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Lecturer(s)
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Uherek Jaroslav, doc. PaedDr. CSc.
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Grünwald Tomáš, Ing.
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Míchalová Hana, doc. Ing. Ph.D.
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Course content
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Communication and presentation skills Structure of speech, presentation Practical exercises of active listening, questioning, TA Teamwork, cooperation, conflicts Business negotiation and bargaining Phases of business negotiation, negotiation techniques Customer typology Mystery shopping Sales staff management Customer care Training is based on a cooperative form of seminars and the active engagement of students; the main work result is the business presentation and its team evaluation by the tutor. Since 2025, the application use of not only LLMs but also relevant AI tools such as Gamma.app, Canva, NotebookLM, etc. is included.
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Learning activities and teaching methods
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Interactive lecture, Lecture with practical applications, E-learning, Cooperative instruction, Discussion, Multimedia supported teaching, Students' portfolio, One-to-One tutorial, Skills demonstration, Seminar classes
- Contact hours
- 39 hours per semester
- Presentation preparation (report) (1-10)
- 10 hours per semester
- Preparation for formative assessments (2-20)
- 16 hours per semester
- Individual project (40)
- 39 hours per semester
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| prerequisite |
|---|
| Knowledge |
|---|
| to apply basics knowledge of management and marketing |
| Skills |
|---|
| to prepare presentation in PowerPoint |
| to create SWOT analysis and basic marketing plan |
| Competences |
|---|
| N/A |
| learning outcomes |
|---|
| Knowledge |
|---|
| to apply and use knowledge (of psychology for economists basics, and business staff negotiation/bargaining management) practically |
| to apply basic knowledge of business negotiation phases and basic knowledge of customer typology |
| to apply the legislation in relation to customers |
| to apply relevant AI tools to support business negotiations and customer communication |
| Skills |
|---|
| to manage practical applications of particular business negotiation techniques |
| to perform sales staff management including mystery shopping and its evaluation |
| to perform her/his own business presentation and communication with a customer |
| be able to use relevant AI tools for business negotiation and communication |
| Competences |
|---|
| N/A |
| N/A |
| N/A |
| teaching methods |
|---|
| Knowledge |
|---|
| Interactive lecture |
| Multimedia supported teaching |
| Skills demonstration |
| Cooperative instruction |
| Students' portfolio |
| One-to-One tutorial |
| Discussion |
| Seminar classes |
| Task-based study method |
| Skills |
|---|
| Lecture supplemented with a discussion |
| Seminar classes |
| Students' portfolio |
| Competences |
|---|
| Lecture supplemented with a discussion |
| Students' portfolio |
| Seminar |
| assessment methods |
|---|
| Knowledge |
|---|
| Test |
| Skills demonstration during practicum |
| Individual presentation at a seminar |
| Combined exam |
| Skills |
|---|
| Skills demonstration during practicum |
| Individual presentation at a seminar |
| Competences |
|---|
| Skills demonstration during practicum |
| Combined exam |
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Recommended literature
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Burns, Alvin C.; Veeck, Ann; Bush, Ronald F. Marketing research. Eigth edition, global edition. 2017. ISBN 978-1-292-15326-1.
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DeVito, Joseph A. Základy mezilidské komunikace : 6. vydání. 1. vyd. [i.e. 2. vyd.]. Praha : Grada, 2008. ISBN 978-80-247-2018-0.
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Higgins, Jessica. 10 Skills for Effective Business Communication: Practical Strategies from the World's Greatest Leaders. California, 2018. ISBN 978-1-64152-098-0.
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Jarošová, Eva. Trénink sociálních a manažerských dovedností : pracovní sešit. Vyd. 1. Praha : Vysoká škola ekonomická, 2000. ISBN 80-245-0067-1.
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JERMÁŘ, M., EGEROVÁ, D. a kol. Psychologie v organizační a ekonomické praxi. Plzeň, 2014. ISBN 978-80-261-0402.
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Khelerová, Vladimíra. Komunikační a obchodní dovednosti manažera. Praha : Grada, 2006. ISBN 80-247-1677-1.
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Knihová, Ladislava. AI marketing playbook : jak ChatGPT a umělá inteligence mění svět marketingu. První vydání. 2024. ISBN 978-80-271-5226-1.
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Levy, Michael; Weitz, Barton A. Retailing management. 8th ed. New York : McGraw-Hill/Irwin, 2012. ISBN 978-0-07-353002-4.
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Nový, Ivan; Petzold, Jörg. (Ne)spokojený zákazník - náš cíl?! : jak získat zákazníka špičkovými službami. Praha : Grada, 2006. ISBN 80-247-1321-7.
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Pařík, Radim. Umění vyjednat cokoliv. První vydání. 2023. ISBN 978-80-271-2489-3.
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Stříteský, Václav. Marketing management. Vydání první. 2023. ISBN 978-80-7400-897-9.
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Ury, William. Jak překonat nesouhlas : zásady vyjednávání s lidmi, s nimiž nelze vyjednávat. Vyd. 3. Praha : Management Press, 2001. ISBN 80-7261-039-2.
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Vysekalová, Jitka. Psychologie spotřebitele : jak zákazníci nakupují. 1. vyd. Praha : Grada, 2004. ISBN 80-247-0393-9.
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