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Lecturer(s)
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Hommerová Dita, Doc. Ing. Ph.D., MBA
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Cimler Petr, Doc. Ing. CSc.
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Course content
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Retail company, its role on the consumer goods market, sales channels, resources and retailing mix. Environment of a retail company. Retail marketing, its instruments, use, practical examples Range of products (Category management, Merchandising) Private Labels Pricing strategy, margin Layout solution, goods presentation Sales support - POS, POS materials and their application Store location, Customer in store, customer psychology, motion in the store, customer behavior on the consumer goods market. Shopping atmosphere in a store. Strategy of some retail companies, groups and alliances on the Czech market. Modern technology and its application in sales (smartphones, QR codes, self scanning, RFID, etc.). Territorial retail conditions and methods of retail trade analysis. Management of operation staff. Analysis of financial and operation indicators of a retail company.
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Learning activities and teaching methods
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Interactive lecture, Lecture supplemented with a discussion, Lecture with practical applications, E-learning, Discussion, Multimedia supported teaching, Students' portfolio, One-to-One tutorial, Task-based study method, Individual study, Students' self-study, Self-study of literature, Textual studies, Practicum
- Presentation preparation (report) (1-10)
- 10 hours per semester
- Preparation for an examination (30-60)
- 30 hours per semester
- Team project (50/number of students)
- 25 hours per semester
- Contact hours
- 39 hours per semester
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| prerequisite |
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| Knowledge |
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| to know basics of marketing, management and Czech retail industry |
| Skills |
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| to use basic methods of statistical data processing |
| Competences |
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| N/A |
| learning outcomes |
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| Knowledge |
|---|
| to describe global trends of retail development |
| to describe business environment of retail companies, specify parts of retailing mix and explain content and use of retail marketing instruments |
| to know and describe methods of retail trade area analysis |
| to describe trends in customer behavior on the market |
| to know methods of management of operation staff in retail |
| to describe trendy and strategies of fashion |
| Skills |
|---|
| to apply methods of retail trade area analysis |
| to apply methods of management of operation staff in retail |
| to apply methods of analysis of operational metrics and KPIs in retail |
| to analyse approaches to the use of customer commitment in retail |
| to analyse strategies used in fashion retail |
| to apply knowledge of customer psychology in proposals for shopping environment layout |
| Competences |
|---|
| N/A |
| N/A |
| teaching methods |
|---|
| Knowledge |
|---|
| Lecture supplemented with a discussion |
| Interactive lecture |
| Practicum |
| E-learning |
| Multimedia supported teaching |
| Textual studies |
| Self-study of literature |
| Individual study |
| Students' portfolio |
| Discussion |
| Skills |
|---|
| Practicum |
| Skills demonstration |
| Students' portfolio |
| Seminar |
| Textual studies |
| Competences |
|---|
| Practicum |
| Lecture supplemented with a discussion |
| Skills demonstration |
| Students' portfolio |
| Seminar |
| Textual studies |
| assessment methods |
|---|
| Knowledge |
|---|
| Written exam |
| Seminar work |
| Skills |
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| Seminar work |
| Group presentation at a seminar |
| Competences |
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| Group presentation at a seminar |
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Recommended literature
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Bárta, Vladimír; Pátík, Ladislav; Postler, Milan. Retail marketing. Vyd. 1. Praha : Management Press, 2009. ISBN 978-80-7261-207-9.
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Boček, M.; Jesenský, D.; Krofiánová, D.; a kol. POP In-store marketing. Praha, 2009. ISBN 978-80-247-2840-7.
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Burstiner, I. Základy maloobchodní podnikání. Praha, 1994. ISBN 80-85605-55-4.
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Cimler, Zadražilová. Retail management. Praha, 2007. ISBN 978-80-7261-167.
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Jesenský, D. a kol. Marketingová komunikace v místě prodeje. Praha, 2018. ISBN 978-80-271-0252-5.
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Khelerová, V. Fashion managment. Praha, 2019. ISBN 978-80-271-2113-7.
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Levy, Michael; Weitz, Barton A. Retailing management. 8th ed. New York : McGraw-Hill/Irwin, 2012. ISBN 978-0-07-353002-4.
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Lindstrom, M.;. Nákupologie. Pravda a lži o tom, proč nakupujeme.. Brno, 2009. ISBN 978-80-251-2396-6.
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Spilková, J.;. Geografie maloobchodu a spotřeby. Praha, 2012. ISBN 978-80-246-1951-4.
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Zamazalová, Marcela. Marketing obchodní firmy. 1. vyd. Praha : Grada, 2009. ISBN 978-80-247-2049-4.
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Zentes, J.; Morschett, D.; Schramm-Klein, H. Strategic retail managment: text and international cases. Wiesbaden, 2011. ISBN 978-3-8349-2536-7.
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