CKH_KPIM Communication policy and instore marketing

Faculty of Economics and Administration
Autumn 2022
Extent and Intensity
0/0/0. 8 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Bc. Alena Šafrová Drášilová, Ph.D. (lecturer)
Guaranteed by
Ing. Bc. Alena Šafrová Drášilová, Ph.D.
Department of Business Management – Faculty of Economics and Administration
Contact Person: Vlasta Radová
Supplier department: Department of Business Management – Faculty of Economics and Administration
Timetable
Thu 20. 10. 8:00–11:40 S315, 12:15–14:00 S315, Thu 24. 11. 8:00–11:40 S315, Wed 11. 1. 8:00–11:40 S315, Thu 12. 1. 8:00–11:40 S315, 12:15–14:00 S315, Thu 23. 2. 8:00–9:40 S315
Prerequisites (in Czech)
(TYP_STUDIA(C) && OBOR(EMAOB))
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives
The aim of the course is to acquaint students with the importance and tools of communication policy with emphasis on in-store communication in retail.
Learning outcomes
After completing the course the student will
- understand the integration of communication policy into marketing tools,
- understand the importance of communication in sales,
- be able to include in-store in the system of communication tools,
- be able to distinguish and use in-store communication tools,
- be able to identify the impacts of specific in-store marketing measures,
- able to critically assess the suitability of selected instruments in a particular store,
- understand the issues of multi-sensual in-store marketing.
Syllabus
  • 1. Marketing strategy and marketing policy
  • 2. Communication policy and its tools
  • 3. Purchasing and shopping behaviour
  • 4. Shopper-centric research
  • 5. Impulsive behaviour and its stimulation
  • 6. Floor-planning and Shelf-planning
  • 7. Visual presentation of products
  • 8. POP / POS presentation tools
  • 9. Multi-sensual in-store marketing tools
Literature
    required literature
  • JESENSKÝ, Daniel. Marketingová komunikace v místě prodeje : POP, POS, in-store, shopper marketing. První vydání. Praha: Grada, 2018, 504 stran. ISBN 9788027102525. URL info
    recommended literature
  • MORGAN, Tony. Visual merchandising : window and in-store displays for retail. 2nd ed. London: Laurence King, 2011, 208 s. ISBN 9781856697637. info
  • BOČEK, Martin, Daniel JESENSKÝ and Daniela KROFIÁNOVÁ. POP in-store komunikace v praxi : trendy a nástroje marketingu v místě prodeje. 1. vyd. Praha: Grada, 2009, 215 s. ISBN 9788024728407. URL info
  • BÁRTA, Vladimír, Ladislav PÁTÍK and Milan POSTLER. Retail marketing. Vyd. 1. Praha: Management Press, 2009, 326 s. ISBN 9788072612079. info
Teaching methods
lectures, discussions, case studies solutions, solving the practical tasks to apply tools
Assessment methods
presentation of a team practical task processed during the tutorial (0-3 points), test composed of closed and open questions (12 points), evaluation (15-14 A, 13-12 B, 11-10 C, 9-8 D, 7- 6 E, less than 6 F)
Language of instruction
Czech
Further comments (probably available only in Czech)
Study Materials
The course is taught only once.
Information on the extent and intensity of the course: tutorial 20 hodin.
The course is also listed under the following terms Autumn 2020, Autumn 2024.
  • Enrolment Statistics (Autumn 2022, recent)
  • Permalink: https://is.muni.cz/course/econ/autumn2022/CKH_KPIM