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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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Objectives are to understand what is: Perception Sensation Attention Memory Learning Motivation Value Attitudes Interest Consumerism in childhood Generational approach to consumption Gender stereotypes in ads Current topics
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Learning activities and teaching methods
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Lecturing
- Term paper
- 50 hours per semester
- Preparation for examination
- 30 hours per semester
- Participation in classes
- 10 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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| Definovat a popsat kognitivní procesy s důrazem na aplikaci v marketingové komunikaci: percepci, pozornost Definovat a popsat kognitivní procesy s důrazem na aplikaci v marketingové komunikaci: učení, paměť Definovat a popsat fungování emocí Definovat a popsat fungování motivace Poznat aktuální trendy v uplatnění psychologie v marketingových komunikacích. |
| Definovat a popsat kognitivní procesy s důrazem na aplikaci v marketingové komunikaci: percepci, pozornost Definovat a popsat kognitivní procesy s důrazem na aplikaci v marketingové komunikaci: učení, paměť Definovat a popsat fungování emocí Definovat a popsat fungování motivace Poznat aktuální trendy v uplatnění psychologie v marketingových komunikacích. |
| Define and describe cognitive processes with emphasis on application in marketing communication: perception, attention Define and describe cognitive processes with emphasis on application in marketing communication: learning, memory Define and describe the functioning of emotions Define and describe the functioning of motivation Recognize current trends in the application of psychology in marketing communications. |
| Define and describe cognitive processes with emphasis on application in marketing communication: perception, attention Define and describe cognitive processes with emphasis on application in marketing communication: learning, memory Define and describe the functioning of emotions Define and describe the functioning of motivation Recognize current trends in the application of psychology in marketing communications. |
| Skills |
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| Aplikovat znalosti o fungování pozornosti, percepci a představivosti při tvorbě a analýze komunikačních poselství Aplikovat znalosti o fungování učení a myšlení při tvorbě a analýze komunikačních poselství Aplikovat znalosti o fungování paměti při tvorbě a analýze komunikačních poselství Aplikovat znalosti o fungování emocí při tvorbě a analýze komunikačních poselství Aplikovat znalosti o fungování motivace (hodnoty, potřeby, zájmy) při tvorbě a analýze komunikačních poselství |
| Aplikovat znalosti o fungování pozornosti, percepci a představivosti při tvorbě a analýze komunikačních poselství Aplikovat znalosti o fungování učení a myšlení při tvorbě a analýze komunikačních poselství Aplikovat znalosti o fungování paměti při tvorbě a analýze komunikačních poselství Aplikovat znalosti o fungování emocí při tvorbě a analýze komunikačních poselství Aplikovat znalosti o fungování motivace (hodnoty, potřeby, zájmy) při tvorbě a analýze komunikačních poselství |
| Apply knowledge of the workings of attention, perception and imagination in the creation and analysis of communication messages Apply knowledge of the functioning of learning and thinking in the creation and analysis of communication messages Apply knowledge of the functioning of memory in the creation and analysis of communication messages Apply knowledge of the functioning of emotions in the creation and analysis of communication messages Apply knowledge of the functioning of motivation (values, needs, interests) in the creation and analysis of communication messages. |
| Apply knowledge of the workings of attention, perception and imagination in the creation and analysis of communication messages Apply knowledge of the functioning of learning and thinking in the creation and analysis of communication messages Apply knowledge of the functioning of memory in the creation and analysis of communication messages Apply knowledge of the functioning of emotions in the creation and analysis of communication messages Apply knowledge of the functioning of motivation (values, needs, interests) in the creation and analysis of communication messages. |
| 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. & Wolfgang STROEBE. The Psychology of Advertising. 2015. ISBN 978-1848723061.
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KRISHNA, Aradhna. Customer sense: how the 5 senses influence buying behavior. 2013. ISBN 9780230341739.
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Moriarty, Sandra E. Advertising : principles & practice. 8th ed. Upper Saddle River, N.J. : Pearson/Prentice Hall, 2009. ISBN 978-0-13-500938-3.
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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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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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Solomon, M.R. Consumer Behavior: Buying, Having, and Being. NJ, 2019. ISBN 9780134129938.
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Wheeler, Alina. Designing brand identity : an essential guide for the entire branding team. 3rd ed. Hoboken, N.J. : John Wiley & Sons, 2009. ISBN 978-0-470-40142-2.
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