B_PoP Sales Promotion

University of Finance and Administration
Winter 2018
Extent and Intensity
2/1. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
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/cM1PH: each odd Monday 14:00–14:44 E224, each odd Monday 14:45–15:30 E224, except Mon 5. 11. ; and Mon 26. 11. 14:00–15:30 E129, A. Hes
B_PoP/cM2PH: each even Wednesday 14:00–14:44 E224, each even Wednesday 14:45–15:30 E224, A. Hes
B_PoP/pMPH: Wed 10:30–11:14 E306, Wed 11:15–12:00 E306, except Wed 10. 10., except Wed 7. 11. ; and Wed 5. 12. 15:45–17:15 E230, Wed 12. 12. 15:45–17:15 E230, A. Hes
B_PoP/vMKV: Sat 13. 10. 15:45–17:15 KV202, Fri 9. 11. 14:00–15:30 KV205, 15:45–17:15 KV205, Sat 24. 11. 9:45–11:15 KV205, 11:30–13:00 KV205, Fri 7. 12. 17:30–19:00 KV309, V. Kunz
B_PoP/vMMO: Fri 5. 10. 15:45–17:15 M14, 17:30–19:00 M14, Fri 19. 10. 15:45–17:15 M14, Sat 3. 11. 8:00–9:30 M14, Fri 14. 12. 15:45–17:15 M14, 17:30–19:00 M14, V. Kunz
B_PoP/vMPH: Fri 12. 10. 17:30–19:00 E128, 19:15–20:45 E128, Fri 26. 10. 17:30–19:00 E124, 19:15–20:45 E124, Fri 23. 11. 17:30–19:00 E128, 19:15–20:45 E128, A. Hes
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 and global 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).
Learning outcomes
Student will be able to identify and describe factors and tools decisive for sales promotion. n doing so, he will be able to measure the success of sales promotion tools and build a functional sales support model for a specific product.
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
  • PŘIKRYLOVÁ, J and H JAHODOVÁ. Moderní marketingová komunikace. Praha: Grada Publishing, 2010. ISBN 978-80-247-3622-8. info
  • 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
  • ZAMAZALOVÁ, Marcela. Marketing obchodní firmy. 1. vyd. Praha: Grada, 2009, 232 s. ISBN 978-80-247-2049-4.
  • SMOLOVÁ, Helena, Aleš KREJČÍ, Břetislav STROMKO and Jiří BOHÁČEK. Marketingová komunikace (Marketing communication). 1st ed. Praha: Vysoká škola ekonomie a managementu, 2016, 222 pp. ISBN 978-80-87839-66-9. URL URL info
  • 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.
  • ZICH, František. Marketingová komunikace a životní způsob. In K problematice životního způsobu. 2011. info
  • MATĚJŮ, Petr. Marketingová komunikace a společnost,. In Vysoká škola finanční a správní, o.p.s., Praha, 16. 5. 2013. 2013. info
  • KREJČÍ, Aleš. Podpora prodeje a přímý marketing v nízkonákladovém režimu (Sale support and direct marketing in low-cost mode). In Boháček Jiří a kol. Výzvy marketingu v současné krizi. 1. vyd. Praha: Adart, 2013, p. 83-91. edice J@K, sv. 3. ISBN 978-80-904645-7-5. Příspěvek se věnuje těm metodám marketingové komunikace, které pomáhají budovat adresní databáze zákazníků a které je využívají. Adart nakladatelství s vědeckou radou. info
Teaching methods
In full-time studies take place expository lectures. Exercises will be based on the application of practical examples and analysis of their students. The exercises students process designed tool to support sales and will present it to exercise, the teacher will evaluate the projects point scale, which is added to credit students. U blended learning will take place 4-8 consultative thematic blocks, students elaborate a project on a given topic in the sales support tools that evaluate tutor-point scale, which is added to the credit student. U & nbsp; blended learning can also be used forms of learning modules and in agreement with the & nbsp; teacher.
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 2015, Winter 2016, Winter 2017, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.
  • Enrolment Statistics (Winter 2018, recent)
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