PEMNAREM Retail Management

Obchodně podnikatelská fakulta v Karviné
zima 2022
Rozsah
2/1/0. 6 kr. Ukončení: zk.
Vyučující
doc. Ing. Halina Starzyczná, Ph.D. (přednášející)
Garance
doc. Ing. Halina Starzyczná, Ph.D.
Katedra podnikové ekonomiky a managementu – Obchodně podnikatelská fakulta v Karviné
Kontaktní osoba: Ing. Kateřina Matušínská, Ph.D.
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Osnova
  • 1. Retail environment
    Internationalization and globalization of retail. Market dominance and market power. Retail and wholesale development trends. Contemporary world and European retail.
    2. Retail formats and typology
    Key assumptions of well-functioning retail stores by the retail type. Department store. Supermarkets. Warehouse retailers. Speciality retailers. E-tailer. Convenience store. Discount retailer.
    3. Territorial and market analysis
    Objectives and methodology of trade area analysis. Methods defining the area of interest. Business gravity models. Purchasing potential estimation methods. Average sales methods. Retail saturation index. Area standard method. Development of a retail network from the perspective of the city and the company.
    4. Retail marketing and strategic planning
    Consumer behaviour and customer experience. Product development and assortment planning. Pricing and pricing strategies in retail. Marketing communication, branding and private labels. Push and pull communication. Trading up and trading down strategies. Logistics and distribution channels.
    5. Merchandising and store management
    Store design and practical implications of customer flow analysis. Types of store design. Point of purchase materials and its effectiveness. Displaying goods in retail shelfs. Customer sensory experience: music, smell and lighting in retail store.
    6. Supplier relationship and B2B marketing
    Producer – Wholesaler – Retailer chain and its elementary functions and relationships. Basics of Supply chain management. B2B sustainable relationships. B2B marketing tactics. Negotiation techniques and principles of persuasion.
    7. E-tail, digitalisation in retail, IT technologies and ethics in retailing
    E-tail implications and development. Online shopping consumer behaviour. Barcodes, QR codes, RFID technology. Virtual reality in retail. Databases and information systems in retail. Environmental aspects of retailing. Fair trade, consumer rights and its protection.
Vyučovací jazyk
Angličtina
Předmět je zařazen také v obdobích zima 2023, zima 2024.