PEMNAOOR Trade Organizations

School of Business Administration in Karvina
Winter 2020
Extent and Intensity
2/1/0. 5 credit(s). Type of Completion: zk (examination).
doc. Ing. Martin Klepek, Ph.D. (lecturer)
doc. Ing. Martin Klepek, Ph.D. (seminar tutor)
Guaranteed by
doc. Ing. Halina Starzyczná, Ph.D.
Department of Business Economics and Management – School of Business Administration in Karvina
Contact Person: Ing. Kateřina Matušínská, Ph.D.
Tue 13:05–14:40 A412
  • Timetable of Seminar Groups:
PEMNAOOR/01: Tue 14:45–15:30 A412, M. Klepek
Prerequisites (in Czech)
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
The capacity limit for the course is 25 student(s).
Current registration and enrolment status: enrolled: 0/25, only registered: 0/25
fields of study / plans the course is directly associated with
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.
  • Environment of trade organizations
    To understand, how trade organizations operate, the character of trade in the world and in the Czech Republic must be thoroughly explained. Development trends of trade, retail and wholesale also need to be examined. The main trends include internationalization, market dominance, concentration, the nature of competition, diversification, and retailing.
    Strategies of trade organizations
    The most used corporate strategies are described in great detail, with additional focus on retail strategies, such as trading up and trading down. Marketing decisions in retail and wholesale are examined. Additionally, territorial and market analysis are explained, their aims and methodology, various types, and methods of estimating purchasing behavior.
    Management process and major management tools of trade organizations
    Described are sales planning process and estimation of effective demand, with focus on methods for planning and forecasting, such as causal analysis and indicators of sales development. Examined are also marketing plan and sales plan as parts of the business and financial plan.
    Organizational structure modeling in the trade
    Basic phases of organizational development. Specific generations of each trade organization. The correlation between the size of the company and its organizational structure. Phases of growth and crises and their characteristics. Autonomous organizational units: the cost centers, divisions, subsidiaries, business units (SBU).
    People in trade organizations
    People in trade organizations are examined both on the inside as employees and on the outside as customers. For employees, human resources management is explained, with ways how to plan in wider context with regards to optimal wage system. For customers, ways how to measure them inside our stores are described, such as kinogram and motion studies.
    Managerial information system
    The managerial information system in trade organizations is explained through electronization of the movement of goods. The principles of barcode are explained, with the conditions that lead to its rise and current utilization for operational management of business operations and its contribution to the rationalization of labor. Related topic is safety management.
    required literature
  • COX, E. Retail Analytics: The Secret Weapon. New Jersey: John Wiley & Sons, 2012. ISBN 978-1-118-09984-1. info
  • ZENTES, J., MORSCHETT, D. and H. SCHRAMM-KLEIN. Strategic Retail Management. Gabler Verlag, 2011. ISBN 978-3-8349-2536-7. info
    recommended literature
  • LEWIS, R. and M. DART. The new rules of retail. NY: Palgrave MacMillan, 2014. ISBN 978-1-137-27926-2. info
  • AANDERSON, C. Architects on Orchard Road: Evolution of a Retail Streetscape. Mulgrave: Images Publishing Group, 2012. ISBN 978-1-86470-462-4. info
  • KOTLER, P. and K. L. LANE. Marketing Management. Boston: Pearson Education, 2012. ISBN 978-0-273-75336-0. info
Teaching methods
Lecture with presentation in Power-point
Assessment methods
Written exam
Language of instruction
Further Comments
Study Materials
The course can also be completed outside the examination period.
Teacher's information
attendance in seminars 50 %, ongoing test, final written exam
The course is also listed under the following terms Winter 2016, Winter 2017, Summer 2018, Winter 2018, Winter 2019, Winter 2021, Winter 2022, Winter 2023.
  • Enrolment Statistics (Winter 2020, recent)
  • Permalink: