Course Information

N_PsyZC Customer Behavior Psychology

Extent and Intensity

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

Guaranteed by

Mgr. Michal Tomčík, PhD.
Subdepartment of Social Sciences – Department of Social Sciences – Departments – University of Finance and Administration
Contact Person: Dita Egertová

Prerequisites

There are no prerequisites for this course

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

The discipline of Psychology of Customer Behavior develops basic knowledge and skills of personality psychology and is conceived as its practical superstructure in marketing practice. It leads in a systematic way to familiarize consumers in a broader context. It seeks to understand the causes and contexts of behavior and behavior of customers in the context of the science of psychology. Learning outcomes of the course unit The course introduces basic knowledge of psychology in the application to customer behavior, which enables them to better understand individual types of customers and models of their behavior. The themes of the lectures are both basic psychological characteristics of a person as a personality, his perception, attention, memory, etc., as well as their relation to consumer behavior. The discipline also introduces students to the main motivational techniques and at the same time brings about a change in the role and needs of the consumer and the customer in the transformation of the company and its development especially in the 20th and 21st centuries.

Learning outcomes

Study objectives of the subject: • acquire, classify and acquire skills in practice to use the concepts of psychology in marketing practice, • understand the importance of knowing the human psyche for successful marketing communication, • To acquire the skill to interpret selected practical situations and to solve the possible difficulties of customers' behavioral behavior from the point of view of psychology and to draw conclusions for management and marketing practice, • acquire the skills of effective communication with the customer.

Syllabus

• 1. Subject and development of market psychology. Development trends of the branch and senior representatives. 2. Economic behavior of the consumer, producer and retailer. The social context of the market sphere and the socio-psychological aspects of the 21st century market. 3. Marketing environment. The impact of globalization and social change on changes in target groups. Basic psychological features of the target group in terms of developmental and social psychology (men, women, children, seniors ...). 4. Personality and Shopping Behavior. Customer diversity and personality traits. Identification of the personality type of the customer. 5. Consumer decision process. Psychological purchasing decision mechanisms. Purchasing behavior model - input, process, output. 6. Shopping and consumer habits, place of sale, purchase terms. 7. Shopping Learning. Learning theory in shopping practice (conditioning, observer learning, etc.). 8. Customer's attitude, formation and change. Psychological aspects of attitude. Sources influencing attitudes. Customer change strategy. 9. The process of sensory perception and its importance for effective marketing communication. 10. Consumer motivation. Needs, needs and hierarchy of needs. Rational versus emotional motives. Dynamics, motivation. Revealing customer purchasing motivations. 11. Communication and buying behavior. Psychological relationships in the rules and ways of communicating with the customer. The psychological dimension of personal sales. Building a relationship. 12. Emotions in marketing. The importance of emotions in the marketing mix.

Literature

required literature
• KOUDELKA, J. Spotřebitelé a marketing, Praha: C. H. Beck, 2018.
• 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.
• CALDINI, R., B. Před-svědčování. Revoluční způsob, jak ovlivnit a přesvědčit. Praha: Jan Melvil Publishing, 2016. ISBN 978-80-7555-014-9.
• SCHIFFMAN, L. G., KANUK, L. L. Nákupní chování. Brno: Computer Press, 2004. ISBN 978-80-251 0094-4.
• VACÍNOVÁ, T. Psychologie. Praha: VŠFS, a.s. 2017. ISBN 978-80-7408-152-1.
• VÁGNEROVÁ, M. Obecná psychologie. Praha: Karolinum, 2016. ISBN 978-80-246-3268-1
• NAKONEČNÝ, M. Obecná psychologie. Praha: Triton, 2015. ISBN 978-80-7387-929-7

recommended literature
• 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.
• DOHNAL, J. Řízení vztahů se zákazníky. Praha: Grada, 2002. ISBN 978-80-86135-02-0.
• HUBINKOVÁ, Z. a kol. Psychologie a sociologie ekonomického chování. Praha: Grada, 2008. ISBN 978-80-247-1593-3
• VYSEKALOVÁ, J. a kol. Psychologie reklamy. Praha: Grada Publishing, 2012. ISBN 978-80-247-4005-8.
• RIEGEL, K. Ekonomická psychologie. Praha: Grada, 2007. ISBN 978-80-247-1185-0
• HAYES, N. Základy sociální psychologie. Praha: Portál, 2013. ISBN 978-80-262-0534-0.
• VYSEKALOVÁ, J. a kol. Emoce v marketingu: Jak oslovit srdce zákazníka. Praha: Grada Publishing, 2014. ISBN 978-80-247-4843-6.
• PAUKNEROVÁ, D. a kol. Psychologie pro ekonomy a manažery. Praha: Grada, 2012. ISBN 978-80-247-3809-3.
• VYSEKALOVÁ, J. a kol. Chování zákazníka: Jak odkrýt tajemství ''černé skříňky''. Praha: Grada Publishing, 2011. ISBN 978-80-247-3528-3.
• BLATNÝ, M. a kol. Psychologie osobnosti. Hlavní témata, současné přístupy. Praha: Grada Publishing, 2010. ISBN 978-80-247-3434-7.
• VÁGNEROVÁ, M. Základy psychologie. Praha: Karolinum, 2007. ISBN 978-80-246-0841-9.
• KAHNEMAN, D. Myšlení: rychlé a pomalé. Praha: Melvil, 2012
• GRETZ, K. F, DROZDECK, S. R. Psychologie prodeje. Praha: Victoria Publishing, 1992. ISBN 978- 80-85605-03-1.
• STUCHLÍKOVÁ, I. Základy psychologie emocí. Praha: Portál, 2007. ISBN 978-80-7367-282-9.

Teaching methods

Full-time study lectures every week. Combined course block study according to the current timetable.

Assessment methods

Assessment methods: Exam (6 credits). In the introductory meeting, students will get acquainted with their tasks. An active participation is expected in individual courses (at least 70% of full-time attendance). 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.

N_PsyZC Customer Behavior Psychology

Extent and Intensity

2/1/0. 6 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

N_PsyZC/cMPH: each even Thursday 12:15–12:59 E227, each even Thursday 13:00–13:45 E227, except Thu 8. 2. ; and Wed 28. 2. 12:15–13:45 E225, M. Tomčík
N_PsyZC/pMPH: each even Thursday 8:45–9:29 E227, each even Thursday 9:30–10:15 E227, each even Thursday 10:30–11:14 E227, each even Thursday 11:15–12:00 E227, except Thu 8. 2. ; and Wed 28. 2. 8:45–10:15 E225, 10:30–12:00 E225, 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 discipline of Psychology of Customer Behavior develops basic knowledge and skills of personality psychology and is conceived as its practical superstructure in marketing practice. It leads in a systematic way to familiarize consumers in a broader context. It seeks to understand the causes and contexts of behavior and behavior of customers in the context of the science of psychology. Learning outcomes of the course unit The course introduces basic knowledge of psychology in the application to customer behavior, which enables them to better understand individual types of customers and models of their behavior. The themes of the lectures are both basic psychological characteristics of a person as a personality, his perception, attention, memory, etc., as well as their relation to consumer behavior. The discipline also introduces students to the main motivational techniques and at the same time brings about a change in the role and needs of the consumer and the customer in the transformation of the company and its development especially in the 20th and 21st centuries.

Learning outcomes

Study objectives of the subject: • acquire, classify and acquire skills in practice to use the concepts of psychology in marketing practice, • understand the importance of knowing the human psyche for successful marketing communication, • To acquire the skill to interpret selected practical situations and to solve the possible difficulties of customers' behavioral behavior from the point of view of psychology and to draw conclusions for management and marketing practice, • acquire the skills of effective communication with the customer.

Syllabus

• 1. Subject and development of market psychology. Development trends of the branch and senior representatives. 2. Economic behavior of the consumer, producer and retailer. The social context of the market sphere and the socio-psychological aspects of the 21st century market. 3. Marketing environment. The impact of globalization and social change on changes in target groups. Basic psychological features of the target group in terms of developmental and social psychology (men, women, children, seniors ...). 4. Personality and Shopping Behavior. Customer diversity and personality traits. Identification of the personality type of the customer. 5. Consumer decision process. Psychological purchasing decision mechanisms. Purchasing behavior model - input, process, output. 6. Shopping and consumer habits, place of sale, purchase terms. 7. Shopping Learning. Learning theory in shopping practice (conditioning, observer learning, etc.). 8. Customer's attitude, formation and change. Psychological aspects of attitude. Sources influencing attitudes. Customer change strategy. 9. The process of sensory perception and its importance for effective marketing communication. 10. Consumer motivation. Needs, needs and hierarchy of needs. Rational versus emotional motives. Dynamics, motivation. Revealing customer purchasing motivations. 11. Communication and buying behavior. Psychological relationships in the rules and ways of communicating with the customer. The psychological dimension of personal sales. Building a relationship. 12. Emotions in marketing. The importance of emotions in the marketing mix.

Literature

required literature
• KOUDELKA, J. Spotřebitelé a marketing, Praha: C. H. Beck, 2018.
• 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.
• CALDINI, R., B. Před-svědčování. Revoluční způsob, jak ovlivnit a přesvědčit. Praha: Jan Melvil Publishing, 2016. ISBN 978-80-7555-014-9.
• SCHIFFMAN, L. G., KANUK, L. L. Nákupní chování. Brno: Computer Press, 2004. ISBN 978-80-251 0094-4.
• VACÍNOVÁ, T. Psychologie. Praha: VŠFS, a.s. 2017. ISBN 978-80-7408-152-1.
• VÁGNEROVÁ, M. Obecná psychologie. Praha: Karolinum, 2016. ISBN 978-80-246-3268-1
• NAKONEČNÝ, M. Obecná psychologie. Praha: Triton, 2015. ISBN 978-80-7387-929-7

recommended literature
• 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.
• DOHNAL, J. Řízení vztahů se zákazníky. Praha: Grada, 2002. ISBN 978-80-86135-02-0.
• HUBINKOVÁ, Z. a kol. Psychologie a sociologie ekonomického chování. Praha: Grada, 2008. ISBN 978-80-247-1593-3
• VYSEKALOVÁ, J. a kol. Psychologie reklamy. Praha: Grada Publishing, 2012. ISBN 978-80-247-4005-8.
• RIEGEL, K. Ekonomická psychologie. Praha: Grada, 2007. ISBN 978-80-247-1185-0
• HAYES, N. Základy sociální psychologie. Praha: Portál, 2013. ISBN 978-80-262-0534-0.
• VYSEKALOVÁ, J. a kol. Emoce v marketingu: Jak oslovit srdce zákazníka. Praha: Grada Publishing, 2014. ISBN 978-80-247-4843-6.
• PAUKNEROVÁ, D. a kol. Psychologie pro ekonomy a manažery. Praha: Grada, 2012. ISBN 978-80-247-3809-3.
• VYSEKALOVÁ, J. a kol. Chování zákazníka: Jak odkrýt tajemství ''černé skříňky''. Praha: Grada Publishing, 2011. ISBN 978-80-247-3528-3.
• BLATNÝ, M. a kol. Psychologie osobnosti. Hlavní témata, současné přístupy. Praha: Grada Publishing, 2010. ISBN 978-80-247-3434-7.
• VÁGNEROVÁ, M. Základy psychologie. Praha: Karolinum, 2007. ISBN 978-80-246-0841-9.
• KAHNEMAN, D. Myšlení: rychlé a pomalé. Praha: Melvil, 2012
• GRETZ, K. F, DROZDECK, S. R. Psychologie prodeje. Praha: Victoria Publishing, 1992. ISBN 978- 80-85605-03-1.
• STUCHLÍKOVÁ, I. Základy psychologie emocí. Praha: Portál, 2007. ISBN 978-80-7367-282-9.

