VSFS:N_SMK Sociology of Marketing Communi - Course Information

N_SMK Sociology of Marketing Communication

Extent and Intensity

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

Teacher(s)

Mgr. Jitka Cirklová, M.A., Ph.D. (seminar tutor)
doc. Mgr. Ondřej Roubal, Ph.D. (seminar tutor)
Mgr. Michal Tomčík, PhD. (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: Lenka Pokorná

Timetable of Seminar Groups

N_SMK/cMMO: each even Tuesday 10:30–11:14 M26, each even Tuesday 11:15–12:00 M26, M. Tomčík
N_SMK/cMPH: each even Thursday 10:30–11:14 S13, each even Thursday 11:15–12:00 S13, except Thu 18. 11. ; and Thu 2. 12. 12:15–13:45 S13, O. Roubal
N_SMK/pMMO: each odd Monday 8:45–9:29 M26, each odd Monday 9:30–10:15 M26, each odd Monday 10:30–11:14 M26, each odd Monday 11:15–12:00 M26, except Mon 11. 10. ; and Mon 18. 10. 8:45–12:00 M25, M. Tomčík
N_SMK/pMPH: Thu 8:45–9:29 S11, Thu 9:30–10:15 S11, except Thu 18. 11. ; and Thu 25. 11. 10:30–12:00 S11, O. Roubal
N_SMK/vMPH: Fri 8. 10. 17:30–19:00 S26, 19:15–20:45 S26, Fri 12. 11. 17:30–19:00 S26, 19:15–20:45 S26, Fri 26. 11. 17:30–19:00 S26, 19:15–20:45 S26, J. Cirklová

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. He should be able to define social relations and marketing communications resources impacts on society, its social structure, the main social groups and meeting people. He should clarify empirical ways of exploring the social side effects of marketing communications, namely, the effects of MK and life values ​​and life stereotypes and influence on the formation of marketing communication way of life and lifestyle of modern society.Gets the knowledge of the consumer behavior of the households in the context of the social differentiation. Based on the knowledge of the student should be able to define direct and indirect (unintended) consequences and social externalities (internal, external) marketing communications, including the so-called against advertising and criticism of the MK. Part of teaching this course is participation in empirical research.

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. The role and importance of marketing communication in a late modern society - marketing communication as an intervention factor of the economic, cultural, social and psychological dimension of human existence. 2. Relation of sociology and marketing communication - synergic effects of the interconnection of academic sociology and marketing practice - relationships, links, contexts. 3. Sociology of marketing communication - definition and subject of knowledge. Alpha and Beta dimensions of sociology of marketing communication as different positions of sociology and marketing communication. 4. Innovation and Trends in Consumer Behavior, Interdisciplinary Approach to Understanding and Understanding Consumer Behavior. 5. Consumer personality, conscious and unconscious processes, priming and framing effect, new knowledge about environmental influences on consumer decision-making processes, trends in marketing research. 6. Ad Effects and Skeptic Consumers - Research on ad effects, recipient types and new ad formats (celebrity, humor, and erotica in advertising). 7. Consumption and culture. Consumer culture - ideological, perfectionist, liberal and alternative criticism of consumer culture. 8. Ambience of Consumer Culture - Changes in consumer life situations, social conditions, lifestyle changes and identity crises. 9. Welfare, Individualization and Consumer Hedonism - Effects of marketing communication in lifestyle, motivation, values, aspirations, goals. 10. Marketing Communication, Consumption, Happiness and Satisfaction -? "Joyless Economy" and Easterlin's Paradox. Traps of human happiness - a problem of decreasing marginal utility, hedonistic adaptation, social comparison and deferred benefits. 11. Consumer choices and decision-making - Why less can there be more? Rising supply of goods and services - benefit or curse? New Challenges to Business Strategies and Product Communication Campaigns. 12. Forms of Hedonism - Consumer and Creative Hedonism in Theory and Empire. Creative hedonism and a return to epicureanism in a consumer society. The cult of moment and the cult of joy. Finding lifestyle approaches to enhancing life's happiness, happiness and satisfaction.

Literature

required literature
• 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, Iva PETROVÁ a František ZICH. Metodologie marketingových výzkumů. Praha: VŠFS - Eupress, 2014. 152 s. ISBN 978-80-7418-092-7.
• ROUBAL, O. Sociology of a Branding – "Just Do It" in the "No Limits" world. Communication Today, 2017, Vol. 8, No. 1, p. 40-52. ISSN 1338-130X
• 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
• 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. Sociologie a pozdně moderní společnost. Praha: Vysoká škola finanční a správní. Edice EUPRESS, 2014, 56 s. ISBN 978-80-7408-087-6

recommended literature
• GRAVES, P. Consumer.ology. The True about Consumers and Psychology of Shopping. UK: Nicholas Brealey, 2013. ISBN 978-1-85788-576-7.
• ZAHRÁDKA, P. (ed.). Spotřební kultura: Historie, teorie a výzkum. Praha: Academia, 2014. ISBN 978-80-244-2858-1
• 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.
• 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.
• STILLERMAN, J.: The Sociology of Consumption. A Global Approach. Cambridge: Polity Press, 2015. ISBN 978-07-456-6127-8
• LIPOVETSKY, G.: Hypermoderní doba. Od požitku k úzkosti. Praha: Prostor, 2013. ISBN 978-80-7260-283-4
• 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. 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,
• LURY, C.: Consumer Culture. Cambridge: Polity Press, 2011. ISBN 978-0-7456-4330-4

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 (probably available only in Czech)

The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 12 hodin KS/semestr.

• Enrolment Statistics (Winter 2021, recent)
  
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