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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. Advertising models, analysis of advertising messages. 2. Definition of basic psychological concepts in relation to marketing communication. 3. Possibilities for applying information about the functioning of cognitive processes (perception, attention) in marketing communication. 4. Possibilities for applying information about the functioning of cognitive processes (learning, memory) in marketing communication. 5. Possibilities of applying information about the functioning of emotions and motivation in marketing communication. 6. Psychology of colors and its use in marketing communication. 7. Personality structure and its use in marketing communication. 8. Persuasion, manipulation, and ethics in marketing communication. 9. Decision-making processes, cognitive shortcuts. 10. Nudging, the concept of behavioral economics, its use in marketing communication. 11. Psychological aspects of the communication process. 12. The use of psychology in the creation of individual marketing communication tools. 13. The use of psychological methods and techniques in researching the effectiveness of marketing communication.
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Learning activities and teaching methods
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- Participation in classes
- 10 hours per semester
- Term paper
- 50 hours per semester
- Preparation for examination
- 40 hours per semester
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| prerequisite |
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| Knowledge |
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| Analýzy, syntézy, dedukce, indukce, analogie, konvergence, abstrakce, komparace, kreativity, cílevědomosti. |
| Analýzy, syntézy, dedukce, indukce, analogie, konvergence, abstrakce, komparace, kreativity, cílevědomosti. |
| 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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| 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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| 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 the student's performance |
| Analysis of the student's performance |
| Written examination |
| Written examination |
| Analysis of seminar paper |
| Analysis of seminar paper |
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Recommended literature
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CIALDINI, Robert B. Zbraně vlivu. Manipulativní techniky a jak se jim bránit. Brno: Jan Melvil, 2012. ISBN 9788087270325.
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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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KAHNEMAN, Daniel; SIBONY, Olivier a SUNSTEIN, Cass R. Šum. O chybách v lidském úsudku. Brno: Jan Melvil, 2021. ISBN 978805551481.
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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, MEERMAN, David. 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. 2017. ISBN 978-1119362418.
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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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THALER, R. H. Neočekávané chování: příběh behaviorální ekonomie. PRaha, 2017. ISBN 978-80-257-2121-6.
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Vysekalová, Jitka. Emoce v marketingu: jak oslovit srdce zákazníka. Praha : Grada, 2014. ISBN 9788024748436.
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VYSEKALOVÁ, Jitka. Psychologie reklamy. Praha: Grada Publishing, 2023. ISBN 978-80-271-3654-4.
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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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Zelinka, Stanislav. Psychologie a marketingové komunikace. Zlín : Univerzita Tomáše Bati ve Zlíně, 2015. ISBN 9788074545290.
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