BA_SP Sales Promotion

Vysoká škola finanční a správní
zima 2021
Rozsah
2/1/0. 12 hodin KS/semestr. 5 kr. Ukončení: zk.
Vyučováno prezenčně.
Vyučující
PhDr. Martina Švecová, MSc (přednášející)
Garance
PhDr. Martina Švecová, MSc
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: St 17:30–18:14 E305, kromě St 24. 11. ; a Po 13. 12. 15:45–16:30 E228, M. Švecová
BA_SP/pMCPH: St 15:45–16:29 E305, St 16:30–17:15 E305, kromě St 24. 11. ; a Po 13. 12. 14:00–15:30 E228, M. Švecová
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$
  • 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.
Výukové metody
Interactive lectures followed by focused discussions and/or students presentations.
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.) (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.
Vyučovací jazyk
Angličtina
Informace učitele
All subject related study-books are available via IS in the e-libraries. The main materials are part of the interactive syllabi.
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 2022, zima 2023, zima 2024.