Course syllabus MNO - Retail Management (ŠAVŠ - Sklad předmětů)

     Czech          English          

Course title: Retail Management
Semester: -- item not defined --
Course supervisor: Ing. Eva Jaderná, Ph.D.
Supervising department: Department of Marketing and Management (ŠAVŠ)
Prerequisites for registration: not Bachelor state examination
Time allowance: full-time, 2/1 (hours of lectures per week / hours of seminars per week)
part-time, 0/12 (lectures per period / seminars per period)
Type of study: usual
Form of teaching: lecture, seminar
Mode of completion and credits: Exam (4 credits)
Course objective:
The aim of the course is to introduce students to the area of retailing with a particular focus on the linkages between various sales intermediaries. Students gain knowledge of new trends in retail marketing and get to know retailing environment and need for understanding of customers and employees.
Course methods: Lectures, seminars, interactive tasks including role playing, case studies and mystery shopping. Seminar work with follow-up presentation.
Course content:
1.Retailing Environment (allowance 2/1)
2.Ethics in Retail, Fair Trade, CSR (allowance 2/1)
3.Retail Formats. Classification of Retailers. (allowance 2/1)
4.Retail marketing (allowance 2/1)
a.Customer buying behaviour
b.Private labels
c.Marketing Mix

5.Retail Marketing (allowance 2/1)
a.Retail Pricing

6.Store Retail (allowance 2/1)
a.Location Strategy
b.Store management

7.Nonstore Retail (allowance 2/1)
b.Virtual Store

8.Merchandising. Shopper Marketing (allowance 2/1)
9.CRM. Patronage Loyalty. (allowance 2/1)
10.HR management in Retailing (allowance 2/1)
11.Mall management. New IT technologies in Retailing. (allowance 2/1)
12.Retail Logistics (allowance 2/1)
Learning outcomes and competences:
After completing the course, student:
-Will clarify significance of retail in supply chain
-Will discuss problems in retail and ethical behaviour of retailers
-Will explain basics of shopper marketing, retail merchandising and category management
-Will point out elements of atmospherics and evaluation of human resources in retail

Teaching methods and workload (hours of workload):
Type of teaching methodDaily attendanceCombined form
Direct teaching
     Attendance of lectures24 h0 h
     Attendance of courses/seminars/tutorials12 h12 h
     Course reading and ongoing preparation12 h14 h
     Composing of individual (seminar) work20 h44 h
     Composing of presentation14 h14 h
     Preparation for final test30 h28 h
Total112 h112 h
Assessment methods:
Requirement typeDaily attendanceCombined form
Active lecture/seminar/workshop/tutorial participation20 %6 %
Term paper20 %40 %
Presentation10 %4 %
Final test50 %50 %
Total100 %100 %
Course completion:
In-class assessment – exam test 50 %, presentation of seminar work 10 %, active participation 10 %, case study 10 %. Out of the class assessment: seminar work 30 % (literature review, own opinion of authors, best practices + comparison to literature review, conclusions, references).
Final grade is combined from class assessment and final exam.
Support for combined/distance forms of study:
-- item not defined --
Reading list:
Language of instruction: Czech
ŠÁLKOVÁ, D. -- REGNEROVÁ, M. -- HES, A. Obchodní nauka . Praha: Česká zemědělská univerzita , 2014. 305 p. ISBN 978-80-213-2408-4.
Language of instruction: English
Retail marketing in the modern age. Los Angeles: SAGE, 2016. 419 p. ISBN 9789351508694.
Retail marketing management: the 5 Es of retailing today. 1st ed. SAGE, 2018. 1 p. ISBN 9781526457332.

KELLER, K L. -- KOTLER, P. Marketing Management, 14th edition. New Jearsey: New Jearsey : Pearson , 2012. ISBN 978-0-13-210292-6.
JOBBER, D. -- LANCASTER, G. Selling and Sales Management . USA: Pearson Education, 2012. ISBN 978-02-73762-65-2.
LAFORGE, R. -- INGRAM, T. Sales Management: Analysis and Decision Making. USA: Amazon Paperback Books, 2012. ISBN 978-07-65626-40-0.
Language of instruction: Czech
MASTY, R. Retail Management. McGraw-Hill Education, 1997. 690 p. ISBN 0-07-027031-7.
ZAMAZALOVÁ, M. Marketing obchodní firmy. 1st ed. Praha: Grada Publishing, a.s., 2009. ISBN 978-80-247-2049-4.
CIMLER, P. -- ZADRAŽILOVÁ, D. Retail Management. Praha: Management press, 2007. 305 p. ISBN 978-80-7261-167-6.
LEVY, M. -- GREWAL, D. -- WEITZ, B A. Retailing Management. 9th ed. New York: McGraw-Hill Education, 2014. ISBN 978-1-259-06066-3.
Moderní marketingová komunikace. In: PŘIKRYLOVÁ, J. -- ŠTRACH, P. -- JADERNÁ, E. -- VELINOV, E. -- KINCL, T. Moderní marketingová komunikace, 2. vydání. Praha: Grada Publishing, a.s., 2019. ISBN 978-80-271-0787-2.
Language of instruction: English
Managing the family business: theory and practice. Edward Elgar Publishing, 2017. 527 p. ISBN 978-1-78347-070-9.

Study plans:
B-EM-EOE Business Administration and Sales, full-time form, initial academic year WS 2012/2013
B-EM-EOE Business Administration and Sales, full-time form, initial academic year WS 2016/2017
B-EM-BAS Business Administration and Sales, part-time form, initial academic year WS 2018/2019
B-EM-EOE Business Administration and Sales, full-time form, initial academic year WS 2018/2019
B-EM-BAS Business Administration and Sales, full-time form, initial academic year WS 2018/2019
Track BMO Marketing and Sales Management part-time form, initial academic year WS 2019/2020
Track BMO Marketing and Sales Management full-time form, initial academic year WS 2019/2020
Track MBOE Marketing and Sales Management full-time form, initial academic year WS 2019/2020
Run in the period of: WS 2019/2020, SS 2018/2019, WS 2018/2019, SS 2017/2018, WS 2017/2018, SS 2016/2017   (and older)
Course tutor: doc. Ing. Marie Hesková, CSc. (examiner, instructor, lecturer)
Ing. Eva Jaderná, Ph.D. (examiner, instructor, lecturer, supervisor)
doc. Ing. Pavel Štrach, Ph.D. et Ph.D. (examiner, instructor, lecturer)
Ing. Jana Šturmová, MBA (examiner, instructor)
Ing. Jitka Šturmová, Ph.D., MBA (examiner, instructor)
Teaching language: Czech, English
Room: Mladá Boleslav

Last modification made by Ing. Eva Jaderná, Ph.D. on 04/04/2019.

Type of output: