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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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- possibilities of applying psychological knowledge (cognitive processes) in marketing communication - possibilities of applying psychological knowledge (motivation, emotions) in marketing communication - possibilities of applying psychological knowledge (emotions) in marketing communication - possibilities of applying psychological knowledge (learning) in marketing communication - definition of basic psychological concepts concerning marketing communication; - psychological aspects of persuasive communication; - the use of priming in marketing communication; - cognitive biases; - use of behavioural science: nudging; - possibilities of analysing advertisements using selected theoretical models - the use of psychology in the development of methods used to analyse personality; - the use of psychological methods and techniques in marketing communication research; - current topics.
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Learning activities and teaching methods
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- Participation in classes
- 40 hours per semester
- Term paper
- 50 hours per semester
- Preparation for examination
- 30 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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| 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 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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Collin, Catherine. Kniha psychologie. Praha: Knižní klub, 2014. ISBN 978-80-242-4316-0.
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Frey, Petr. Marketingová komunikace: nové trendy 3.0. 3. rozš. vyd.. Praha: Management Press, 2015. ISBN 80-247-0254-1.
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Pelsmacker, Patrick de; Joeri van den Bergh a Maggie Geuens. Marketingová komunikace. Praha: Grada, 2013. ISBN 80-247-0254-1.
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Vysekalová, J., Mikeš, J. Reklama, jak dělat reklamu. Praha: Grada, 2007.
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Vysekalová, Jitka. Emoce v marketingu: jak oslovit srdce zákazníka. Praha : Grada, 2014. ISBN 9788024748436.
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Zelinka, Stanislav. Psychologie a marketingové komunikace. Zlín : Univerzita Tomáše Bati ve Zlíně, 2015. ISBN 9788074545290.
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