FSS:PSY173 Psychology of marketing - Course Information
PSY173 Psychology of marketing
Faculty of Social StudiesAutumn 2009
- Extent and Intensity
- 1/1. 2 credit(s). Type of Completion: z (credit).
- Teacher(s)
- prof. PhDr. Zbyněk Vybíral, Ph.D. (lecturer)
doc. PhDr. Jitka Vysekalová (lecturer) - Guaranteed by
- prof. PhDr. Zbyněk Vybíral, Ph.D.
Department of Psychology – Faculty of Social Studies - Timetable
- Thu 8. 10. 14:00–19:30 U34, Thu 22. 10. 14:00–19:30 U34, Thu 19. 11. 14:00–19:30 U34
- Course Enrolment Limitations
- The course is only offered to the students of the study fields the course is directly associated with.
The capacity limit for the course is 25 student(s).
Current registration and enrolment status: enrolled: 0/25, only registered: 0/25 - fields of study / plans the course is directly associated with
- there are 9 fields of study the course is directly associated with, display
- Course objectives
- At the end of the course students should be able to:
using psychology knowledge to create and value each instrument of marketing communication.
Understand basic concepts, the history and contemporary usage psychology in marketing mix.
Understand methodology approaches and instruments for qualitative research of market.
resolve formal as well content and social-culture aspects of promotion creation and other marketing instruments is aimed to from perspective of psychology. - Syllabus
- 1. Introduction to mass communication theory
- 2. Use psychology in marketing communication
- 3. Exploited methods in research of marketing communication
- 4. Basic psychology conception in contexture on marketing communication
- 5. Use psychology in a formation promotion
- 6. Research of promotion effect and its psychological aspect.
- Literature
- Vysekalová, J.: Analýza image. Brno : MOSPRA, 1994.
- Vysekalová, J.: Psychologické přístupy k typologii spotřebitele. Marketing a komunikace č. 4 / 1996.
- Behrens, G.: Werbepsychologie. Munchen : VW, 1991.
- Vysekalová J.: Psychologie spotřebitele. Praha : Grada, 2004.
- Williamson, J.: Decoding Adverisements. London : Marion Boyars Publishers Ltd., 1995.
- McDonald, C.: Pre-testing Advertisiments. ADMAP Monograph Nr. 5, 1997.
- Felser, G.: Werbe- und Konsumentenpsychologie. Heidelberg : Spectrum Akademischer Verlag, 1997.
- Komárková, R., Rymeš, M., Vysekalová, J.: Psychologie trhu. Praha : Grada, 1998.
- Hradiská, E.: Psychológia a reklama. Bratislava : ELITA, 1998.
- Vysekalová, J. – Herzmann, J. – Cír, J.: Výzkum efektivnosti komerční komunikace. Praha : CC Nakladatelství VŠE, 2004
- VYSEKALOVÁ, Jitka and Růžena KOMÁRKOVÁ. Psychologie reklamy. 2., rozš. a aktualiz. vyd. Praha: Grada, 2002, 264 s. ISBN 8024704021. info
- VYSEKALOVÁ, Jitka and Růžena KOMÁRKOVÁ. Psychologie reklamy. 1. vyd. Praha: Grada, 2000, 221 s. ISBN 802479067X. info
- DE FLEUR, M. and S. BALL-ROKEACHOVÁ. Teorie masové komunikace. Praha: Karolinum, 1996. info
- MÜHLBACHER, Hans. Selektivní propagace. 1. vyd. Praha: BaBtext, 1993, 288 s. ISBN 80-901444-6-2. info
- Teaching methods
- video lesson; survey and case study analysis; active participation; discussion.
- Assessment methods
- Seminars with video education; condition of completion is self projection (elaborate project of promotion video analysis).
- Language of instruction
- Czech
- Further comments (probably available only in Czech)
- Study Materials
The course is taught annually.
Information on course enrolment limitations: Pro otevření kurzu je potřeba minimálně 10 zapsaných studentů. - Teacher's information
- http://www.fss.muni.cz/psych/studium.html
- Enrolment Statistics (recent)
- Permalink: https://is.muni.cz/course/fss/autumn2009/PSY173