VSFS:N_SMK Sociology of Marketing Communi - Course Information

N_SMK Sociology of Marketing Communication

Extent and Intensity

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

Guaranteed by

doc. Mgr. Ondřej Roubal, Ph.D.
Subdepartment of Social Sciences – Department of Social Sciences – Departments – University of Finance and Administration
Contact Person: Dita Egertová

Prerequisites

There are no prerequisites for this course.

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

After completing this course, the student should master the role of marketing communication intervention as a factor in decision-making and consumer behavior. The sociology of marketing communication is the subject of a profiling foundation, focused on the application of sociological thinking in the marketing and communication sphere of professional activities. The aim of the course is to motivate students to use theoretical and empirical knowledge of the sociological type of knowledge in the complex of modern marketing communication. Students will be able to critically interpret and competently evaluate marketing activities in the context of the dynamics of social changes and cultural processes of social life. They will have knowledge about contemporary social trends, changes in values, norms, life attitudes and lifestyles. In the context of this sociological knowledge, students will further understand changes in consumer behavior, shopping patterns and consumer motives in contemporary society. We will focus special attention on the topics of individualization, hedonism or identity in the context of consumption behavior and decision-making. Students will be oriented on the current state of knowledge in the areas of sociology of consumption, sociology of branding and sociology of advertising.

Learning outcomes

Basic theoretical knowledge, orientation in problems and context of monitored topics. At the same time, the practical skills and skills of applying the acquired knowledge in a real environment of professional activities. The learning outcomes are the support and development of the profile of the educated practitioner.

Syllabus

• 1. Sociological thinking and marketing communication - the nature and importance of sociological knowledge in marketing and communication strategies. 2. The specifics of the relationship between sociology and marketing communication - synergistic effects of linking academic sociology and marketing activities in the media sphere. 3. Sociology of marketing communication. Alpha and Beta dimensions of sociology of marketing communication. Sociological critique of consumer society and production of invisible risks. 4. Values, changes in consumer behaviour and theories of shopping. 5. Consumer personality, conscious and unconscious processes, irrationality and cognitive biases. Consumer typologies and consumer decision making. Social experiments and their use in practice. 6. Advertising effects and the sceptical consumer - research on advertising effects, types of recipients and new advertising formats. 7. Consumption and culture. Consumer culture and theories of consumer culture. Social, economic and cultural paradigms of consumption. 8. The ambivalent nature of consumer culture. Freedom of choice and uncertainty. 9. Privatism and the emphasis on the values of individualism in advertising campaigns. 10. Consumerism, happiness and satisfaction. The growth paradox. Easterlin's paradox. 11. The consumer and the problem of choice - why less can be more? New challenges to business strategies and product communication campaigns. 12. Forms of hedonism - consumer and creative hedonism in theory and empirics. Creative hedonism and the return to epicureanism in the conditions of consumer society. The cult of the moment and the cult of deferred joy Translated with DeepL.com (free version)

Literature

required literature
• MAIELLO, Giuseppe a Ondřej ROUBAL. Média a kultura. Od primární orální kultury ke konstrukci kyber-prostorových identit v éře digitální komunikace. 1. vyd. Praha: VŠFS, 2020. 126 s. EUpress. ISBN 978-80-7408-179-8.
• ROUBAL, Ondřej. Consumer Culture and the Paradox of Choice in an Ambivalent Era of Emancipation of Individual Freedoms. In Fatih Sahin, Cevat Soylemez. Navigating the Shifting Landscape of Consumer Behavior. 1. edition. Hershey, Pennsylvania, USA: IGI Gl
• Roubal, Ondřej, Zich, František. Marketingová sociologie. Marketingové komunikace a moderní společnost. Praha: Vysoká škola finanční a správní, o.p.s. 2015, 121 s. Edice Eupress. ISBN 978-80-7408-102-6
• ROUBAL, Ondřej. Consumer Culture and Abundance of Choices: Having More, Feeling Blue. In Umut Ayman. A New Era of Consumer Behavior - In and Beyond the Pandemic. UK, London: IntechOpen, 2023. s. 3-21. IntechOpen Series. Business, Management and Economics
• Roubal, Ondřej. Sociologie a pozdně moderní společnost. Praha: Vysoká škola finanční a správní. Edice EUPRESS, 2014, 56 s. ISBN 978-80-7408-087-6

recommended literature
• ROUBAL, Ondřej a Jitka CIRKLOVÁ. Crisis of Masculinity, Erotic Capital, and Male Grooming in the Sociology of Marketing Communications. Communication Today. Trnava: Fakulta masmediálnej komunikácie Univerzity sv. Cyrila a Metóda, 2020, roč. 11, č. 2, s.
• ROUBAL, Ondřej. JANUS' FACE OF CONSUMER CULTURE. European Journal of Science and Theology, Iasi (Romania): Technical University of Iasi, 2017, roč. 13, č. 6, s. 219-229. ISSN 1841-0464.
• LURY, C.: Consumer Culture. Cambridge: Polity Press, 2011. ISBN 978-0-7456-4330-4
• STILLERMAN, J.: The Sociology of Consumption. A Global Approach. Cambridge: Polity Press, 2015. ISBN 978-07-456-6127-8
• GRAVES, P. Consumer.ology. The True about Consumers and Psychology of Shopping. UK: Nicholas Brealey, 2013. ISBN 978-1-85788-576-7.
• LIPOVETSKY, G.: Hypermoderní doba. Od požitku k úzkosti. Praha: Prostor, 2013. ISBN 978-80-7260-283-4
• ZAHRÁDKA, P. (ed.). Spotřební kultura: Historie, teorie a výzkum. Praha: Academia, 2014. ISBN 978-80-244-2858-1
• ROUBAL, Ondřej. The Erotic Capital of Men from the Perspective of the Sociology of Marketing Communication. In Kusá, A., Zaušková, A., Bučková, Z.. Marketing Identity 2019. Offline is the new online. Trnava, Slovakia: Faculty of Mass Media Communication,
• ROUBAL, Ondřej. Maximizers and Satisficers In Consumer Culture Changes. Communication Today, FMK UCM Trnava: Fakulta masmediálnej komunikácie Univerzity sv. Cyrila a Metóda, 2018, roč. 9, č. 2, s. 38-54. ISSN 1338-130X.
• ROUBAL, Ondřej. JANUS' FACE OF CONSUMER CULTURE. European Journal of Science and Theology, Iasi (Romania): Technical University of Iasi, 2017, roč. 13, č. 6, s. 219-229. ISSN 1841-0464.

Teaching methods

Lectures, seminar work on a given topic, and participation on an empirical investigation - realisation research interviews.

Assessment methods

The course is completed by a credit and an examination. a) Credit - the duty is to prepare a seminar paper on a topic that reflects the thematic structure of the problems discussed during the winter semester. The seminar paper must meet the formal criteria for the type of diploma theses, with an emphasis on the work with professional sources, their citation and reference (if the form of its processing allows it). Seminar work can be in the form of an essay, research, comparative study or a report of one's own empirical work. Seminar work is in the range of 5-10 standard pages. During the semester, students are required to present the aim, objectives and main structure of the seminar work within 20 minutes. b) Exam - test of 20 closed questions (1 correct answer is 1 point). The minimum to pass the exam is 14 points.

Language of instruction

Czech

Follow-Up Courses

• N_PsyZC Customer Behavior Psychology

Further Comments

The course can also be completed outside the examination period.

• Enrolment Statistics (recent)
  
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