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Lecturer(s)
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Jakešová Patricie, Mgr.
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Zábojová Romana, Mgr. Ph.D.
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Course content
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- introduction, theoretical framework, key concepts, historical context of in-store marketing communication and retail - sales promotion - humanized and non-humanized activities - consumer behavior and decision-making, shopper in retail, impulse buying - multisensory communication as a tool at the point of sale - planning and organization, strategies, and measurement of the effectiveness of communication tools at the point of sale - technology and digital communication, trends in in-store marketing communication
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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
- Participation in classes
- 10 hours per semester
- Term paper
- 50 hours per semester
- Preparation for examination
- 65 hours per semester
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| prerequisite |
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| Knowledge |
|---|
| 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 |
| formulate the purpose, basic principles, and objectives of in-store marketing communication |
| formulate the purpose, basic principles, and objectives of in-store marketing communication |
| choose an appropriate method of measuring the effectiveness of sales promotion |
| choose an appropriate method of measuring the effectiveness of sales promotion |
| analyze existing sales promotion campaigns |
| analyze existing sales promotion campaigns |
| teaching methods |
|---|
| Knowledge |
|---|
| Dialogic (Discussion, conversation, brainstorming) |
| 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 |
| Lecturing |
| Lecturing |
| Teamwork |
| Teamwork |
| Individual work of students |
| assessment methods |
|---|
| Written examination |
| Grade (Using a grade system) |
| Grade (Using a grade system) |
| Preparation of a presentation |
| Preparation of a presentation |
| Written examination |
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Recommended literature
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JADERNÁ, Eva a VOLFOVÁ, Hana. Moderní retail marketing. Praha: Grada Publishing, 2021. ISBN 978-80-271-1384-2.
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Jesenský, Daniel. Marketingová komunikace v místě prodeje. Praha : Grada Publishing, 2018.
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KARLÍČEK, Miroslav. Jak na marketingovou komunikaci. Praha: Grada, 2023. ISBN 978-80-271-5013-7.
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Lindstrom, M. Nákupologie. Pravda a lži o tom, proč nakupujeme. . Brno, 2009.
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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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Spilková Jana. Geografie maloobchodu a spotřeby: věda o nakupování. Praha: Karolinum, 2012. ISBN 9788024619514.
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Tellis, Gerard J. Reklama a podpora prodeje. Praha : Grada, 2000.
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Vysekalová, Jitka. Emoce v marketingu: jak oslovit srdce zákazníka. Praha : Grada, 2014. ISBN 9788024748436.
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Vysekalová, Jitka. Chování zákazníka : jak odkrýt tajemství "černé skříňky". 1. vyd. Praha : Grada, 2011. ISBN 978-80-247-3528-3.
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