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Lecturer(s)
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Zelinka Stanislav, PhDr. Mgr.
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Šramová Blandína, doc. PhDr. Ph.D.
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Course content
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1.Introduction to psychological sciences. 2. Classification of mental phenomena, processes and states (perception, feelings, thinking, attitudes). 3.Psychology of personality I (personality, physical and expressive properties). 4.Psychology of personality II (abilities, temperament, character, normality of personality, motivation of personality). 5.Developmental psychology - personality development (developmental periods), methods of personality cognition. 6.Social psychology, pathopsychology, psychopatalog, psychiatry. 7.Psychology of consumer and market, psychology of advertising, psychology of crisis management. 8.Definition and essence of marketing. 9. Marketing communications - an important marketing tool. 10. Marketing management and strategy, analysis of marketing environment. 11.Advertising, promotion, personal sales, sales support, direct marketing, sponsorship. 12.Factors influencing marketing communications - perception, attitudes, personality, social interactions, verbal and nonverbal communication, assertiveness; assignment of the final seminar work. 13.Presentation of assigned topics - classification. 14. Credit week, corrective written work
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Learning activities and teaching methods
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unspecified
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| prerequisite |
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| Knowledge |
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| Basic orientation in general and developmental psychology, basics of communication, logic and marketing. |
| Basic orientation in general and developmental psychology, basics of communication, logic and marketing. |
| Skills |
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| Kriticky myslet a aplikovat informace do marketingových komunikací. |
| Kriticky myslet a aplikovat informace do marketingových komunikací. |
| learning outcomes |
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| Knowledge |
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| General humanities secondary education |
| General humanities secondary education |
| Define and describe ad analytics models |
| Define and describe ad analytics models |
| Define and describe cognitive processes with an emphasis on application in marketing communication: perception, attention, learning, memory |
| Define and describe cognitive processes with an emphasis on application in marketing communication: perception, attention, learning, memory |
| Define and describe how motivation works |
| Define and describe how motivation works |
| Characterize the personality structure as a recipient of MK |
| Characterize the personality structure as a recipient of MK |
| Characterize the forms of persuasive action |
| Characterize the forms of persuasive action |
| Orientate yourself in professional literary sources when preparing the chosen topic |
| Orientate yourself in professional literary sources when preparing the chosen topic |
| Characterize a nudge |
| Characterize a nudge |
| Characterize the research methods used in the psychology of advertising |
| Characterize the research methods used in the psychology of advertising |
| Skills |
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| Define and describe ad analysis models |
| Define and describe ad analysis models |
| Define and describe cognitive processes with emphasis on application to marketing communication: perception, attention, learning, memory |
| Define and describe cognitive processes with emphasis on application to marketing communication: perception, attention, learning, memory |
| Define and describe the functioning of motivation |
| Define and describe the functioning of motivation |
| Characterise forms of persuasive action |
| Characterise forms of persuasive action |
| Design a nudge communication campaign |
| Design a nudge communication campaign |
| Create a presentation on the chosen topic based on professional resources |
| Create a presentation on the chosen topic based on professional resources |
| Create and apply a research method: interview, questionnaire, semantic profile, projective methods |
| Create and apply a research method: interview, questionnaire, semantic profile, projective methods |
| teaching methods |
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| Knowledge |
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| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Individual work of students |
| Individual work of students |
| Monologic (Exposition, lecture, briefing) |
| Monologic (Exposition, lecture, briefing) |
| Skills |
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| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Individual work of students |
| Individual work of students |
| assessment methods |
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| Knowledge |
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| Analysis of seminar paper |
| Analysis of seminar paper |
| Analysis of the student's performance |
| Analysis of the student's performance |
| Written examination |
| Written examination |
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Recommended literature
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Foret, M. Marketingová komunikace. Brno : Computer Press, 2003. ISBN 80-7226-811-2.
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KŘIVOHLAVÝ,J.,MAREŠ,J. Sociální komunikace. Praha: SPN, 1989.
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NAKONEČNÝ, M. Základy psychologie osobnosti. Praha : Management Press, 1993. ISBN 80-85603-34-9.
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NAKONEČNÝ, M. Základy psychologie. Praha : Academia, 1998.
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Ogilvy, David. O reklamě.
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Schultz, D.E. Moderní reklama - umění zaujmout. Grada Publishing, 1995.
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Vysekalová, J., Komárková, R. Psychologie reklamy. Praha: Grada, 2001. ISBN 80-247-9067-x.
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