VÁGNEROVÁ, M. Obecná psychologie. Praha: Karolinum, 2016. ISBN 978-80-246-3268-1.
  • VÁGNEROVÁ, M. Základy psychologie. Praha: Karolinum, 2007. ISBN 978-80-246-0841-9.
  • NAKONEČNÝ, M. Obecná psychologie. Praha: Triton, 2015. ISBN 978-80-7387-929-7.
  • VYSEKALOVÁ, J. a kol. Psychologie reklamy. Praha: Grada Publishing, 2012. ISBN 978-80-247-4005-8.
    recommended literature
  • PLHÁKOVÁ, A. Učebnice obecné psychologie. Praha: Academia, 2011. ISBN 978-80-200-1499-3.
  • PLHÁKOVÁ, A. Dějiny psychologie. Praha: Grada Publishing, 2006. ISBN 978-80-247-0871-X.
  • ATKINSON, R.L.,ATKINSON, R.C., SMITH, E.E., BEM, D.J. NOLEN-HOEKSEMA, S. Psychologie Atkinsonové a Hilgarda. Praha: Portál, 2012. ISBN 978-80-262-0083-3.
  • HILL, G. Moderní psychologie. Praha: Portál, 2004. ISBN 978-80-7178-641-1.
  • VYSEKALOVÁ, J. a kol. Chování zákazníka: Jak odkrýt tajemství ''černé skříňky''. Praha: Grada Publishing, 2011. ISBN 978-80-247-3528-3.
  • VYSEKALOVÁ, J. a kol. Emoce v marketingu: Jak oslovit srdce zákazníka. Praha: Grada Publishing, 2014. ISBN 978-80-247-4843-6.
  • HARTL, P. a H. HARTLOVÁ. Psychologický slovník. Praha: Portál, 2009. ISBN 978-807-3675-691.
Teaching methods
Full-time study of lectures and exercises. Combined study of block instruction according to schedule.
Assessment methods
Assessment methods: Exam (6 credits). At the introductory meeting, students will get acquainted with their tasks. An active participation is expected in the individual courses (at least 70% attendance at the full-time course). Part of the credit of the full-time study is a presentation in a seminar on a selected topic. Prerequisite for admission to the exam (for both full-time and combined study) is an electronically-awarded and approved course-work in a range of at least 5 pages of text. Deadline for submission: until 1.12.2017. The exam is conducted in the form of a written test.
Language of instruction
Czech
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 10 hodin KS/semestr.
The course is also listed under the following terms Winter 2007, Summer 2008, Winter 2008, Summer 2009, Winter 2009, Summer 2010, Winter 2010, Summer 2011, Winter 2011, summer 2012, Summer 2013, Summer 2014, Summer 2015, Winter 2015, Winter 2016, Winter 2017, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.

B_PsyMK Psychology in Marketing Communication

University of Finance and Administration
Winter 2017
Extent and Intensity
2/1/0. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
PhDr. Tereza Vacínová, Ph.D. (lecturer)
Mgr. Michal Tomčík, PhD. (seminar tutor)
Guaranteed by
PhDr. Tereza Vacínová, Ph.D.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová
Timetable of Seminar Groups
B_PsyMK/cMMO: each odd Thursday 12:15–12:59 M16, each odd Thursday 13:00–13:45 M16, except Thu 9. 11. ; and Mon 13. 11. 15:45–17:15 M15, M. Tomčík
B_PsyMK/cM1PH: each even Thursday 12:15–12:59 E128, each even Thursday 13:00–13:45 E128, T. Vacínová
B_PsyMK/cM2PH: each odd Thursday 12:15–12:59 E128, each odd Thursday 13:00–13:45 E128, T. Vacínová
B_PsyMK/pMMO: Mon 14:00–14:44 M27, Mon 14:45–15:30 M27, M. Tomčík
B_PsyMK/pMPH: Thu 10:30–11:14 E230, Thu 11:15–12:00 E230, T. Vacínová
B_PsyMK/vMMO: Fri 20. 10. 15:45–17:15 M27, Fri 3. 11. 14:00–15:30 M17, 15:45–17:15 M17, Fri 24. 11. 14:00–15:30 M17, 15:45–17:15 M17, M. Tomčík
B_PsyMK/vMPH: Fri 20. 10. 17:30–19:00 E222, Fri 3. 11. 15:45–17:15 E004, 17:30–19:00 E004, Fri 24. 11. 14:00–15:30 E222, 15:45–17:15 E222, T. Vacínová
Prerequisites
There are no prerequisites for this course.
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives
The prerequisite for successful marketing and understanding of the intellectual actions of all actors in the marketing process is the use of knowledge from psychology. Learning outcomes of the course unit The subject follows systematically from the theoretical foundations of psychology as a science, analyzes the function of segmentation of market segments in terms of developmental and life stages of personality and further characterizes mental processes cognitive and acting and their use in marketing. Learning outcomes of the course unit The aim of the course is to teach students how to orient themselves in marketing-related issues from the point of view of psychology and to apply them in marketing practice and understand the importance of knowing the human psyche for successful marketing communication. The discipline should also contribute to self-reflection and to the importance of psychology for personal knowledge.
Learning outcomes
Study objectives of the subject: • acquire and categorize terms from the basics of psychology, • to orientate in marketing-related issues from the point of view of psychology and to apply it in marketing practice, • Understand the importance of knowing the human psyche for successful marketing communication.
Syllabus
  • 1. Psychology as a scientific discipline. Status of psychology in the structure of the field of science. Relationship of psychology and marketing. 2. The development of approaches to exploring the 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. The Role of Motivational Personality 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 action of marketing communication. Evaluating the share of internal and external influences. 12. Current current themes of advertising psychology.
Literature
    required literature
  • VACÍNOVÁ, T. Psychologie. Praha: VŠFS, a.s. 2017. ISBN 978-80-7408-152-1.
  • KUČERA, D. Moderní psychologie. Praha: Grada Publishing, 2013. ISBN 978-80-247-4621-0.
  • KOPECKÁ, I. Psychologie 1.-3. díl. Praha: Grada Publishing, 2012. ISBN 978-80-247-3876-5.
  • VÁGNEROVÁ, M. Základy psychologie. Praha: Karolinum, 2007. ISBN 978-80-246-0841-9.
  • VÁGNEROVÁ, M. Obecná psychologie. Praha: Karolinum, 2016. ISBN 978-80-246-3268-1.
  • VYSEKALOVÁ, J. a kol. Psychologie reklamy. Praha: Grada Publishing, 2012. ISBN 978-80-247-4005-8.
  • NAKONEČNÝ, M. Obecná psychologie. Praha: Triton, 2015. ISBN 978-80-7387-929-7.
    recommended literature
  • PLHÁKOVÁ, A. Učebnice obecné psychologie. Praha: Academia, 2011. ISBN 978-80-200-1499-3.
  • PLHÁKOVÁ, A. Dějiny psychologie. Praha: Grada Publishing, 2006. ISBN 978-80-247-0871-X.
  • ATKINSON, R.L.,ATKINSON, R.C., SMITH, E.E., BEM, D.J. NOLEN-HOEKSEMA, S. Psychologie Atkinsonové a Hilgarda. Praha: Portál, 2012. ISBN 978-80-262-0083-3.
  • HILL, G. Moderní psychologie. Praha: Portál, 2004. ISBN 978-80-7178-641-1.
  • VYSEKALOVÁ, J. a kol. Chování zákazníka: Jak odkrýt tajemství ''černé skříňky''. Praha: Grada Publishing, 2011. ISBN 978-80-247-3528-3.
  • VYSEKALOVÁ, J. a kol. Emoce v marketingu: Jak oslovit srdce zákazníka. Praha: Grada Publishing, 2014. ISBN 978-80-247-4843-6.
  • HARTL, P. a H. HARTLOVÁ. Psychologický slovník. Praha: Portál, 2009. ISBN 978-807-3675-691.
Teaching methods
Full-time study of lectures and exercises. Combined study of block instruction according to schedule.
Assessment methods
Assessment methods: Exam (6 credits). At the introductory meeting, students will get acquainted with their tasks. An active participation is expected in the individual courses (at least 70% attendance at the full-time course). Part of the credit of the full-time study is a presentation in a seminar on a selected topic. Prerequisite for admission to the exam (for both full-time and combined study) is an electronically-awarded and approved course-work in a range of at least 5 pages of text. Deadline for submission: until 1.12.2017. The exam is conducted in the form of a written test.
Language of instruction
Czech
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 10 hodin KS/semestr.
The course is also listed under the following terms Winter 2007, Summer 2008, Winter 2008, Summer 2009, Winter 2009, Summer 2010, Winter 2010, Summer 2011, Winter 2011, summer 2012, Summer 2013, Summer 2014, Summer 2015, Winter 2015, Winter 2016, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.

