PředmětyPředměty(verze: 901)
Předmět, akademický rok 2021/2022
Emotions in Marketing - JKB167
Anglický název: Emotions in Marketing
Český název: Emoce v marketingu
Zajišťuje: Katedra marketingové komunikace a public relations (23-KMKPR)
Fakulta: Fakulta sociálních věd
Platnost: od 2021
Semestr: letní
E-Kredity: 3
Způsob provedení zkoušky: letní s.:
Rozsah, examinace: letní s.:1/1 Z [hodiny/týden]
Počet míst: 20 / 20 (15)
Minimální obsazenost: neomezen
Virtuální mobilita / počet míst: ne
Stav předmětu: vyučován
Jazyk výuky: angličtina
Způsob výuky: prezenční
Poznámka: předmět je možno zapsat mimo plán
povolen pro zápis po webu
při zápisu přednost, je-li ve stud. plánu
Garant: Mgr. Anna Shavit, Ph.D.
Vyučující: Eyal Frayden
Anotace - angličtina
Poslední úprava: Ing. Bc. Petra Koudelková, Ph.D. (07.02.2022)
Students Learning Outcomes (SLOs):
At the conclusion of this course students will be able to:
- Effectively implement and evaluate emotions-based campaigns
- Develop a marketing emotions-based campaign which fits the needs of a given company and providing practical and professional recommendations for a better performance
- Summarize strategies and models for risk management which might appear by the ‘emotions usage’

The lecturer of the course is Eyal Frayden.

Brief bio about the lecturer:

Eyal Frayden holds a B.A. in Management and Marketing from Ben-Gurion University of the Negev, Israel, a third year Honor Student who also graduated with honor and an M.B.A with a concentration in Marketing from University of New-York in Prague, Czech Republic. Eyal worked as a Teaching Assistant and a Research Assistant in Ben-Gurion University for three years within the classes "Introduction to Law", "Contracts and Business Law", "Principles of Marketing" and "Foundations of Business Thought" and one year in the International YMCA University of Applied Science in Kassel, Germany.

Eyal is currently working as a Senior Account Executive in a top leading Israeli public company and the previous Head of Sales of one of the top start-ups in Czech Republic.
Cíl předmětu - angličtina
Poslední úprava: Ing. Bc. Petra Koudelková, Ph.D. (31.01.2022)

The content and learning activities in this course are designed to help students achieve the following objectives:

§  Apply the discussed theoretical marketing models and concepts for an advanced critical examination of emotions-based campaigns

§  Analyse emotional campaigns by assessing the customers, competitors, context, and the strengths and weaknesses of a given company

§  Design a proper emotional marketing strategy and improve launched campaigns to better meet the company’s requirements

Manage risks of applying emotions in marketing and its’ probable impacts  

Podmínky zakončení předmětu - angličtina
Poslední úprava: Ing. Bc. Petra Koudelková, Ph.D. (31.01.2022)

1.       Participation in class and other activities – 40%

2.       Test – 25%

3.       Group assignment – 25%

4.       Module presentation – 10% 

Literatura - angličtina
Poslední úprava: Ing. Bc. Petra Koudelková, Ph.D. (31.01.2022)

Brandt, D., Heath, R. G. and Nairn, A. (2006). Brand relationships –

strengthened by emotion, weakened by attention. Journal of Advertising Research, 46, 410-419.

Fridman, T. (2002). The Psychology of Advertising. Tel Aviv: Globes Publisher Press.

Geva, A. (1994). Consumer behavior - Purchase Decisions 2. Tel Aviv: The Open University.

Hornik, Y. & Liberman, Y. (1994). Advertising Management. Tel Aviv: The Open University.

Jacobs, D., Kothuri, R., Levine, B., Marci, C., Plummer, J. and

Siefert, C. B. (2009). Winning the Super "Buzz" Bowl. Journal of advertising research, 293-303.

Kaniel. S. (2010). The courage to decide and act – individual and group decision-making.

Tel Aviv: Ramot Publishing.

Lavee, Y. & Katz, R. (2003). The Family in Israel: Between Tradition

and Modernity. Marriage & Family Review, Vol. 35 (1/2), 193-217.

Weiman, G. (2010). Media Frames. Israeli Journal of Communication. Issue No. 14, 38-50.


Blank, M. (2012, November 8). What is "emotional brain"?.

