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Terminated in academic year 2015/2016

Retail Management

Type of study Follow-up Master
Language of instruction Czech
Code 116-0324/03
Abbreviation RMO
Course title Retail Management
Credits 4
Coordinating department Department of Marketing and Business
Course coordinator Ing. Petra Klapilová Krbová, Ph.D.

Subject syllabus

1. Introduction to retail marketing management.
2. History of retailing in the world and in the Czech Republic.
3. Retail marketing mix.
4. Merchandise management in retailing.
5. Price and store location in retailing.
6. Store environment.
7. In-store communication.
8. Private labels.
9. Personnel in retailing.
10. Consumer behaviour in the retail outlets.
11. Marketing research in retailing.
12. Retail trends.

Literature

FINNE, Sami a Hanna SIVONEN. The Retail Value Chain. London: Kogan Page Limited, 2009. 369 p. ISBN 978-7494-5456-2.
KRAFFT, Manfred a Murali K. MANTRALA. Retailing in the 21st century. Berlin: Springer Verlag, 2010. 462 p. ISBN 978-3-540-72001-0.
ZENTES, J., D. MORSCHETT a H. SCHRAMM-KLEIN. Strategic Retail Management. 2nd Edition. Wiesbaden: Gabler. 2011. 445 p. ISBN 978-3-8349-2536-7 .

Advised literature

HÜBNER, Alexander. Retail Category Management. Decision Support Systems for Assortment, Shelf Space, Inventory and Price Planning. Berlin: Springer Verlag, 2011. 153 p. ISBN 978-3-642-22476-8 .
REYNOLDS, J., Ch. CUTHBERTSON a R. BELL. Retail Strateg. The View from the Bridge. Amsterdam: Elsevier Butterworth-Heinemann, 2004. ISBN 978-0-7506-5696-2 .
ZENTES, J., D. MORSCHETT a H. SCHRAMM-KLEIN. Strategic Retail Management. 2nd Edition. Wiesbaden: Gabler. 2011. 445 p. ISBN 978-3-8349-2536-7 .


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