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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. The subject of psychology. 2. History of psychology, approaches. 3. Mental processes and states. 4. Perception. 5. Sensation. 6. Attention. 7. Imagination. 8. Memory. 9. Learning. 10. Thinking. 11. Speech, intelligence. 12. Emotions. 13. Motivation.
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Learning activities and teaching methods
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- Participation in classes
- 10 hours per semester
- Term paper
- 55 hours per semester
- Preparation for examination
- 60 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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| knowledge of cognitive processes with emphasis on application in marketing communication: perception, attention, imagination |
| knowledge of cognitive processes with emphasis on application in marketing communication: perception, attention, imagination |
| knowledge of cognitive processes with a focus on application in marketing communication: learning, thinking, memory |
| knowledge of cognitive processes with a focus on application in marketing communication: learning, thinking, memory |
| knowledge of the functioning of emotions |
| knowledge of the functioning of emotions |
| knowledge of the functioning of motivation |
| knowledge of the functioning of motivation |
| overview of theoretical approaches to individual psychological processes |
| overview of theoretical approaches to individual psychological processes |
| Skills |
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| explain the functioning of attention, perception and imagination in the creation and analysis of communication messages |
| explain the functioning of attention, perception and imagination in the creation and analysis of communication messages |
| define the functioning of learning and thinking in the production and analysis of communication messages |
| define the functioning of learning and thinking in the production and analysis of communication messages |
| discuss the functioning of memory in the production of communication messages |
| discuss the functioning of memory in the production of communication messages |
| define the functioning of emotions in the creation and analysis of communication messages |
| define the functioning of emotions in the creation and analysis of communication messages |
| analyse the functioning of motivation (values, needs, interests) in the creation of communication messages |
| analyse the functioning of motivation (values, needs, interests) in the creation of communication messages |
| 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 |
| 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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| Didactic test |
| Didactic test |
| Analysis of seminar paper |
| Analysis of seminar paper |
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Recommended literature
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Blatný, Marek. Psychologie osobnosti : hlavní témata, současné přístupy. Vyd. 1. Praha : Grada, 2010. ISBN 978-80-247-3434-7.
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Collin, Catherine. Kniha psychologie. Praha: Knižní klub, 2014. ISBN 978-80-242-4316-0.
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EKMAN, Paul. Odhalené emoce. Naučte se rozpoznávat tváře a pocity druhých. Brno: Jan Melvil Publishing, 2015. ISBN 9788087270813.
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HUNT, Morton M. Dějiny psychologie. Vydání páté. Praha: Portál, 2023. ISBN 978-80-262-1987-3.
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PLHÁKOVÁ, Alena. Učebnice obecné psychologie. 2., doplněné, aktualizované a přepracované vydání. Praha: Academia, 2023. ISBN 978-80-200-3347-5.
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ŘÍČAN, Pavel. Cesta životem: vývojová psychologie. 4., doplněné vydání. Praha: Portál, 2021. ISBN 978-80-262-1783-1.
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Zelinka, Stanislav. Psychologie a marketingové komunikace. Zlín : Univerzita Tomáše Bati ve Zlíně, 2015. ISBN 9788074545290.
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