Teaching methods

Full-time study lectures every week. Combined course block study according to the current timetable.

Assessment methods

Assessment methods: Exam (6 credits). In the introductory meeting, students will get acquainted with their tasks. An active participation is expected in individual courses (at least 70% of full-time attendance). 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.

N_PsyZC Customer Behavior Psychology

Extent and Intensity

2/1/0. 6 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

N_PsyZC/cMPH: each even Wednesday 12:15–12:59 S14, each even Wednesday 13:00–13:45 S14, M. Tomčík
N_PsyZC/pMPH: each even Wednesday 8:45–9:29 S14, each even Wednesday 9:30–10:15 S14, each even Wednesday 10:30–11:14 S14, each even Wednesday 11:15–12:00 S14, 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 discipline of Psychology of Customer Behavior develops basic knowledge and skills of personality psychology and is conceived as its practical superstructure in marketing practice. It leads in a systematic way to familiarize consumers in a broader context. It seeks to understand the causes and contexts of behavior and behavior of customers in the context of the science of psychology. Learning outcomes of the course unit The course introduces basic knowledge of psychology in the application to customer behavior, which enables them to better understand individual types of customers and models of their behavior. The themes of the lectures are both basic psychological characteristics of a person as a personality, his perception, attention, memory, etc., as well as their relation to consumer behavior. The discipline also introduces students to the main motivational techniques and at the same time brings about a change in the role and needs of the consumer and the customer in the transformation of the company and its development especially in the 20th and 21st centuries.

Learning outcomes

Study objectives of the subject: • acquire, classify and acquire skills in practice to use the concepts of psychology in marketing practice, • understand the importance of knowing the human psyche for successful marketing communication, • To acquire the skill to interpret selected practical situations and to solve the possible difficulties of customers' behavioral behavior from the point of view of psychology and to draw conclusions for management and marketing practice, • acquire the skills of effective communication with the customer.

Syllabus

• 1. Subject and development of market psychology. Development trends of the branch and senior representatives. 2. Economic behavior of the consumer, producer and retailer. The social context of the market sphere and the socio-psychological aspects of the 21st century market. 3. Marketing environment. The impact of globalization and social change on changes in target groups. Basic psychological features of the target group in terms of developmental and social psychology (men, women, children, seniors ...). 4. Personality and Shopping Behavior. Customer diversity and personality traits. Identification of the personality type of the customer. 5. Consumer decision process. Psychological purchasing decision mechanisms. Purchasing behavior model - input, process, output. 6. Shopping and consumer habits, place of sale, purchase terms. 7. Shopping Learning. Learning theory in shopping practice (conditioning, observer learning, etc.). 8. Customer's attitude, formation and change. Psychological aspects of attitude. Sources influencing attitudes. Customer change strategy. 9. The process of sensory perception and its importance for effective marketing communication. 10. Consumer motivation. Needs, needs and hierarchy of needs. Rational versus emotional motives. Dynamics, motivation. Revealing customer purchasing motivations. 11. Communication and buying behavior. Psychological relationships in the rules and ways of communicating with the customer. The psychological dimension of personal sales. Building a relationship. 12. Emotions in marketing. The importance of emotions in the marketing mix.

Literature

required literature
• KOUDELKA, J. Spotřebitelé a marketing, Praha: C. H. Beck, 2018.
• 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.
• CALDINI, R., B. Před-svědčování. Revoluční způsob, jak ovlivnit a přesvědčit. Praha: Jan Melvil Publishing, 2016. ISBN 978-80-7555-014-9.
• SCHIFFMAN, L. G., KANUK, L. L. Nákupní chování. Brno: Computer Press, 2004. ISBN 978-80-251 0094-4.
• VACÍNOVÁ, T. Psychologie. Praha: VŠFS, a.s. 2017. ISBN 978-80-7408-152-1.
• VÁGNEROVÁ, M. Obecná psychologie. Praha: Karolinum, 2016. ISBN 978-80-246-3268-1
• NAKONEČNÝ, M. Obecná psychologie. Praha: Triton, 2015. ISBN 978-80-7387-929-7

recommended literature
• 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.
• DOHNAL, J. Řízení vztahů se zákazníky. Praha: Grada, 2002. ISBN 978-80-86135-02-0.
• HUBINKOVÁ, Z. a kol. Psychologie a sociologie ekonomického chování. Praha: Grada, 2008. ISBN 978-80-247-1593-3
• VYSEKALOVÁ, J. a kol. Psychologie reklamy. Praha: Grada Publishing, 2012. ISBN 978-80-247-4005-8.
• RIEGEL, K. Ekonomická psychologie. Praha: Grada, 2007. ISBN 978-80-247-1185-0
• HAYES, N. Základy sociální psychologie. Praha: Portál, 2013. ISBN 978-80-262-0534-0.
• VYSEKALOVÁ, J. a kol. Emoce v marketingu: Jak oslovit srdce zákazníka. Praha: Grada Publishing, 2014. ISBN 978-80-247-4843-6.
• PAUKNEROVÁ, D. a kol. Psychologie pro ekonomy a manažery. Praha: Grada, 2012. ISBN 978-80-247-3809-3.
• VYSEKALOVÁ, J. a kol. Chování zákazníka: Jak odkrýt tajemství ''černé skříňky''. Praha: Grada Publishing, 2011. ISBN 978-80-247-3528-3.
• BLATNÝ, M. a kol. Psychologie osobnosti. Hlavní témata, současné přístupy. Praha: Grada Publishing, 2010. ISBN 978-80-247-3434-7.
• VÁGNEROVÁ, M. Základy psychologie. Praha: Karolinum, 2007. ISBN 978-80-246-0841-9.
• KAHNEMAN, D. Myšlení: rychlé a pomalé. Praha: Melvil, 2012
• GRETZ, K. F, DROZDECK, S. R. Psychologie prodeje. Praha: Victoria Publishing, 1992. ISBN 978- 80-85605-03-1.
• STUCHLÍKOVÁ, I. Základy psychologie emocí. Praha: Portál, 2007. ISBN 978-80-7367-282-9.

Teaching methods

Full-time study lectures every week. Combined course block study according to the current timetable.

Assessment methods

Assessment methods: Exam (6 credits). In the introductory meeting, students will get acquainted with their tasks. An active participation is expected in individual courses (at least 70% of full-time attendance). 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.

N_PsyZC Customer Behavior Psychology

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: Dita Egertová

Timetable of Seminar Groups

N_PsyZC/cMMO: each odd Tuesday 12:15–12:59 M27, each odd Tuesday 13:00–13:45 M27, except Tue 15. 3. ; and Thu 31. 3. 14:00–15:30 M27, M. Tomčík
N_PsyZC/cMPH: each odd Monday 14:00–14:44 S23, each odd Monday 14:45–15:30 S23, M. Tomčík
N_PsyZC/pMMO: each even Monday 8:45–9:29 M27, each even Monday 9:30–10:15 M27, each even Monday 10:30–11:14 M27, each even Monday 11:15–12:00 M27, M. Tomčík
N_PsyZC/pMPH: each odd Monday 10:30–11:14 S23, each odd Monday 11:15–12:00 S23, each odd Monday 12:15–12:59 S23, each odd Monday 13:00–13:45 S23, M. Tomčík
N_PsyZC/vMPH: Fri 11. 2. 14:00–15:30 S26, 15:45–17:15 S26, Sat 12. 3. 14:00–15:30 E307, 15:45–17:15 E307, Fri 25. 3. 14:00–15:30 S26, 15:45–17:15 S26, Fri 8. 4. 14:00–15:30 S26, 15:45–17:15 S26, 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 discipline of Psychology of Customer Behavior develops basic knowledge and skills of personality psychology and is conceived as its practical superstructure in marketing practice. It leads in a systematic way to familiarize consumers in a broader context. It seeks to understand the causes and contexts of behavior and behavior of customers in the context of the science of psychology. Learning outcomes of the course unit The course introduces basic knowledge of psychology in the application to customer behavior, which enables them to better understand individual types of customers and models of their behavior. The themes of the lectures are both basic psychological characteristics of a person as a personality, his perception, attention, memory, etc., as well as their relation to consumer behavior. The discipline also introduces students to the main motivational techniques and at the same time brings about a change in the role and needs of the consumer and the customer in the transformation of the company and its development especially in the 20th and 21st centuries.

Learning outcomes

Study objectives of the subject: • acquire, classify and acquire skills in practice to use the concepts of psychology in marketing practice, • understand the importance of knowing the human psyche for successful marketing communication, • To acquire the skill to interpret selected practical situations and to solve the possible difficulties of customers' behavioral behavior from the point of view of psychology and to draw conclusions for management and marketing practice, • acquire the skills of effective communication with the customer.

Syllabus

• 1. Subject and development of market psychology. Development trends of the branch and senior representatives. 2. Economic behavior of the consumer, producer and retailer. The social context of the market sphere and the socio-psychological aspects of the 21st century market. 3. Marketing environment. The impact of globalization and social change on changes in target groups. Basic psychological features of the target group in terms of developmental and social psychology (men, women, children, seniors ...). 4. Personality and Shopping Behavior. Customer diversity and personality traits. Identification of the personality type of the customer. 5. Consumer decision process. Psychological purchasing decision mechanisms. Purchasing behavior model - input, process, output. 6. Shopping and consumer habits, place of sale, purchase terms. 7. Shopping Learning. Learning theory in shopping practice (conditioning, observer learning, etc.). 8. Customer's attitude, formation and change. Psychological aspects of attitude. Sources influencing attitudes. Customer change strategy. 9. The process of sensory perception and its importance for effective marketing communication. 10. Consumer motivation. Needs, needs and hierarchy of needs. Rational versus emotional motives. Dynamics, motivation. Revealing customer purchasing motivations. 11. Communication and buying behavior. Psychological relationships in the rules and ways of communicating with the customer. The psychological dimension of personal sales. Building a relationship. 12. Emotions in marketing. The importance of emotions in the marketing mix.

