BA_SP Sales Promotion

University of Finance and Administration
Winter 2024
Extent and Intensity
2/1/0. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Dagmar Frendlovská, Ph.D. (seminar tutor)
Guaranteed by
Ing. Dagmar Frendlovská, Ph.D.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Dita Egertová
Timetable of Seminar Groups
BA_SP/cMCPH: Fri 10:30–11:14 E404, D. Frendlovská
BA_SP/pMCPH: Fri 8:45–9:29 E404, Fri 9:30–10:15 E404, D. Frendlovská
Prerequisites
BA_Mar Marketing
The requirement for the completion of this course is completion of the course BA_Mar.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
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.
Learning outcomes
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.
Syllabus
  • 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.
Literature
    required literature
  • 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$
    recommended literature
  • SETH, Kinnett. How to Win at CRM: Strategy, Implementation, Management. London, New York: Auerbach Publications, 2017. ISBN 9781351646024.
    not specified
  • 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.
Teaching methods
Interactive lectures followed by focused discussions and/or students presentations. The cooperation with existing company is recommended but not mandatory.
Assessment methods
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.
Language of instruction
English
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
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.
The course is also listed under the following terms 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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