B_PsyMK Psychology in Marketing Communication

University of Finance and Administration
Winter 2016
Extent and Intensity
2/1. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
Mgr. Michal Tomčík, PhD. (seminar tutor)
PhDr. Tereza Vacínová, Ph.D. (seminar tutor)
Guaranteed by
PhDr. Tereza Vacínová, Ph.D.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová
Timetable of Seminar Groups
B_PsyMK/cMMO: each odd Monday 14:00–14:44 M17, each odd Monday 14:45–15:30 M17, M. Tomčík
B_PsyMK/cM1PH: each even Monday 14:00–14:44 E228, each even Monday 14:45–15:30 E228, T. Vacínová
B_PsyMK/cM2PH: each odd Monday 14:00–14:44 E228, each odd Monday 14:45–15:30 E228, T. Vacínová
B_PsyMK/cM3PH: each odd Wednesday 8:45–9:29 E126, each odd Wednesday 9:30–10:15 E126, T. Vacínová
B_PsyMK/pMMO: Mon 15:45–16:29 M17, Mon 16:30–17:15 M17, M. Tomčík
B_PsyMK/pMPH: Mon 12:15–12:59 E230, Mon 13:00–13:45 E230, T. Vacínová
B_PsyMK/uMPH: Tue 1. 11. 15:45–17:15 E128, 17:30–19:00 E128, Tue 22. 11. 15:45–17:15 E123, 17:30–19:00 E123, Tue 29. 11. 14:00–15:30 E123, T. Vacínová
B_PsyMK/vMPH: Sat 15. 10. 8:00–9:30 E306, 9:45–11:15 E306, Fri 11. 11. 14:00–15:30 E224, Fri 25. 11. 15:45–17:15 E122, 17:30–19:00 E122, T. Vacínová
Prerequisites
There are no prerequisites for this course.
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives
Psychology examines the mental life and discovers the laws governing mental phenomena governed. Knowledge of psychology to help students understand the mental events, behavior and action figures as a result of the interplay between heredity and environment in which he lives. A prerequisite for successful marketing among others use knowledge of psychology to a deeper understanding of the mental life of all actors in the marketing process. The subject proceeds systematically from the theoretical foundations of psychology as a science through the distribution of market segments in terms of development and life stages personality characteristics after the mental processes of cognitive and conative and their use in marketing. Discipline should also contribute to their own self-reflection and finding the significance of psychology for personal knowledge. Objectives: - Acquire and categorize the terms of the fundamentals of psychology - understand the problems associated with marketing in terms of psychology and be able to apply it in practice marketing - understand the importance of understanding the human psyche for successful marketing
Syllabus
  • 1. Basic information. Commissioning of the study, literature and other sources. Psychology as a science, basic psychological disciplines. The position of psychology in the structure of the scientific field. The relationship of psychology and marketing. 2. Development of approaches to the exploration of the human psyche to the late 19th century. The emergence of psychology as a science. Structuralism, functionalism, French psychology. 3. The main psychological trends of the 20th century. Psychodynamic theory, Gestalt psychology, behaviorism, existential and humanistic psychology, cognitive and transpersonal psychology, postmodernism. Applying psychology in advertising. 4. Psychological market research and its use in marketing  . Methods of personality cognition. Quantitative and qualitative research approach in   marketing. Applied research advertising. 5th Personality Psychology. Psychological development and the factors that affect it. Heredity and environment. Signs of mental development. 6. Structure and dynamics of personality. Basic psychological phenomena. Their structure and importance for application in   marketing communications. 7th Personality typology. Temperament and its relationship to   buying behaviors. 8th Cognitive processes. Sensation, perception, attention, memory, thinking, imagination and fantasy. The role of cognitive processes for the concept of good advertising. 9th emotional experience and mental self.   Importance of emotions in marketing. 10th Motivation as a key theme of advertising psychology. Role motivational personality structure. Individual differences in   motivate consumers. 11. The current hot topics in psychology. 12. Final repeat. Summary and evaluation of seminar papers.
Literature
    required literature
  • ŘÍČAN, Pavel. Psychologie. Příručka pro studenty. Vyd. 4., Praha: Portál, 2013. ISBN 978-80-262-0532-6.
  • KUČERA, D. Moderní psychologie. Praha: Grada Publishing, 2013. ISBN 978-80-247-4621-0.
  • VÁGNEROVÁ, M. Základy psychologie. Praha: Karolinum, 2007. ISBN 978-80-246-0841-9.
  • VYSEKALOVÁ, J. a kol. Psychologie reklamy. Praha: Grada Publishing, 2012. ISBN 978-80-247-4005-8.
    recommended literature
  • PLHÁKOVÁ, A. Učebnice obecné psychologie. Praha: Academia, 2011. ISBN 978-80-200-1499-3.
  • PLHÁKOVÁ, A. Dějiny psychologie. Praha: Grada Publishing, 2006. ISBN 978-80-247-0871-X.
  • ATKINSON, R.L.,ATKINSON, R.C., SMITH, E.E., BEM, D.J. NOLEN-HOEKSEMA, S. Psychologie Atkinsonové a Hilgarda. Praha: Portál, 2012. ISBN 978-80-262-0083-3.
  • HILL, G. Moderní psychologie. Praha: Portál, 2004. ISBN 978-80-7178-641-1.
  • VYSEKALOVÁ, J. a kol. Chování zákazníka: Jak odkrýt tajemství ''černé skříňky''. Praha: Grada Publishing, 2011. ISBN 978-80-247-3528-3.
  • VYSEKALOVÁ, J. a kol. Emoce v marketingu: Jak oslovit srdce zákazníka. Praha: Grada Publishing, 2014. ISBN 978-80-247-4843-6.
  • HELUS, Z. Úvod do psychologie. Praha: Grada Publishing, 2011. ISBN 978-80-247-3037-0.
  • HARTL, P. a H. HARTLOVÁ. Psychologický slovník. Praha: Portál, 2009. ISBN 978-807-3675-691.
    not specified
  • VÁGNEROVÁ, M. Obecná psychologie. Praha: Karolinum, 2016. ISBN 978-80-246-3268-1.
Teaching methods
Lecture and exercise
Assessment methods
Methods of assessment: Exam (6 credits).   The inaugural meeting will be for students to become familiar with their duties.   The individual courses requires active participation (at least 70% attendance at seminars for full-time study). Part of the credit for full-time studies in the student essays performances   seminar on a selected topic.   The prerequisite for admission to the exam (for full-time and combined study) is electronically surrendered and agreed credit hour   in the range of at least 5 pages of text. Submitting credit hour to 1. 12. 2016. The examination is a written test.
Language of instruction
Czech
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 10 hodin KS/semestr.
The course is also listed under the following terms Winter 2007, Summer 2008, Winter 2008, Summer 2009, Winter 2009, Summer 2010, Winter 2010, Summer 2011, Winter 2011, summer 2012, Summer 2013, Summer 2014, Summer 2015, Winter 2015, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.

