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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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- 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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- Home preparation for classes
- 30 hours per semester
- Participation in classes
- 26 hours per semester
- Preparation for examination
- 50 hours per semester
- Term paper
- 14 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 Group collaboration on communication campaigns for a given/defined topic and selected segment Characteristics of own personality as a consumer according to different segmentation criteria |
| Orientation in segmentation criteria Group collaboration on communication campaigns for a given/defined topic and selected segment Characteristics of own personality as a consumer according to different segmentation criteria |
| teaching methods |
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| Knowledge |
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| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Monologic (Exposition, lecture, briefing) |
| Monologic (Exposition, lecture, briefing) |
| Skills |
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| Analysis of a presentation |
| Analysis of a presentation |
| assessment methods |
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| Knowledge |
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| Analysis of a presentation given by the student |
| Analysis of seminar paper |
| Analysis of seminar paper |
| Analysis of a presentation given by the student |
| Written examination |
| Written examination |
| Analysis of educational material |
| Analysis of educational material |
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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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KOTLER, Philip, KELLER, Kevin Lane. Marketing management.. Praha, 2013. ISBN 978-80-247-4150-5.
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KOUDELKA, J. Spotřebitelé a marketing.. Praha, 2018. ISBN 978-80-7400-693-7.
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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. Computer Press, 2004.
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Vysekalová, Jitka. Emoce v marketingu: jak oslovit srdce zákazníka. Praha : Grada, 2014. ISBN 9788024748436.
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