PEMNAREM Retail Management

Obchodně podnikatelská fakulta v Karviné
zima 2026
Rozsah
2/1/0. 6 kr. Ukončení: zk.
Vyučující
doc. Ing. Martin Klepek, 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.
Rozvrh
Po 11:25–13:00 A211
  • Rozvrh seminárních/paralelních skupin:
PEMNAREM/01: Po 13:05–13:50 A211, M. Klepek
Omezení zápisu do předmětu
Předmět je určen pouze studentům mateřských oborů.
Mateřské obory/plány
Výstupy z učení
After completing the course, the student is able to describe key trends in the international and European retail scene and explain the impact of globalization and internationalization on the retail environment. They can compare different retail formats, assess their key assumptions for functioning, and apply typologies to specific cases. They are able to analyze market and territorial environments using trade gravity models, retail saturation indexes, and other indicators, and interpret the results for retail network development. They can evaluate consumer behavior and customer experience and formulate recommendations for product, pricing, and communication strategies in retail. They are able to design an effective merchandising plan including store design, product display, and sensory stimuli with respect to customer flow and shopping experience. They assess relationships in the supply chain between producers, wholesalers, and retailers and propose principles for building sustainable B2B relationships and using negotiation tactics. They apply knowledge of digital technologies in retail, such as QR codes, RFID, or database systems, and evaluate their benefits as well as ethical implications. Finally, they analyze and synthesize insights on strategic planning, relationship management, and innovations in retail and formulate their own proposals for the long-term development of a retail company.
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.
Výukové metody
Lecture, seminar with active participation in assignments and case studies, team project.
Vyučovací jazyk
Angličtina
Předmět je zařazen také v obdobích akreditace zima, zima 2022, zima 2023, zima 2024, zima 2025.