Literature

required literature
• VÁGNEROVÁ, M. Obecná psychologie. Praha: Karolinum, 2016. ISBN 978-80-246-3268-1
• VACÍNOVÁ, T. Psychologie. Praha: VŠFS, a.s. 2017. ISBN 978-80-7408-152-1.
• NAKONEČNÝ, M. Obecná psychologie. Praha: Triton, 2015. ISBN 978-80-7387-929-7
• SCHIFFMAN, L. G., KANUK, L. L. Nákupní chování. Brno: Computer Press, 2004. ISBN 978-80-251 0094-4.

recommended literature
• PLESSIS, E. DU. Jak zákazník vnímá reklamu. Brno: Computer Press, 2007. ISBN 978-80-251-1456-8.
• HUBINKOVÁ, Z. a kol. Psychologie a sociologie ekonomického chování. Praha: Grada, 2008. ISBN 978-80-247-1593-3
• VYSEKALOVÁ, J. a kol. Chování zákazníka: Jak odkrýt tajemství ''černé skříňky''. Praha: Grada Publishing, 2011. ISBN 978-80-247-3528-3.
• DOHNAL, J. Řízení vztahů se zákazníky. Praha: Grada, 2002. ISBN 978-80-86135-02-0.
• VÁGNEROVÁ, M. Základy psychologie. Praha: Karolinum, 2007. ISBN 978-80-246-0841-9.
• VYSEKALOVÁ, J. a kol. Emoce v marketingu: Jak oslovit srdce zákazníka. Praha: Grada Publishing, 2014. ISBN 978-80-247-4843-6.
• GRETZ, K. F, DROZDECK, S. R. Psychologie prodeje. Praha: Victoria Publishing, 1992. ISBN 978- 80-85605-03-1.
• HARTL, P. a H. HARTLOVÁ. Psychologický slovník. Praha: Portál, 2009. ISBN 978-807-3675-691.
• PAUKNEROVÁ, D. a kol. Psychologie pro ekonomy a manažery. Praha: Grada, 2012. ISBN 978-80-247-3809-3.
• VYSEKALOVÁ, J. a kol. Psychologie reklamy. Praha: Grada Publishing, 2012. ISBN 978-80-247-4005-8.
• LOŠŤÁKOVÁ, H. et al. Diferencované řízení vztahů se zákazníky. Praha: Grada, 2009. ISBN 978-80-247-31551.
• STUCHLÍKOVÁ, I. Základy psychologie emocí. Praha: Portál, 2007. ISBN 978-80-7367-282-9.
• 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.
• HAYES, N. Základy sociální psychologie. Praha: Portál, 2013. ISBN 978-80-262-0534-0.
• BEDRNOVÁ, E., JAROŠOVÁ, E., NOVÝ, I. a kol. Manažerská psychologie a sociologie. Praha: Management Press, 2012. ISBN 978-80-7261-239-0.
• RIEGEL, K. Ekonomická psychologie. Praha: Grada, 2007. ISBN 978-80-247-1185-0
• BLATNÝ, M. a kol. Psychologie osobnosti. Hlavní témata, současné přístupy. Praha: Grada Publishing, 2010. ISBN 978-80-247-3434-7.

Teaching methods

Full-time study lectures every week. Combined course block study according to the current timetable.

Assessment methods

Assessment methods: Exam (6 credits). In the introductory meeting, students will get acquainted with their tasks. An active participation is expected in individual courses (at least 70% of full-time attendance). 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.

N_PsyZC Customer Behavior Psychology

Extent and Intensity

2/1/0. 6 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: Lenka Pokorná

Timetable of Seminar Groups

N_PsyZC/cMPH: each odd Thursday 12:15–12:59 E224, each odd Thursday 13:00–13:45 E224, M. Tomčík
N_PsyZC/pMPH: each odd Thursday 8:45–9:29 E224, each odd Thursday 9:30–10:15 E224, each odd Thursday 10:30–11:14 E224, each odd Thursday 11:15–12:00 E224, M. Tomčík
N_PsyZC/vMMO: Sat 6. 2. 8:00–9:30 M26, 9:45–11:15 M26, Sat 20. 2. 8:00–9:30 M26, 9:45–11:15 M26, Sat 6. 3. 8:00–9:30 M26, 9:45–11:15 M26, Sat 10. 4. 11:30–13:00 M27, 14:00–15:30 M27, M. Tomčík
N_PsyZC/vMPH: Fri 26. 2. 14:00–15:30 S13, 15:45–17:15 S13, Sat 13. 3. 9:45–11:15 S13, 11:30–13:00 S13, Fri 16. 4. 14:00–15:30 S33, 15:45–17:15 S33, Fri 23. 4. 14:00–15:30 S13, 15:45–17:15 S13, 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 discipline of Psychology of Customer Behavior develops basic knowledge and skills of personality psychology and is conceived as its practical superstructure in marketing practice. It leads in a systematic way to familiarize consumers in a broader context. It seeks to understand the causes and contexts of behavior and behavior of customers in the context of the science of psychology. Learning outcomes of the course unit The course introduces basic knowledge of psychology in the application to customer behavior, which enables them to better understand individual types of customers and models of their behavior. The themes of the lectures are both basic psychological characteristics of a person as a personality, his perception, attention, memory, etc., as well as their relation to consumer behavior. The discipline also introduces students to the main motivational techniques and at the same time brings about a change in the role and needs of the consumer and the customer in the transformation of the company and its development especially in the 20th and 21st centuries.

Learning outcomes

Study objectives of the subject: • acquire, classify and acquire skills in practice to use the concepts of psychology in marketing practice, • understand the importance of knowing the human psyche for successful marketing communication, • To acquire the skill to interpret selected practical situations and to solve the possible difficulties of customers' behavioral behavior from the point of view of psychology and to draw conclusions for management and marketing practice, • acquire the skills of effective communication with the customer.

Syllabus

• 1. Subject and development of market psychology. Development trends of the branch and senior representatives. 2. Economic behavior of the consumer, producer and retailer. The social context of the market sphere and the socio-psychological aspects of the 21st century market. 3. Marketing environment. The impact of globalization and social change on changes in target groups. Basic psychological features of the target group in terms of developmental and social psychology (men, women, children, seniors ...). 4. Personality and Shopping Behavior. Customer diversity and personality traits. Identification of the personality type of the customer. 5. Consumer decision process. Psychological purchasing decision mechanisms. Purchasing behavior model - input, process, output. 6. Shopping and consumer habits, place of sale, purchase terms. 7. Shopping Learning. Learning theory in shopping practice (conditioning, observer learning, etc.). 8. Customer's attitude, formation and change. Psychological aspects of attitude. Sources influencing attitudes. Customer change strategy. 9. The process of sensory perception and its importance for effective marketing communication. 10. Consumer motivation. Needs, needs and hierarchy of needs. Rational versus emotional motives. Dynamics, motivation. Revealing customer purchasing motivations. 11. Communication and buying behavior. Psychological relationships in the rules and ways of communicating with the customer. The psychological dimension of personal sales. Building a relationship. 12. Emotions in marketing. The importance of emotions in the marketing mix.

Literature

required literature
• VÁGNEROVÁ, M. Obecná psychologie. Praha: Karolinum, 2016. ISBN 978-80-246-3268-1
• VACÍNOVÁ, T. Psychologie. Praha: VŠFS, a.s. 2017. ISBN 978-80-7408-152-1.
• NAKONEČNÝ, M. Obecná psychologie. Praha: Triton, 2015. ISBN 978-80-7387-929-7
• SCHIFFMAN, L. G., KANUK, L. L. Nákupní chování. Brno: Computer Press, 2004. ISBN 978-80-251 0094-4.

recommended literature
• PLESSIS, E. DU. Jak zákazník vnímá reklamu. Brno: Computer Press, 2007. ISBN 978-80-251-1456-8.
• HUBINKOVÁ, Z. a kol. Psychologie a sociologie ekonomického chování. Praha: Grada, 2008. ISBN 978-80-247-1593-3
• VYSEKALOVÁ, J. a kol. Chování zákazníka: Jak odkrýt tajemství ''černé skříňky''. Praha: Grada Publishing, 2011. ISBN 978-80-247-3528-3.
• DOHNAL, J. Řízení vztahů se zákazníky. Praha: Grada, 2002. ISBN 978-80-86135-02-0.
• VÁGNEROVÁ, M. Základy psychologie. Praha: Karolinum, 2007. ISBN 978-80-246-0841-9.
• VYSEKALOVÁ, J. a kol. Emoce v marketingu: Jak oslovit srdce zákazníka. Praha: Grada Publishing, 2014. ISBN 978-80-247-4843-6.
• GRETZ, K. F, DROZDECK, S. R. Psychologie prodeje. Praha: Victoria Publishing, 1992. ISBN 978- 80-85605-03-1.
• HARTL, P. a H. HARTLOVÁ. Psychologický slovník. Praha: Portál, 2009. ISBN 978-807-3675-691.
• PAUKNEROVÁ, D. a kol. Psychologie pro ekonomy a manažery. Praha: Grada, 2012. ISBN 978-80-247-3809-3.
• VYSEKALOVÁ, J. a kol. Psychologie reklamy. Praha: Grada Publishing, 2012. ISBN 978-80-247-4005-8.
• LOŠŤÁKOVÁ, H. et al. Diferencované řízení vztahů se zákazníky. Praha: Grada, 2009. ISBN 978-80-247-31551.
• STUCHLÍKOVÁ, I. Základy psychologie emocí. Praha: Portál, 2007. ISBN 978-80-7367-282-9.
• 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.
• HAYES, N. Základy sociální psychologie. Praha: Portál, 2013. ISBN 978-80-262-0534-0.
• BEDRNOVÁ, E., JAROŠOVÁ, E., NOVÝ, I. a kol. Manažerská psychologie a sociologie. Praha: Management Press, 2012. ISBN 978-80-7261-239-0.
• RIEGEL, K. Ekonomická psychologie. Praha: Grada, 2007. ISBN 978-80-247-1185-0
• BLATNÝ, M. a kol. Psychologie osobnosti. Hlavní témata, současné přístupy. Praha: Grada Publishing, 2010. ISBN 978-80-247-3434-7.

