116-0524/01 – Retail Management (RM)

Gurantor departmentDepartment of Marketing and BusinessCredits4
Subject guarantorIng. Petra Klapilová Krbová, Ph.D.Subject version guarantorIng. Petra Klapilová Krbová, Ph.D.
Study levelundergraduate or graduateRequirementCompulsory
Study languageEnglish
Year of introduction2014/2015Year of cancellation
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 asses the market position of the Czech retailers.

Teaching methods



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 Strategy. The View from the Bridge. Amsterdam: Elsevier Butterworth-Heinemann, 2004. ISBN 978-0-7506-5696-2.

Way of continuous check of knowledge in the course of semester


Další požadavky na studenta

Elaboration of the semestral project.


Subject has no prerequisities.


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

Full-time form (validity from: 2014/2015 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
2015/2016 (N6208) Economics and Management (6208T062) Marketing and Business P English Ostrava 2 Compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner