Course detail

Trade and Sales Promotion

FP-BTSPEAcad. year: 2026/2027

The course Trade and Sales Promotion contributes to the development of practical competencies related to the market implementation of entrepreneurial activities. It enables students to understand and apply operational trade processes, including purchasing, sales management, distribution, logistics, and sales promotion tools. In the context of the ESBD programme, the course supports the ability of students to transform entrepreneurial ideas and business models into concrete market activities and customer value. The course therefore contributes particularly to programme learning outcomes related to the strategic development of business activities, the management of the business life cycle, and the practical commercialization of products and services in competitive markets. 

Language of instruction

English

Number of ECTS credits

5

Mode of study

Not applicable.

Guarantor

doc. PhDr. Iveta Šimberová, Ph.D.

Department

Institute of Management (ÚM)

Entry knowledge

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.

Rules for evaluation and completion of the course

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 during the semester. The aim of evaluation is to test the knowledge, abilities and skills through team processing of the project, completing assignments and test. Detailed requirements and evaluation will be displayed in the News (Aktuality) of the subject for full time and also for Individual Study Plans (ISP)

Assessment methods
Proposal of the project 5%
Partial activities during semester 15%
Project 30%

Knowledge test 50%

Assessment methods for the students wit ISP
Proposal of the project 10%
Project 40%

Knowledge test 50%

It is fully in competence of the teacher. Active presentation in the lecture and continuous control of the knowledge in the lectures.

Aims

The objective of the course is to develop students’ understanding of trade processes and sales promotion tools that enable the practical implementation of business activities in the market.

The course focuses particularly on:

  • understanding the role of trade and distribution activities within a business model,

  • introducing key operational trade processes such as purchasing, sales, logistics, and inventory management,

  • explaining the organization of trade activities and the concept of trade categories,

  • understanding sales promotion tools and their use in market commercialization,

  • applying trade and sales activities in the implementation of entrepreneurial projects.

Study aids

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

JOHNSTON, M.W. and MARSHALL, G. W.Contemporary Selling: Building Relationships, Creating Value. 5th ed. 2016, 413p. ISBN 978-1-138-95123-5 (EN)
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)

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)

Classification of course in study plans

  • Programme BAK-ESBD Bachelor's 3 year of study, winter semester, compulsory

Type of course unit

 

Lecture

26 hours, optionally

Teacher / Lecturer

doc. PhDr. Iveta Šimberová, Ph.D.

Syllabus

1. Trade and its role in business models

2. Contemporary trade environment

3. Structure and forms of trade

4. Purchasing and procurement management

5. Purchasing market analysis

6. Supplier–buyer relationships and supply chains

7. Sales and sales management

8. Organization of sales activities

9. Customer behavior and trade relationships

10. Trade communication and sales support

11. Personal selling

12. Direct marketing and digital sales channels

13. Sales promotion tools

Exercise

13 hours, compulsory

Teacher / Lecturer

doc. PhDr. Iveta Šimberová, Ph.D.

Syllabus

The exercises consist of interactive practice of the topics covered in the lectures and completion of assigned tasks:

  • Trade and its Role in the Business Model

  • Contemporary Trade Environment

  • Structure and Forms of Trade

  • Purchasing and Procurement Management

  • Purchasing Market Analysis

  • Supplier–Buyer Relationships and Supply Chains

  • Sales and Sales Management

  • Organization of Trade Activities

  • Customer Behaviour and Trade Relationships

  • Communication in Trade Activities

  • Personal Selling

  • Direct Marketing and Digital Sales Channels

  • Sales Promotion Tools

 

Professional Knowledge

  • defines the basic concepts and principles of trade activities in a business environment,
  • explains the functions of trade and its role within the business model and the value creation process,
  • describes the structure and forms of trade, including distribution channels and their functioning,
  • explains the principles of purchasing and sales processes, including inventory management and logistics linkages,
  • characterizes sales promotion tools and their use in business practice,
  • describes the principles of supplier–buyer relationships and supply chain functioning,
  • explains the basic aspects of customer behaviour in the context of trade activities,
  • characterizes the conditions of the trade environment, including legal and ethical aspects of trading.

Professional Competencies

  • applies a systematic approach to the implementation of trade activities within a business model,
  • makes decisions on appropriate trade and distribution approaches depending on market conditions,
  • coordinates core trade activities with other business functions (marketing, logistics, finance),
  • adapts trade and sales activities to different types of markets (B2C, B2B),
  • acts professionally and ethically in relationships with customers and business partners,
  • reflects on the effectiveness of trade and sales activities and proposes improvements.

Professional Skills

  • analyzes core trade processes (purchasing, sales, logistics, inventory management) in a specific business context,
  • applies sales promotion tools in solving practical business situations,
  • designs basic trade and distribution solutions for bringing a product or service to the market,
  • evaluates the suitability of distribution channels and forms of trade for a given business intention,
  • works with market and customer information to support trade-related decision-making,
  • communicates with business partners and customers in simulated or real business situations,
  • uses basic digital tools to support trade and sales activities.

Self-study

70 hours, optionally

Teacher / Lecturer

doc. PhDr. Iveta Šimberová, Ph.D.

Individual preparation for an ending of the course

21 hours, optionally

Teacher / Lecturer

doc. PhDr. Iveta Šimberová, Ph.D.