Teaching methods

Full-time study lectures every week. Combined course block study according to the current timetable.

Assessment methods

Assessment methods: Exam (6 credits). In the introductory meeting, students will get acquainted with their tasks. An active participation is expected in individual courses (at least 70% of full-time attendance). 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.

N_PsyZC Customer Behavior Psychology

Extent and Intensity

2/1/0. 6 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: Lenka Pokorná

Timetable of Seminar Groups

N_PsyZC/cMPH: each odd Wednesday 10:30–11:14 S35, each odd Wednesday 11:15–12:00 S35, M. Tomčík
N_PsyZC/pMPH: Wed 8:45–9:29 S35, Wed 9:30–10:15 S35, M. Tomčík
N_PsyZC/vMPH: Fri 14. 2. 17:30–19:00 S33, Fri 13. 3. 17:30–19:00 S33, Fri 27. 3. 14:00–15:30 S33, 15:45–17:15 S33, Fri 17. 4. 14:00–15:30 S33, 15:45–17:15 S33, Fri 24. 4. 14:00–15:30 S33, 15:45–17:15 S33, 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 discipline of Psychology of Customer Behavior develops basic knowledge and skills of personality psychology and is conceived as its practical superstructure in marketing practice. It leads in a systematic way to familiarize consumers in a broader context. It seeks to understand the causes and contexts of behavior and behavior of customers in the context of the science of psychology. Learning outcomes of the course unit The course introduces basic knowledge of psychology in the application to customer behavior, which enables them to better understand individual types of customers and models of their behavior. The themes of the lectures are both basic psychological characteristics of a person as a personality, his perception, attention, memory, etc., as well as their relation to consumer behavior. The discipline also introduces students to the main motivational techniques and at the same time brings about a change in the role and needs of the consumer and the customer in the transformation of the company and its development especially in the 20th and 21st centuries.

Learning outcomes

Study objectives of the subject: • acquire, classify and acquire skills in practice to use the concepts of psychology in marketing practice, • understand the importance of knowing the human psyche for successful marketing communication, • To acquire the skill to interpret selected practical situations and to solve the possible difficulties of customers' behavioral behavior from the point of view of psychology and to draw conclusions for management and marketing practice, • acquire the skills of effective communication with the customer.

Syllabus

• 1. Subject and development of market psychology. Development trends of the branch and senior representatives. 2. Economic behavior of the consumer, producer and retailer. The social context of the market sphere and the socio-psychological aspects of the 21st century market. 3. Marketing environment. The impact of globalization and social change on changes in target groups. Basic psychological features of the target group in terms of developmental and social psychology (men, women, children, seniors ...). 4. Personality and Shopping Behavior. Customer diversity and personality traits. Identification of the personality type of the customer. 5. Consumer decision process. Psychological purchasing decision mechanisms. Purchasing behavior model - input, process, output. 6. Shopping and consumer habits, place of sale, purchase terms. 7. Shopping Learning. Learning theory in shopping practice (conditioning, observer learning, etc.). 8. Customer's attitude, formation and change. Psychological aspects of attitude. Sources influencing attitudes. Customer change strategy. 9. The process of sensory perception and its importance for effective marketing communication. 10. Consumer motivation. Needs, needs and hierarchy of needs. Rational versus emotional motives. Dynamics, motivation. Revealing customer purchasing motivations. 11. Communication and buying behavior. Psychological relationships in the rules and ways of communicating with the customer. The psychological dimension of personal sales. Building a relationship. 12. Emotions in marketing. The importance of emotions in the marketing mix.

Literature

required literature
• VÁGNEROVÁ, M. Obecná psychologie. Praha: Karolinum, 2016. ISBN 978-80-246-3268-1
• VACÍNOVÁ, T. Psychologie. Praha: VŠFS, a.s. 2017. ISBN 978-80-7408-152-1.
• NAKONEČNÝ, M. Obecná psychologie. Praha: Triton, 2015. ISBN 978-80-7387-929-7
• SCHIFFMAN, L. G., KANUK, L. L. Nákupní chování. Brno: Computer Press, 2004. ISBN 978-80-251 0094-4.

recommended literature
• 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.
• HAYES, N. Základy sociální psychologie. Praha: Portál, 2013. ISBN 978-80-262-0534-0.
• LOŠŤÁKOVÁ, H. et al. Diferencované řízení vztahů se zákazníky. Praha: Grada, 2009. ISBN 978-80-247-31551.
• GRETZ, K. F, DROZDECK, S. R. Psychologie prodeje. Praha: Victoria Publishing, 1992. ISBN 978- 80-85605-03-1.
• HUBINKOVÁ, Z. a kol. Psychologie a sociologie ekonomického chování. Praha: Grada, 2008. ISBN 978-80-247-1593-3
• RIEGEL, K. Ekonomická psychologie. Praha: Grada, 2007. ISBN 978-80-247-1185-0
• BEDRNOVÁ, E., JAROŠOVÁ, E., NOVÝ, I. a kol. Manažerská psychologie a sociologie. Praha: Management Press, 2012. ISBN 978-80-7261-239-0.
• PLESSIS, E. DU. Jak zákazník vnímá reklamu. Brno: Computer Press, 2007. ISBN 978-80-251-1456-8.
• BLATNÝ, M. a kol. Psychologie osobnosti. Hlavní témata, současné přístupy. Praha: Grada Publishing, 2010. ISBN 978-80-247-3434-7.
• VYSEKALOVÁ, J. a kol. Chování zákazníka: Jak odkrýt tajemství ''černé skříňky''. Praha: Grada Publishing, 2011. ISBN 978-80-247-3528-3.
• DOHNAL, J. Řízení vztahů se zákazníky. Praha: Grada, 2002. ISBN 978-80-86135-02-0.
• VÁGNEROVÁ, M. Základy psychologie. Praha: Karolinum, 2007. ISBN 978-80-246-0841-9.
• STUCHLÍKOVÁ, I. Základy psychologie emocí. Praha: Portál, 2007. ISBN 978-80-7367-282-9.
• VYSEKALOVÁ, J. a kol. Psychologie reklamy. Praha: Grada Publishing, 2012. ISBN 978-80-247-4005-8.
• PAUKNEROVÁ, D. a kol. Psychologie pro ekonomy a manažery. Praha: Grada, 2012. ISBN 978-80-247-3809-3.
• 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 lectures every week. Combined course block study according to the current timetable.

Assessment methods

Assessment methods: Exam (6 credits). In the introductory meeting, students will get acquainted with their tasks. An active participation is expected in individual courses (at least 70% of full-time attendance). 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.

N_PsyZC Customer Behavior Psychology

Extent and Intensity

2/0/0. 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

N_PsyZC/pMMO: each even Monday 10:30–11:14 M26, each even Monday 11:15–12:00 M26, each even Monday 12:15–12:59 M26, each even Monday 13:00–13:45 M26, M. Tomčík
N_PsyZC/pMPH: Mon 10:30–11:14 S01, Mon 11:15–12:00 S01, T. Vacínová
N_PsyZC/vM2PH: Sat 16. 3. 14:00–15:30 S26, 15:45–17:15 S26, Sat 13. 4. 8:00–9:30 S26, 9:45–11:15 S26, T. Vacínová
N_PsyZC/vM3PH: Sat 2. 3. 14:00–15:30 S23, 15:45–17:15 S23, Sat 30. 3. 8:00–9:30 S23, 9:45–11:15 S23, T. Vacínová

Prerequisites

There are no prerequisites for this course

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

The discipline of Psychology of Customer Behavior develops basic knowledge and skills of personality psychology and is conceived as its practical superstructure in marketing practice. It leads in a systematic way to familiarize consumers in a broader context. It seeks to understand the causes and contexts of behavior and behavior of customers in the context of the science of psychology. Learning outcomes of the course unit The course introduces basic knowledge of psychology in the application to customer behavior, which enables them to better understand individual types of customers and models of their behavior. The themes of the lectures are both basic psychological characteristics of a person as a personality, his perception, attention, memory, etc., as well as their relation to consumer behavior. The discipline also introduces students to the main motivational techniques and at the same time brings about a change in the role and needs of the consumer and the customer in the transformation of the company and its development especially in the 20th and 21st centuries.

Learning outcomes

Study objectives of the subject: • acquire, classify and acquire skills in practice to use the concepts of psychology in marketing practice, • understand the importance of knowing the human psyche for successful marketing communication, • To acquire the skill to interpret selected practical situations and to solve the possible difficulties of customers' behavioral behavior from the point of view of psychology and to draw conclusions for management and marketing practice, • acquire the skills of effective communication with the customer.

Syllabus

• 1. Subject and development of market psychology. Development trends of the branch and senior representatives. 2. Economic behavior of the consumer, producer and retailer. The social context of the market sphere and the socio-psychological aspects of the 21st century market. 3. Marketing environment. The impact of globalization and social change on changes in target groups. Basic psychological features of the target group in terms of developmental and social psychology (men, women, children, seniors ...). 4. Personality and Shopping Behavior. Customer diversity and personality traits. Identification of the personality type of the customer. 5. Consumer decision process. Psychological purchasing decision mechanisms. Purchasing behavior model - input, process, output. 6. Shopping and consumer habits, place of sale, purchase terms. 7. Shopping Learning. Learning theory in shopping practice (conditioning, observer learning, etc.). 8. Customer's attitude, formation and change. Psychological aspects of attitude. Sources influencing attitudes. Customer change strategy. 9. The process of sensory perception and its importance for effective marketing communication. 10. Consumer motivation. Needs, needs and hierarchy of needs. Rational versus emotional motives. Dynamics, motivation. Revealing customer purchasing motivations. 11. Communication and buying behavior. Psychological relationships in the rules and ways of communicating with the customer. The psychological dimension of personal sales. Building a relationship. 12. Emotions in marketing. The importance of emotions in the marketing mix.