B_PsyMK Psychology in Marketing Communication

University of Finance and Administration
Winter 2015
Extent and Intensity
2/1. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
Mgr. Michal Tomčík, PhD. (seminar tutor)
PhDr. Tereza Vacínová, Ph.D. (seminar tutor)
Guaranteed by
PhDr. Tereza Vacínová, Ph.D.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová
Timetable of Seminar Groups
B_PsyMK/cMMO: each odd Tuesday 14:00–14:44 M17, each odd Tuesday 14:45–15:30 M17, M. Tomčík
B_PsyMK/cM1PH: each even Thursday 10:30–11:14 E123, each even Thursday 11:15–12:00 E123, T. Vacínová
B_PsyMK/cM2PH: each even Tuesday 12:15–12:59 E123, each even Tuesday 13:00–13:45 E123, T. Vacínová
B_PsyMK/cM3PH: each odd Tuesday 14:00–14:44 E122, each odd Tuesday 14:45–15:30 E122, T. Vacínová
B_PsyMK/pMMO: each odd Wednesday 10:30–11:14 M25, each odd Wednesday 11:15–12:00 M25, each odd Wednesday 12:15–12:59 M25, each odd Wednesday 13:00–13:45 M25, T. Vacínová
B_PsyMK/pMPH: Mon 12:15–12:59 E007KC, Mon 13:00–13:45 E007KC, T. Vacínová
B_PsyMK/uMPH: Tue 27. 10. 17:30–19:00 E225, Tue 3. 11. 17:30–19:00 E225, Tue 24. 11. 17:30–19:00 E225, Tue 1. 12. 15:45–17:15 E225, 17:30–19:00 E225, T. Vacínová
B_PsyMK/vMKL: Fri 9. 10. 13:45–15:15 K203, 15:30–17:00 K203, Fri 30. 10. 13:45–15:15 K203, 15:30–17:00 K203, Fri 6. 11. 17:15–18:45 K203, T. Vacínová
B_PsyMK/vMMO: Fri 2. 10. 13:45–15:15 M15, 15:30–17:00 M15, Fri 13. 11. 17:15–18:45 M15, Fri 11. 12. 13:45–15:15 M15, 15:30–17:00 M15, M. Tomčík
B_PsyMK/vMPH: Fri 2. 10. 13:45–15:15 E122, 15:30–17:00 E122, Fri 16. 10. 15:30–17:00 E122, Fri 13. 11. 15:30–17:00 E224, 17:15–18:45 E224, T. Vacínová
Prerequisites
There are no prerequisites for this course.
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives
Psychology examines the mental life and discovers the laws governing mental phenomena governed. Knowledge of psychology helps students understand the mental events, behavior and action figures as a result of the interplay between heredity and environment in which he lives. A prerequisite for successful marketing, among other things using knowledge of psychology to a deeper understanding of the mental life of all actors in the marketing process. The subject progresses systematically from the theoretical foundations of psychology as a science through the distribution of market segments in terms of developmental stages of life and personality characteristics after the mental processes of cognitive and conative and their use in marketing. Discipline should also contribute to their own self-reflection and finding personal significance of psychology for understanding. Objectives: - Acquire and categorize the terms of the fundamentals of psychology, - Understand the problems associated with marketing in terms of psychology and be able to apply it in marketing practice, - Understand the importance of understanding the human psyche for successful marketing communication.
Syllabus
  • 1. Basic information. Commissioning of the study, literature and other sources. Psychology as a science, basic psychological disciplines. The position of psychology in the structure of the scientific field. The relationship of psychology and marketing. 2. The development of approaches to the exploration of the human psyche to the 19th century. The emergence of psychology as a science. Structuralism, functionalism, psychodynamic theory. 3. The main psychological trends of the 20th century. Gestalt, behaviorism, psychoanalysis, existential and humanistic psychology, cognitive and transpersonal psychology, postmodernity. Applying psychology in advertising. 4. Psychological market research and its use in marketing. Methods of exploring personality. Quantitative and qualitative research approach in marketing. Applied research on advertising. 5th Personality Psychology. Mental development and the factors that affect it. Heredity and environment. Signs of psychological development. The structure and dynamics of personality. 6. Structure and dynamics of personality. Basic psychological phenomena. Their classification and relevance to the application of marketing communications. 7th Personality typology. Temperament and its relation to purchasing behavior. 8th Cognitive Processes. Sensation, perception, attention, memory, thinking, imagination and fantasy. The role of cognitive processes for the concept of good advertising. 9th experiencing emotional and psychological self. The importance of emotions in marketing. 10th Motivation as a key theme of the psychology of advertising. Role of incentive structures personality. Individual differences in motivation of consumers. 11. The current hot topics in psychology. 12. Final repeat. Summary and evaluation of seminar papers.
Literature
    required literature
  • ŘÍČAN, Pavel. Psychologie. Příručka pro studenty. Vyd. 4., Praha: Portál, 2013. ISBN 978-80-262-0532-6.
  • KUČERA, D. Moderní psychologie. Praha: Grada Publishing, 2013. ISBN 978-80-247-4621-0.
  • VÁGNEROVÁ, M. Základy psychologie. Praha: Karolinum, 2007. ISBN 978-80-246-0841-9.
  • VYSEKALOVÁ, J. a kol. Psychologie reklamy. Praha: Grada Publishing, 2012. ISBN 978-80-247-4005-8.
    recommended literature
  • PLHÁKOVÁ, A. Učebnice obecné psychologie. Praha: Academia, 2011. ISBN 978-80-200-1499-3.
  • PLHÁKOVÁ, A. Dějiny psychologie. Praha: Grada Publishing, 2006. ISBN 978-80-247-0871-X.
  • ATKINSON, R.L.,ATKINSON, R.C., SMITH, E.E., BEM, D.J. NOLEN-HOEKSEMA, S. Psychologie Atkinsonové a Hilgarda. Praha: Portál, 2012. ISBN 978-80-262-0083-3.
  • HILL, G. Moderní psychologie. Praha: Portál, 2004. ISBN 978-80-7178-641-1.
  • VYSEKALOVÁ, J. a kol. Chování zákazníka: Jak odkrýt tajemství ''černé skříňky''. Praha: Grada Publishing, 2011. ISBN 978-80-247-3528-3.
  • VYSEKALOVÁ, J. a kol. Emoce v marketingu: Jak oslovit srdce zákazníka. Praha: Grada Publishing, 2014. ISBN 978-80-247-4843-6.
  • HELUS, Z. Úvod do psychologie. Praha: Grada Publishing, 2011. ISBN 978-80-247-3037-0.
  • HARTL, P. a H. HARTLOVÁ. Psychologický slovník. Praha: Portál, 2009. ISBN 978-807-3675-691.
Teaching methods
Lecture and exercise
Assessment methods
Methods of assessment: Exam (6 credits). In the initial meeting, students will be closely familiar with their duties. In the individual courses it requires active participation (at least 70% attendance at seminars). Part of the credit is a student essays appearance at a seminar on a selected topic. The prerequisite for admission to the exam is electronically surrendered and agreed credit hour degree of at least 5 pages of text. Submitting credit hour to 1. 12. 2015. The exam will be a written test.
Language of instruction
Czech
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 10 hodin KS/semestr.
The course is also listed under the following terms Winter 2007, Summer 2008, Winter 2008, Summer 2009, Winter 2009, Summer 2010, Winter 2010, Summer 2011, Winter 2011, summer 2012, Summer 2013, Summer 2014, Summer 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.