Emotional treatment, Retrieved from http://www.miriblank.co.il/2012/11/%D7%9E%D7%94-%D7%96%D7%94-%D7%94%D7%9E%D7%95%D7%97-%D7%94%D7%A8%D7%92%D7%A9%D7%99-%D7%A9%D7%90%D7%A0%D7%99-%D7%9E%D7%93%D7%91%D7%A8-%D7%90%D7%9C%D7%99%D7%95/

Hong, P. (2015, April 17). Why emotional storytelling is the future of

branding. Momentology, Retrieved from


Isaac, O. (2010, May 27). Love, relationships and brands. Strategy &

Marketing, Retrieved from


Karni, D. (2011, May 8). Emotional marketing. Ma’Amarim, Retrieved from


Leibowitz, B.A (2009, 13 September). The most favourite ad of the week: 012 Smile with Eyal Kitzis. Globes online, Retrieved from: http://www.globes.co.il/news/article.aspx?did=1000497659

Lovell, C. (2008, August 1). How do you advertise to teenagers?. Campaign, Retrieved from


Marios, O. (2014, February 11). Rely on the stomach or the brain? How to make the right decision?.

Brainstorming, Retrieved from http://www.ynet.co.il/articles/0,7340,L-4483019,00.html

Murray, P. (2013, February 26). How Emotions Influence What We Buy. Psychology today, Retrieved

from https://www.psychologytoday.com/blog/inside-the-consumer-mind/201302/how-emotions-influence-what-we-buy/

Patel, N. and Puri, R. (2014, March 19). The Complete Guide to Understanding Consumer Psychology –

Chapter two. Quicksprout, Retrieved from https://www.quicksprout.com/2014/03/19/the-complete-guide-to-understanding-consumer-psychology/

Persio, E. (2014, April 30). How Humor Can Backfire on Your Brand. Articles, Retrieved from


Rosenthal, R. (2015, July 7). 5 Psychological Tactics Marketers Use to Influence Consumer Behavior. Fast

Company, Retrieved from https://www.fastcompany.com/3032675/hit-the-ground-running/5-psychological-tactics-marketers-use-to-influence-consumer-behavior

Rogers, A. (2012, February 3). 13 Brands That Use Sex To Sell Their Products. Business Insider, Retrieved

from http://www.businessinsider.com/13-brands-that-use-sex-to-sell-their-products-2012-2

Shinkman, R. (2014, December 2). Israel's most moving commercials. Cultura. Retrieved from


Wentz, L. (2009, November 16). Colombia Uses Ads to Persuade Rebels to Turn Themselves In.

Advertising Age, Retrieved from http://adage.com/article/global-news/colombia-ads-persuade-rebels-turn/140548/

Zorfas, A. and Leemon, D. (2016, August 29). An Emotional Connection Matters More than Customer

Satisfaction. Marketing, Retrieved from https://hbr.org/2016/08/an-emotional-connection-matters-more-than-customer-satisfaction

Metody výuky - angličtina
Poslední úprava: Ing. Bc. Petra Koudelková, Ph.D. (31.01.2022)

Personal questionnaires (rationalism vs emotionalism, positive and negative emotions)

Live discussions and the students’ participation

Present Ads and use-cases along the course to implement the discussed models

Short videos about emotions in marketing (e.g., Jose Miguel Sokolof talking about the campaigns in Colombia)

Short quizzes to test the students’ comprehension 

Sylabus - angličtina
Poslední úprava: Ing. Bc. Petra Koudelková, Ph.D. (31.01.2022)

1.       1st lesson – Introduction + Adjusting expectations

2.       2nd lesson – Elaboration Likelihood Model (ELM)

3.       3rd lesson – Elaboration Likelihood Model (ELM)

4.       4th lesson – Rationalism vs Emotionalism

5.       5th lesson – Rationalism vs Emotionalism

6.       6th lesson – The concept of ‘Storytelling’

7.       7th lesson – The concept of ‘Storytelling’ + Positive and negative emotions

8.       8th lesson – Positive and negative emotions

9.       9th lesson – The short- & long-term impacts of using emotions in marketing

10.    10th lesson – The short- & long-term impacts of using emotions in marketing

11.    11th lesson – Group assignment presentation

12.    12th lesson – Group assignment presentation

13.    13th lesson – Final test + Course summary


*The schedule may change during the semester 

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