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Lecturer(s)
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Šramová Blandína, doc. PhDr. Ph.D.
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Course content
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1.-2. Possibilities of applying psychological findings in marketing communication. 3.-4. Definition of basic psychological terminology with respect to marketing communication. 5.-6. Psychological aspects of the communication process. 7.-8. Implementation of psychology when creating particular tools of marketing communication. 9.-11. Psychological brand and image analysis. 12.-13. Implementation of psychologic methods and techniques when researching marketing communication effectiveness.
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Learning activities and teaching methods
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Lecturing
- Term paper
- 44 hours per semester
- Preparation for examination
- 30 hours per semester
- Participation in classes
- 26 hours per semester
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| prerequisite |
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| Knowledge |
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| Analysis, synthesis, deduction, induction, analogy, convergence, abstraction, comparison, creativity, purpose. |
| Analysis, synthesis, deduction, induction, analogy, convergence, abstraction, comparison, creativity, purpose. |
| Skills |
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| Think critically and apply information to marketing communications. |
| Think critically and apply information to marketing communications. |
| learning outcomes |
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| Knowledge |
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| Have an overview of ad analytics models |
| Have an overview of ad analytics models |
| Define the personality structure as a recipient of MK |
| Define the personality structure as a recipient of MK |
| Knowledge of the forms of persuasive behaviour |
| Knowledge of the forms of persuasive behaviour |
| Knowledge of a nudge behaviour |
| Knowledge of a nudge behaviour |
| Knovledge of the research methods used in the psychology of advertising |
| Knovledge of 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 |
| Characterise forms of persuasive action |
| Characterise forms of persuasive action |
| Design a nudge communication campaign |
| Design a nudge communication campaign |
| Apply a research method: interview, questionnaire, semantic profile, projective methods |
| Apply a research method: interview, questionnaire, semantic profile, projective methods |
| Create a presentation on the chosen topic based on professional resources |
| Create a presentation on the chosen topic based on professional resources |
| teaching methods |
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| Knowledge |
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| Lecturing |
| Lecturing |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| 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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| Written examination |
| Written examination |
| Analysis of a presentation given by the student |
| Analysis of a presentation given by the student |
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Recommended literature
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FENNIS, Bob M. a STROEBE, Wolfgang. The psychology of advertising. London: Routledge, Taylor & Francis Group, 2021. ISBN 978-0-367-34639-3.
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KRISHNA, Aradhna. Customer sense: how the 5 senses influence buying behavior. New York, NY: Palgrave Macmillan, 2013. ISBN 9780230341739.
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LEVIN, John. Dark psychology: complete guide how to read and influence people, secret methods of persuasion, mind control, covert manipulation and NLP. USA: John Levin, 2020. ISBN 979-8614414047.
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MATSUMOTO, David Ricky a JUANG, Linda P. Culture and psychology. Australia: Cengage Learning, 2017. ISBN 9781305648951.
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MORIARTY, Sandra; MITCHELL, Nancy a WELLS, William. Advertising & IMC: Principles & Practice. Boston: Pearson, 2015. ISBN 978-0133506884.
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PELSMACKER, Patrick de, Maggie GEUENS a Joeri van den BERGH. Marketing communications: a European perspective.. 2013. ISBN 9780273773221.
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SANAK-KOSMOWSKA, Katarzyna a TILBURY, Jasper. Evaluating social media marketing: social proof and online buyer behaviour. Abingdon, Oxon: Routled, 2022. ISBN 9781003128052.
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SCOTT, David Meerman. The new rules of marketing & PR: how to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly. Hoboken: Wiley. 2017.
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STEVER, Gayle; GILES, David, J.; COHEN, David a MYERS, Mary E. Understanding media psychology. New York: Routledge, Taylor & Francis Group, 2022. ISBN 978-0-367-51897-4.
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WHEELER, Alina. Designing Brand Identity: An Essential Guide for the Entire Branding Team. Hoboken, NJ: Wiley, 2018. ISBN 978-1118980828.
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