PSY139 Psychology in Business and Advertising

Faculty of Social Studies
Autumn 2000
Extent and Intensity
1/1/0. 3 credit(s). Type of Completion: z (credit).
Teacher(s)
Mgr. Tomáš Sedláček (lecturer)
Guaranteed by
Mgr. Magdalena Valášková
Department of Psychology – Faculty of Social Studies
Contact Person: doc. PhDr. Lubomír Kostroň, M.A., CSc.
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 30 student(s).
Current registration and enrolment status: enrolled: 0/30, only registered: 0/30
fields of study / plans the course is directly associated with
Syllabus
  • 1. Introducion
  • What is advertising? What is marketing? 5 P. The psychological education in advetising and marketing practise. Discusion..
  • 2. Strategic Marketing Planning. Marketing Research
  • Main literature and therms; types of marketing research; specification of psychological view in marketing research; Research Agencies and research projects in Czech Republic
  • 3. Target Market. Consumer or client: demografic a psychografic characteristics
  • Practical use in the market. TGI a Mediaprojekt. Case Study.
  • 4. The Product and psychological aspects of price
  • Case Study. The qustions of consumer needs..
  • 5. The Distribution, logistics. Market space.
  • Case Study. Merchandising. P.O.S. Loyality programs and internal advertising.
  • 6. Marketing communication. Models of communication.
  • Practise - Marketing and promotional mix.
  • 7. Models of function in interpersonal communication 1.
  • Case Study
  • 8. Models of function in interpersonal communication 2.
  • Case Study
  • 9. Model "of taking interest in"
  • Case Study
  • 10. The Creativity in advertising
  • Case studies and practising. TV comercials, radio spots, print and Web adds
  • 11. Media advertising
  • Case studies. GRP, CPT, NetReach, Frequency.
  • 12. Political campaign and models of persuasion
  • Direct and Peripheral ways of persuasioní. Celebrities. Discusion.
  • 13. The advertising for children
  • Symbols in advertising. Discusion.
  • 14. Psychological units using in advertising
  • Who is Copywriter? How does effecttive advertising works? Theory and practice.
  • 15. Summary
  • Test of the knowledges.
Literature
  • Seglin L. Jeffrey: 36-hour Marketing Course. McGraw-Hill 1989
  • Vysekalová Jitka: Výzkum účinnosti propagace. SNTL 1978
  • Schultz P. Duane: Psychology and Industry Today. Macmillan Publishing 1982
  • MCQUAIL, Denis. Úvod do teorie masové komunikace. Translated by Jan Jirák - Marcel Kabát. Vyd. 1. Praha: Portál, 1999, 447 s. ISBN 80-7178-200-9. info
  • KOUDELKA, Jan. Spotřební chování a marketing. Vyd. 1. Praha: Grada, 1997, 191 s. ISBN 8071693723. info
  • SCHULTZ, Don E. Moderní reklama : umění zaujmout. Translated by Robert Špaček. Vyd. 1. Praha: Grada, 1995, 668 s. ISBN 8071690627. info
  • LESLY, Philip. Public relations :teorie a praxe. Translated by Stanislav Jurnečka. 1. vyd. Praha: Victoria Publishing, 1995, 240 s. ISBN 80-85865-15-7. info
  • BÁRTOVÁ, Hilda and Jan KOUDELKA. Kapitoly k chování spotřebitele a výzkumu trhu. 1. vyd. Praha: Vysoká škola ekonomická v Praze, 1994, 121 s. ISBN 8070794607. info
  • MÜHLBACHER, Hans. Selektivní propagace. 1. vyd. Praha: BaBtext, 1993, 288 s. ISBN 80-901444-6-2. info
  • KOTLER, Philip. Marketing management :analysis, planning, implementation, and control. 7. ed. Englewood Cliffs: Prentice-Hall, 1991, xxvi, 756. ISBN 0-13-552480-6. info
Language of instruction
Czech
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
The course is taught annually.
The course is taught: every week.
Credit evaluation note: 1 původní kredit.
The course is also listed under the following terms Autumn 1999.
  • Enrolment Statistics (recent)
  • Permalink: https://is.muni.cz/course/fss/autumn2000/PSY139