VSFS:N_ROb Trade Management - Course Information

N_ROb Trade Management

Extent and Intensity

2/1/0. 6 credit(s). Type of Completion: zk (examination).

Guaranteed by

Ing. Lukáš Blažek, Ph.D.
Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Bc. Kateřina Konupková

Prerequisites

This course expects at least basic knowledge of the company / business environment (at least theoretical), it's processes, as well as the basic knowledge of market principles.

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

Objective of the course in terms of learning outcomes and competences are to acquaint students with the basic concepts and processes in the area of trade management, which can be considered as the basis of the economy of the country and its economy without any exaggeration, as well as the basis for the operation of the company, irrespective of its professional integration. At the end of this course the student will understand trade management, business marketing management, CRM, business strategies applied in various territories and customer segments, e-commerce and purchasing management. The student obtains a comprehensive overview of business activities by the vendor and the customer. The course focuses on the correlation of sales and purchasing activities inside and outside the company, devotes itself to methods that allow the building of long-term business relationships. The course focuses on the practical application and utilization of the theoretical backgrounds from B2C and B2B markets in order to equip graduates with skills suitable for managerial positions in business departments of multinational companies, small and middle size companies, family firms and self-employed persons.

Learning outcomes

During the course the student will acquire the following professional skills and will be able to - work with information sources, analyze acquired data and set targets for individual business activities
- develop a plan for the company's international business strategy
- to distinguish different types of markets and to specify the differences in the business strategy in individual markets,
- use the elements of the CRM managerial approach as well as define a strategy for calculating the value of the long-term relationship with the customer and the steps leading to its maximization, - work with business margins, business surcharges, gross / net prices, COGS, back bonuses, etc., - establish a strategy for team creting, selection of suitable candidates, leadership of the business team - motivation, development and evaluation, - prepare and successfully conduct business negotiations and negotiations, together with preparation for the negotiations, - prepare a trade marketing strategy for the business cooperation, - to carry out business activities within the e-commerce environment, to set up a business strategy in the online business, - draw up a purchasing plan together with the search and classification of supply entities. The professional skills gained by the student are mainly acquired through his / her own processing, case studies and preparation of presentations that will be part of interactive teaching and exercises. The subject is based on economic and critical thinking oriented towards entrepreneurship, proactivity, business spirit, creativity,presentation and communication ability. Emphasis is placed on accurate thinking based on verified qualitative and quantitative data, on the ability to work with information, with trend information and presentation systems.

Syllabus

• Syllabus of the subject 1.The role of the market in the market economy, the role of the business department in the organizational structure of the companies, Sales Manager - personality, general requirements and prerequisites for work in Back office and Front office. Key Account Management, KAM role within a sales organization, differences between B2C and B2B KAM, requirements and assumption of KAM position, building a business team. 2. Management of sales in international environment, foreign trade, typology of international business organizations, forms of entry to foreign markets, instruments for assessing the suitability of entering the foreign market, international sales strategy, international business team. 3. General typology of markets (B2C, B2B, B2G ...) and their main differences, specificities of e-commerce market, diversity of business strategies. 4. Customer relationship management and Customer Lifetime Value Access (CRM or Customer Relationship Management) - a prerequisite of customer-oriented management, business approach focusing on building and maintaining long-term customer relationships. Enterprise Implementation, CRM Pillars; Key pillars of CLV, how to build a long-term profitable relationship with the customer, data management, customer satisfaction as a golden relationship, the tools of its measurement 5. Business Mathematics, Margin / Margin Calculation, Product Pricing, Price Margin 6. Business Team Management, Product / Client / Territory Division of Business Team, Business Process Planning Process, Sales Forecasting, Business Plan, Reporting, Receivable Management 7. Consumer protection - state institutions in the field of consumer protection, European institutions, law - Seller's obligations when selling products and services, unfair, deceptive, aggressive business practices 8.Business negotiations, general approach to bargaining and main negotiation strategy, negotiation tactics, intercultural differences and their influence on negotiations, negotiations in a multicultural environment. 9. Trade marketing and its role in business management. Business Unit Typology and Assortment Management, Preparing Join Business Plan, creating and managing strategic marketing marketing activities, planning and managing promotional activities 10. E-commerce and possibilities of different sales channels, trendy online business opportunities, business e-commerce - realization in Czech and international environment, e-commerce management, synergy effects of classic sales and e-commerce within distribution channels 11. Business Traffic Management - Product Sales Layout, Merchandising, Merchandising, Shopping Atmosphere 12. Shopping management and logistics. Purchasing as a strategic discipline, purchasing planning, supplier selection, contract implementation, supplier work, and future development planning. Logistics models and business logistics management.

Literature

required literature
• MULAČOVÁ, Věra, MULAČ, Petr a kol. Obchodní podnikání v 21. století. 1. vyd. Praha: Grada, 2013, 519 s. ISBN 978-80-247-4780-4

recommended literature
• OSTERWALDER, Alexander a Yves PIGNEUR. Tvorba business modelů: příručka pro vizionáře, inovátory a všechny, co se nebojí výzev. Brno: BizBooks, 2012. ISBN 978-8-026-50025-4
• LOŠŤÁKOVÁ, Hana. Nástroje posilování vztahů se zákazníky na B2B trhu. Praha: Grada Publishing, 2017. Expert (Grada). ISBN 978-80-271-0419-2.
• FOTR, Jiří, Emil VACÍK, Miroslav ŠPAČEK a Stanislav HÁJEK. Tvorba strategie a strategické plánování: teorie a praxe. 2. vydání. Praha: GRADA Publishing, 2020, 381 s. ISBN 978-802-7116-324
• TÓTH, Endre and Naděžda PETRŮ. Strategické řízení podniku (studijní texty předmětu) (Strategic management of the company (course study texts)). 1.vydání. Praha: Eupress, 2017, 180 pp. Edice EDUCOpress. ISBN 978-80-7408-151-4. info
• ŠAŠEK, Miloslav. Řízení vztahů se zákazníky v prostředí B2B (Customer Relationship Management in B2B Milieu). 1st ed. Praha: Vysoká škola finanční a správní, a.s., 2016, 216 pp. EUPRESS. ISBN 978-80-7408-141-5. info

Teaching methods

During the lectures, the emphasis is being put on practical application and utilization of knowledge in the consumer and industrial markets, including the need to adapt to market changes and react flexibly to market trends. The intention is to equip the university graduates with the knowledge which will allow them highly qualified use in the business as well as in the administrative sectors. Full-time study: Cycle of the 6 lectures and 6 exercises / seminars, in which the theory will be supplemented by practical examples, under which the student is able to create an idea of the real role of business management in the corporate environment. Part-time study: 5 guided consultations, in which the theory will be supplemented by practical examples, under which the student is able to create an idea of the real role of business management in the corporate environment.

Assessment methods

Course is successfully completed by CREDIT & EXAM. Full-time study: Credit granting is tied to the fulfillment of requirements of the exercise / seminar teacher presented in the very beginning of the term (ie in particular an elaboration of a practical semesteral paper and its presentation). Exam granting is upon successful completion of the written test, which can be combined with an oral interview at the correction term. Part-time study: Credit granting is tied to active participation in the guided consultations. Exam granting is linked to the successful passing a written test, which can be combined with an oral interview at the correction term.

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: 16 hodin KS/semestr.

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