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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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- subject of psychology; - history of psychology, approaches; - mental processes and states; - perception; - attention; - imagination; - memory; - learning; - thinking; - speech, intelligence; - emotions; - motivation.
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Learning activities and teaching methods
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Monologic (Exposition, lecture, briefing), Dialogic (Discussion, conversation, brainstorming)
- Preparation for course credit
- 10 hours per semester
- Participation in classes
- 26 hours per semester
- Term paper
- 15 hours per semester
- Preparation for examination
- 24 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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| Monologic (Exposition, lecture, briefing) |
| Monologic (Exposition, lecture, briefing) |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| assessment methods |
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| 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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Hradiská E., Letovancová E. Psychológia v marketingovej komunikácii. Bratislava : Univerzita Komenského, 2005. ISBN 80-223-1952-X.
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Hradiská, E. Psychológia a reklama. Bratislava: Elita, 1998.
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Hull, Grahame. Moderní psychologie: hlavní oblasti současného studia lidské psychiky. Praha. Portál, 2004. ISBN 8071786411.
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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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Říčan, Pavel. Psychologie : příručka pro studenty. Vyd. 1. Praha : Portál, 2005. ISBN 8071789232.
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