|
Lecturer(s)
|
|
|
|
Course content
|
Lectures (topics): 1. Business characteristics - management, activities, functions. 2. Retail and wholesale - history, importance, categories. 3. Tendencies in business - integration, cooperation, E-commerce. 4. Business management - financial, project, risk. 5. Pricing strategy in retail, purchasing goods and managing the business assortment. 6. Merchandise management - types, activities. 7. Creating a business strategy, locating a retail network, and retail network opportunities. 8. Consumer purchasing behaviour, consumer market criteria. 9. CRM = customer relationship management - building loyalty, loyalty systems. 10. Brand management, new approaches and innovations in retail, the current situation on the market. Seminars (topics): 1. Assigning seminar projects. 2. Introduction to fundamental approaches and retail characteristics. 3. Semestral projects presentations. 4. Discussion on seminar project conclusions.
|
|
Learning activities and teaching methods
|
Monological explanation (lecture, presentation,briefing), Seminár, E-learning, Students' portfolio
- Preparation for exam
- 35 hours per semester
- Semestral paper
- 25 hours per semester
- Presentation preparation (report)
- 10 hours per semester
- Home preparation for classes
- 20 hours per semester
- Class attendance
- 30 hours per semester
|
|
Learning outcomes
|
The aim of the subject is to introduce students to the particular features of retailing, to introduce basic approaches to developing and maintaining the competitive advantage of retailing in the international environment, to point out the importance and function of business, to outline future tendencies in retailing, to introduce the concepts of business management, territorial layout of the units, CRM, and pricing in retail.
|
|
Prerequisites
|
unspecified
|
|
Assessment methods and criteria
|
Written exam, Oral presentation of self-study
Credit: Active attendance at seminars, presentation of a seminar work. Exam: Written exam in the form of open and closed questions.
|
|
Recommended literature
|
-
CIMLER, P., D. ZADRAŽILOVÁ, et al. Retail management. Praha: Management Press, 2007. ISBN 978-80-7261-167-6.
-
COX, R. a P. BRITTAIN. Retailing: An introduction. 5th ed. London: Financial Times/ Prentice Hal, 2004. ISBN 978-0273678199.
-
HES, A. Velkoobchod a maloobchod. Praha: ČZU, 2007. ISBN 978-80-213-1163-3.
-
LEVY, M. a B. WEITZ. Retailing Management. 9th ed. USA: McGraw-Hill/Irwin Publishing, 2013. ISBN 978-0078028991.
-
MULAČOVÁ V. a P. MULAČ. Obchodní podnikání ve 21. století. Praha: Grada Publishing, 2013. ISBN 978-80-247-4780-4.
-
PRAŽSKÁ, L., J. JINDRA, et al. Obchodní podnikání - retail management. 2. vyd.. Praha: Management Press, 2002. ISBN 80-7261-059-7.
-
ŠTRACH, P. Mezinárodní manamegent. Praha: Grada Publishing,, 2009. ISBN 978-80-247-2987-9.
|