Course: Retail Marketing and Management

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Course title Retail Marketing and Management
Course code KMO/MMO
Organizational form of instruction Lecture + Tutorial
Level of course Master
Year of study not specified
Semester Winter
Number of ECTS credits 4
Language of instruction Czech
Status of course Compulsory-optional
Form of instruction Face-to-face
Work placements This is not an internship
Recommended optional programme components None
  • Mičík Michal, Ing.
  • Cimler Petr, Doc. Ing. CSc.
  • Hommerová Dita, Ing. Ph.D., MBA
Course content
Retail company, its role on the consumer goods market, sales channels, resources and retailing mix. Environment of a retail company. Retail marketing, its instruments, use, practical examples - Range of products (Category management, Merchandising) - Private Labels - Pricing strategy, margin - Layout solution, goods presentation - Sales support - POS, POS materials and their application - Store location, Customer in store, customer psychology, motion in the store, customer behavior on the consumer goods market. Shopping atmosphere in a store. Strategy of some retail companies, groups and alliances on the Czech market. Modern technology and its application in sales (smartphones, QR codes, self scanning, RFID, etc.). Territorial retail conditions and methods of retail trade analysis. Management of operation staff. Analysis of financial and operation indicators of a retail company.

Learning activities and teaching methods
Interactive lecture, Lecture supplemented with a discussion, Lecture with practical applications, E-learning, Discussion, Multimedia supported teaching, Students' portfolio, One-to-One tutorial, Task-based study method, Individual study, Students' self-study, Self-study of literature, Textual studies, Practicum
  • Presentation preparation (report) (1-10) - 10 hours per semester
  • Preparation for an examination (30-60) - 30 hours per semester
  • Team project (50/number of students) - 25 hours per semester
  • Contact hours - 39 hours per semester
professional knowledge
to know basics of marketing, management and Czech retail industry
professional skills
to use basic methods of statistical data processing
general eligibility
learning outcomes
professional knowledge
to describe global trends of retail development
to describe business environment of retail companies, specify parts of retailing mix and explain content and use of retail marketing instruments
to know and describe methods of retail trade area analysis
to describe trends in customer behavior on the market
to know methods of management of operation staff in retail
professional skills
to apply methods of retail trade area analysis
to apply methods of management of operation staff in retail
general eligibility
teaching methods
professional knowledge
Lecture supplemented with a discussion
Interactive lecture
Multimedia supported teaching
Textual studies
Students' self-study
Self-study of literature
Individual study
Students' portfolio
Lecture with practical applications
professional skills
Skills demonstration
Students' portfolio
general eligibility
Lecture supplemented with a discussion
Skills demonstration
Students' portfolio
assessment methods
professional knowledge
Written exam
Seminar work
professional skills
Skills demonstration during practicum
Seminar work
Recommended literature
  • Bárta, Pátík, Postler. Retail marketing. Praha, 2009. ISBN 978-80-7261-207-9.
  • Boček, M.; Jesenský, D.; Krofiánová, D.; a kol. POP In-store marketing. Praha, 2009. ISBN 978-80-247-2840-7.
  • Burstiner, I. Základy maloobchodní podnikání. Praha, 1994. ISBN 80-85605-55-4.
  • Cimler, Zadražilová. Retail management. Praha, 2007. ISBN 978-80-7261-167.
  • Levy, M. Retailing Management. New York, 2012. ISBN 978-0-07-353002-4.
  • Lindstrom, M.;. Nákupologie. Pravda a lži o tom, proč nakupujeme.. Brno, 2009. ISBN 978-80-251-2396-6.
  • Spilková, J.;. Geografie maloobchodu a spotřeby. Praha, 2012. ISBN 978-80-246-1951-4.
  • Zamazalová, M. Marketing obchodní firmy. Praha, 2009. ISBN 978-80-247-2049-4.
  • Zentes, J.; Morschett, D.; Schramm-Klein, H. Strategic retail managment: text and international cases. Wiesbaden, 2011. ISBN 978-3-8349-2536-7.

Study plans that include the course
Faculty Study plan (Version) Branch of study Category Recommended year of study Recommended semester
Faculty of Economics Business Economics and Management (2017) Economy 2 Winter
Faculty of Economics Business Economics and Management (2013) Economy 2 Winter