PSY173 Psychology of marketing

Faculty of Social Studies
Autumn 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, 2004, 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
The course is also listed under the following terms Autumn 2001, Autumn 2002, Autumn 2003, Autumn 2004, Autumn 2005, Autumn 2006, Autumn 2007, Autumn 2008.
  • Enrolment Statistics (recent)
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