116-0324/01 – Retail Management (RMO)
| Gurantor department | Department of Marketing and Business | Credits | 3 |
| Subject guarantor | Ing. Petra Klapilová Krbová, Ph.D. | Subject version guarantor | Ing. Petra Klapilová Krbová, Ph.D. |
| Study level | undergraduate or graduate | Requirement | Choice-compulsory |
| Year | 1 | Semester | summer |
| | Study language | Czech |
| Year of introduction | 2004/2005 | Year of cancellation | 2009/2010 |
| Intended for the faculties | EKF | Intended for study types | Follow-up Master |
Subject aims expressed by acquired skills and competences
1. To categorize different functional types of retail outlets.
2. To summarize the retailing trends and their after-effects (implications).
3. To point out the specialties of retail marketing mix.
4. To assemble the retail marketing mix of an imaginary retail outlet.
5. To assess the market position of the Czech retailers.
Teaching methods
Lectures
Tutorials
Summary
The course is focused on the specific features of the retail market and also retail outlets as the parts of this market. The content of the course encompasses topics like formats and players in retailing, retail branding and positioning, store location, merchandise and category management, in-store marketing, retailing trends and others.
Compulsory literature:
Recommended literature:
Way of continuous check of knowledge in the course of semester
E-learning
Other requirements
Prerequisities
Subject has no prerequisities.
Co-requisities
Subject has no co-requisities.
Subject syllabus:
1. Introduction to retail marketing management.
2. History of retailing in the world and in the Czech Republic.
3. Retail analysis.
4. Retail marketing mix.
5. Merchandise management in retailing.
6. Price and store location in retailing.
7. Store environment.
8. In-store communication.
9. Private labels.
10. Personnel in retailing.
11. Ethics in retail and consumer rights.
12. Marketing research in retailing.
13. Retail trends.
Conditions for subject completion
Occurrence in study plans
Occurrence in special blocks
Assessment of instruction