B_PsyMK Psychology in Marketing Communication

University of Finance and Administration
Summer 2015
Extent and Intensity
2/1. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
PhDr. Miloslav Kafka, CSc. (seminar tutor)
PhDr. Tereza Vacínová, Ph.D. (seminar tutor)
Guaranteed by
PhDr. Tereza Vacínová, Ph.D.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Ivana Plačková
Timetable of Seminar Groups
B_PsyMK/cMMO: each even Wednesday 14:00–14:44 M27, each even Wednesday 14:45–15:30 M27, M. Kafka
B_PsyMK/cM1PH: each odd Wednesday 10:30–11:14 E230, each odd Wednesday 11:15–12:00 E230, T. Vacínová
B_PsyMK/cM2PH: each even Wednesday 10:30–11:14 E230, each even Wednesday 11:15–12:00 E230, T. Vacínová
B_PsyMK/cM3PH: each even Wednesday 8:45–9:29 E230, each even Wednesday 9:30–10:15 E230, T. Vacínová
B_PsyMK/pMMO: Wed 12:15–12:59 M27, Wed 13:00–13:45 M27, M. Kafka
B_PsyMK/pMPH: Tue 12:15–12:59 E007KC, Tue 13:00–13:45 E007KC, T. Vacínová
B_PsyMK/uMKL: Tue 17. 2. 14:00–15:30 K205, Tue 10. 3. 14:00–15:30 K205, 15:45–17:15 K205, Tue 17. 3. 17:30–19:00 K312, 19:15–20:45 K312, M. Kafka
B_PsyMK/uMPH: Tue 17. 2. 17:30–19:00 E127, Tue 24. 2. 14:00–15:30 E127, Tue 3. 3. 14:00–15:30 E127, 15:45–17:15 E127, Tue 17. 3. 14:00–15:30 E127, T. Vacínová
B_PsyMK/vMMO: Fri 13. 2. 15:30–17:00 M27, Sat 14. 3. 9:45–11:15 M27, 11:30–13:00 M27, Fri 10. 4. 13:45–15:15 M25, 15:30–17:00 M25, M. Kafka
B_PsyMK/vMPH: Fri 6. 2. 15:30–17:00 E124, 17:15–18:45 E124, Fri 20. 2. 13:45–15:15 E124, Fri 6. 3. 13:45–15:15 E124, 15:30–17:00 E124, T. Vacínová
Prerequisites
There are no prerequisites for this course.
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives
Cíle: 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. Základní informace. Uvedení do studia oboru, odborná literatura a další zdroje. Předmět psychologie, základní psychologické disciplíny. Postavení psychologie ve struktuře vědního pole. 2. Vývoj přístupů ke zkoumání lidské psychiky do konce 19. století. Vznik psychologie jako vědy. Strukturalismus, funkcionalismus, psychodynamická teorie. 3. Hlavní psychologické směry 20. století. Gestalt, behaviorismus, psychoanalýza, existenciální a humanistická psychologie, kognitivní a transpersonální psychologie, postmoderna. Uplatnění psychologie v reklamě. 4. Metody psychologického zkoumání a výzkumu. Psychodiagnostické metody v praxi. 5. Psychologie osobnosti. Psychický vývoj a faktory, které jej ovlivňují. Dědičnost a prostředí. Znaky psychického vývoje. Struktura a dynamika osobnosti. 6. Typologie osobnosti. Temperament a charakter. 7. Poznávací procesy. Vnímání, paměť, myšlení, představa a fantazie. Jazyk a řeč. Inteligence a její měření. Role kognitivních procesů pro koncepci dobré reklamy. 8. Emoční prožívání a psychická autoregulace. Potřeby, motivace, vůle. Význam emocí v marketingu. Motivace jako klíčové téma psychologie reklamy. 9.Člověk jako součást společnosti. Sociální interakce a její souvislosti. Atribuce, utváření dojmu, schémata. Skupinové jevy a procesy. Reklama a techniky vyvolání souhlasu. 10. Tvorba účinné reklamy. Sociokulturní dimenze reklamy. Nové trendy v marketingové komunikaci. Aplikovaný výzkum reklamy. 11.Současná aktuální témata psychologie. 12.Závěrečné opakování.
Literature
    required literature
  • VYSEKALOVÁ, J. a kol. Chování zákazníka: Jak odkrýt tajemství ''černé skříňky''. Praha: Grada Publishing, 2011. ISBN 978-80-247-3528-3.
  • KUČERA, D. Moderní psychologie. Praha: Grada Publishing, 2013. ISBN 978-80-247-4621-0.
  • VYSEKALOVÁ, J. a kol. Psychologie reklamy. Praha: Grada Publishing, 2012. ISBN 978-80-247-4005-8.
    recommended literature
  • SVOBODA, M., HUMPOLÍČEK, P., ŠNOREK, V. Psychodiagnostika dospělých. Praha: Portál, 2013. ISBN 978-80-262-0363-6.
  • HILL, G. Moderní psychologie. Praha: Portál, 2004. ISBN 978-80-7178-641-1.
  • PLHÁKOVÁ, A. Dějiny psychologie. Praha: Grada Publishing, 2006. ISBN 978-80-247-0871-X.
  • ATKINSON, R.L.,ATKINSON, R.C., SMITH, E.E., BEM, D.J. NOLEN-HOEKSEMA, S. Psychologie Atkinsonové a Hilgarda. Praha: Portál, 2012. ISBN 978-80-262-0083-3.
  • VYSEKALOVÁ, J. a kol. Emoce v marketingu: Jak oslovit srdce zákazníka. Praha: Grada Publishing, 2014. ISBN 978-80-247-4843-6.
  • VÁGNEROVÁ, M. Základy psychologie. Praha: Karolinum, 2007. ISBN 978-80-246-0841-9.
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
Czech
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 10 hodin KS/semestr.
The course is also listed under the following terms Winter 2007, Summer 2008, Winter 2008, Summer 2009, Winter 2009, Summer 2010, Winter 2010, Summer 2011, Winter 2011, summer 2012, Summer 2013, Summer 2014, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.

B_PsyMK Psychology in Marketing Communication

University of Finance and Administration
Summer 2014
Extent and Intensity
2/1. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
PhDr. Miloslav Kafka, CSc. (seminar tutor)
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
B_PsyMK/cMMO: each odd Thursday 14:00–14:44 M27, each odd Thursday 14:45–15:30 M27, M. Kafka
B_PsyMK/cM1PH: each even Monday 17:30–18:14 E129, each even Monday 18:15–19:00 E129, M. Koubová
B_PsyMK/cM2PH: each even Monday 10:30–11:14 E126, each even Monday 11:15–12:00 E126, M. Koubová
B_PsyMK/cM3PH: each odd Monday 10:30–11:14 E126, each odd Monday 11:15–12:00 E126, M. Koubová
B_PsyMK/cM4PH: each even Monday 12:15–12:59 E126, each even Monday 13:00–13:45 E126, M. Koubová
B_PsyMK/pMMO: Thu 12:15–12:59 M27, Thu 13:00–13:45 M27, M. Kafka
B_PsyMK/pMPH: Mon 8:45–9:29 E004, Mon 9:30–10:15 E004, M. Koubová
B_PsyMK/sMKL: Wed 19. 2. 14:00–15:30 K211, 15:45–17:15 K211, Wed 5. 3. 14:00–15:30 K205, 15:45–17:15 K205, Wed 26. 3. 15:45–17:15 K211, M. Kafka
B_PsyMK/sMPH: Wed 5. 3. 15:45–17:15 E228, Wed 12. 3. 15:45–17:15 E228, Wed 2. 4. 15:45–17:15 E228, Wed 16. 4. 15:45–17:15 E228, 17:30–19:00 E228, M. Koubová
B_PsyMK/vMMO: Fri 7. 3. 15:30–17:00 M17, Fri 21. 3. 13:45–15:15 M17, 15:30–17:00 M17, Fri 4. 4. 13:45–15:15 M17, 15:30–17:00 M17, M. Kafka
B_PsyMK/vMPH: Fri 14. 3. 13:45–15:15 E224, Sat 12. 4. 9:45–11:15 E224, 11:30–13:00 E224, Sat 26. 4. 9:45–11:15 E224, 11:30–13:00 E224, M. Koubová
Prerequisites
Basic orientation in social sciences.
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives
Cíle: 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
  • NAKONEČNÝ, M. Sociální psychologie. Praha: Academia 1999.
  • VÁGNEROVÁ, M. Úvod do psychologie. Praha: Karolinum, 2001.
  • VYBÍRAL, Z. Psychologie lidské komunikace. Praha: Portál, 2000.
    recommended literature
  • SEDLÁČEK, O. Reklama. Praha: Vinland, 2010
  • KOPECKÝ, L. Prezentace v parketingových komunikacích. Praha: GRADA 2010.
  • HORREL, E. Zázaznická věrnost. Brno: Computer Press, a.s. 2007.
  • FREY, P. Marketingová komunikace. Nové trendy 3.0. Praha: Management Press 2011.
  • Povinná literatura:
  • HOŠEK, V. Psychologie odolnosti. Praha: Karolinum, 2001.
  • KERN, H. et al. Přehled psychologie. Praha: Portál, 2000.
  • PRŮCHA, J. Interkulturní komunikace. Praha: GRADA 2010.
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
Czech
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
General note: Bb1.
Information on the extent and intensity of the course: 10 hodin KS/semestr.
The course is also listed under the following terms Winter 2007, Summer 2008, Winter 2008, Summer 2009, Winter 2009, Summer 2010, Winter 2010, Summer 2011, Winter 2011, summer 2012, Summer 2013, Summer 2015, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.

B_PsyMK Psychology in Marketing Communication

University of Finance and Administration
Summer 2013
Extent and Intensity
2/1. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
PhDr. Miloslav Kafka, CSc. (seminar tutor)
PhDr. Kamil Kotlík, Ph.D. (seminar tutor)
PhDr. Jiří Němec (seminar tutor)
Guaranteed by
PhDr. Kamil Kotlík, Ph.D.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová
Timetable of Seminar Groups
B_PsyMK/cMMO: each odd Monday 12:15–12:59 M22, each odd Monday 13:00–13:45 M22, M. Kafka
B_PsyMK/cM1PH: each odd Thursday 12:15–12:59 E122, each odd Thursday 13:00–13:45 E122, M. Kafka
B_PsyMK/cM2PH: each even Wednesday 15:45–16:29 E223, each even Wednesday 16:30–17:15 E223, K. Kotlík
B_PsyMK/cM3PH: each odd Wednesday 15:45–16:29 E223, each odd Wednesday 16:30–17:15 E223, K. Kotlík
B_PsyMK/cM4PH: each odd Thursday 15:45–16:29 E126, each odd Thursday 16:30–17:15 E126, K. Kotlík
B_PsyMK/pMMO: each even Monday 14:00–14:44 M22, each even Monday 14:45–15:30 M22, each even Monday 15:45–16:29 M22, each even Monday 16:30–17:15 M22, M. Kafka
B_PsyMK/pMPH: Thu 14:00–14:44 E007KC, Thu 14:45–15:30 E007KC, J. Němec
B_PsyMK/uMKL: Tue 12. 2. 17:30–19:00 K211, 19:15–20:45 K211, Tue 26. 2. 14:00–15:30 K211, 15:45–17:15 K211, Tue 5. 3. 15:45–17:15 K211, M. Kafka
B_PsyMK/uMPH: Tue 5. 2. 15:45–17:15 E124, 17:30–19:00 E124, Tue 19. 2. 15:45–17:15 E124, 17:30–19:00 E124, Tue 12. 3. 17:30–19:00 E124, M. Kafka
B_PsyMK/vMMO: Sat 2. 3. 11:30–13:00 M25, Sat 20. 4. 9:45–11:15 M25, 11:30–13:00 M25, Fri 3. 5. 12:00–13:30 M25, 13:45–15:15 M25, M. Kafka
B_PsyMK/vM2PH: Fri 8. 2. 12:00–13:30 E225, 13:45–15:15 E225, Fri 8. 3. 15:30–17:00 E225, Fri 22. 3. 13:45–15:15 E225, 15:30–17:00 E225, M. Kafka
B_PsyMK/vM3PH: Fri 8. 2. 15:30–17:00 E227, 17:15–18:45 E227, Fri 22. 2. 13:45–15:15 E227, 15:30–17:00 E227, Fri 8. 3. 15:30–17:00 E227, J. Němec
Prerequisites
Basic orientation in social sciences.
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives
Cíle: 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
  • NAKONEČNÝ, M. Sociální psychologie. Praha: Academia 1999.
  • VÁGNEROVÁ, M. Úvod do psychologie. Praha: Karolinum, 2001.
  • VYBÍRAL, Z. Psychologie lidské komunikace. Praha: Portál, 2000.
    recommended literature
  • SEDLÁČEK, O. Reklama. Praha: Vinland, 2010
  • KERN, H. et al. Přehled psychologie. Praha: Portál, 2000.
  • HORREL, E. Zázaznická věrnost. Brno: Computer Press, a.s. 2007.
  • KOPECKÝ, L. Prezentace v parketingových komunikacích. Praha: GRADA 2010.
  • HOŠEK, V. Psychologie odolnosti. Praha: Karolinum, 2001.
  • PRŮCHA, J. Interkulturní komunikace. Praha: GRADA 2010.
  • Povinná literatura:
  • FREY, P. Marketingová komunikace. Nové trendy 3.0. Praha: Management Press 2011.
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
Czech
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
General note: Bb1.
Information on the extent and intensity of the course: 10 hodin KS/semestr.
The course is also listed under the following terms Winter 2007, Summer 2008, Winter 2008, Summer 2009, Winter 2009, Summer 2010, Winter 2010, Summer 2011, Winter 2011, summer 2012, Summer 2014, Summer 2015, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.

B_PsyMK Psychology in Marketing Communication

University of Finance and Administration
summer 2012
Extent and Intensity
1/1/0. 5 credit(s). Recommended Type of Completion: zk (examination). Other types of completion: z (credit).
Teacher(s)
PhDr. Miloslav Kafka, CSc. (seminar tutor)
Guaranteed by
PhDr. Miloslav Kafka, 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 also offered to the students of the fields other than those the course is directly associated with.
fields of study / plans the course is directly associated with
Language of instruction
Czech
Further comments (probably available only in Czech)
Information on completion of the course: ISP
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 8hodin/semestr.
The course is also listed under the following terms Winter 2007, Summer 2008, Winter 2008, Summer 2009, Winter 2009, Summer 2010, Winter 2010, Summer 2011, Winter 2011, Summer 2013, Summer 2014, Summer 2015, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.

B_PsyMK Psychology in Marketing Communication

University of Finance and Administration
Winter 2011
Extent and Intensity
1/1/0. 5 credit(s). Recommended Type of Completion: zk (examination). Other types of completion: z (credit).
Teacher(s)
PhDr. Miloslav Kafka, CSc. (seminar tutor)
Guaranteed by
PhDr. Miloslav Kafka, 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 also offered to the students of the fields other than those the course is directly associated with.
fields of study / plans the course is directly associated with
Language of instruction
Czech
Further comments (probably available only in Czech)
Information on completion of the course: ISP
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 8hodin/semestr.
The course is also listed under the following terms Winter 2007, Summer 2008, Winter 2008, Summer 2009, Winter 2009, Summer 2010, Winter 2010, Summer 2011, summer 2012, Summer 2013, Summer 2014, Summer 2015, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.

B_PsyMK Psychology in Marketing Communication

University of Finance and Administration
Summer 2011
Extent and Intensity
1/1/0. 5 credit(s). Recommended Type of Completion: zk (examination). Other types of completion: z (credit).
Teacher(s)
PhDr. Miloslav Kafka, CSc. (seminar tutor)
Guaranteed by
PhDr. Miloslav Kafka, 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 also offered to the students of the fields other than those the course is directly associated with.
fields of study / plans the course is directly associated with
Language of instruction
Czech
Further comments (probably available only in Czech)
Information on completion of the course: ISP
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 8hodin/semestr.
The course is also listed under the following terms Winter 2007, Summer 2008, Winter 2008, Summer 2009, Winter 2009, Summer 2010, Winter 2010, Winter 2011, summer 2012, Summer 2013, Summer 2014, Summer 2015, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.

B_PsyMK Psychology in Marketing Communication

University of Finance and Administration
Winter 2010
Extent and Intensity
1/1/0. 5 credit(s). Recommended Type of Completion: zk (examination). Other types of completion: z (credit).
Teacher(s)
PhDr. Miloslav Kafka, CSc. (seminar tutor)
Mgr. Michal Tomčík, PhD. (seminar tutor)
Guaranteed by
PhDr. Miloslav Kafka, 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 also offered to the students of the fields other than those the course is directly associated with.
fields of study / plans the course is directly associated with
Language of instruction
Czech
Further comments (probably available only in Czech)
Information on completion of the course: ISP
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 8hodin/semestr.
The course is also listed under the following terms Winter 2007, Summer 2008, Winter 2008, Summer 2009, Winter 2009, Summer 2010, Summer 2011, Winter 2011, summer 2012, Summer 2013, Summer 2014, Summer 2015, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.

B_PsyMK Psychology in Marketing Communication

University of Finance and Administration
Summer 2010
Extent and Intensity
1/1/0. 5 credit(s). Recommended Type of Completion: zk (examination). Other types of completion: z (credit).
Teacher(s)
PhDr. Marie Hamplová (seminar tutor)
PhDr. Miloslav Kafka, CSc. (seminar tutor)
Mgr. Michal Tomčík, PhD. (seminar tutor)
Guaranteed by
PhDr. Miloslav Kafka, 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 also offered to the students of the fields other than those the course is directly associated with.
fields of study / plans the course is directly associated with
Language of instruction
Czech
Further comments (probably available only in Czech)
Information on completion of the course: ISP
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 8 hodin/semestr.
The course is also listed under the following terms Winter 2007, Summer 2008, Winter 2008, Summer 2009, Winter 2009, Winter 2010, Summer 2011, Winter 2011, summer 2012, Summer 2013, Summer 2014, Summer 2015, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.

B_PsyMK Psychology in Marketing Communication

University of Finance and Administration
Winter 2009
Extent and Intensity
1/1/0. 5 credit(s). Recommended Type of Completion: zk (examination). Other types of completion: z (credit).
Teacher(s)
PhDr. Marie Hamplová (seminar tutor)
PhDr. Miloslav Kafka, CSc. (seminar tutor)
Mgr. Michal Tomčík, PhD. (seminar tutor)
Guaranteed by
PhDr. Miloslav Kafka, CSc.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová
Timetable of Seminar Groups
B_PsyMK/cMKL: each odd Wednesday 10:30–11:14 K312, each odd Wednesday 11:15–12:00 K312, M. Kafka
B_PsyMK/cMMO: each even Monday 15:45–16:29 M24, each even Monday 16:30–17:15 M24, M. Tomčík
B_PsyMK/cM1PH: each odd Monday 10:30–11:14 E129, each odd Monday 11:15–12:00 E129, M. Kafka
B_PsyMK/cM2PH: each odd Tuesday 10:30–11:14 E025, each odd Tuesday 11:15–12:00 E025, M. Kafka
B_PsyMK/cM3PH: each odd Tuesday 8:45–9:29 E225, each odd Tuesday 9:30–10:15 E225, M. Kafka
B_PsyMK/pMKL: each odd Wednesday 8:45–9:29 K312, each odd Wednesday 9:30–10:15 K312, M. Kafka
B_PsyMK/pMMO: each even Wednesday 10:30–11:14 M24, each even Wednesday 11:15–12:00 M24, M. Tomčík
B_PsyMK/pMPH: each even Tuesday 10:30–11:14 E007KC, each even Tuesday 11:15–12:00 E007KC, M. Kafka
B_PsyMK/sMKL: Wed 21. 10. 14:00–15:30 K205, 15:45–17:15 K205, Wed 4. 11. 15:45–17:15 K205, 17:30–19:00 K205, M. Kafka
B_PsyMK/sM1aPH: Wed 25. 11. 15:45–17:15 E225, Wed 2. 12. 14:00–15:30 E225, Wed 6. 1. 14:00–15:30 E225, 15:45–17:15 E225, M. Hamplová
B_PsyMK/sM1bPH: Wed 4. 11. 14:00–15:30 E222, 15:45–17:15 E222, Wed 18. 11. 14:00–15:30 E227, Wed 9. 12. 14:00–15:30 E227, M. Hamplová
B_PsyMK/vMMO: Sat 14. 11. 9:45–11:15 M15, 11:30–13:00 M15, Fri 27. 11. 15:30–17:00 M15, Sat 28. 11. 9:45–11:15 M15, M. Tomčík
B_PsyMK/vM2PH: Fri 16. 10. 15:30–17:00 E128, Fri 30. 10. 15:30–17:00 E128, Fri 13. 11. 12:00–13:30 E128, 13:45–15:15 E128, M. Hamplová
B_PsyMK/vM3PH: Fri 16. 10. 12:00–13:30 E129, 13:45–15:15 E129, Fri 30. 10. 17:15–18:45 E129, Fri 13. 11. 15:30–17:00 E129, M. Hamplová
Prerequisites (in Czech)
Předpoklady: Znalost základních koncepcí a postupů současného marketingu. Chápání marketingu ve významu uspokojování potřeb zákazníka.
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives (in Czech)
Anotace je stejná pro obě formy studia. Cíl kurzu: Seznámit studenty s podstatou marketingové komunikace jako sděleními komerčního charakteru, jejichž cílem je ovlivňovat poznávací, emoční a motivační procesy příjemce této komunikace. Chápat marketingovou komunikaci jako soubor činností směřujících ke změnám ve vědomí , postojích a chování příjemců informace o předmětu tohoto sdělení. Charakteristika získaných vědomostí a schopností: Studenti budou znát základní pojmy marketingové komunikace a získají vědomosti o roli psychologie v průběhu komunikačního procesu. Poznají základní psychologické pojmy ve vazbě na tento proces. Získají vědomosti o tom, jaká je role odesilatele a příjemce tohoto procesu. Seznámí se s historií uplatňování psychologických znalostí v této komunikaci. Budou znát psychologické přístupy a nástroje výzkumu efektivnosti marketingové komunikace. Získají schopnosti, jak analyzovat z psychologického pohledu účinnost reklamního sdělení.
Syllabus (in Czech)
  • Tato osnova je určena pro prezenční studium, průběh výuky pro kombinované studium je uveden ve studijních materiálech formou metodického listu (ML). Obsah přednášek: Předmět je zaměřen do následujících oblastí: základní pojmy marketingové komunikace, cíle marketingové komunikace, psychologické aspekty forem marketingové komunikace, psychologický rozměr marketingové komunikace. Historický pohled na uplatnění psychologie v reklamě od počátku 19.století do dneška. Průběh komunikačního procesu. Úloha odesilatele a příjemce v marketingové komunikaci. Spotřební chování. Marketingová komunikace v sociální komunikaci, sociokulturní faktory komunikace. Základní psychologické pojmy – vnímání, pozornost, paměť, motivace a její zdroje - potřeby, emoce, návyky, zájmy. Význam psychologie při tvorbě účinné marketingové komunikace – média a komunikace, aspekty tvorby sdělení z pohledu psychologie. Základní prvky ovlivňující účinnost marketingové komunikace. Základní metody a přístupy výzkumu účinnosti marketingové komunikace – dotazování, pozorování, experiment, rozhovor. Kvantitativní a kvalitativní výzkum. Osnova předmětu: 1.Základní pojmy – psychologický obsah marketingové komunikace, základní marketingové aktivity. 2.Cíle marketingové komunikace – změna v názorech, postojích a v chování příjemce sdělení, upevňování vztahu zákazníka k předmětu sdělení. 3.Formy marketingové komunikace – reklama, direkt marketing, podpora prodeje, vztah s veřejností, osobní prodej. 4.Historický pohled na uplatnění psychologie v reklamě od počátku 19.století do dneška. 5.Průběh komunikačního procesu – role odesilatele a příjemce komunikace, obsah sdělení, chyby v komunikaci, tok informací. 6.Spotřební chování a rozhodování. 7.Marketingová komunikace v sociální komunikaci - sociokulturní faktory při tvorbě komunikace. 8.Základní psychologické pojmy – vnímání, pozornost, paměť a zapomínání, motivace a její zdroje. 9.Význam psychologie při tvorbě účinné marketingové komunikace – psychologie a média, propagační prostředí, formální a obsahové aspekty sdělení,. 10.Účinnost marketingové komunikace – druhy účinků a výzkum účinnosti. 11.Psychologické metody výzkumu účinnosti marketingové komunikace – dotazování, pozorování, experiment, rozhovor. Kvantitativní a kvalitativní výzkum.
Literature
  • I. Povinná literatura:
  • Hradiská, E., Letovancová, E.: Psychologia v marketingovej komunikaci, Bratislava, UK, 2005
  • Boučková, J., a kol.: Marketing, Praha, C.H.Beck, 2003
  • Vágnerová, M.: Základy psychologie. Praha: Karolinum, 2005.
  • Vaňák, M.,Nahodil, F.:Základy marketingu. Praha: VŠFS – Eupress 2007.
  • Vysekalová,J.,Komárková, R.: Psychologie reklamy. Praha: Grada, 2007.
  • Vysekalová, J.,: Psychologie spotřebitele. Praha: Grada, 2004.
  • II. Doporučená literatura:
  • Vybíral, Z.: Psychologie komunikace. Praha: Portál, 2005.
  • Kodex – Zásady etické reklamní praxe v České republice
  • McQuail,D.:Úvod do teorie masové komunikace.Praha: Portál,1999.
  • Zákon č.40/1995 Sb., o regulaci reklamy (novela zák.č. 213/2001 Sb.Rada pro reklamu.
  • Časopisy Psychologie dnes, Trend marketing, Marketig Media, Strategie
  • Schiffman,L.G.,Kanuk,L.L.: Nákupní chování.Brno:Computer Press,2004.
  • Kašík,M.,Havlíček,K.:Podnikový marketing.Praha:VŠFS – Eupress,2004.
Assessment methods (in Czech)
Vyučující metody: přednášky a cvičení Metody hodnocení: zápočet / Zkouška Zápočet: Zpracování studie, která bude detailně z pohledu psychologie analyzovat vybranou formu marketingové komunikace v rozsahu min. 8 stran Zkouška:(písemná a ústní část) Formou testu a po úspěšném ukončení testu bude zkouška završena ústní zkouškou. Test bude obsahovat 24 otázek, odpověď bude u otázky vybírána z několika variant z nichž pouze jedna bude správná. Za každou správnou odpověď získá studen 2 body, celkem jich tak může získat 48. K úspěšnému zakončení testu musí student získat min. 34 bodů. U ústní části zkoušky bude student vybírat ze 24 otázek na které se bude mít možnost připravit před vlastním průběhu zkoušky.
Language of instruction
Czech
Follow-Up Courses
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 8hodin/semestr.
The course is also listed under the following terms Winter 2007, Summer 2008, Winter 2008, Summer 2009, Summer 2010, Winter 2010, Summer 2011, Winter 2011, summer 2012, Summer 2013, Summer 2014, Summer 2015, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.