Literature

required literature
• VÁGNEROVÁ, M. Obecná psychologie. Praha: Karolinum, 2016. ISBN 978-80-246-3268-1
• VACÍNOVÁ, T. Psychologie. Praha: VŠFS, a.s. 2017. ISBN 978-80-7408-152-1.
• NAKONEČNÝ, M. Obecná psychologie. Praha: Triton, 2015. ISBN 978-80-7387-929-7
• SCHIFFMAN, L. G., KANUK, L. L. Nákupní chování. Brno: Computer Press, 2004. ISBN 978-80-251 0094-4.

recommended literature
• 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.
• HAYES, N. Základy sociální psychologie. Praha: Portál, 2013. ISBN 978-80-262-0534-0.
• LOŠŤÁKOVÁ, H. et al. Diferencované řízení vztahů se zákazníky. Praha: Grada, 2009. ISBN 978-80-247-31551.
• GRETZ, K. F, DROZDECK, S. R. Psychologie prodeje. Praha: Victoria Publishing, 1992. ISBN 978- 80-85605-03-1.
• HUBINKOVÁ, Z. a kol. Psychologie a sociologie ekonomického chování. Praha: Grada, 2008. ISBN 978-80-247-1593-3
• RIEGEL, K. Ekonomická psychologie. Praha: Grada, 2007. ISBN 978-80-247-1185-0
• BEDRNOVÁ, E., JAROŠOVÁ, E., NOVÝ, I. a kol. Manažerská psychologie a sociologie. Praha: Management Press, 2012. ISBN 978-80-7261-239-0.
• PLESSIS, E. DU. Jak zákazník vnímá reklamu. Brno: Computer Press, 2007. ISBN 978-80-251-1456-8.
• BLATNÝ, M. a kol. Psychologie osobnosti. Hlavní témata, současné přístupy. Praha: Grada Publishing, 2010. ISBN 978-80-247-3434-7.
• VYSEKALOVÁ, J. a kol. Chování zákazníka: Jak odkrýt tajemství ''černé skříňky''. Praha: Grada Publishing, 2011. ISBN 978-80-247-3528-3.
• DOHNAL, J. Řízení vztahů se zákazníky. Praha: Grada, 2002. ISBN 978-80-86135-02-0.
• VÁGNEROVÁ, M. Základy psychologie. Praha: Karolinum, 2007. ISBN 978-80-246-0841-9.
• STUCHLÍKOVÁ, I. Základy psychologie emocí. Praha: Portál, 2007. ISBN 978-80-7367-282-9.
• VYSEKALOVÁ, J. a kol. Psychologie reklamy. Praha: Grada Publishing, 2012. ISBN 978-80-247-4005-8.
• PAUKNEROVÁ, D. a kol. Psychologie pro ekonomy a manažery. Praha: Grada, 2012. ISBN 978-80-247-3809-3.
• 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 lectures every week. Combined course block study according to the current timetable.

Assessment methods

Assessment methods: Exam (6 credits). In the introductory meeting, students will get acquainted with their tasks. An active participation is expected in individual courses (at least 70% of full-time attendance). 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: 8 hodin KS/semestr.

N_PsyZC Customer Behavior Psychology

Extent and Intensity

2/0/0. 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

N_PsyZC/pMMO: Mon 10:30–11:14 M17, Mon 11:15–12:00 M17, except Mon 19. 3. ; and Mon 26. 3. 14:00–15:30 M17, M. Tomčík
N_PsyZC/pMPH: Wed 10:30–11:14 S32, Wed 11:15–12:00 S32, T. Vacínová
N_PsyZC/vM2PH: Sat 7. 4. 14:00–15:30 S23, 15:45–17:15 S23, Sat 21. 4. 9:45–11:15 S23, 11:30–13:00 S23, T. Vacínová
N_PsyZC/vM3PH: Sat 17. 2. 9:45–11:15 S11, Sat 17. 3. 14:00–15:30 S13, 15:45–17:15 S13, Fri 20. 4. 14:00–15:30 S33, T. Vacínová

Prerequisites

There are no prerequisites for this course

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

The discipline of Psychology of Customer Behavior develops basic knowledge and skills of personality psychology and is conceived as its practical superstructure in marketing practice. It leads in a systematic way to familiarize consumers in a broader context. It seeks to understand the causes and contexts of behavior and behavior of customers in the context of the science of psychology. Learning outcomes of the course unit The course introduces basic knowledge of psychology in the application to customer behavior, which enables them to better understand individual types of customers and models of their behavior. The themes of the lectures are both basic psychological characteristics of a person as a personality, his perception, attention, memory, etc., as well as their relation to consumer behavior. The discipline also introduces students to the main motivational techniques and at the same time brings about a change in the role and needs of the consumer and the customer in the transformation of the company and its development especially in the 20th and 21st centuries.

Learning outcomes

Study objectives of the subject: • acquire, classify and acquire skills in practice to use the concepts of psychology in marketing practice, • understand the importance of knowing the human psyche for successful marketing communication, • To acquire the skill to interpret selected practical situations and to solve the possible difficulties of customers' behavioral behavior from the point of view of psychology and to draw conclusions for management and marketing practice, • acquire the skills of effective communication with the customer.

Syllabus

• 1. Subject and development of market psychology. Development trends of the branch and senior representatives. 2. Economic behavior of the consumer, producer and retailer. The social context of the market sphere and the socio-psychological aspects of the 21st century market. 3. Marketing environment. The impact of globalization and social change on changes in target groups. Basic psychological features of the target group in terms of developmental and social psychology (men, women, children, seniors ...). 4. Personality and Shopping Behavior. Customer diversity and personality traits. Identification of the personality type of the customer. 5. Consumer decision process. Psychological purchasing decision mechanisms. Purchasing behavior model - input, process, output. 6. Shopping and consumer habits, place of sale, purchase terms. 7. Shopping Learning. Learning theory in shopping practice (conditioning, observer learning, etc.). 8. Customer's attitude, formation and change. Psychological aspects of attitude. Sources influencing attitudes. Customer change strategy. 9. The process of sensory perception and its importance for effective marketing communication. 10. Consumer motivation. Needs, needs and hierarchy of needs. Rational versus emotional motives. Dynamics, motivation. Revealing customer purchasing motivations. 11. Communication and buying behavior. Psychological relationships in the rules and ways of communicating with the customer. The psychological dimension of personal sales. Building a relationship. 12. Emotions in marketing. The importance of emotions in the marketing mix.

Literature

required literature
• VÁGNEROVÁ, M. Obecná psychologie. Praha: Karolinum, 2016. ISBN 978-80-246-3268-1
• VACÍNOVÁ, T. Psychologie. Praha: VŠFS, a.s. 2017. ISBN 978-80-7408-152-1.
• NAKONEČNÝ, M. Obecná psychologie. Praha: Triton, 2015. ISBN 978-80-7387-929-7
• SCHIFFMAN, L. G., KANUK, L. L. Nákupní chování. Brno: Computer Press, 2004. ISBN 978-80-251 0094-4.

recommended literature
• 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.
• HAYES, N. Základy sociální psychologie. Praha: Portál, 2013. ISBN 978-80-262-0534-0.
• LOŠŤÁKOVÁ, H. et al. Diferencované řízení vztahů se zákazníky. Praha: Grada, 2009. ISBN 978-80-247-31551.
• GRETZ, K. F, DROZDECK, S. R. Psychologie prodeje. Praha: Victoria Publishing, 1992. ISBN 978- 80-85605-03-1.
• HUBINKOVÁ, Z. a kol. Psychologie a sociologie ekonomického chování. Praha: Grada, 2008. ISBN 978-80-247-1593-3
• RIEGEL, K. Ekonomická psychologie. Praha: Grada, 2007. ISBN 978-80-247-1185-0
• BEDRNOVÁ, E., JAROŠOVÁ, E., NOVÝ, I. a kol. Manažerská psychologie a sociologie. Praha: Management Press, 2012. ISBN 978-80-7261-239-0.
• PLESSIS, E. DU. Jak zákazník vnímá reklamu. Brno: Computer Press, 2007. ISBN 978-80-251-1456-8.
• BLATNÝ, M. a kol. Psychologie osobnosti. Hlavní témata, současné přístupy. Praha: Grada Publishing, 2010. ISBN 978-80-247-3434-7.
• VYSEKALOVÁ, J. a kol. Chování zákazníka: Jak odkrýt tajemství ''černé skříňky''. Praha: Grada Publishing, 2011. ISBN 978-80-247-3528-3.
• DOHNAL, J. Řízení vztahů se zákazníky. Praha: Grada, 2002. ISBN 978-80-86135-02-0.
• VÁGNEROVÁ, M. Základy psychologie. Praha: Karolinum, 2007. ISBN 978-80-246-0841-9.
• STUCHLÍKOVÁ, I. Základy psychologie emocí. Praha: Portál, 2007. ISBN 978-80-7367-282-9.
• VYSEKALOVÁ, J. a kol. Psychologie reklamy. Praha: Grada Publishing, 2012. ISBN 978-80-247-4005-8.
• PAUKNEROVÁ, D. a kol. Psychologie pro ekonomy a manažery. Praha: Grada, 2012. ISBN 978-80-247-3809-3.
• 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 lectures every week. Combined course block study according to the current timetable.

Assessment methods

Assessment methods: Exam (6 credits). In the introductory meeting, students will get acquainted with their tasks. An active participation is expected in individual courses (at least 70% of full-time attendance). 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: 8 hodin KS/semestr.

N_PsyZC Customer Behavior Psychology

Extent and Intensity

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

Teacher(s)

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

N_PsyZC/pMPH: Mon 10:30–11:14 S32, Mon 11:15–12:00 S32, T. Vacínová
N_PsyZC/uMPH: Tue 21. 2. 15:45–17:15 S11, 17:30–19:00 S11, Tue 7. 3. 15:45–17:15 S11, 17:30–19:00 S11, T. Vacínová
N_PsyZC/vMMO: Fri 10. 2. 14:00–15:30 M15, 15:45–17:15 M15, Fri 24. 2. 14:00–15:30 M15, 15:45–17:15 M15, T. Vacínová
N_PsyZC/vMPH: Sat 18. 2. 8:00–9:30 S32, 9:45–11:15 S32, Fri 3. 3. 15:45–17:15 S23, 17:30–19:00 S23, T. Vacínová

Prerequisites

There are no prerequisites for this course

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

Study discipline of psychology, consumer behavior develops basic skills and knowledge of general psychology and is designed as a practical extension of the marketing practice. It leads students to a systematic conception of consumers in a wider context. Seeks understanding of the causes and consequences of behavior and actions of customers in the context of personality psychology. At the same time gives an insight into the transformation of the role and needs of consumers and customers in the transformation of society and its development, especially in the 20th and 21st centuries. Objectives: - Acquire, organize and use in practice the concepts in the field of personality psychology in marketing practice, - Understand the importance of understanding the human psyche for successful marketing communication. - Acquire the skill to interpret selected situations and problems of customer behavior in terms of psychology and draw conclusions for marketing practice, - Alone to study, broaden and deepen their knowledge from different fields of psychology.

