Course detail
Trade and Sales Promotion
FP-BTSPEAcad. year: 2017/2018
The subject deliveres review of trade activities. It introduces to the students the basic operations - purchase and sale, transporation and logistic, research of market and sale services providing. It characterizes the term trade category and their importance for the realization of the trade activities. It explains basic form of the trade and set of conditions in which framework is business realized. To explain relation activities to the basic corporate functions of SMEs and with the impact on the sales promotion.
Language of instruction
English
Number of ECTS credits
5
Mode of study
Not applicable.
Guarantor
Department
Learning outcomes of the course unit
Students develop knowledge regarding review of the trade and activities connected to the realization of the activities with the strong intention to the sales promotion. They be able explain term trade and trade activities, characterize social and economical importance of the trade, define term trade categories and their importance for the trade conditions, explain set of the conditions, in which is trade realized, show to the requirements of the trade in European market.
Prerequisites
It is pre supossed knowledge of basic macroeconomical and microeconomical relations, corporate functions and corporate economics and knowledge of trade-law relationship of the company.
Co-requisites
Not applicable.
Planned learning activities and teaching methods
V rámci výuky budou využívány přednášky v Power Pointu, případové studie, řízené diskuse, týmová práce a projektové řízení.
Assesment methods and criteria linked to learning outcomes
Students have to demonstrate systematic and on-going work. The final assessment is classified according to ECTS and will depend not only on the results of the written examination of knowledge, but also the active participation of students in controlled lectures (seminars). The aim of evaluation is to test the knowledge, abilities and skills through team processing of the project, completing assignments and test.
Assessment methods
Semester project 5%
Team Project 30%
Lectures 15%
Knowledge test 50%
Assessment methods
Semester project 5%
Team Project 30%
Lectures 15%
Knowledge test 50%
Course curriculum
1. Obchod a jeho charakteristika. Vymezení pojmů. Funkce obchodu. Obchod a marketing.
2. Charakteristické rysy současného obchodu. Specifika obchodu. Obchod na trzích B2C, B2B a B2G.
3. Struktura obchodu. Obchod v ČR. Obchod v době internetu. Právní a etické otázky obchodu.
4. Nákup a jeho řízení. Charakteristika funkce nákupu. Vymezení pojmů. Objekty a formy nákupu. Modely nákupního procesu. Logistika, marketing, informatika a administrativa nákupu.
5. Výzkum nákupního trhu. Nákupní marketingový mix. Podmínky fungování nákupního marketingu.
6. Vytváření dodavatelsko-odběratelských vztahů. Model fungování dodavataleského řetězce. Informační toky mezi funkcí nákupu a dalšími funkčními oblastmi podniku.
7. Prodej a jeho řízení. Charakteristika prodeje, jeho postavení a úloha. Prodejní strategie. Osobní prodejní dovednosti. Prodejní techniky.
8. Příprava a organizace obchodu. Výběr, trénink a hodnocení obchodníků. Obchodník a profesionalismus.
9. Spotřebitelské chování spotřebitelů a organizací. Řízení obchodních vztahů. Ochrana spotřebitele.
10. Obchod a integrovaná marketingová komunikace. Obchodní a marketingové plánování. Komunikační proces a modely.Komunikační strategie.
11. Osobní prodej a přímý marketing. Podstata osobního prodeje. Úloha prodejních týmů. Řízení prodejních týmů. Proces osobního prodeje.
12. Výhody a růst přímého marketingu. Formy přímého marketingu.
13. Strategie podpory prodeje. Podpora prodeje a reklama. Podpora prodeje v maloobchodě. Podpora prodeje zprostředkovatelům. Podpora prodeje spotřebitelům.
2. Charakteristické rysy současného obchodu. Specifika obchodu. Obchod na trzích B2C, B2B a B2G.
3. Struktura obchodu. Obchod v ČR. Obchod v době internetu. Právní a etické otázky obchodu.
4. Nákup a jeho řízení. Charakteristika funkce nákupu. Vymezení pojmů. Objekty a formy nákupu. Modely nákupního procesu. Logistika, marketing, informatika a administrativa nákupu.
