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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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Lecturing
- Term paper
- 44 hours per semester
- Preparation for examination
- 30 hours per semester
- Participation in classes
- 26 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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| 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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| 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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