Lecturer(s)
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Šramová Blandína, doc. PhDr. Ph.D.
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Course content
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- segmentation - targeting - positioning - consumer segmentation - consumer segmentation in times of crisis - culture, values, traditions, region - social factors (groups, family, status, role) - personality factors - psychological factors - attitudes - lifestyle - consumer purchasing decisions - current topics.
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Learning activities and teaching methods
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- Term paper
- 30 hours per semester
- Participation in classes
- 10 hours per semester
- Preparation for examination
- 50 hours per semester
- Home preparation for classes
- 30 hours per semester
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prerequisite |
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Knowledge |
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To know the basics of marketing and marketing communication |
To know the basics of marketing and marketing communication |
Skills |
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Critical thinking and the ability to compare, analyze and synthesize |
Critical thinking and the ability to compare, analyze and synthesize |
learning outcomes |
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Knowledge |
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Segmentation criteria Basic characteristics of consumer segmentation according to different criteria Consumer behaviour by culture, values, lifestyle |
Segmentation criteria Basic characteristics of consumer segmentation according to different criteria Consumer behaviour by culture, values, lifestyle |
Skills |
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Orientation in segmentation criteria Critical analysis of the selected company in relation to consumer segmentation Characteristics of own personality as a consumer according to different segmentation criteria |
Orientation in segmentation criteria Critical analysis of the selected company in relation to consumer segmentation Characteristics of own personality as a consumer according to different segmentation criteria |
teaching methods |
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Knowledge |
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Monologic (Exposition, lecture, briefing) |
Monologic (Exposition, lecture, briefing) |
Dialogic (Discussion, conversation, brainstorming) |
Dialogic (Discussion, conversation, brainstorming) |
Skills |
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Individual work of students |
Individual work of students |
Analysis of a presentation |
Analysis of a presentation |
Dialogic (Discussion, conversation, brainstorming) |
Dialogic (Discussion, conversation, brainstorming) |
assessment methods |
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Knowledge |
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Analysis of seminar paper |
Analysis of seminar paper |
Written examination |
Written examination |
Analysis of the student's performance |
Analysis of the student's performance |
Recommended literature
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Collin, Catherine. Kniha psychologie. Praha: Knižní klub, 2014. ISBN 978-80-242-4316-0.
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Hes, Aleš. Chování spotřebitele při nákupu potravin - Aleš Hes a kolektív Chování spotřebitele při nákupu potravin. 2010. ISBN 8594031505303.
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KOTLER, Philip, KELLER, Kevin Lane. Marketing management.. Praha, 2013. ISBN 978-80-247-4150-5.
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Koudelka, Jan. Spotřebitelé a marketing. Praha: C.H. Beck, 2018. ISBN 9788074006937.
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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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Schiffman, L.K., Kanuk, L.L. Nákupní chování. 2004. ISBN 8025100944.
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Vysekalová, Jitka. Emoce v marketingu: jak oslovit srdce zákazníka. Praha : Grada, 2014. ISBN 9788024748436.
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