Trade Organizations
Content and Requirements
2022 winter semester

Teaching team
•Lectures: Ing. Martin Klepek, Ph.D.
•TUESDAY 13:55 – 15:30
•Seminars: Ing. Sarath Thulaseedharan Mallika, MBA
•TUESDAY 13:05 – 13:50

Course objectives
•The aim of the course is to familiarize students with the specifics of companies with an emphasis
on retailing, which has in developed countries received considerable attention for its importance
not only in terms of job creation, contribution to GDP, but also in meeting the needs of customers
- consumers as the main criteria for success of a trading company. The course focuses on major
development component, which are large and medium-sized companies, but may also serve small
businesses who want to succeed in the market alongside large companies and various trade
associations.
•

Course literature
•Presentations will be in the IS SU.
•Books are in the library:
•ZENTES, J., MORSCHETT, D. and H. SCHRAMM-KLEIN, 2011. Strategic Retail Management.
•COX, E., 2012. Retail Analytics: The Secret Weapon.
•KOTLER, P. and K. L. LANE, 2012. Marketing Management.
•SHARP, B., 2013. Marketing: theory, evidence, practice.
•

Course content
Lectures
Date
Introduction to trade organisations
20.9.2021
CANCELED – National Holiday
27.9.2021
Types of trade organisations
4.10.2021
Retail formats and players in retailing
11.10.2021
Marketing research in retail
18.10.2021
Retail empirical laws
25.10.2021
Store location – trading area analysis
1.11.2021
Pricing strategies in retailing + ongoing test
8.11.2021
Merchandising and category management
15.11.2021
Marketing communication and advertising
22.11.2021
Strategic marketing in retailing
29.11.2021
Retail branding and positioning
6.12.2021

Course requirements
•Active participation on case studies during seminars 60%
•Experiential Exercise during semester
•Ongoing test (8.11.2022)
•Essay in a form of one pager on possible future of retailing
•Final exam January and February 2022

Course requirements evaluation
•
•Students have to pass all the activities:
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•
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Activity
Points
Experiential Exercise
25
Essay
25
Ongoing test
20
Exam
40

Active participation
•Active participation on case studies during seminars 60% means being present not just physically
but also mentally.
•Handing in the results of individual or teamwork is a sign of active participation.
•

Experiential Exercise
•The students in each class will be organized into teams. Each team of students will visit a chosen
retail shop in Karviná or in their place (Tesco, Lidl, Kaufland, Hruška, Billa) and observe the
retail mix adopted by the store (i.e. merchandise, location, customer service, store design,
pricing and promotion). The team should further examine the competitive advantages compared to
other stores that sell similar merchandise. You may purchase some products by yourself and analyze
the purchase experiences to assist your evaluation of the retail mix.
•Each team will present the findings in the seminar (about 20 minutes for each team) and make
recommendations on how the chosen retailer might improve the retail mix in order to achieve growth
in sales or profit.
•Details will further be explained in the class.
•
•

Ongoing test
•Written form, test + open ended questions
•8.11.2020 (if there is no activity for international students)
•

Essay
•Written essay on one page with your own thoughts and predictions.
•Topic is „Future of retailing“
•Deadline 3.12.2022
•At least 2500 characters
•Structure: introduction, main idea, conclusions
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•

Final exam
•Discussion about essay (10p)
•One selected topic for examination (30p)
•The topics will be the same as lecture topics
•

Course grading
Grade
Points
A
100 - 110
B
90 - 99
C
80 - 89
D
70 - 79
E
60 - 69