5. Výzkum nákupního trhu. Nákupní marketingový mix. Podmínky fungování nákupního marketingu.
6. Vytváření dodavatelsko-odběratelských vztahů. Model fungování dodavataleského řetězce. Informační toky mezi funkcí nákupu a dalšími funkčními oblastmi podniku.
7. Prodej a jeho řízení. Charakteristika prodeje, jeho postavení a úloha. Prodejní strategie. Osobní prodejní dovednosti. Prodejní techniky.
8. Příprava a organizace obchodu. Výběr, trénink a hodnocení obchodníků. Obchodník a profesionalismus.
9. Spotřebitelské chování spotřebitelů a organizací. Řízení obchodních vztahů. Ochrana spotřebitele.
10. Obchod a integrovaná marketingová komunikace. Obchodní a marketingové plánování. Komunikační proces a modely.Komunikační strategie.
11. Osobní prodej a přímý marketing. Podstata osobního prodeje. Úloha prodejních týmů. Řízení prodejních týmů. Proces osobního prodeje.
12. Výhody a růst přímého marketingu. Formy přímého marketingu.
13. Strategie podpory prodeje. Podpora prodeje a reklama. Podpora prodeje v maloobchodě. Podpora prodeje zprostředkovatelům. Podpora prodeje spotřebitelům.
Work placements
Not applicable.
Aims
The aim for the subject is to explain terminology of the trade and activities connected to the trade with the impact on sales promotion.
Explain relation activities to the basic corporate functions of SMEs. To characterize set of environmental conditions in which are the trade activities realized in the Czech Republic and in wider European environment.
Explain relation activities to the basic corporate functions of SMEs. To characterize set of environmental conditions in which are the trade activities realized in the Czech Republic and in wider European environment.
Specification of controlled education, way of implementation and compensation for absences
It is fully in competence of the teacher. Active presentation in the lecture and continuous control of the knowledge in the lectures.
Recommended optional programme components
Not applicable.
Prerequisites and corequisites
Not applicable.
Basic literature
KAZMI, S. H. H. and BATRA, S. K. Advertising and Sales Promotion. 3rd ed. 2009, 653p. ISBN 978-81-7446-639-6 (EN)
MULLIN, R. Sales Promotion: How to Create, Implement and Integrate Campaigns that Really. 2010. 260p. ISBN-13: 978-0749457044. (EN)
TELLIS, G. J. Advertising and Sales Promotion Strategy. 1st ed. Prentice Hall. 1997. 475p.ISBN-13: 978-0321014115. (EN)
ZOLTNERS, A. A., PRABHAKANT S., LORIMER, S. E. Building a winning sales force: powerful strategies for driving high performance. AMACOM: New York. 2009. 477p. ISBN-13: 978-0-8144-1040-0. (EN)
MULLIN, R. Sales Promotion: How to Create, Implement and Integrate Campaigns that Really. 2010. 260p. ISBN-13: 978-0749457044. (EN)
TELLIS, G. J. Advertising and Sales Promotion Strategy. 1st ed. Prentice Hall. 1997. 475p.ISBN-13: 978-0321014115. (EN)
ZOLTNERS, A. A., PRABHAKANT S., LORIMER, S. E. Building a winning sales force: powerful strategies for driving high performance. AMACOM: New York. 2009. 477p. ISBN-13: 978-0-8144-1040-0. (EN)
Recommended reading
MISNER, I. Masters of Sales Secrets from Top Sales Professionals That Will Transform You Into a World Class Salesperson. MCGRAW HILL COMPANIES, 2007, 301p. ISBN:9781599181295 (EN)
WILSON, L. Win-Win Selling - New Revised Edition: The Original 4-Step Counselor Approach for Building Long-Term Relationships with Buyers. Nova Vista Publishing. 2007,160p. ISBN:9789088720017 (EN)
YESHIN, T. Sales Promotion.Cengage Learning EMEA. 2006. 266p.ISBN13 (EAN): 9781844801619 (EN)
WILSON, L. Win-Win Selling - New Revised Edition: The Original 4-Step Counselor Approach for Building Long-Term Relationships with Buyers. Nova Vista Publishing. 2007,160p. ISBN:9789088720017 (EN)
YESHIN, T. Sales Promotion.Cengage Learning EMEA. 2006. 266p.ISBN13 (EAN): 9781844801619 (EN)