B_PsyMK Psychology in Marketing Communication

University of Finance and Administration
Summer 2009
Extent and Intensity
1/1/0. 5 credit(s). Recommended Type of Completion: zk (examination). Other types of completion: z (credit).
Teacher(s)
PaedDr. Emil Hanousek, CSc. (seminar tutor)
Mgr. Ilona Hronová (seminar tutor)
PhDr. Miloslav Kafka, CSc. (seminar tutor)
Mgr. Michal Tomčík, PhD. (seminar tutor)
Guaranteed by
PaedDr. Emil Hanousek, 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 also offered to the students of the fields other than those the course is directly associated with.
fields of study / plans the course is directly associated with
Language of instruction
Czech
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 8hodin/semestr.
The course is also listed under the following terms Winter 2007, Summer 2008, Winter 2008, Winter 2009, Summer 2010, Winter 2010, Summer 2011, Winter 2011, summer 2012, Summer 2013, Summer 2014, Summer 2015, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.

B_PsyMK Psychology in Marketing Communication

University of Finance and Administration
Winter 2008
Extent and Intensity
1/1/0. 5 credit(s). Recommended Type of Completion: zk (examination). Other types of completion: z (credit).
Teacher(s)
PaedDr. Emil Hanousek, CSc. (seminar tutor)
Mgr. Ilona Hronová (seminar tutor)
PhDr. Miloslav Kafka, CSc. (seminar tutor)
Mgr. Michal Tomčík, PhD. (seminar tutor)
Guaranteed by
PaedDr. Emil Hanousek, CSc.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová
Timetable of Seminar Groups
B_PsyMK/cMKL: each even Tuesday 12:15–12:59 K312, each even Tuesday 13:00–13:45 K312, M. Kafka
B_PsyMK/cMKLks: Thu 16. 10. 15:45–17:15 K205, 17:30–19:00 K205, Thu 13. 11. 15:45–17:15 K205, 17:30–19:00 K205, M. Kafka
B_PsyMK/cMMO: each odd Monday 10:30–11:14 M24, each odd Monday 11:15–12:00 M24, M. Tomčík
B_PsyMK/cM1PH: each odd Wednesday 12:15–12:59 E126, each odd Wednesday 13:00–13:45 E126, E. Hanousek
B_PsyMK/cM2PH: each even Wednesday 14:00–14:44 E227, each even Wednesday 14:45–15:30 E227, E. Hanousek
B_PsyMK/cM3PH: each odd Wednesday 15:45–16:29 E022, each odd Wednesday 16:30–17:15 E022, E. Hanousek
B_PsyMK/cM4PH: each odd Wednesday 14:00–14:44 E122, each odd Wednesday 14:45–15:30 E122, E. Hanousek
B_PsyMK/pMKL: each odd Tuesday 12:15–12:59 K206, each odd Tuesday 13:00–13:45 K206, M. Kafka
B_PsyMK/pMMO: each even Monday 10:30–11:14 M24, each even Monday 11:15–12:00 M24, M. Tomčík
B_PsyMK/pMPH: each even Wednesday 10:30–11:14 E007KC, each even Wednesday 11:15–12:00 E007KC, E. Hanousek
B_PsyMK/uM1aPH: Tue 6. 1. 17:30–19:00 E225, 19:15–20:45 E225, Tue 13. 1. 14:00–15:30 E225, 15:45–17:15 E225, E. Hanousek
B_PsyMK/uM1bPH: Tue 2. 12. 14:00–15:30 E227, Tue 9. 12. 19:15–20:45 E227, Tue 16. 12. 14:00–15:30 E227, 15:45–17:15 E227, E. Hanousek
B_PsyMK/vMMO: Sat 25. 10. 11:30–13:00 M17, 14:00–15:30 M17, Fri 9. 1. 12:00–13:30 M17, Sat 10. 1. 8:00–9:30 M17, M. Tomčík
B_PsyMK/vM2PH: Fri 21. 11. 12:00–13:30 E125, Fri 5. 12. 13:45–15:15 E125, Fri 9. 1. 15:30–17:00 E125, 17:15–18:45 E125, E. Hanousek
B_PsyMK/vM3PH: Fri 7. 11. 13:45–15:15 E126, Fri 21. 11. 15:30–17:00 E126, 17:15–18:45 E126, Fri 9. 1. 13:45–15:15 E126, E. Hanousek
B_PsyMK/vM4PH: Fri 24. 10. 13:45–15:15 E127, Fri 7. 11. 12:00–13:30 E127, Sat 8. 11. 15:45–17:15 E127, Fri 21. 11. 13:45–15:15 E127, E. Hanousek
Prerequisites (in Czech)
Předpoklady: Znalost základních koncepcí a postupů současného marketingu. Chápání marketingu ve významu uspokojování potřeb zákazníka.
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives (in Czech)
Anotace je stejná pro obě formy studia. Cíl kurzu: Seznámit studenty s podstatou marketingové komunikace jako sděleními komerčního charakteru, jejichž cílem je ovlivňovat poznávací, emoční a motivační procesy příjemce této komunikace. Chápat marketingovou komunikaci jako soubor činností směřujících ke změnám ve vědomí , postojích a chování příjemců informace o předmětu tohoto sdělení. Charakteristika získaných vědomostí a schopností: Studenti budou znát základní pojmy marketingové komunikace a získají vědomosti o roli psychologie v průběhu komunikačního procesu. Poznají základní psychologické pojmy ve vazbě na tento proces. Získají vědomosti o tom, jaká je role odesilatele a příjemce tohoto procesu. Seznámí se s historií uplatňování psychologických znalostí v této komunikaci. Budou znát psychologické přístupy a nástroje výzkumu efektivnosti marketingové komunikace. Získají schopnosti, jak analyzovat z psychologického pohledu účinnost reklamního sdělení.
Syllabus (in Czech)
  • Tato osnova je určena pro prezenční studium, průběh výuky pro kombinované studium je uveden ve studijních materiálech formou metodického listu (ML). Obsah přednášek: Předmět je zaměřen do následujících oblastí: základní pojmy marketingové komunikace, cíle marketingové komunikace, psychologické aspekty forem marketingové komunikace, psychologický rozměr marketingové komunikace. Historický pohled na uplatnění psychologie v reklamě od počátku 19.století do dneška. Průběh komunikačního procesu. Úloha odesilatele a příjemce v marketingové komunikaci. Spotřební chování. Marketingová komunikace v sociální komunikaci, sociokulturní faktory komunikace. Základní psychologické pojmy – vnímání, pozornost, paměť, motivace a její zdroje - potřeby, emoce, návyky, zájmy. Význam psychologie při tvorbě účinné marketingové komunikace – média a komunikace, aspekty tvorby sdělení z pohledu psychologie. Základní prvky ovlivňující účinnost marketingové komunikace. Základní metody a přístupy výzkumu účinnosti marketingové komunikace – dotazování, pozorování, experiment, rozhovor. Kvantitativní a kvalitativní výzkum. Osnova předmětu: 1.Základní pojmy – psychologický obsah marketingové komunikace, základní marketingové aktivity. 2.Cíle marketingové komunikace – změna v názorech, postojích a v chování příjemce sdělení, upevňování vztahu zákazníka k předmětu sdělení. 3.Formy marketingové komunikace – reklama, direkt marketing, podpora prodeje, vztah s veřejností, osobní prodej. 4.Historický pohled na uplatnění psychologie v reklamě od počátku 19.století do dneška. 5.Průběh komunikačního procesu – role odesilatele a příjemce komunikace, obsah sdělení, chyby v komunikaci, tok informací. 6.Spotřební chování a rozhodování. 7.Marketingová komunikace v sociální komunikaci - sociokulturní faktory při tvorbě komunikace. 8.Základní psychologické pojmy – vnímání, pozornost, paměť a zapomínání, motivace a její zdroje. 9.Význam psychologie při tvorbě účinné marketingové komunikace – psychologie a média, propagační prostředí, formální a obsahové aspekty sdělení,. 10.Účinnost marketingové komunikace – druhy účinků a výzkum účinnosti. 11.Psychologické metody výzkumu účinnosti marketingové komunikace – dotazování, pozorování, experiment, rozhovor. Kvantitativní a kvalitativní výzkum.
Assessment methods (in Czech)
Vyučující metody: přednášky a cvičení Metody hodnocení: zápočet / Zkouška Zápočet: Zpracování studie, která bude detailně z pohledu psychologie analyzovat vybranou formu marketingové komunikace v rozsahu min. 8 stran Zkouška:(písemná a ústní část) Formou testu a po úspěšném ukončení testu bude zkouška završena ústní zkouškou. Test bude obsahovat 24 otázek, odpověď bude u otázky vybírána z několika variant z nichž pouze jedna bude správná. Za každou správnou odpověď získá studen 2 body, celkem jich tak může získat 48. K úspěšnému zakončení testu musí student získat min. 34 bodů. U ústní části zkoušky bude student vybírat ze 24 otázek na které se bude mít možnost připravit před vlastním průběhu zkoušky.
Language of instruction
Czech
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 8hodin/semestr.
The course is also listed under the following terms Winter 2007, Summer 2008, Summer 2009, Winter 2009, Summer 2010, Winter 2010, Summer 2011, Winter 2011, summer 2012, Summer 2013, Summer 2014, Summer 2015, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.

