BA_PsyMC Psychology in Marketing Communication

Vysoká škola finanční a správní
zima 2017
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: Ing. Edita Jerie, DiS.
Rozvrh seminárních/paralelních skupin
BA_PsyMC/cMCPH: každý lichý čtvrtek 15:45–16:29 E227, každý lichý čtvrtek 16:30–17:15 E227, P. Kotyza
BA_PsyMC/pMCPH: Čt 14:00–14:45 E227, Čt 14:45–15:30 E227, P. Kotyza
Předpoklady
There are no prerequisites for this course.
Omezení zápisu do předmětu
Předmět je otevřen studentům libovolného oboru.
Cíle předmětu
The student will be able to orient in a psychology (as a scientific branch). The student will be able to differ and define main types of the marketing communication (on the basis of psychologic aspects). The student will understand to basic aspects of a psychology of personality and a social psychology. After finishing this course student will be able to apply gained knowledge in the area of marketing and marketing communication.
Výstupy z učení
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
Osnova
  • 1. Psychology as a science. Position of the psychology in the field of science examination. Relation between psychology and marketing. 2. The development of approaches to the study of human psyche by the end of the 19th century. The rise of psychology as a science. Structuralism, Functionalism, Psychodynamic Theory. 3. The main psychological directions of the 20th century. Gestalt psychology, behaviorism, existential, humanistic and cognitive psychology. Psychological flows of the late 20th and 21st centuries. Application of psychology in advertising. 4. Psychological market research and its use in marketing. Methods of personality learning. Quantitative and qualitative research approach in marketing. Applied ad research. 5. Psychology of personality. Psychological development and factors that affect it. Inheritance and environment. Signs of psychological development in relation to buying behavior. 6. Structure and dynamics of personality. Basic mental phenomena. Their breakdown and importance for application in marketing communication. 7. Typology of personality. Temperament and its relation to buying behavior. 8. Cognitive processes. Reading, perception, attention, memory, thinking, imagination and fantasy. The role of cognitive processes for the concept of good advertising. 9. Emotional experience and mental self-regulation. The importance of emotions in marketing. 10. Motivation as a key theme of advertising psychology. Role of personality motivational structure. Individual differences in consumer motivation. Types of motivation and importance of human needs and their use in marketing. 11. Barriers and distorting factors of effective impact of marketing communication. Assessing the share of internal and external influences. 12. Contemporary Current Topics in Advertising Psychology.
Literatura
    povinná literatura
  • Philip Graves: Consumer.ology. The truth about consumers and typology of shopping. London, NIcholas Brealey, 2013, 224 pp.
  • GRAVES, Philip. Consumer.ology: the truth about consumers and the psychology of shopping. 1st ed. London: Nicholas Brealey, c2013. ISBN 978-1-85788-576-7.
  • HOVLAND, Roxanne a Joyce Marie WOLBURG. Advertising, society, and consumer culture [electronic resource]. 2015. ISBN 9781317477532.
  • PRIDE, William M. a O.C. FERRELL. Marketing. 2016 ed. Boston: Cengage Learning, 2016. ISBN 978-1-285-85834-0.
  • ŠÁLKOVÁ, Daniela. Consumer decision-making trends for the purchase of food products. Prague: Powerprint, 2014. ISBN 978-80-87994-14-6.
  • ŠÁLKOVÁ, Daniela. Consumer decision-making trends for the purchase of food products. Prague: Powerprint, 2014. ISBN 978-80-87994-14-6.
  • Regis McKenna: Relationship Management, Perseus Book, Cambridge, 1991, ISBN: 0.-201 56769-5
    doporučená literatura
  • ROUBAL, Ondřej, PETROVÁ, Iva, ZICH, František. Metodologie marketingových výzkumů. 2014. 152 s. ISBN 978-80-7418-092-0. 429 Kč (in Czech)
  • KAHLE, Lynn R. a Chris RILEY (eds.). Sports marketing and the psychology of marketing communication. Mahwah, N.J.: L. Erlbaum Associates, c2004. ISBN 0-8058-5790-7.
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 - 75% presence at the exercises (in minimum). To get the credit successful defense 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, léto 2015, zima 2015, zima 2016, zima 2018, zima 2019, zima 2020, zima 2021, zima 2022, zima 2023, zima 2024.