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Lecturer(s)
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Zábojová Romana, Mgr. Ph.D.
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Course content
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1.-2. Introduction and basic presentation of marketing communication at the point of sale. 3. Sensory marketing as a communication tool at the point of sale. 4.-5. Impulsive buying and the context of marketing communication at the point of sale. 6. Introduction to shopper marketing. 7. Digital communication at the point of sale. 8.-9. Shopper marketing ? strategy, execution, and evaluation. 10. Principles of creation, execution, and implementation of communication tools at the point of sale I. 11. Brief and technological context, the role of design, trends, and innovations in marketing communication at the point of sale. 12.-13. Principles of creation, execution, and implementation of communication tools at the point of sale II, evaluation of effectiveness, debriefing of seminar work, conclusion.
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Learning activities and teaching methods
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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
- 26 hours per semester
- Preparation for examination
- 34 hours per semester
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| prerequisite |
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| Knowledge |
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| Prerequisities are not set. |
| Prerequisities are not set. |
| learning outcomes |
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| explain basic terms in the field of sales promotion |
| explain basic terms in the field of sales promotion |
| describe individual areas of sales promotion |
| describe individual areas of sales promotion |
| explain the differences between individual types of activities |
| explain the differences between individual types of activities |
| describe the possibilities of measuring the effectiveness of sales promotion |
| describe the possibilities of measuring the effectiveness of sales promotion |
| explain trends in sales promotion |
| explain trends in sales promotion |
| Skills |
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| choose an appropriate method of sales promotion given the type of product |
| choose an appropriate method of sales promotion given the type of product |
| plan sales promotion as part of a wider campaign |
| plan sales promotion as part of a wider campaign |
| plan a campaign using the sales promotion method |
| plan a campaign using the sales promotion method |
| plan ways to measure the effectiveness of sales promotion |
| plan ways to measure the effectiveness of sales promotion |
| analyze existing sales promotion campaigns |
| analyze existing sales promotion campaigns |
| teaching methods |
|---|
| Knowledge |
|---|
| 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 |
| Dialogic (Discussion, conversation, brainstorming) |
| Lecturing |
| Lecturing |
| Teamwork |
| assessment methods |
|---|
| Oral examination |
| Preparation of a presentation |
| Grade (Using a grade system) |
| Grade (Using a grade system) |
| Preparation of a presentation |
| Written examination |
| Written examination |
| Oral examination |
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Recommended literature
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Crandall, Richard E.; Crandall, William; Chen, C. Charlie. Principles of supply chain management. CRC Press, Taylor & Francis Group, 2015. ISBN 9781482212020.
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Donnellan, John. Merchandise buying and management. New York: Fairchild Books, 2014. ISBN 9781609014902.
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Fernie, John; Sparks, Leigh. Logistic and retail management emerging issues and new challenges in the retail supply chain. London: KoganPage, 2019. ISBN 9780749481605.
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JESENSKÝ, Daniel. Marketingová komunikace v místě prodeje: POP, POS, in-store, shopper marketing. Praha: Grada, 2020. ISBN 9788027117246.
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KUSÁ, Alena. Retail Marketing Communication and the Consumer Behaviour of Selected Generations Ed. 1.. Online, 2022.
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RAYNER, Clare. How to sell to retail: the secrets of getting your product to market. 2013. ISBN 9780749466800.
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Roggeveen, Anne L.; Nordfält, Jens; Grewal, Dhruv. Shopper marketing and the role of in-store marketing. Bingley, U.K.: Emerald., 2014. ISBN 9781784410001.
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SCHIFFMAN, Leon G. a WISENBLIT, Joseph. Consumer behavior: global edition. Harlow: Pearson Education, 2015. ISBN 9780273787136.
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VYSEKALOVÁ, Jitka a MIKEŠ, Jiří. Reklama, jak dělat reklamu. Praha: Grada, 2018. ISBN 9788024758657.
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Vysekalová, Jitka. Emoce v marketingu: jak oslovit srdce zákazníka. Praha : Grada, 2014. ISBN 9788024748436.
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