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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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- advertising models, analysis of advertising communication; - definition of basic psychological concepts in relation to marketing communication; - possibilities of applying information on the functioning of cognitive processes (perception, attention) in marketing communication; - possibilities of applying information on the functioning of cognitive processes (learning, memory) in marketing communication; - the possibilities of applying information about the functioning of emotions and motivation in marketing communication; - psychology of colours and its use in marketing communication; - personality structure and its use in marketing communication; - persuasion, manipulation and ethics in marketing communication; - decision-making processes; cognitive shortcuts; - nudging, the concept of behavioural economics, its use in marketing communication; - psychological aspects of the communication process; - the use of psychology in the development of individual means of marketing communication; - use of psychological methods and techniques in research on the effectiveness of marketing communication.
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Learning activities and teaching methods
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- Participation in classes
- 10 hours per semester
- Term paper
- 50 hours per semester
- Preparation for examination
- 40 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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| Have an overview of ad analytics models |
| Have an overview of ad analytics models |
| Define the personality structure as a recipient of MK |
| Define the personality structure as a recipient of MK |
| Knowledge of the forms of persuasive behaviour |
| Knowledge of the forms of persuasive behaviour |
| Knowledge of a nudge behaviour |
| Knowledge of a nudge behaviour |
| Knovledge of the research methods used in the psychology of advertising |
| Knovledge of 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 |
| Characterise forms of persuasive action |
| Characterise forms of persuasive action |
| Design a nudge communication campaign |
| Design a nudge communication campaign |
| Apply a research method: interview, questionnaire, semantic profile, projective methods |
| Apply a research method: interview, questionnaire, semantic profile, projective methods |
| Create a presentation on the chosen topic based on professional resources |
| Create a presentation on the chosen topic based on professional resources |
| 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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Du Plesis, Erik. Jak zákazník vníma reklamu. Computer Press. 2007.
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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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