BA_SP Sales Promotion

Vysoká škola finanční a správní
zima 2019
Rozsah
2/1. 12 hodin KS/semestr. 5 kr. Ukončení: zk.
Vyučující
PhDr. Karel Eliáš, CSc. (cvičící)
Garance
PhDr. Karel Eliáš, CSc.
Sekce managementu a marketingu (FES, KEM) – Katedra ekonomie a managementu (FES, KEM) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Lenka Pokorná
Rozvrh seminárních/paralelních skupin
BA_SP/cMCPH: každý lichý čtvrtek 12:15–12:59 E225, každý lichý čtvrtek 13:00–13:45 E225, K. Eliáš
BA_SP/pMCPH: Čt 14:00–14:44 E225, Čt 14:45–15:30 E225, kromě Čt 7. 11. ; a Čt 7. 11. 10:30–12:00 E225, K. Eliáš
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
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.
Výstupy z učení
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
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
  • 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
    doporučená literatura
  • CHUNAWALLA,S.A.: Advertising, Sales and Promotion Management.Himalaya Publishing House 2008.ISBN : 978-8184881639
Výukové metody
Interactive lectures followed by focused discussions and/or students presentations.
Metody hodnocení
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.
Vyučovací jazyk
Angličtina
Informace učitele
All subject related study-books are also available in a limited amount in the VŠFS library (Vltavská st.,P5).
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 2020, zima 2021, zima 2022, zima 2023, zima 2024.