| Course Unit Code | 116-0301/07 |
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| Number of ECTS Credits Allocated | 4 ECTS credits |
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| Type of Course Unit * | Choice-compulsory type B |
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| Level of Course Unit * | First Cycle |
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| Year of Study * | Second Year |
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| Semester when the Course Unit is delivered | Summer Semester |
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| Mode of Delivery | Face-to-face |
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| Language of Instruction | Czech |
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| Prerequisites and Co-Requisites | Course succeeds to compulsory courses of previous semester |
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| Name of Lecturer(s) | Personal ID | Name |
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| HLU40 | Ing. Miluše Hluchníková, CSc. |
| SVA213 | Ing. Bc. Lenka Švajdová, Ph.D. |
| Summary |
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| The main aim of the course is to explain the role and function of the trade in the economics and in the enterprises on the market; the process of trading and trading activities. The attention is paid to the essential business activities – purchase and sale, their aims, organization and management in the enterprises operating on different markets. The course gives the basics that are deepened in the following specialized courses in next semesters of study. |
| Learning Outcomes of the Course Unit |
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1. Dramatise importance and role of business activity as a human activity and as an economic sector; apply marketing approach.
2. Outline two business spheres – purchase and sale as a specific business activity; dramatize human element for its effectiveness.
3. Classify and relate wholesale and retail firms.
4. Employ methods and procedures of spatial analysis to localize business units and optimize retail networks.
5. Explain present business trends; outline its symptoms and effects.
6. Classify business operation and its units; demonstrate its relations and connections.
7. Discuss business environment parameters to ensure expected progress. |
| Course Contents |
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1. The origins of trade. The periods of trade development.
2. The principles of trade.
3. The theories of trade. Functional and institutional approach.
4. Purchase as the part of the trade activities.
5. Sale as the part of the trade activities.
6. The human resources in the process of trading.
7. Wholesale, its functions and typologies.
8. Retail, its functions and typologies.
9. The principles of retail site formation. Spatial analysis.
10. Business operations and its elements. Wholesale and retail technologies.
11. Shopping environment. Shopping atmosphere at retail.
12. Future trends of trade. Processes of integration, concentration and cooperation.
13. Trade institutions and organizations. Protection of competition, protection of consumer.
14. Current situation in the Czech trade. Statistics of the Czech trade. Examples of successful businesses.
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| Recommended or Required Reading |
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| Required Reading: |
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ARUNANGSHU, G., P. PRADIP and Ch. SATAKSHI. Retail Management: Text & Cases. PHI Learning Pvt. Ltd. 2020. 420 p. ISBN 978-9390544226.
CASTALDO, S., M. GROSSO and K. PREMAZZI. Retail and Channel Marketing. 2nd ed. Cheltenham: Edward Elgar Publishing, 2020. 272 p. ISBN 978-1789-90367-6.
PRABHU, TL. Retail Management: An Effective Management Strategy for Retail Store Managers. Amazon. 2021. 327 p. ASIN B07QZKL4X4 |
JADERNÁ, Eva a Hana VOLFOVÁ. Moderní retail marketing. Praha: Grada, 2021. 240 s. ISBN 978-80-271-1384-2.
MULAČOVÁ, Věra et al. Obchodní podnikání ve 21. století. Praha: Grada, 2013. 520 s. ISBN 978-80-247-4780-4.
POSTLER, Milan a Vladimír BÁRTA. Retail marketing. Praha: Press21, 2020. 150 s. ISBN 978-80-9075291-7. |
| Recommended Reading: |
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BERMAN, Barry and Joel R. EVANS. Retail Management. A Strategic Approach. 13 th ed. Harlow: Pearson Education Limited, 2017. 592 p. ISBN 978-0-13-379684-1.
ENNIS, S. Retail Marketing. MCGraw-Hill Education. 2021. 368 p. ISBN 978-8838-69732-6.
JOBBER, D., G. LANCASTER and K. LE MeEUNIER-FITZHUGH. Selling and Sales Management. Harlow: Pearson. 2019. 496 p. ISBN 978-1292-20502-1. |
KOTLER, P., D. C. JAIN a S. MAESINCEE. Marketing v pohybu: nový přístup k zisku, růstu a obnově. Praha: Management Press, 2019. 176 s. ISBN 978-80-7261-161-4.
KOUDELKA, Jan. Spotřebitelé a marketing. Praha: C. H. Beck, 2018. 384 s. ISBN 978-80-7400-693-7.
NECKÁŘ, P., D. KOLÁŘ a D. JANEČEK. Průvodce úspěšného obchodníka. Praha: Grada, 2019. 312 s. ISBN 978-80-271-2218-9. |
| Planned learning activities and teaching methods |
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| Lectures, Tutorials |
| Assesment methods and criteria |
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| Task Title | Task Type | Maximum Number of Points
(Act. for Subtasks) | Minimum Number of Points for Task Passing |
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| Credit | Credit | 85 | 85 |