116-0524/01 – Retail Management (RM)
Gurantor department | Department of Marketing and Business | Credits | 4 |
Subject guarantor | Ing. Petra Klapilová Krbová, Ph.D. | Subject version guarantor | Ing. Petra Klapilová Krbová, Ph.D. |
Study level | undergraduate or graduate | Requirement | Compulsory |
Year | 2 | Semester | winter |
| | Study language | English |
Year of introduction | 2014/2015 | Year of cancellation | 2020/2021 |
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 asses the market position of the Czech retailers.
Teaching methods
Lectures
Tutorials
Summary
Compulsory literature:
Recommended literature:
Way of continuous check of knowledge in the course of semester
E-learning
Other requirements
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 marketing mix.
4. Merchandise management in retailing.
5. Price and store location in retailing.
6. Store environment.
7. In-store communication.
8. Private labels.
9. Personnel in retailing.
10. Consumer behaviour in the retail outlets.
11. Marketing research in retailing.
12. Retail trends.
Conditions for subject completion
Occurrence in study plans
Occurrence in special blocks
Assessment of instruction
Předmět neobsahuje žádné hodnocení.