VSFS:B_PoP Sales Promotion - Course Information
B_PoP Sales Promotion
University of Finance and AdministrationWinter 2012
- Extent and Intensity
- 2/0. 5 credit(s). Recommended Type of Completion: zk (examination). Other types of completion: z (credit).
- Teacher(s)
- Ing. Tereza Dvořáková (lecturer)
Ing. Vilém Kunz, Ph.D. (lecturer) - Guaranteed by
- Ing. Tereza Dvořáková
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová - Timetable of Seminar Groups
- B_PoP/pMMO: Mon 14:00–14:44 M14, Mon 14:45–15:30 M14, V. Kunz
B_PoP/pMPH: Thu 12:15–12:59 E007KC, Thu 13:00–13:45 E007KC, T. Dvořáková
B_PoP/sMKL: Wed 31. 10. 14:00–15:30 K207, T. Dvořáková
B_PoP/sM1PH: Wed 7. 11. 14:00–15:30 E222, T. Dvořáková
B_PoP/sM2PH: Wed 7. 11. 15:45–17:15 E228, T. Dvořáková
B_PoP/vM1MO: Fri 2. 11. 15:30–17:00 M27, V. Kunz
B_PoP/vM2aPH: Fri 23. 11. 13:45–15:15 E305, T. Dvořáková
B_PoP/vM2bPH: Fri 2. 11. 13:45–15:15 E125, T. Dvořáková
B_PoP/vM2MO: Fri 2. 11. 13:45–15:15 M27, V. Kunz
B_PoP/vM3aPH: Fri 23. 11. 12:00–13:30 E305, T. Dvořáková
B_PoP/vM3bPH: Fri 2. 11. 12:00–13:30 E125, T. Dvořáková - Prerequisites
- B_Mar Marketing && B_SMaK Structure of Marketing Communi
Knowledge of basic concepts of marketing. - Course Enrolment Limitations
- The course is also offered to the students of the fields other than those the course is directly associated with.
- fields of study / plans the course is directly associated with
- Marketing Communication (programme VSFS, B-EKM) (2)
- Course objectives
- The annotation is the same for both forms of study. The aim of the course is to make students familiar with sales promotion as an important part of integrated marketing communications. Students, who successfully complete the course, will know a structure, types and methods of sales promotion, planning, implementation and evaluation of effectiveness. They will also understand the sponsoring as part of the sales promotion and its links to public relations (event marketing). They will understand the potential of supporting programs in exhibitions/fairs. Further to these theoretical findings, students will also analyze/evaluate proposals sales promotions in lectures and during eLearning Module. Students will be able to organize and manage these events (possibly implement in practice).
- Syllabus
- The syllabus is designed for full-time study. The course for part-time study is similar in the content which is divided into eight thematic blocks in the study materials of the course. The content and structure of lectures for full-time study: 1st lecture Sales promotion as a tool for integrated marketing communications 2nd lecture Historie podpory prodeje a její vazby na další součásti komunikačního mixu 3rd lecture Categories of Sales promotion 4th lecture Targets of Sales promotion 5th lecture Methods and techniques of sales promotion 6th lecture Measuring the effectiveness of sales promotions 7th lecture Loyalty programs 8th lecture Sponsoring 9th lecture Event marketing 10th lecture Customer competition 11th lecture In-store marketing communication 12th lecture Exhibitions and Fairs
- Literature
- required literature
- PELSMACKER, Patrick de. Marketingová komunikace. Praha: Grada, c2003, 581 s., [16] s. barev. obr. příl. ISBN 80-247-0254-1.
- KOTLER, Philip. Marketing management: analýza, plánování, realizace a kontrola. 10. rozš.vyd. Praha: Grada, 2001, 719 s. ISBN 80-247-0016-6.
- recommended literature
- ZAMAZALOVÁ, Marcela. Marketing obchodní firmy. 1. vyd. Praha: Grada, 2009, 232 s. ISBN 978-80-247-2049-4.
- TELLIS, Gerard J. Reklama a podpora prodeje. 1. vyd. Praha: Grada, 2000, 602 s., [16] s. barev. obr. příl. ISBN 80-716-9997-7.
- FORET, Miroslav. Marketingová komunikace. 2. aktualiz. vyd. Brno: Computer Press, c2008, xvii, 451 s. ISBN 80-251-1041-9.
- PAVLŮ, Dušan. Veletrhy a výstavy: kultura, komunikace, multimedialita, marketing. 1. vyd. Praha: Professional Publishing, 2009, 380 s. ISBN 978-80-86946-38-2.
- ŠINDLER, Petr. Event marketing: jak využít emoce v marketingové komunikaci. 1. vyd. Praha: Grada, 2003, 236 s. ISBN 80-247-0646-6.
- BOČEK, Martin. POP - In-store komunikace v praxi: trendy a nástroje marketingu v místě prodeje. 1. vyd. Praha: Grada, 2009, 215 s., [8] s. barev. obr. příl. ISBN 978-80-247-2840-7.
- Teaching methods
- Full-time study: Lectures. Part-time study: E-learning (8 thematic blocks, 4 POTs, 1 tutorial).
- Assessment methods
- Assessment methods: Full-time study: exam = written test (10 questions, minimum 60%). Part-time study: Tests - 8 points (min. 6 points) + POTs - 4 points (min.3 points) + Prezentation - 2 points. Total - max. 14 points, min. 10 points.
- Language of instruction
- Czech
- Further comments (probably available only in Czech)
- The course can also be completed outside the examination period.
General note: Bb0.
Information on the extent and intensity of the course: 12 hodin KS/semestr.
- Enrolment Statistics (Winter 2012, recent)
- Permalink: https://is.vsfs.cz/course/vsfs/winter2012/B_PoP