BA_PsyMC Psychology in Marketing Communication

Vysoká škola finanční a správní
léto 2015
Rozsah
2/1. 10 hodin KS/semestr. 6 kr. Ukončení: zk.
Vyučující
Mgr. Pavel Kotyza (cvičící)
Garance
Mgr. Pavel Kotyza
Sekce managementu a marketingu (FES, KEM) – Katedra ekonomie a managementu (FES, KEM) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Bc. Jan Peterec
Rozvrh seminárních/paralelních skupin
BA_PsyMC/cMCPH: každou lichou středu 12:15–12:59 E125, každou lichou středu 13:00–13:45 E125, P. Kotyza
BA_PsyMC/pMCPH: St 10:30–11:14 E125, St 11:15–12:00 E125, P. Kotyza
Předpoklady
There are no prerequisites for this course.
Omezení zápisu do předmětu
Předmět je otevřen studentům libovolného oboru.
Cíle předmětu
Student will be able to orient himself in a psychology (as a scientific branch). Student will be able to differ and define main types of the marketing communication (on the basis of psychologic aspects). Student will understand to basic aspects of a psychology of personality and a social psychology. After finising this course student will be able to apply gained knowledges in the area of marketing and marketing communication.
Osnova
  • 1. The introduction to a subject, its historical and recent branches 2. Methods of psychology and psychological research 3. The psychology of personality, the personality and customer behaviour 4. Abilities (perception, attention and memory) and the hardiness 5. The motivation 6. The social psychology 7. The social communication 8. The intercultural communication 9. The psychology of presentation 10. Psychological aspects of new fields of communication 11. The psychology of an advertisiment 12. The psychology of a customer´s loyalty
Literatura
    povinná literatura
  • Philip Graves: Consumer.ology. The truth about consumers and typology of shopping. London, NIcholas Brealey, 2013, 224 pp.
  • Regis McKenna: Relationship Management, Perseus Book, Cambridge, 1991, ISBN: 0.-201 56769-5
  • Psychology in advertising, Poffenberger, Albert T., New York, McGraw . Hill Book, 1925, 632 pp.
Výukové metody
Lecture and exercise
Metody hodnocení
Methods of valuations: an examination (6credits) The examination has a form of a written test. There is also a requirement of awarding an inclusion and an exam admission - 70% presence at the exercises (in minimum). To get the credit succesfull defence of own elaborate via the presentation during workshops is required.
Vyučovací jazyk
Angličtina
Další komentáře
Předmět je dovoleno ukončit i mimo zkouškové období.
Předmět je zařazen také v obdobích léto 2014, zima 2015, zima 2016, zima 2017, zima 2018, zima 2019, zima 2020, zima 2021, zima 2022, zima 2023, zima 2024.