116-0324/02 – Retail Management (RMO)

Gurantor departmentDepartment of Marketing and BusinessCredits3
Subject guarantorIng. Petra Klapilová Krbová, Ph.D.Subject version guarantorIng. Petra Klapilová Krbová, Ph.D.
Study levelundergraduate or graduateRequirementChoice-compulsory
Year2Semesterwinter
Study languageCzech
Year of introduction2010/2011Year of cancellation2012/2013
Intended for the facultiesEKFIntended for study typesFollow-up Master
Instruction secured by
LoginNameTuitorTeacher giving lectures
KRB005 Ing. Petra Klapilová Krbová, Ph.D.
Extent of instruction for forms of study
Form of studyWay of compl.Extent
Full-time Credit and Examination 2+1

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:

FINNE, Sami a Hanna SIVONEN. The Retail Value Chain. London: Kogan Page Limited, 2009. 369 p. ISBN 978-7494-5456-2. KRAFFT, Manfred a Murali K. MANTRALA. Retailing in the 21st century. Berlin: Springer Verlag, 2010. 462 p. ISBN 978-3-540-72001-0. ZENTES, J., D. MORSCHETT a H. SCHRAMM-KLEIN. Strategic Retail Management. 2nd Edition. Wiesbaden: Gabler. 2011. 445 p. ISBN 978-3-8349-2536-7.

Recommended literature:

HÜBNER, Alexander. Retail Category Management. Decision Support Systems for Assortment, Shelf Space, Inventory and Price Planning. Berlin: Springer Verlag, 2011. 153 p. ISBN 978-3-642-22476-8. REYNOLDS, J., Ch. CUTHBERTSON a R. BELL. Retail Strateg. The View from the Bridge. Amsterdam: Elsevier Butterworth-Heinemann, 2004. ISBN 978-0-7506-5696-2. ZENTES, J., D. MORSCHETT a H. SCHRAMM-KLEIN. Strategic Retail Management. 2nd Edition. Wiesbaden: Gabler. 2011. 445 p. ISBN 978-3-8349-2536-7.

Way of continuous check of knowledge in the course of semester

E-learning

Další požadavky na studenta

Elaboration of the semestral project.

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

Full-time form (validity from: 2010/2011 Winter semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of points
Exercises evaluation and Examination Credit and Examination 100 (100) 51
        Exercises evaluation Credit 30  15
        Examination Examination 70  36
Mandatory attendence parzicipation:

Show history

Occurrence in study plans

Academic yearProgrammeField of studySpec.FormStudy language Tut. centreYearWSType of duty
2011/2012 (N6208) Economics and Management (6208T062) Marketing and Business (01) Marketing and Business P Czech Ostrava 2 Compulsory study plan
2011/2012 (N6208) Economics and Management (6208T101) Sports Management P Czech Ostrava 2 Choice-compulsory study plan
2010/2011 (N6208) Economics and Management (6208T062) Marketing and Business (01) Marketing and Business P Czech Ostrava 2 Compulsory study plan
2010/2011 (N6208) Economics and Management (6208T101) Sports Management P Czech Ostrava 2 Choice-compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner