B_PoP Sales Promotion

University of Finance and Administration
Winter 2021
Extent and Intensity
2/1. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Dagmar Frendlovská, Ph.D. (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: Lenka Pokorná
Timetable of Seminar Groups
B_PoP/cMMO: each even Tuesday 8:45–9:29 M14, each even Tuesday 9:30–10:15 M14, V. Kunz
B_PoP/cMPH: Tue 9:30–10:15 E230, except Tue 5. 10. ; and Tue 12. 10. 14:00–14:45 E004, D. Frendlovská
B_PoP/pMMO: Tue 10:30–11:14 M14, Tue 11:15–12:00 M14, V. Kunz
B_PoP/pMPH: Tue 8:00–8:44 E230, Tue 8:45–9:29 E230, except Tue 5. 10. ; and Tue 12. 10. 12:15–13:45 E004, D. Frendlovská
B_PoP/vMPH: Fri 8. 10. 17:30–19:00 E000MM, 19:15–20:45 E000MM, Fri 22. 10. 17:30–19:00 E307, 19:15–20:45 E307, Fri 17. 12. 17:30–20:45 E307, D. Frendlovská
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 offered to students of any study field.
Course objectives
The aim of the course is to acquaint students with sales support as an important part of integrated and global marketing communication. Students who successfully complete the course will know the structure, types and methods of sales support, their planning, implementation and evaluation of effectiveness. Understand sponsorship as part of sales promotion and its links to public relations. Understand the potential of accompanying programs within exhibitions / fairs for Sales Promotion. Following these theoretical findings, students will also analyze and evaluate proposals for sales promotion events in lectures (PS) and during the module for KS. Students will be able to organize and manage these events organizationally and 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
  • ŠVECOVÁ, Martina. Direct marketing S rozšířeným vydáním Podpora prodeje a Struktura marketingových komunikací. Praha: VŠFS, 2020. EDUCOpress. ISBN 978-80-7408-208-5. info
    recommended literature
  • FORET, Miroslav. Marketingová komunikace. 2. aktualiz. vyd. Brno: Computer Press, c2008, xvii, 451 s. ISBN 80-251-1041-9.
  • 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.
  • 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
Interpretive lectures will take place in the full-time form of study. Exercises will be based on the application of practical examples and their analysis by students. During the exercises, students work out a designated tool to support sales and present it at the exercises, the teacher evaluates projects on a point scale, which is added to the credit of students. In the combined study, there will be 4-8 consultation thematic blocks, students will prepare a seminar project on a given topic within the tools of sales support, which the teacher evaluates with a point scale, which is added to the student's credit. For combined study, it is also possible to use learning forms and modules in agreement with the teacher.
Assessment methods
Evaluation methods: Full-time study: credit: project presentation (max. 5 points) + credit test with a check mark (in total = minimum 60%). Exam: supplementary test with 20 questions, minimum 65%. Combined study: credit: submission (or presentation of the project) max. 5 points (resp. Presentation of 8 points) + credit test in the form of a check mark (in total = minimum 50%). Exam: supplementary test with 20 questions, minimum 55%. For combined study, it is also possible to use the e-learning exam module in the VŠFS IS based on the teacher's decision. If contact teaching and testing are limited, the exam will be conducted online in the Skype or MS teams environment.
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.
Teacher's information
The literature is designed so that titles are available to students in VŠFS libraries. Of these titles, it will always be a relevant part of the issue, not the publication as a whole. At the same time, the teacher assumes that those interested in this field continuously monitor magazines: STRATEGY, MARKETING AND COMMUNICATION, EVENT PROMOTION, etc. Students will also be alerted to individual current topics during classes.
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 2018, Winter 2019, Winter 2020, Winter 2022, Winter 2023, Winter 2024.
  • Enrolment Statistics (Winter 2021, recent)
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