B_PoP Sales Promotion

University of Finance and Administration
Winter 2024
Extent and Intensity
2/1. 6 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: Dita Egertová
Timetable of Seminar Groups
B_PoP/cMMO: each odd Wednesday 10:30–11:14 M22, each odd Wednesday 11:15–12:00 M22, V. Kunz
B_PoP/cM1PH: each odd Wednesday 10:30–11:14 E228, each odd Wednesday 11:15–12:00 E228, except Wed 9. 10., except Wed 23. 10. ; and Mon 21. 10. 15:45–17:15 E228, A. Hes
B_PoP/cM2PH: each even Wednesday 10:30–11:14 E228, each even Wednesday 11:15–12:00 E228, A. Hes
B_PoP/pMMO: Mon 8:45–9:29 M22, Mon 9:30–10:15 M22, except Mon 4. 11. ; and Wed 6. 11. 15:45–17:15 M22, V. Kunz
B_PoP/pMPH: Wed 8:45–9:29 E004, Wed 9:30–10:15 E004, except Wed 9. 10., except Wed 23. 10. ; and Mon 21. 10. 14:00–15:30 E004, 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 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
  • This syllabus is intended for full-time study, the teaching course for combined study is similar in content and is divided into 4-8 thematic blocks in the study materials of the subject. Content and structure of study lectures: 1. Sales support as a tool of integrated marketing communication. 2. History of sales support and its links to other components of the communication mix. 3. Sales promotion category. 4. Objectives of sales promotion. 5. Sales support methods and tools. 6. Measuring the effectiveness of sales support. 7. Loyalty programs. 8. Sponsorship. 9. Event marketing. 10. Consumer contests. 11. In-store marketing communication. 12. Exhibitions and fairs.
Literature
    required literature
  • JADERNÁ, Eva. Moderní retail marketing. Praha: Grada Publishing, 2021. Expert. ISBN 978-80-271-1384-2.
  • PŘIKRYLOVÁ, Jana. Moderní marketingová komunikace. 2., zcela přepracované vydání. Praha: Grada Publishing, 2019. Expert. ISBN 978-80-271-0787-2.
  • JESENSKÝ, Daniel. Marketingová komunikace v místě prodeje: POP, POS, in-store, shopper marketing. Praha: Grada, 2018. ISBN 978-80-271-0252-5.
  • ŠVECOVÁ, Martina. Direct marketing S rozšířeným vydáním Podpora prodeje a Struktura marketingových komunikací. Praha: VŠFS, 2020. EDUCOpress. ISBN 978-80-7408-208-5. info
  • VYSEKALOVÁ, Jitka. Psychologie reklamy. 5., rozšířené a aktualizované vydání. Praha: Grada Publishing, 2023. Expert. ISBN 978-80-271-3654-4.
  • TELLIS, Gerard J. Reklama a podpora prodeje. 1. vyd. Praha: Grada, 2000, 602 s., [16] s. barev. obr. příl. ISBN 80-716-9997-7.
  • VYSEKALOVÁ, Jitka a Jiří MIKEŠ. Reklama: jak dělat reklamu. 4., aktualizované a doplněné vydání. Praha: Grada, 2018. ISBN 978-80-247-5865-7.
  • SHOTTON, Richard. Anatomie rozhodování: 25 skrytých faktorů, které ovlivňují to, jak nakupujeme. Přeložil Kateřina PATEROVÁ. Praha: Dobrovský, 2020. Via. ISBN 978-80-7642-548-4.
    recommended literature
  • ŠINDLER, Petr. Event marketing: jak využít emoce v marketingové komunikaci. 1. vyd. Praha: Grada, 2003, 236 s. ISBN 80-247-0646-6.
  • ULVR, Matěj. 7 pilířů efektivního online marketingu. Praha: Nakladatelství Klika, 2022. ISBN 978-80-7666-089-2.
  • 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.
Teaching methods
In the full-time form of study there will be explanatory lectures. Exercises will be based on the application of practical examples and their analysis by students. As part of the exercise, students will work in teams to develop a designated sales support tool and present it at the exercise, the teacher will evaluate the projects with a point scale, which is added to the students' credit. In the combined study, 4-8 consultation topic blocks are held, students prepare a seminar project on a specified topic within the framework of sales support tools, which the teacher evaluates with a point scale, which is added to the student's credit. Learning forms and modules can also be used for combined studies, in agreement with the teacher.
Assessment methods
Assessment methods: Full-time study: credit: presentation of the project (max.5 points) Examination: supplementary test with  20 questions, minimum 60%. Combined study: credit: submission (or presentation of the project) max. 5 points (or 8 points with presentation). Examination: supplementary test with  20 questions, minimum 60%.
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 the titles are available to students in the VŠFS libraries, both in paper and online form. The titles listed will always be relevant parts of the sales promotion issue, not the publication as a whole. At the same time, the lecturer assumes that students interested in this field continuously follow current journals in the field of marketing.
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 2021, Winter 2022, Winter 2023.
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