BA_SP Sales Promotion

University of Finance and Administration
Winter 2019
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: Lenka Pokorná
Timetable of Seminar Groups
BA_SP/cMCPH: each odd Thursday 12:15–12:59 E225, each odd Thursday 13:00–13:45 E225, K. Eliáš
BA_SP/pMCPH: Thu 14:00–14:44 E225, Thu 14:45–15:30 E225, except Thu 7. 11. ; and Thu 7. 11. 10:30–12:00 E225, 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.
Learning outcomes
Basic theoretical knowledge, orientation in problems and context of monitored topics. At the same time, the practical skills and skills of applying the acquired knowledge in a real environment of professional activities. The learning outcomes are the support and development of the profile of the educated practitioner
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
  • PRIDE,W.M.-FERRELL,O.C.:Marketing.2016 ed.Boston: Cengage Learning,2016.ISBN 978-1-285-85834-0.
  • CLOW, K.E. a BAACK, D. Integrated advertising, promotion, and marketing communications. Seventh edition. Boston: Pearson, [2016], ©2016. 496 stran. Global edition. ISBN 978-1-292-09363-5 -54$
  • - 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
    recommended literature
  • CHUNAWALLA,S.A.: Advertising, Sales and Promotion Management.Himalaya Publishing House 2008.ISBN : 978-8184881639
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.
The course is also listed under the following terms Winter 2012, Winter 2013, Winter 2014, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.
  • Enrolment Statistics (Winter 2019, recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/winter2019/BA_SP