VSFS:N_ROb Trade Management - Course Information

N_ROb Trade Management

Extent and Intensity

2/1/0. 6 credit(s). Type of Completion: zk (examination).

Teacher(s)

Ing. Lukáš Blažek, Ph.D. (seminar tutor)

Guaranteed by

Ing. Lukáš Blažek, Ph.D.
Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Mgr. Markéta Koliášová

Timetable of Seminar Groups

N_ROb/cEKKV: each even Thursday 19:15–19:59 KV205, each even Thursday 20:00–20:45 KV205, except Thu 19. 3. ; and Tue 5. 5. 12:15–13:45 KV205, L. Blažek
N_ROb/cEKPH: each odd Wednesday 19:15–19:59 S26, each odd Wednesday 20:00–20:45 S26, L. Blažek
N_ROb/pEKKV: each even Thursday 15:45–16:29 KV205, each even Thursday 16:30–17:15 KV205, each even Thursday 17:30–18:14 KV205, each even Thursday 18:15–19:00 KV205, except Thu 19. 3. ; and Tue 5. 5. 8:45–10:15 KV205, 10:30–12:00 KV205, L. Blažek
N_ROb/pEKPH: Wed 17:30–18:14 S26, Wed 18:15–19:00 S26, L. Blažek
N_ROb/vEKPH: Sat 28. 2. 9:45–11:15 E225, 11:30–13:00 E225, Fri 27. 3. 17:30–19:00 E306, 19:15–20:45 E306, Fri 17. 4. 17:30–19:00 E306, 19:15–20:45 E306, Fri 24. 4. 17:30–19:00 E225, 19:15–20:45 E225, L. Blažek

Prerequisites

This course expects at least basic knowledge of the company / business environment (at least theoretical), it's processes, as well as the basic knowledge of market principles.

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

Objective of the course in terms of learning outcomes and competences are to acquaint students with the basic concepts and processes in the area of trade management, which can be considered as the basis of the economy of the country and its economy without any exaggeration, as well as the basis for the operation of the company, irrespective of its professional integration. At the end of this course the student will understand trade management, business marketing management, CRM, business strategies applied in various territories and customer segments, e-commerce and purchasing management. The student obtains a comprehensive overview of business activities by the vendor and the customer. The course focuses on the correlation of sales and purchasing activities inside and outside the company, devotes itself to methods that allow the building of long-term business relationships. The course focuses on the practical application and utilization of the theoretical backgrounds from B2C and B2B markets in order to equip graduates with skills suitable for managerial positions in business departments of multinational companies, small and middle size companies, family firms and self-employed persons.

Learning outcomes

After successfully completing the course, the student will: • understand the role of trade in a market economy and the role of the sales department in the organizational structure of a company, • explain the principles of creating a business strategy and planning, including sales forecasting, receivables management and cash flow, • distinguish the typology of markets (B2C, B2B, B2G, e-commerce) and their main specifics, • characterize negotiation strategies, tactics and intercultural differences in business negotiations, • analyze the role of a sales manager and Key Account Manager in various types of organizations, • evaluate the impact of globalization and the intercultural environment on business strategies and models, • apply knowledge in the field of e-commerce and digital sales channels when designing omnichannel solutions, • suggest ways to improve customer experience and the use of CRM systems (including personalization, automation and AI), • identify current trends and innovations in trade (Trade 4.0, AI, data analytics, ESG) and assess their impact on business processes, • will recognize and evaluate ethical and legal aspects of business processes and apply compliance principles, • apply trade marketing tools in the preparation of business activities and joint business plans, • propose changes in the purchasing process and management of supplier relationships with regard to efficiency and sustainability, • demonstrate the ability to formulate and defend one's own business strategy or proposal for changes through practical case studies.

Syllabus

Course syllabus: Lectures 1. The role of trade in a market economy, the role of the sales department in the organizational structure of companies (Trade as a strategic function; connection with marketing, purchasing and logistics) 2. Business strategy and planning (Creating a business strategy; sales forecasting; business plan; receivables and cash flow management) 3. General typology of markets (B2C, B2B, B2G…) and their main differences, specifics of the e-commerce market, differences in business strategies. 4. Business negotiations, general approach to negotiations and main negotiation strategies, negotiation tactics, intercultural differences and their influence on negotiations, negotiations in a multicultural environment. 5. Management of sales teams, Sales Manager - personality, general requirements and prerequisites for working in the Back office and Front office. Key Account Management, KAM role within the sales organization, differences between B2C and B2B KAM, requirements and prerequisites for the KAM position, building a sales team. 6. Intercultural business environment and globalization (Specifics of business negotiations in different cultures; adaptation of business strategies to international markets; impact of globalization on business models; management of international business teams) 7. E-commerce and digital sales channels (Online sales platforms; marketplaces; omnichannel strategy; synergy of online and offline sales) 8. Customer experience and CRM (Customer Journey; personalization; use of data in relationship management; automation and AI in CRM) 9. Innovations and trends in business (Business 4.0; use of AI, data analytics and automation; ESG and sustainability in business processes) 10. Ethics and compliance in business processes (Ethical principles in business negotiations; consumer protection; unfair business practices; legal framework and regulation in business; corporate culture and responsibility of business managers) 11. Trade marketing and its role in business management. Business unit typology and assortment management, Preparation of Join Business Plan, creation and management of strategic trade marketing activities, planning and management of promotional activities 12. Purchasing management and logistics. (Strategic purchasing; supplier selection and evaluation; contracts; supplier cooperation and development) Exercises – practical solutions to the following areas: 1. Customer experience and its improvement in a specific company (the student will focus on how the selected company works with customers – from the first contact to after-purchase care – and will propose specific improvements.) 2. Use of digital tools in the sales department (the student will describe what digital tools the selected company uses or could use, and how their implementation could make the work of the sales team more efficient.) 3. Analysis of business trends and proposal of a business strategy for a specific company (the student will propose a business strategy for it based on current trends) 4. How to improve the business strategy in the company where I work (the student will describe the current business strategy in the selected company where he works or which he knows well.) 5. Purchasing process and cooperation with suppliers – proposal of change (the student will describe how purchasing and cooperation with suppliers work in the selected company, and will propose specific changes to make this more efficient process.) 6. Business Negotiation and Communication (Negotiation Styles and Tactics; Intercultural Differences; Dealing with Objections; Building Trust and Relationships)

