| Course Unit Code | 711-0538/01 |
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| Number of ECTS Credits Allocated | 4 ECTS credits |
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| Type of Course Unit * | Compulsory |
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| Level of Course Unit * | First Cycle |
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| Year of Study * | First Year |
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| Semester when the Course Unit is delivered | Winter Semester |
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| Mode of Delivery | Face-to-face |
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| Language of Instruction | Czech |
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| Prerequisites and Co-Requisites | There are no prerequisites or co-requisites for this course unit |
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| Name of Lecturer(s) | Personal ID | Name |
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| MIK30 | doc. PhDr. Miroslava Miklošíková, PhD. |
| MAT17 | Mgr. Jana Matochová, Ph.D. |
| SCH0130 | Mgr. Martina Schneiderová, Ph.D. |
| Summary |
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The content of the subject is basic knowledge from the field of psychology in terms of purchasing and consumption behavior and marketing communication.
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| Learning Outcomes of the Course Unit |
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| The aim of this subject is to enrich students with essential knowledge of general psychology. Students will be introduced to the basic psychological schools and research methods, they will become familiarised with the core topics of perception, memory, learning, thinking, emotion, motivation, psychology of personality and they will get acquainted with the problematics of resilience. They will acquire basic terminology of psychology and gain the ability to understand the expression of human emotions. Integral part of this course will also be practical demonstration of psychological methodology, such as a questionnaire or a test. After attending this course, students will be able to understand and value the importance of human psyche, mental health and personality. |
| Course Contents |
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1. Approaches to Psychology, characteristics of psychological disciplines.
2. Methods of psychology
3. Determination of the human psyche
4. Perception and attention
5. Memory, memory disorders
6. The process of human thought
7. Learning, types of learning, effective learning
8. Psychological mechanisms of decision making
9. Emotions in terms of purchasing and consumption behavior
10.The use of emotions in marketing communication.
11.Personality, personality development
12.Typology of personality
13.Motivation and the theory of motivation
14.Burden, conflicts, frustration, stress |
| Recommended or Required Reading |
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| Required Reading: |
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RALLS, Emily and Caroline RIGGS. The little Book of Psychology. New Delhi: Viva, 2021. ISBN 10: 178685807X.
NOEL-HOEKSEMA, Susan a kol. Atkinson & Hilgard's Introduction to Psychology. Andover: Cengage Learning EMEA, 2014. ISBN 978-1-4080-8902-6.
HUSEMANN-KOPEZKY, Marcus. Handbook on the Psychology of Pricing - 100+ Effects on Persuasion and Influence Every Entrepreneur, Marketer and Pricing Manager Needs to Know. La Vergne: Lightning Source Inc., 2018. ISBN 9783947897001. |
PUGNEROVÁ, Michaela a kol. Psychologie. Praha: Grada, 2019. ISBN 978-80-271-0532-8.
VÝROST, Josef a Ivan SLAMĚNÍK. Sociální psychologie. Praha: Grada, 2019. ISBN 978-80-247-5775-9.
NOEL-HOEKSEMA, Susan a kol. Psychologie Atkinsonové a Hilgarda. Praha: Portál, 2012. ISBN 978-80-262-0083-3. |
| Recommended Reading: |
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LARSEN, Randy. Personality Psychology. New York City: McGraw-Hill, 2020. ISBN 9781526847874.
MITREGA, Maciej, Vojtěch SPÁČIL a Gregor PFAJFAR. Co-creating value in post-communists contexts: capability perspective. Journal of Services Marketing. Bingley: Emerald, 2021, 35(2), s. 169-181. ISSN 0887-6045.
ROPPER, Alan and Brian D. BURRELL. Reaching Down the Rabbit Hole: Extraordinary Journeys into the Human Brain. London: Atlantic books, 2016. ISBN 10: 1782395504. |
CHADT, Karel. Psychologie trhu a chování spotřebitele. Praha: Wolters Kluwer, 2023. ISBN 978-80-7676-638-9.
JESENSKÝ, Daniel a kol. Marketingová komunikace v místě prodeje. Praha: Grada, 2020. ISBN 978-80-2711724-6.
VYSEKALOVÁ, Jitka. Emoce v marketingu. Praha: Grada, 2014. ISBN 978-80-247-4843-6. |
| Planned learning activities and teaching methods |
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| Lectures, Tutorials |
| Assesment methods and criteria |
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| Task Title | Task Type | Maximum Number of Points
(Act. for Subtasks) | Minimum Number of Points for Task Passing |
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| Graded credit | Graded credit | 100 | 51 |