Syllabus

• 1. Basic information. Commissioning of the study, literature and other sources. Subject development and market psychology. Development trends of the industry. The economic behavior of consumers, producers and retailers. Social context of market sectors and socio-psychological aspects of the market. Definition and scope of shopping behavior. Second shopping behavior as an interdisciplinary discipline. Psychological mechanisms making purchasing decisions. Model shopping behavior. Shopping and consumer habits, point of sale, purchase conditions. Third market segmentation. Psychological aspects of target groups. Effective targeting of market segments. 4. Personality and shopping behavior. The diversity of customers and personality traits influence on shopping behavior. 5. Psychological aspects of the process of perception and their importance for effective marketing communication. The influence of past experience, stimulus intensity, activation and motivation. Consumer Motivation sixth. Needs, rational versus emotional motives. Dynamics of motivation. Shopping seventh learning. Basic factors shopping teachings. Learning theory in the shopping experience. 8th The consumer and the brand. Importance of brand marketing and brand management system. Psychological approaches to the analysis of the brand. 9. Communication and shopping behavior. Psychological context and rules of communication with the customer. The psychological dimension of personal selling. Personality dealers and consumers. 10.Zákazník in the social and cultural environment. The reference groups, social classes and their influence on consumer behavior. 11. Influence of cultures and subcultures on shopping behavior. Ethnic, religious, geographic, racial, age and gender subculture. 12. Addicted to shopping, the psychological, social and economic consequences.

Literature

required literature
• VÁGNEROVÁ, M. Obecná psychologie. Praha: Karolinum, 2016. ISBN 978-80-246-3268-1
• NAKONEČNÝ, M. Obecná psychologie. Praha: Triton, 2015. ISBN 978-80-7387-929-7
• SCHIFFMAN, L. G., KANUK, L. L. Nákupní chování. Brno: Computer Press, 2004. ISBN 978-80-251 0094-4.

recommended literature
• HARTL, P. a H. HARTLOVÁ. Psychologický slovník. Praha: Portál, 2009. ISBN 978-807-3675-691.
• PLESSIS, E. DU. Jak zákazník vnímá reklamu. Brno: Computer Press, 2007. ISBN 978-80-251-1456-8.
• 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.
• GRETZ, K. F, DROZDECK, S. R. Psychologie prodeje. Praha: Victoria Publishing, 1992. ISBN 978- 80-85605-03-1.
• STUCHLÍKOVÁ, I. Základy psychologie emocí. Praha: Portál, 2007. ISBN 978-80-7367-282-9.
• HUBINKOVÁ, Z. a kol. Psychologie a sociologie ekonomického chování. Praha: Grada, 2008. ISBN 978-80-247-1593-3
• 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. Psychologie reklamy. Praha: Grada Publishing, 2012. ISBN 978-80-247-4005-8.
• BLATNÝ, M. a kol. Psychologie osobnosti. Hlavní témata, současné přístupy. Praha: Grada Publishing, 2010. ISBN 978-80-247-3434-7.
• PAUKNEROVÁ, D. a kol. Psychologie pro ekonomy a manažery. Praha: Grada, 2012. ISBN 978-80-247-3809-3.
• BEDRNOVÁ, E., JAROŠOVÁ, E., NOVÝ, I. a kol. Manažerská psychologie a sociologie. Praha: Management Press, 2012. ISBN 978-80-7261-239-0.
• HAYES, N. Základy sociální psychologie. Praha: Portál, 2013. ISBN 978-80-262-0534-0.
• VYSEKALOVÁ, J. a kol. Chování zákazníka: Jak odkrýt tajemství ''černé skříňky''. Praha: Grada Publishing, 2011. ISBN 978-80-247-3528-3.
• LOŠŤÁKOVÁ, H. et al. Diferencované řízení vztahů se zákazníky. Praha: Grada, 2009. ISBN 978-80-247-31551.
• DOHNAL, J. Řízení vztahů se zákazníky. Praha: Grada, 2002. ISBN 978-80-86135-02-0.

not specified
• RIEGEL, K. Ekonomická psychologie. Praha: Grada, 2007. ISBN 978-80-247-1185-0

Teaching methods

Lectures

Assessment methods

The initial meeting will be for students to become familiar with their duties. The individual courses requires active participation. The exam will be a written test. After graduation, students will gain 6 credits.

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: 8 hodin KS/semestr.

N_PsyZC Customer Behavior Psychology

Extent and Intensity

2/0. 5 credit(s). Type of Completion: zk (examination).

Teacher(s)

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

N_PsyZC/pMPH: Mon 10:30–11:14 S01, Mon 11:15–12:00 S01, T. Vacínová
N_PsyZC/uMPH: Tue 23. 2. 14:00–15:30 S24, 15:45–17:15 S24, Tue 8. 3. 15:45–17:15 S24, Tue 22. 3. 15:45–17:15 S24, T. Vacínová
N_PsyZC/vMMO: Fri 26. 2. 12:00–13:30 M25, 13:45–15:15 M25, Fri 8. 4. 12:00–13:30 M25, 13:45–15:15 M25, T. Vacínová
N_PsyZC/vMPH: Fri 19. 2. 12:00–13:30 S11, Sat 5. 3. 9:45–11:15 S11, 11:30–13:00 S11, Fri 18. 3. 15:30–17:00 S11, T. Vacínová

Prerequisites

There are no prerequisites for this course

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

Study discipline of psychology, consumer behavior develops basic skills and knowledge of general psychology and is designed as a practical extension of the marketing practice. It leads students to a systematic conception of consumers in a wider context. Seeks understanding of the causes and consequences of behavior and actions of customers in the context of personality psychology. At the same time gives an insight into the transformation of the role and needs of consumers and customers in the transformation of society and its development, especially in the 20th and 21st centuries. Objectives: - Acquire, organize and use in practice the concepts in the field of personality psychology in marketing practice, - Understand the importance of understanding the human psyche for successful marketing communication. - Acquire the skill to interpret selected situations and problems of customer behavior in terms of psychology and draw conclusions for marketing practice, - Alone to study, broaden and deepen their knowledge from different fields of psychology.

Syllabus

• 1. Introduction to the study of art, literature and other sources. The subject and the development of market psychology. Development trends of the industry. The economic behavior of consumers, producers and sellers. The social context of market sectors and socio-psychological aspects of the market. 2.Psychologické aspects of target groups. The basic characteristics of the target group. Typology of consumers and their defining terms. Psychological implications temperament typologies, dimension emotional stability / instability, introversion / extroversion etc.). The role of personality type for market segmentation. 3.Proces sensory perception and its importance to effective marketing communication. Influence of past experiences, stimulus intensity, activation and motivation. Analysis of the process of sensory perception in marketing communications. 4.Mechanisms making purchasing decisions. Shopping habits, instead of selling, buying terms and so on. 5.Customer and brand. Importance of brand marketing. Psychological approaches to the analysis of the brand. Emotions and brand image. Function package. The relationship of the product and the packaging. The ideal package. Testing of packaging. 6.Direct marketing. Features and functions of historical developmental changes. Psychological aspects of acquiring and strengthening customer relation to the product. 7.Dimension of personal selling. Advantages and disadvantages. Personality dealers and consumers. Psychological aspects of customer loyalty. The course and the different stages of the sale. Effective communication. 8.Public relations and crisis communications. The use of psychological knowledge for effective crisis management. Principles of crisis communication. 9.Nové technology and buying behavior. The importance of new media for marketing communications. Psychological context and rules of communication with the customer. 10.Utilisation of the shape of psychological knowledge for creating effective advertising. Creativity in marketing. 11.Final revision. Summary and evaluation of seminar papers.

Literature

required literature
• VYSEKALOVÁ, J. a kol. Chování zákazníka: Jak odkrýt tajemství ''černé skříňky''. Praha: Grada Publishing, 2011. ISBN 978-80-247-3528-3.
• KERN, H. a kol. Přehled psychologie. Praha: Portál, 2015. ISBN 978-80-262-0871-6.
• VYSEKALOVÁ, J. a kol. Emoce v marketingu: Jak oslovit srdce zákazníka. Praha: Grada Publishing, 2014. ISBN 978-80-247-4843-6.
• ŘÍČAN, Pavel. Psychologie osobnosti. Praha: Grada, 2010. ISBN 978-80-247-3133-9.

recommended literature
• BALCAR, K. Úvod do studia psychologie osobnosti. Praha: SPN, 1983.
• STUCHLÍKOVÁ, I. Základy psychologie emocí. Praha: Portál, 2007. ISBN 978-80-7367-282-9.
• 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.
• BLATNÝ, M. a kol. Psychologie osobnosti. Hlavní témata, současné přístupy. Praha: Grada Publishing, 2010. ISBN 978-80-247-3434-7.
• PAUKNEROVÁ, D. a kol. Psychologie pro ekonomy a manažery. Praha: Grada, 2012. ISBN 978-80-247-3809-3.
• VYSEKALOVÁ, J. a kol. Psychologie reklamy. Praha: Grada Publishing, 2012. ISBN 978-80-247-4005-8.
• HARTL, P. a H. HARTLOVÁ. Psychologický slovník. Praha: Portál, 2009. ISBN 978-807-3675-691.
• BEDRNOVÁ, E., JAROŠOVÁ, E., NOVÝ, I. a kol. Manažerská psychologie a sociologie. Praha: Management Press, 2012. ISBN 978-80-7261-239-0.
• VÁGNEROVÁ, M. Základy psychologie. Praha: Karolinum, 2007. ISBN 978-80-246-0841-9.
• HAYES, N. Základy sociální psychologie. Praha: Portál, 2013. ISBN 978-80-262-0534-0.

Teaching methods

Lectures

Assessment methods

In the initial meeting, students will be closely familiar with their duties. In the individual courses it requires active participation. The prerequisite for admission to the exam is electronically surrendered and agreed credit hour on a chosen topic with at least 5 pages of text. Submitting credit hour till 20. 4. 2016. 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: 8 hodin KS/semestr.

N_PsyZC Customer Behavior Psychology

Extent and Intensity

2/0. 5 credit(s). Type of Completion: zk (examination).

Teacher(s)

PhDr. Miloslav Kafka, CSc. (seminar tutor)
PhDr. Marie Koubová (seminar tutor)
doc. PhDr. Stanislav Nečas, CSc. (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

N_PsyZC/pMMO: Wed 15:45–16:29 M25, Wed 16:30–17:15 M25, M. Kafka
N_PsyZC/pMPH: Tue 14:00–14:44 S32, Tue 14:45–15:30 S32, S. Nečas
N_PsyZC/uMPH: Tue 7. 4. 15:45–17:15 S11, Tue 21. 4. 15:45–17:15 S11, 17:30–19:00 S11, Tue 28. 4. 19:15–20:45 S11, S. Nečas
N_PsyZC/vMKL: Fri 20. 2. 15:30–17:00 K206, 17:15–18:45 K206, Fri 27. 2. 13:45–15:15 K206, 15:30–17:00 K206, M. Kafka
N_PsyZC/vM2PH: Fri 10. 4. 13:45–15:15 S23, 15:30–17:00 S23, Fri 24. 4. 13:45–15:15 S23, 15:30–17:00 S23, S. Nečas

Prerequisites

There are no prerequisites for this course

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

At the end of this course the student will be able to understand and explain resolution of the main types of customers and target groups and based on this knowledge set up the communication of brand.