Literature

required literature
• Plamínek, J. (2018). Vedení lidí, týmů a firem: praktický atlas managementu (5. aktualiz. a rozšíř. vyd.). Praha: Grada Publishing. ISBN 978-80-271-0629-5.
• Tišlerová, K. (2022). Řízení vztahů se zákazníky. Praha: Vysoká škola ekonomie a managementu. ISBN 978-80-88330-51-6.
• Říha, D. (2021). Rozvoj obchodních a vyjednávacích dovedností: Manuál pro start úspěšného obchodníka. Praha: Grada Publishing. ISBN 978-80-271-4502-7.

recommended literature
• Linhartová, L., & kolektiv. (2023). Customer Experience Management. Praha: Grada Publishing. ISBN 978-80-271-3691-7.
• Fotr, J., Vacík, E., Souček, I., Špaček, M., & Hájek, S. (2020). Tvorba strategie a strategické plánování: teorie a praxe (2. aktualiz. a doplněné vyd.). Praha: Grada Publishing. ISBN 978-80-271-2499-2.
• Chlebovský, V. (2017). Management zákaznických řešení: jak efektivně tvořit a spravovat individualizovaná řešení zákaznických potřeb. Praha: Grada Publishing. ISBN 978-80-271-0559-5.
• Kohoutová, M. (2023). Obchodní vyjednávání v praxi. Praha: Grada Publishing. ISBN 978-80-271-3535-6.
• Pour, J. (2022). Informační systémy pro Business. Praha: VŠEM. ISBN 978-80-88330-93-6.

not specified
• Urban, J. (2024). Strategie obchodu v éře digitalizace. Praha: Management Press. ISBN 978-80-7261-586-5.
• Špičková, H. (2024). Digitální marketing a obchodní komunikace. Praha: Grada Publishing. ISBN 978-80-271-4396-0.

Teaching methods

Lectures The teaching takes the form of lectures, which provide a theoretical framework and a systematic explanation of business management issues. The emphasis is on connecting theory with practice, through examples from current business practice, discussions of specific business situations and analysis of trends in domestic and foreign markets. Students have the opportunity to continuously consult their practical experience with the teacher and involve them in the discussion. Exercises Exercises are focused on practical training and application of knowledge in the form of team tasks, case studies and projects. Students will: • analyze the customer experience and propose its improvement, • evaluate the use of digital tools in the sales department, • develop a business strategy for a specific company, • prepare proposals for changes in the purchasing process and cooperation with suppliers, • practice negotiation styles and tactics (including intercultural aspects), • simulate communication with customers and business partners. Modern methods (supported by technology) Teaching will be supported by the use of modern methods that increase interactivity and motivation: • e-learning platform (Moodle, MS Teams) for sharing materials, online tests and feedback, • CRM and digital sales tools (e.g. Salesforce, HubSpot, Dynamics 365, Raynet) for simulating customer relationship management, • analytical and visualization tools (Power BI, Tableau) for working with business data, • simulation games and role plays focused on business negotiations, working with objections and negotiating in an intercultural environment, • case studies of selected companies (Czech and foreign) that illustrate business strategies, trends and innovations in practice, • multimedia resources (podcasts, videos, webinars with experts in business, e-commerce and trade marketing).

Assessment methods

Course is successfully completed by CREDIT & EXAM. Full-time study: Credit granting is tied to the fulfillment of requirements of the exercise / seminar teacher presented in the very beginning of the term (ie in particular an elaboration of a practical semesteral paper and its presentation). Exam granting is upon successful completion of the written test, which can be combined with an oral interview at the correction term. Part-time study: Credit granting is tied to active participation in the guided consultations. Exam granting is linked to the successful passing a written test, which can be combined with an oral interview at the correction term.

Language of instruction

Czech

Further comments (probably available only in Czech)

The course can also be completed outside the examination period.

• Enrolment Statistics (Summer 2026, recent)
  
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