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Lecturer(s)
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Course content
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Introduction to trade and services - history of trade, commerce and services in the national economy Definition of business (retail) activities, definition of services Entrepreneurship in trade and services Consumer behavior, its typology and implications for business in trade and services Business models in the field of trade and services - e.g. franchising Trading, preparation for business negotiations, typology of customers in negotiations, including intercultural aspects. Product and its management. Pricing in trade and services Distribution in trade and services Marketing communication in the field of trade and services Brand, its management and private labels vs. product Sharing economy, e-commerce. Current trends in trade and services, social responsibility in trade and services.
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Learning activities and teaching methods
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Interactive lecture, Lecture with practical applications, Multimedia supported teaching, One-to-One tutorial
- Contact hours
- 39 hours per semester
- Preparation for an examination (30-60)
- 50 hours per semester
- unspecified
- 15 hours per semester
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| prerequisite |
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| Knowledge |
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| to have general economic overview |
| Skills |
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| to work individually with public database of Czech Statistical Office and other relevant resources |
| Competences |
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| N/A |
| N/A |
| N/A |
| learning outcomes |
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| Knowledge |
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| to describe key indicators which characterize the position of trade and services in a national economy |
| to explain contribution of the sector to national economy and main trends in development of trade and services |
| to explain the main objectives of purchasing and marketing co-operations and franchising in trade and services |
| to explain practical aspects of consumer behavior, business models and marketing management in the field of trade and services |
| Skills |
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| to apply gained knowledge, methods and procedures in trade and services to partial tasks when working individually |
| to discuss real cases examples, analyse texts and elaborate case studies |
| Competences |
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| N/A |
| N/A |
| teaching methods |
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| Knowledge |
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| Interactive lecture |
| Multimedia supported teaching |
| Self-study of literature |
| E-learning |
| Skills |
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| Interactive lecture |
| Multimedia supported teaching |
| Self-study of literature |
| Competences |
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| Multimedia supported teaching |
| Interactive lecture |
| Self-study of literature |
| assessment methods |
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| Knowledge |
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| Written exam |
| Self-evaluation |
| Portfolio |
| Skills |
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| Written exam |
| Self-evaluation |
| Portfolio |
| Competences |
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| Written exam |
| Self-evaluation |
| Portfolio |
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Recommended literature
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Cimler, Petr,; Zadražilová, Dana. Retail management. Praha : Management Press, 2007. ISBN 978-80-7261-167-6.
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Karlíček, Miroslav. Marketingová komunikace : jak komunikovat na našem trhu. 2., aktualizované a doplněné vydání. 2016. ISBN 978-80-247-5769-8.
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Karlíček, Miroslav. Základy marketingu. 2., přepracované a rozšířené vydání. 2018. ISBN 978-80-247-5869-5.
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Prashant, Chaudhary. Retail marketing in the modern age. 2016. ISBN 978-93-515-0869-4.
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Synek, Miloslav; Kislingerová, Eva. Podniková ekonomika. 6. přepracované a doplněné vydání. 2015. ISBN 978-80-7400-274-8.
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Šauer, Martin; Vystoupil, Jiří; Holešická, Andrea a kolektiv. Cestovní ruch (Učební texty). Brno, 2015.
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Vlaštíková, Miroslava. Marketing služeb : efektivně a moderně. 2., aktualiz. a rozš. vyd. Praha : Grada Publishing, 2014. ISBN 978-80-247-5037-8.
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Wirtz, Jochen. Winning in service markets : success through people, technology and strategy. 2017. ISBN 978-1-944659-05-9.
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