BA_SP Sales Promotion

Vysoká škola finanční a správní
zima 2024
Rozsah
2/1/0. 12 hodin KS/semestr. 6 kr. Ukončení: zk.
Garance
Ing. Dagmar Frendlovská, Ph.D.
Sekce managementu a marketingu (FES, KEM) – Katedra ekonomie a managementu (FES, KEM) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Dita Egertová
Předpoklady
BA_Mar Marketing
The requirement for the completion of this course is completion of the course BA_Mar.
Omezení zápisu do předmětu
Předmět je otevřen studentům libovolného oboru.
Cíle předmětu
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.
Výstupy z učení
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.
Osnova
  • 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.
Literatura
    povinná literatura
  • 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$
    doporučená literatura
  • SETH, Kinnett. How to Win at CRM: Strategy, Implementation, Management. London, New York: Auerbach Publications, 2017. ISBN 9781351646024.
    neurčeno
  • MULLIN, Rody. Promotional Marketing. 2. London, New York: Taylor & Francis Group, 2018. ISBN 978-1-351-34125-7.
  • KOTLER, Philip, Hermawan KARTAJAYA a Iwan SETIAWAN. Marketing 5.0: Technology for Humanity. New Jersay, Canada: Wiley, 2021. ISBN 978-1-119-66854-1.
Výukové metody
Interactive lectures followed by focused discussions and/or students presentations.The cooperation with existing company is recommended but not mandatory.
Metody hodnocení
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.) (40% 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.
Vyučovací jazyk
Angličtina
Informace učitele
All the learning texts are the part of Interactive sylabi. For more information read the required and recommended books which will provide you with deeper understanding of the topic. For all the parts of assasment is the use of the academic sources mandatory (Grade wor, presentation) together with the use of recommended quotation style ISO CS 690.
Další komentáře
Předmět je dovoleno ukončit i mimo zkouškové období.
Předmět je zařazen také v obdobích zima 2012, zima 2013, zima 2014, zima 2015, zima 2016, zima 2017, zima 2018, zima 2019, zima 2020, zima 2021, zima 2022, zima 2023.
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