PSY173 Psychology of marketing

Faculty of Social Studies
Autumn 2008
Extent and Intensity
1/1. 2 credit(s). Type of Completion: z (credit).
doc. PhDr. Jitka Vysekalová (lecturer)
Guaranteed by
doc. PhDr. Jitka Vysekalová
Department of Psychology – Faculty of Social Studies
Fri 10. 10. 10:00–15:40 U23, Fri 24. 10. 10:00–15:40 U23, Fri 7. 11. 10:00–15:40 U23, Fri 21. 11. 10:00–15:40 U23
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
Main objectives can be summarized as follows: How to using psychology knowledge to create and value each instrument of marketing communication. We will learn basic concepts, the history and contemporary usage psychology in marketing mix. Moreover, lessons are focused on methodology approaches and instruments for qualitative research of market. Chapter psychology in progress of promotion creation and other marketing instruments is aimed to resolve formal as well its content and social-culture aspects. Classwork is integrated with lots of concrete researches, case studies and visuals, student active participate on lessons.
  • 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.
  • Behrens, G.: Werbepsychologie. Munchen : VW, 1991.
  • McDonald, C.: Pre-testing Advertisiments. ADMAP Monograph Nr. 5, 1997.
  • Williamson, J.: Decoding Adverisements. London : Marion Boyars Publishers Ltd., 1995.
  • Vysekalová, J.: Analýza image. Brno : MOSPRA, 1994.
  • Vysekalová, J. – Herzmann, J. – Cír, J.: Výzkum efektivnosti komerční komunikace. Praha : CC Nakladatelství VŠE, 2004
  • Komárková, R., Rymeš, M., Vysekalová, J.: Psychologie trhu. Praha : Grada, 1998.
  • Hradiská, E.: Psychológia a reklama. Bratislava : ELITA, 1998.
  • Vysekalová, J.: Psychologické přístupy k typologii spotřebitele. Marketing a komunikace č. 4 / 1996.
  • Vysekalová J.: Psychologie spotřebitele. Praha : Grada, 2004.
  • Felser, G.: Werbe- und Konsumentenpsychologie. Heidelberg : Spectrum Akademischer Verlag, 1997.
  • 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
Assessment methods
Seminars with video education; condition of completion is self projection (elaborate project of promotion video analysis).
Language of instruction
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
The course is also listed under the following terms Autumn 2001, Autumn 2002, Autumn 2003, Autumn 2004, Autumn 2005, Autumn 2006, Autumn 2007, Autumn 2009.
  • Enrolment Statistics (Autumn 2008, recent)
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