B_PsyMK Psychology in Marketing Communication

University of Finance and Administration
Summer 2008
Extent and Intensity
2/1. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
Mgr. Ilona Hronová (seminar tutor)
PhDr. Miloslav Kafka, CSc. (seminar tutor)
Guaranteed by
PhDr. Miloslav Kafka, 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 also offered to the students of the fields other than those the course is directly associated with.
fields of study / plans the course is directly associated with
Language of instruction
Czech
Further comments (probably available only in Czech)
Information on the extent and intensity of the course: 8hodin/semestr.
The course is also listed under the following terms Winter 2007, Winter 2008, Summer 2009, Winter 2009, Summer 2010, Winter 2010, Summer 2011, Winter 2011, summer 2012, Summer 2013, Summer 2014, Summer 2015, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.

B_PsyMK Psychology in Marketing Communication

University of Finance and Administration
Winter 2007
Extent and Intensity
2/1. 5 credit(s). Recommended Type of Completion: zk (examination). Other types of completion: z (credit).
Teacher(s)
Mgr. Ilona Hronová (seminar tutor)
PhDr. Miloslav Kafka, CSc. (seminar tutor)
Guaranteed by
PhDr. Miloslav Kafka, CSc.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová
Timetable of Seminar Groups
B_PsyMK/cMKL: each odd Wednesday 12:15–12:59 K205, each odd Wednesday 13:00–13:45 K205, M. Kafka
B_PsyMK/cMMO: each even Tuesday 17:30–18:14 M17, each even Tuesday 18:15–19:00 M17, I. Hronová
B_PsyMK/cM1PH: each even Monday 14:00–14:44 E223, each even Monday 14:45–15:30 E223, M. Kafka
B_PsyMK/cM2PH: each odd Monday 12:15–12:59 E224, each odd Monday 13:00–13:45 E224, M. Kafka
B_PsyMK/cM3PH: each even Monday 15:45–16:29 E223, each even Monday 16:30–17:15 E223, M. Kafka
B_PsyMK/cM4PH: each odd Monday 15:45–16:29 E223, each odd Monday 16:30–17:15 E223, M. Kafka
B_PsyMK/pMKL: Wed 10:30–11:14 K205, Wed 11:15–12:00 K205, M. Kafka
B_PsyMK/pMMO: Tue 15:45–16:29 M17, Tue 16:30–17:15 M17, I. Hronová
B_PsyMK/pMPH: Tue 10:30–11:14 E004, Tue 11:15–12:00 E004, M. Kafka
B_PsyMK/sM1aPH: Wed 21. 11. 15:45–17:15 E129, 17:30–19:00 E129, Wed 28. 11. 17:30–19:00 E129, Wed 5. 12. 17:30–19:00 E129, M. Kafka
B_PsyMK/sM1bPH: Wed 14. 11. 14:00–15:30 E126, 15:45–17:15 E126, Wed 21. 11. 19:15–20:45 E126, Wed 5. 12. 15:45–17:15 E126, M. Kafka
B_PsyMK/uMKL: Tue 13. 11. 17:30–19:00 K205, 19:15–20:45 K205, Tue 4. 12. 14:00–15:30 K205, 15:45–17:15 K205, M. Kafka
B_PsyMK/vMMO: Fri 19. 10. 15:30–17:00 M17, Fri 23. 11. 15:30–17:00 M17, Fri 4. 1. 13:45–15:15 M17, 15:30–17:00 M17, I. Hronová
B_PsyMK/vM2PH: Fri 12. 10. 15:30–17:00 E223, 17:15–18:45 E223, Sat 27. 10. 11:30–13:00 E223, Fri 9. 11. 12:00–13:30 E223, M. Kafka
B_PsyMK/vM3PH: Fri 12. 10. 12:00–13:30 E224, 13:45–15:15 E224, Sat 27. 10. 14:00–15:30 E224, Fri 9. 11. 15:30–17:00 E224, M. Kafka
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives (in Czech)
Anotace je stejná pro obě formy studia. Cíl kurzu: Vymezení předmětu a významu psychologie pro člověka a pro studovaný obor MK. Vývoj psychologie, psychologie jako samostatná disciplina, východiska, paradigma. Základní členění systému psychologických věd, jeho místo v systému věd a vazby na příbuzné obory - sociologii, ekonomii, teorii a praxi marketingu a teorii komunikace. Základní metody psychologického výzkumu (expertíza, poradenství,testy aj.). Poznávací procesy, emoce , motivace, psychické řízení činnosti.Psychologie osobnosti,její determinace a vývoj,typologie osobnosti - temperamentové charakteristiky, nadání, talent, schopnosti a dovednosti, struktura, integrace a dezintegrace osobnosti.Psychické jevy a procesy. Smyslové a sociální vnímání. Sociální psychologie - socializace, sociální učení, postoje, sociální interakce, chování, jednání a činnost, konflikty - jejich prevence a řešení, význam sociální komunikace. Možnosti aplikace psychologických poznatků v marketingové praxi.
Syllabus (in Czech)
  • Tato osnova je určena pro prezenční studium, průběh výuky pro kombinované studium je uveden ve studijních materiálech formou metodického listu (ML). Obsah přednášek: 1. Předmět psychologie, místo v systému věd 2. Vývoj psychologie, základní směry soudobé psychologie 3. Metody psychologie a jejich využití v marketingové komunikaci 4. Psychické jevy, stavy a procesy 5. Proces smyslového a sociálního vnímání 6. Psychologie osobnosti, determinace a vývoj 7. Struktura osobnosti,vlohy, nadání, schopnosti a dovednosti. 8. Typologie osobnosti - její využití v marketigu 9. Motivační struktura osobnosti, její využití v praxi 10.Sociální psychologie - postoje, sociální interakce, chování, prevence a řešení konfliktů v sociální komunikaci 11.Využití poznatků v apikovaných psychologických disciplikách a v markektingové praxi
Literature
  • BEDRNOVÁ,, E., I: NOVÝ, and A KOL.:. Psychologie a sociologie řízení. Praha, 1998. info
  • NAKONEČNÝ, M. Psychologie osobnosti. Praha: Academia, 1995. info
Assessment methods (in Czech)
Vyučující metody: Cyklus přenášek s důrazem na uvádění příkladů z praxe, s využitím PC techniky (projektor).Cvičení s aktivní účastí student, diskuzí k problémům a prezentací seminárních prací posluchačů, opět s vyuužitím PC techniky. Metody hodnocení: (z) na cvičeních v průběhu semestru je vyžadováno zpracování seminární práce v rozsahu cca 5 str. prokazující schopnost posluchače aplikovat získané poznatky na praktický problém.V závěru semestru je nutno složit písemný znalostní test s 60% úspěšností, který spole se seminární prací je předpokladem udělení zápočtu a zároveň tvoří předpoklad připuštění k ústní zkoušce a písemnou část zkoušky. Ústní část zkoušky tvoří zodpovězení vylosované otázky a diskuze k zvolenému tématu seminární práce.
Language of instruction
Czech
Follow-Up Courses
Further comments (probably available only in Czech)
Information on the extent and intensity of the course: 8hodin/semestr.
The course is also listed under the following terms Summer 2008, Winter 2008, Summer 2009, Winter 2009, Summer 2010, Winter 2010, Summer 2011, Winter 2011, summer 2012, Summer 2013, Summer 2014, Summer 2015, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.
  • Enrolment Statistics (recent)