VSFS:BA_SP Sales Promotion - Course Information
BA_SP Sales Promotion
University of Finance and AdministrationWinter 2021
- Extent and Intensity
- 2/1/0. 5 credit(s). Type of Completion: zk (examination).
Taught in person. - Teacher(s)
- PhDr. Martina Švecová, MSc (lecturer)
- Guaranteed by
- PhDr. Martina Švecová, MSc
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: Wed 17:30–18:14 E305, except Wed 24. 11. ; and Mon 13. 12. 15:45–16:30 E228, M. Švecová
BA_SP/pMCPH: Wed 15:45–16:29 E305, Wed 16:30–17:15 E305, except Wed 24. 11. ; and Mon 13. 12. 14:00–15:30 E228, M. Švecová - 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
- The goal of the subject: to develop a knowledge base of modern marketing and its implications for Integrated Marketing Communication including Marketing and Promotional 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
- Student gets basic theoretical knowledge and orientation in SP field in the context of IMC. Via practical lessons will be able to develop a functional SP campaign based on the marketing objectives of the company.
- 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
- BLAKEMAN, Robyn. Integrated Marketing Communication: Creative Strategy from Idea to Implementation. 2nd edition. London, printed in USA: Rowman & Littlefield Publishers, 2018. ISBN 978-1-4422-2121-5.
- 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$
- SETH, Kinnett. How to Win at CRM: Strategy, Implementation, Management. London, New York: Auerbach Publications, 2017. ISBN 9781351646024.
- not specified
- MULLIN, Rody. Promotional Marketing. 2. London, New York: Taylor & Francis Group, 2018. ISBN 978-1-351-34125-7.
- Teaching methods
- Interactive lectures followed by focused discussions and/or students presentations.
- Assessment methods
- Assessment methods: examination (5 credits) consist of the 3 parts: 1/ SP campaign for the chosen company together with theoretical background from the SP related topic (min. 5 pages) made in the group of 2 students (max.) (45% of grade) 2/ABC written test or online interview as an alternative (35% of grade) 3/ Presentation (25% of grade). Presentation applies also for credit. Examination's topics list can be found: IS/BA_SP/Study documents. ISP students do the Marketing campaign alone. If the student is not available for in-class test writing is doing the online interview.
- 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. - Teacher's information
- All subject related study-books are available via IS in the e-libraries. The main materials are part of the interactive syllabi.
- Enrolment Statistics (Winter 2021, recent)
- Permalink: https://is.vsfs.cz/course/vsfs/winter2021/BA_SP