Classification of course in study plans
- Programme BAK-E Bachelor's
branch BAK-ESBD , 3 year of study, winter semester, compulsory
- Programme BAK-E-CŽV lifelong learning
branch BAK-ESBD-CŽV , 3 year of study, winter semester, compulsory
Type of course unit
Lecture
26 hod., optionally
Teacher / Lecturer
Syllabus
1. Trade and its definition. Functions of the trade. Trade nad marketing.
2. Characterization of the current trade. Trade on the B2B, B2C and B2G markets. Specifications of the trade.
3. Structure of the trade. Trade in Czech Republic. Trade in the Internet period. Legal and ethical aspects of the trade.
4. Purchase management. Definition of the function of the purchase. Terminology. Objects and forms of the purchase. Models of the purchase. Logistic, marketing, informatic and administration of the purchase.
5. Research of purchase market. Purchase marketing mix.Conditions of purchase marketing.
6. Developing of customer-supplier relationships. Model of the functioning of the supply chain. Information flows between the functions of purchasing and other functional areas of the company.
7. Sales management. Role and importants of the sale. Sales activities. Sorts of the sales. Personal sales´ skills. Sales strategies. Sales techniques.
8. Preparation and organization of the sale. Selection, trainning and evaluation of salesman. Salesman and professionalism.
9. Consumer behaviour (B2B, B2C). Sales Relationship Management. Creating of supplier-customer relationship. Consumer protection.
10. Sale and integrated marketing communication. Sales and marketing planning. Process of communication, models. Communication strategy.
11. Personal sales and direct marketing. Sales teams and their role.
12. Advantages and development of direct marketing. Forms of direct marketing.
13. Strategy of sale promotion. Sale promotion and advertisement. Retail, wholesale, intermediary, customer.
2. Characterization of the current trade. Trade on the B2B, B2C and B2G markets. Specifications of the trade.
3. Structure of the trade. Trade in Czech Republic. Trade in the Internet period. Legal and ethical aspects of the trade.
4. Purchase management. Definition of the function of the purchase. Terminology. Objects and forms of the purchase. Models of the purchase. Logistic, marketing, informatic and administration of the purchase.
5. Research of purchase market. Purchase marketing mix.Conditions of purchase marketing.
6. Developing of customer-supplier relationships. Model of the functioning of the supply chain. Information flows between the functions of purchasing and other functional areas of the company.
7. Sales management. Role and importants of the sale. Sales activities. Sorts of the sales. Personal sales´ skills. Sales strategies. Sales techniques.
8. Preparation and organization of the sale. Selection, trainning and evaluation of salesman. Salesman and professionalism.
9. Consumer behaviour (B2B, B2C). Sales Relationship Management. Creating of supplier-customer relationship. Consumer protection.
10. Sale and integrated marketing communication. Sales and marketing planning. Process of communication, models. Communication strategy.
11. Personal sales and direct marketing. Sales teams and their role.
12. Advantages and development of direct marketing. Forms of direct marketing.
13. Strategy of sale promotion. Sale promotion and advertisement. Retail, wholesale, intermediary, customer.
Exercise
13 hod., compulsory
Teacher / Lecturer
Syllabus
Trade on the B2B, B2C and B2G markets. Specifications of the trade.
Characterization of the current trade. Structure of the trade. Trade in Czech Republic. Trade in the Internet period. Legal and ethical aspects of the trade.
Logistic, marketing, informatic and administration of the purchase.
Sales management. Role and importants of the sale. Sales activities. Sales strategies.
Personal sales´ skills. Sales techniques.
Consumer behaviour (B2C, B2B)
Consumer protection.
Sale and integrated marketing communication. Sales and marketing planning.
process of communication, models.
Communication strategy. Sales promotion and advertising.
Characterization of the current trade. Structure of the trade. Trade in Czech Republic. Trade in the Internet period. Legal and ethical aspects of the trade.
Logistic, marketing, informatic and administration of the purchase.
Sales management. Role and importants of the sale. Sales activities. Sales strategies.
Personal sales´ skills. Sales techniques.
Consumer behaviour (B2C, B2B)
Consumer protection.
Sale and integrated marketing communication. Sales and marketing planning.
process of communication, models.
Communication strategy. Sales promotion and advertising.