Syllabus

• 1. The introduction to a subject, its historical and recent branches 2. Psychological research and marketing communication 3. The target groups 4. The perception, attention and memory 5. The motivation of customers 6. Skills and the hardiness 7. The customer and communication 8. The customer typology 9. The role of a customer 10. The customer´s world 11. The shopping behaviour 12. The customer and brands

Literature

required literature
• VYSEKALOVÁ, J. a kol. Chování zákazníka. Praha: GRADA, 2011.
• VYBÍRAL, Z. Psychologie lidské komunikace. Praha: Portál, 2000.
• Jitka Vysekalová a kol: Psychologie reklamy, Praha: Grada, 2012, ISBN: 978-80-247-4005-8 (váz.)
• Jitka Vysekalová, Psychologie spotřebitele: jak zákazníci nakupují. ISBN: 80-247-0393-9, Praha: Grada, 2004
• VÁGNEROVÁ, M. Úvod do psychologie. Praha: Karolinum, 2001.
• itka Vysekalová a kolektiv: Chování zákazníka : jak odkrýt tajemství "černé skříňky, Praha : Grada, 2011, ISBN: 978-80-247-3528-3 (váz.)
• PAVLŮ, Dušan and ET AL. Marketingová komunikace a výzkum. Zlín: FMK UTB, 2006, 198 pp. ISBN 80-7318-383-8. info

recommended literature
• HOŠEK, V. Psychologie odolnosti. Praha: Karolinum, 2001.
• PLHÁKOVÁ, A. Učebnice obecné psychologie. Praha: Academia, 2004.
• KERN, H. et al. Přehled psychologie. Praha: Portál, 2000.

not specified
• PŘIKRYLOVÁ, J and H JAHODOVÁ. Moderní marketingová komunikace. Praha: Grada Publishing, 2010. ISBN 978-80-247-3622-8. info
• PAVLŮ, Dušan, Elena HRADISKÁ and Eva LETOVANCOVÁ. Psychológia v marketingovej komunikácii. Marketing & Komunikace. 2005, vol. 2005, No 2, p. 32-32. ISSN 1211-5622. info

Teaching methods

Lectures in full-time study; tutorials in part-time study; compulsory tutorial participation is 50% in part-time study.

Assessment methods

The exam has a form of a case study submitted by a student in written form.

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: 8 hodin KS/semestr.

N_PsyZC Customer Behavior Psychology

Extent and Intensity

2/0. 5 credit(s). Type of Completion: zk (examination).

Teacher(s)

PhDr. Miloslav Kafka, CSc. (seminar tutor)
PhDr. Marie Koubová (seminar tutor)
PhDr. Jana Matúšová, Ph.D. (seminar tutor)
Ing. Vladimír Kaucký, CSc. (assistant)

Guaranteed by

PhDr. Jana Matúšová, Ph.D.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová

Timetable of Seminar Groups

N_PsyZC/pMMO: Thu 10:30–11:14 M27, Thu 11:15–12:00 M27, M. Kafka
N_PsyZC/pMPH: Thu 10:30–11:14 S32, Thu 11:15–12:00 S32, M. Koubová
N_PsyZC/uMPH: Tue 8. 4. 17:30–19:00 S11, Tue 15. 4. 17:30–19:00 S11, 19:15–20:45 S11, Tue 22. 4. 17:30–19:00 S11, J. Matúšová
N_PsyZC/vMMO: Fri 14. 3. 13:45–15:15 M17, 15:30–17:00 M17, Fri 28. 3. 13:45–15:15 M17, 15:30–17:00 M17, M. Kafka
N_PsyZC/vM2PH: Fri 21. 3. 12:00–13:30 S21, 13:45–15:15 S21, Fri 4. 4. 15:30–17:00 S21, 17:15–18:45 S21, J. Matúšová
N_PsyZC/vM3PH: Sat 22. 3. 9:45–11:15 S23, 11:30–13:00 S23, Sat 5. 4. 8:00–9:30 S23, 9:45–11:15 S23, J. Matúšová

Prerequisites

There are no prerequisites for this course

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

At the end of this course the student will be able to understand and explain resolution of the main types of customers and target groups and based on this knowledge set up the communication of brand.

Syllabus

• 1. The introduction to a subject, its historical and recent branches 2. Psychological research and marketing communication 3. The target groups 4. The perception, attention and memory 5. The motivation of customers 6. Skills and the hardiness 7. The customer and communication 8. The customer typology 9. The role of a customer 10. The customer´s world 11. The shopping behaviour 12. The customer and brands

Literature

required literature
• HOŠEK, V. Psychologie odolnosti. Praha: Karolinum, 2001.
• VÁGNEROVÁ, M. Úvod do psychologie. Praha: Karolinum, 2001.
• VYSEKALOVÁ, J. a kol. Chování zákazníka. Praha: GRADA, 2011.
• VYBÍRAL, Z. Psychologie lidské komunikace. Praha: Portál, 2000.

recommended literature
• KERN, H. et al. Přehled psychologie. Praha: Portál, 2000.
• PLHÁKOVÁ, A. Učebnice obecné psychologie. Praha: Academia, 2004.

not specified
• PŘIKRYLOVÁ, J and H JAHODOVÁ. Moderní marketingová komunikace. Praha: Grada Publishing, 2010. ISBN 978-80-247-3622-8. info
• PAVLŮ, Dušan and ET AL. Marketingová komunikace a výzkum. Zlín: FMK UTB, 2006, 198 pp. ISBN 80-7318-383-8. info
• PAVLŮ, Dušan, Elena HRADISKÁ and Eva LETOVANCOVÁ. Psychológia v marketingovej komunikácii. Marketing & Komunikace. 2005, vol. 2005, No 2, p. 32-32. ISSN 1211-5622. info

Teaching methods

Lectures in full-time study; tutorials in part-time study; compulsory tutorial participation is 50% in part-time study.

Assessment methods

The exam has a form of a case study (60%).

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: 8 hodin KS/semestr.

N_PsyZC Customer Behavior Psychology

Extent and Intensity

2/0. 5 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)
Ing. Vladimír Kaucký, CSc. (assistant)

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

N_PsyZC/pMMO: Mon 10:30–11:14 M22, Mon 11:15–12:00 M22, M. Kafka
N_PsyZC/pMPH: Mon 8:00–8:44 S01, Mon 8:45–9:29 S01, K. Kotlík
N_PsyZC/uM1aPH: Tue 12. 2. 15:45–17:15 S32, Tue 19. 2. 15:45–17:15 S32, Tue 5. 3. 17:30–19:00 S32, 19:15–20:45 S32, J. Němec
N_PsyZC/uM1bPH: Tue 12. 2. 14:00–15:30 S35, Tue 19. 2. 17:30–19:00 S35, Tue 9. 4. 15:45–17:15 S35, 17:30–19:00 S35, J. Němec
N_PsyZC/vMKL: Fri 1. 3. 13:45–15:15 K312, 15:30–17:00 K312, Fri 15. 3. 17:15–18:45 K312, 19:00–20:30 K312, M. Kafka
N_PsyZC/vMMO: Fri 12. 4. 12:00–13:30 M27, 13:45–15:15 M27, Fri 26. 4. 12:00–13:30 M27, 13:45–15:15 M27, M. Kafka
N_PsyZC/vM2PH: Fri 1. 3. 13:45–15:15 S32, 15:30–17:00 S32, Sat 16. 3. 9:45–11:15 S32, 11:30–13:00 S32, J. Němec

Prerequisites

There are no prerequisites for this course

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

At the end of this course the student will be able to understand and explain resolution of the main types of customers based on their behavior, understanding of the main aspects of the psychology of personality and social psychology, ability and skill to apply the acquired knowledge in   marketing and marketing communications

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. The perception, attention and memory 5. The motivation 6. Skills and the hardiness 7. The social communication 8. The customet typology 9. The role of a customer 10. The customer´s world 11. The shopping behaviour 12. The customer´s defence, asertiveness

Literature

required literature
• HOŠEK, V. Psychologie odolnosti. Praha: Karolinum, 2001.
• VYSEKALOVÁ, J. a kol. Chování zákazníka. Praha: GRADA, 2011.
• VYBÍRAL, Z. Psychologie lidské komunikace. Praha: Portál, 2000.
• VÁGNEROVÁ, M. Úvod do psychologie. Praha: Karolinum, 2001.

recommended literature
• NAKONEČNÝ, M. Motivace lidského chování. Praha: Academia, 1997.
• PLHÁKOVÁ, A. Učebnice obecné psychologie. Praha: Academia, 2004.
• KERN, H. et al. Přehled psychologie. Praha: Portál, 2000.

Teaching methods

Lectures in full-time study; tutorials in part-time study; compulsory tutorial participation is 50% in part-time study.

Assessment methods

The exam has a form of a written test (60%).

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: 8 hodin KS/semestr.

N_PsyZC Customer Behavior Psychology

Extent and Intensity

2/0. 5 credit(s). Type of Completion: zk (examination).

