VSFS:BA_SP Sales Promotion - Course Information

BA_SP Sales Promotion

Extent and Intensity

2/1. 5 credit(s). Type of Completion: zk (examination).

Teacher(s)

PhDr. Karel Eliáš, CSc. (seminar tutor)

Guaranteed by

PhDr. Karel Eliáš, CSc.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Bc. Jan Peterec

Timetable of Seminar Groups

BA_SP/cMCPH: each even Wednesday 12:15–12:59 E222, each even Wednesday 13:00–13:45 E222, K. Eliáš
BA_SP/pMCPH: Wed 10:30–11:14 E222, Wed 11:15–12:00 E222, K. Eliáš

Prerequisites

BA_Mar Marketing
The requirement for the completion of this course is completion of the course BA_Mar.

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

Goal of the subject: to develope further a sound knowledge base of a modern marketing and its implications for marketing communication incl.marketing mix ( i.e.product,price,place and promotion) and marketing communication mix with a specific focus on Sales Promotion.Consequently students should be able to assess,modify and propose various Sales Promotion processes,campaigns and programmes.

Syllabus

• Programme: 1/Sales Promotion(SP) as a part of the Integrated Marketing Communication (IMC) strategy.SP growing importance within marketing budgets.SP and a Learning theory. 2/SP campaigns/programmes planning and execution.Integration of the SP and Advertisement within the entire product life cycle.Regulatory aspects (local/EU/global). 3/SP categories.SP target groups segmentation B2B,B2C,etc.).Conflicts of interests within distribution channels over the SP budgets/excecution. 4/SP methods and techniques I. 5/SP methods and techniques II. 6/Loyalty programmes and CRM.Co-op of front/ back office and effective datamining (cutomer/consumer). 7/Sponzoring as a part of the SP strategy for the fast brand/image/goodwil build up.Coherence between brand and sponsored acitivities.SP/CSR/PR. 8/Event marketing and its SP potential.Typology of events.Exhibitions and Trade Fares. 9/In-store communication. 10/ Consumer/customer contests.Regulatory aspects (local/EU). 11/SP and Electronic marketing (social networks,smartphones,viral,etc). 12/Summary of the course.Ad hoc questions nad answers.

Literature

required literature
• CHUNAWALLA,S.A.: Advertising, Sales and Promotion Management.Himalaya Publishing House 2008.ISBN : 978-8184881639
• CLOW,K.E.-BAACK,D.:Integrated Advertising, Promotion and Marketing Communications.Harlow:Pearson Education, c2012. ISBN: 0-273-75328-2(brož.), 978-0-273-75328-5(brož.)
• - ARIELY,D.:Predictable irrational,Revised and Expanded ed.:The Hidden Forces That Shape Our Decisions.Harper Perennial 2010.ISBN-10:9780061353246.ISBN-13:978-0061353246
• • PRIDE,W.M.-FERREL,O.C.:Marketing.South Western Cengage Learning 2010.ISBN-13:978-0-547-16747-3

recommended literature
• • FARRAL,C.-LINDSLEY,M.: Professional English in Use.Marketing.Cambridge University Press 2008.ISBN : 978-0-521-70269-0

Teaching methods

Interactive lectures followed by focused discussions and/or students presentations.

Assessment methods

Assesment methods: examination (5 credits) consist of the two parts:1/marketing study(up to 10 p.) on the SP related theme agreed with the lecturer and then presented by a student and 2/questions and answers session with lecturer.Examination's topics list can be found :IS/BA_SP/Study documents. N.B.Minimal lecture,s participation level is above 75%.Additional tasks for student in order to accomplish succesfully the course might be considered.

Language of instruction

English

Further comments (probably available only in Czech)

The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 12 hodin KS/semestr.

• Enrolment Statistics (Winter 2015, recent)
  
• Permalink: https://is.vsfs.cz/course/vsfs/winter2015/BA_SP