B_PoP Sales Promotion

University of Finance and Administration
Winter 2015
Extent and Intensity
2/1. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
PhDr. Karel Eliáš, CSc. (seminar tutor)
doc. Ing. Aleš Hes, CSc. (seminar tutor)
Ing. Vilém Kunz, Ph.D. (seminar tutor)
Guaranteed by
doc. Ing. Aleš Hes, CSc.
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/cMMO: each odd Tuesday 17:30–18:14 M17, each odd Tuesday 18:15–19:00 M17, V. Kunz
B_PoP/cM1PH: each even Wednesday 12:15–12:59 E225, each even Wednesday 13:00–13:45 E225, A. Hes
B_PoP/cM2PH: each even Thursday 12:15–12:59 E127, each even Thursday 13:00–13:45 E127, A. Hes
B_PoP/cM3PH: each odd Wednesday 12:15–12:59 E224, each odd Wednesday 13:00–13:45 E224, A. Hes
B_PoP/pMMO: Tue 15:45–16:29 M17, Tue 16:30–17:15 M17, V. Kunz
B_PoP/pMPH: Wed 8:45–9:29 E306, Wed 9:30–10:15 E306, except Wed 25. 11. ; and Wed 25. 11. 8:45–10:15 E004, A. Hes
B_PoP/uMPH: Tue 29. 9. 17:30–19:00 E228, 19:15–20:45 E228, Tue 6. 10. 14:00–15:30 E228, 15:45–17:15 E228, Tue 20. 10. 14:00–15:30 E228, Tue 27. 10. 17:30–19:00 E228, K. Eliáš
B_PoP/vMPH: Sat 10. 10. 9:45–11:15 E227, 11:30–13:00 E227, Sat 24. 10. 14:00–15:30 E128, 15:45–17:15 E128, Sat 7. 11. 9:45–11:15 E228, 11:30–13:00 E228, K. Eliáš
Prerequisites
B_Mar Marketing
The requirement for the completion of this course is completion of the course B_Mar.
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
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. 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 History of sales promotion and its links to other parts of the communication mix 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.
  • TELLIS, Gerard J. Reklama a podpora prodeje. 1. vyd. Praha: Grada, 2000, 602 s., [16] s. barev. obr. příl. ISBN 80-716-9997-7.
  • KENNETH E. CLOW, BAACK D.,: Reklama, propagace a marketingová komunikace, 1.vyd., Brno:Computer Press, 2008, 484 s. ISBN 978-80-251-1769-9
  • 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.
    recommended literature
  • ŠINDLER, Petr. Event marketing: jak využít emoce v marketingové komunikaci. 1. vyd. Praha: Grada, 2003, 236 s. ISBN 80-247-0646-6.
  • ZAMAZALOVÁ, Marcela. Marketing obchodní firmy. 1. vyd. Praha: Grada, 2009, 232 s. ISBN 978-80-247-2049-4.
  • 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 (4-8 thematic blocks, 1 POT).
Assessment methods
Methods of assessment: Daily attendance: Credit: presentation of the project (maximum 5 points) + final test check form (= the sum of minimum 60%). Examination: Reach test with 20 questions, minimum 65%. Part-time study: Credit: commit (or project presentation) max. 5 points (Presentations with 8 points) + final test check form (= the sum of minimum 50%) or e-learning module exam IS VŠFS at the discretion of the teacher.
Language of instruction
Czech
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.
The course is also listed under the following terms Winter 2008, Winter 2009, Winter 2010, Winter 2011, summer 2012, Winter 2012, Winter 2013, Winter 2014, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.
  • Enrolment Statistics (Winter 2015, recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/winter2015/B_PoP