Teacher(s)

PhDr. Jaroslav Jančík (seminar tutor)
PhDr. Miloslav Kafka, CSc. (seminar tutor)
PhDr. Jiří Němec (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

N_PsyZC/pMMO: Mon 8:45–9:29 M17, Mon 9:30–10:15 M17, J. Jančík
N_PsyZC/pMPH: Mon 10:30–11:14 S01, Mon 11:15–12:00 S01, M. Kafka
N_PsyZC/uM1aPH: Tue 10. 4. 19:15–20:45 S21, Tue 17. 4. 17:30–19:00 S21, Tue 24. 4. 15:45–17:15 S21, 17:30–19:00 S21, J. Němec
N_PsyZC/uM1bPH: Tue 7. 2. 17:30–19:00 S26, Tue 14. 2. 15:45–17:15 S26, 17:30–19:00 S26, Tue 28. 2. 15:45–17:15 S26, J. Němec
N_PsyZC/vMKL: Fri 30. 3. 13:45–15:15 K211, 15:30–17:00 K211, Fri 20. 4. 13:45–15:15 K205, 15:30–17:00 K205, M. Kafka
N_PsyZC/vMMO: Fri 17. 2. 17:15–18:45 M15, Fri 2. 3. 17:15–18:45 M15, Fri 30. 3. 12:00–13:30 M15, 13:45–15:15 M15, J. Jančík
N_PsyZC/vM2PH: Sat 3. 3. 8:00–9:30 S11, 9:45–11:15 S11, Fri 20. 4. 15:30–17:00 S11, 17:15–18:45 S11, J. Němec
N_PsyZC/vM3PH: Fri 16. 3. 13:45–15:15 S23, 15:30–17:00 S23, Fri 20. 4. 12:00–13:30 S23, 13:45–15:15 S23, J. Němec

Prerequisites (in Czech)

Znalosti získané studiem psychologie a sociologie, metod marketingového výzkumu

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives (in Czech)

Anotace je stejná pro obě formy studia. Cíl předmětu: Pochopit složitost trhu, jeho struktury, dynamiky a proměnlivosti chování zákazníka; Soustředit pozornost na chování skutečných a potenciálních prodávajících i nakupujících subjektů; Chování spotřebitele je nutno chápat jako jednání úzce spojené s procesem rozhodování o nákupu, které je spojeno s výsledkem určité specifické situace ovliněné řadou působících faktorů. Mezi ně patří osobnostní charakteristiky spotřebitele (postoje, hodnotová orientace)charakteristiky zboží, vnější sociální vlivy (vliv rodiny, přátel,spolupracovníků) a psychologické charakteristiky spotřební situace (psychický stav spotřebitele, naléhavost, věrnost značce, konformita atd.); Na konci kurzu by měl posluchač interpretovat různé aspekty procesu prodeje a nákupu, především z hlediska vztahu prodejce a zákazníka, charakterizovat a analyzovat s ním spojené aktivity.

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. Analýza chování jako psychického jevu. Vývoj názorů na chování
• 2. Trh, jeho struktura, dynamika a proměnlivost chování zákazníka
• 3. Rozhodovací procesy týkající se nákupu
• 4. Osobnostní charakteristiky zákazníka (spotřebitele)
• 5. Faktory ovlivňující chování spotřebitele
• 6. Psychologická charakterisitka zboží
• 7. Význam vnějších sociálních vlivů
• 8. Psychologická analýza spotřební situace
• 9. Dynamika vztahu prodejce a zákazníka
• 10.Možnosti a omezení segmentace spotřebitelů
• 11.Metody psychologického výzkumu chování zákazníka

Literature

required literature
• Bártová H., Bárta, H., Koudelka, J.: Spotřebitel (chování spotřebitele a jeho výzkum). Praha Oeconomica 2010.
• Schiffman L., Kanuk L.L., Nákupní chování, Brno: Computer Press, 2004, ISBN 80-251-0094
• Vysekalová J.,Psychologie spotřebitele: jak zákazníci nakupují, Praha: Grada Publishing, 2004, ISBN 80-247-0393-9

recommended literature
• Bártová H., Bárta V., Koudelka j., Chování spotřebitele a výzkum trhu, Praha: Oeconomica, nakladatelství VŠE, 2004, ISBN 80-245-0778-1
• Komárková R., Rymeš M., Vysekalová J., Psychologie trhu, Praha: Grada Publishing. 1998, ISBN 80-7169-632-3

not specified
• Koudelka, J.: Spotřební chování. Praha: Oeconomica 2010.

Teaching methods (in Czech)

Výukové metody: přednášky Výuka prezenčních studentů probíhá formou přednášek spojených s názornými ukázkami v celkovém rozsahu 2 hod. týdně. V kombinovaném studiu proběhnou tři dvouhodinová soustředění, jejichž cílem je vysvětlit základní pojmy a jejich souvislosti. Rozsah povinné účasti ve výuce: Minimální povinná účast na cvičení / semináři v prezenčním studiu je 80%, na řízených skupinových konzultacích v kombinovaném studiu 50%. Studentům, kteří nesplní povinný rozsah účasti, mohou být v průběhu semestru zadány dodatečné studijní povinnosti (v míře, která umožní prokázat studijní výsledky a získané kompetence nezbytné pro úspěšné zakončení předmětu).

Assessment methods (in Czech)

Metody hodnocení: ZK (zkouška; 6 kr.) Podmínkou zakončení předmětu a přihlášení k ústní zkoušce je zpracování seminární práce, ve které posluchač prokáže schopnost aplikovat získané poznatky při řešení konkrétního problému v rozsahu 4-5 str. v textovém editoru nebo prezentace v rozsahu 10-15 obrazů. Téma práce je volitelné a podléhá schválení vyučujícího.

Language of instruction

Czech

Follow-Up Courses

• N_MMV Marketing Research Methods
• N_SMK Sociology of Marketing Communication

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: 8 hodin KS/semestr.

N_PsyZC Customer Behavior Psychology

Extent and Intensity

2/0. 5 credit(s). Type of Completion: zk (examination).

Teacher(s)

PhDr. Jaroslav Jančík (seminar tutor)
PhDr. Miloslav Kafka, CSc. (seminar tutor)
PhDr. Jiří Němec (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

N_PsyZC/pMMO: Mon 14:00–14:44 M25, Mon 14:45–15:30 M25, J. Jančík
N_PsyZC/pMPH: Wed 12:15–12:59 S01, Wed 13:00–13:45 S01, M. Kafka
N_PsyZC/uM1aPH: Tue 15. 2. 17:30–19:00 S32, Tue 22. 2. 17:30–19:00 S32, Tue 1. 3. 17:30–19:00 S32, Tue 15. 3. 14:00–15:30 S26, J. Němec
N_PsyZC/uM1bPH: Tue 15. 2. 14:00–15:30 S26, Tue 22. 2. 14:00–15:30 S26, Tue 1. 3. 14:00–15:30 S26, Tue 15. 3. 15:45–17:15 S26, J. Němec
N_PsyZC/vMKL: Fri 18. 2. 13:45–15:15 K207, 15:30–17:00 K207, Fri 4. 3. 13:45–15:15 K207, 15:30–17:00 K207, M. Kafka
N_PsyZC/vMMO: Fri 18. 3. 15:30–17:00 M24, Fri 1. 4. 13:45–15:15 M24, Fri 15. 4. 13:45–15:15 M24, Fri 6. 5. 13:45–15:15 M24, J. Jančík
N_PsyZC/vM2PH: Fri 18. 2. 12:00–13:30 S21, 13:45–15:15 S21, Fri 18. 3. 12:00–13:30 S21, Fri 15. 4. 17:15–18:45 S21, J. Němec
N_PsyZC/vM3PH: Fri 15. 4. 12:00–13:30 S23, 13:45–15:15 S23, Fri 6. 5. 12:00–13:30 S23, 13:45–15:15 S23, J. Němec

Prerequisites (in Czech)

Znalosti získané studiem psychologie a sociologie, metod marketingového výzkumu

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives (in Czech)

Anotace je stejná pro obě formy studia. Cíl předmětu: Pochopit složitost trhu, jeho struktury, dynamiky a proměnlivosti chování zákazníka; Soustředit pozornost na chování skutečných a potenciálních prodávajících i nakupujících subjektů; Chování spotřebitele je nutno chápat jako jednání úzce spojené s procesem rozhodování o nákupu, které je spojeno s výsledkem určité specifické situace ovliněné řadou působících faktorů. Mezi ně patří osobnostní charakteristiky spotřebitele (postoje, hodnotová orientace)charakteristiky zboží, vnější sociální vlivy (vliv rodiny, přátel,spolupracovníků) a psychologické charakteristiky spotřební situace (psychický stav spotřebitele, naléhavost, věrnost značce, konformita atd.); Na konci kurzu by měl posluchač interpretovat různé aspekty procesu prodeje a nákupu, především z hlediska vztahu prodejce a zákazníka, charakterizovat a analyzovat s ním spojené aktivity.

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. Analýza chování jako psychického jevu. Vývoj názorů na chování
• 2. Trh, jeho struktura, dynamika a proměnlivost chování zákazníka
• 3. Rozhodovací procesy týkající se nákupu
• 4. Osobnostní charakteristiky zákazníka (spotřebitele)
• 5. Faktory ovlivňující chování spotřebitele
• 6. Psychologická charakterisitka zboží
• 7. Význam vnějších sociálních vlivů
• 8. Psychologická analýza spotřební situace
• 9. Dynamika vztahu prodejce a zákazníka
• 10.Možnosti a omezení segmentace spotřebitelů
• 11.Metody psychologického výzkumu chování zákazníka

Literature

required literature
• Vysekalová J.,Psychologie spotřebitele: jak zákazníci nakupují, Praha: Grada Publishing, 2004, ISBN 80-247-0393-9
• Schiffman L., Kanuk L.L., Nákupní chování, Brno: Computer Press, 2004, ISBN 80-251-0094
• Komárková R., Rymeš M., Vysekalová J., Psychologie trhu, Praha: Grada Publishing. 1998, ISBN 80-7169-632-3

recommended literature
• Bártová H., Bárta V., Koudelka j., Chování spotřebitele a výzkum trhu, Praha: Oeconomica, nakladatelství VŠE, 2004, ISBN 80-245-0778-1

Teaching methods (in Czech)

Výukové metody: přednášky Výuka prezenčních studentů probíhá formou přednášek spojených s názornými ukázkami v celkovém rozsahu 2 hod. týdně. V kombinovaném studiu proběhnou tři dvouhodinová soustředění, jejichž cílem je vysvětlit základní pojmy a jejich souvislosti. Rozsah povinné účasti ve výuce: Minimální povinná účast na cvičení / semináři v prezenčním studiu je 80%, na řízených skupinových konzultacích v kombinovaném studiu 50%. Studentům, kteří nesplní povinný rozsah účasti, mohou být v průběhu semestru zadány dodatečné studijní povinnosti (v míře, která umožní prokázat studijní výsledky a získané kompetence nezbytné pro úspěšné zakončení předmětu).

Assessment methods (in Czech)

Metody hodnocení: ZK (zkouška; 6 kr.) Podmínkou zakončení předmětu a přihlášení k ústní zkoušce je zpracování seminární práce, ve které posluchač prokáže schopnost aplikovat získané poznatky při řešení konkrétního problému v rozsahu 4-5 str. v textovém editoru nebo prezentace v rozsahu 10-15 obrazů. Téma práce je volitelné a podléhá schválení vyučujícího.

Language of instruction

Czech

Follow-Up Courses

• N_MMV Marketing Research Methods
• N_SMK Sociology of Marketing Communication

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: 8 hodin/semestr.

• Enrolment Statistics (recent)