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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 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.
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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 |
|---|
| 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. Praha : Grada Publishing, 2018.
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Lilienwall, R. & Daugherty, B. Marketing at retail - understanding, influencing, and winning today´s shopper. Popai USA, Chicago, 2013.
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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, L. G., WISENBLIT, J. L. Consumer Behavior. 2015. ISBN 9780132544450.
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Vysekalová, J., Mikeš, J. Reklama, jak dělat reklamu. Praha: Grada, 2007.
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Vysekalová, Jitka. Emoce v marketingu: jak oslovit srdce zákazníka. Praha : Grada, 2014. ISBN 9788024748436.
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