Lecturer(s)
|
-
Jakešová Patricie, Mgr.
-
Zábojová Romana, Mgr. Ph.D.
|
Course content
|
introduction and basic introduction to marketing communication at the point of sale; - sensory marketing as a tool of communication at the point of sale; - impulsive shopping and the context of marketing communication at the point of sale; - introduction to shopper marketing; - digital communication at the point of sale; - shopper marketing - strategy, execution and evaluation; - principles of creation, execution and implementation of communication tools at the point of sale I .; - brief and technological context, the role of design, trends and innovations in point-of-sale marketing communication; - principles of origin, execution and implementation of communication tools at the point of sale II., evaluation of efficiency, debrief of seminar work, conclusion.
|
Learning activities and teaching methods
|
Lecturing, Dialogic (Discussion, conversation, brainstorming), Methods for working with texts (Textbook, book), Practice exercises, Teamwork, Individual work of students
- Term paper
- 40 hours per semester
- Participation in classes
- 28 hours per semester
- Preparation for examination
- 50 hours per semester
- Home preparation for classes
- 28 hours per semester
|
learning outcomes |
---|
Knowledge |
---|
The student is informed in the problems of sales support and is able to identify and effectively implement different forms of sales support. |
The student is informed in the problems of sales support and is able to identify and effectively implement different forms of sales support. |
Skills |
---|
The student is able to apply various forms of sales support in practice. |
The student is able to apply various forms of sales support in practice. |
teaching methods |
---|
Knowledge |
---|
Lecturing |
Dialogic (Discussion, conversation, brainstorming) |
Lecturing |
Dialogic (Discussion, conversation, brainstorming) |
Methods for working with texts (Textbook, book) |
Methods for working with texts (Textbook, book) |
Practice exercises |
Practice exercises |
Individual work of students |
Individual work of students |
Teamwork |
Teamwork |
assessment methods |
---|
Preparation of a presentation |
Preparation of a presentation |
Oral examination |
Oral examination |
Written examination |
Written examination |
Grade (Using a grade system) |
Grade (Using a grade system) |
Recommended literature
|
-
Crandall, Richard E.; Crandall, William; Chen, C. Charlie. Principles of supply chain management. CRC Press, Taylor & Francis Group, 2015. ISBN 9781482212020.
-
Donnellan, John. Merchandise buying and management. New York: Fairchild Books, 2014. ISBN 9781609014902.
-
Fernie, John; Sparks, Leigh. Logistic and retail management emerging issues and new challenges in the retail supply chain. London: KoganPage, 2019. ISBN 9780749481605.
-
Jesenský, Daniel. Marketingová komunikace v místě prodeje. Praha : Grada Publishing, 2018.
-
Lilienwall, R. & Daugherty, B. Marketing at retail - understanding, influencing, and winning today´s shopper. Popai USA, Chicago, 2013.
-
RAYNER, Clare. How to sell to retail: the secrets of getting your product to market. 2013. ISBN 9780749466800.
-
Roggeveen, Anne L.; Nordfält, Jens; Grewal, Dhruv. Shopper marketing and the role of in-store marketing. Bingley, U.K.: Emerald., 2014. ISBN 9781784410001.
-
SCHIFFMAN, L. G., WISENBLIT, J. L. Consumer Behavior. 2015. ISBN 9780132544450.
-
Vysekalová, J., Mikeš, J. Reklama, jak dělat reklamu. Praha: Grada, 2007.
-
Vysekalová, Jitka. Emoce v marketingu: jak oslovit srdce zákazníka. Praha : Grada, 2014. ISBN 9788024748436.
|