Trade Marketing and Merchandising 2600-DSFRw3MHMf
• Trade Industry characteristic
• Trade essence and significance
• Trade functions
• Conditions for trade development
• Strategies for Trade companies
• Wholesale trade
• Retail trade
• Retail trade in distribution channel
• Types of retail and functions
• Retail strategies
• Retail industry figures
• Retail customers
• Retail Product Decisions
• Services of retail trade
• Assortment of retail shop
• Customer service and customer care
• Private labels – the essence and typology
• Positioning of private labels
• Localisation of retail shop and retail prices
• Retail promotion
• Objectives of retail promotion
• Retail advertising
• Direct marketing in retail
• Sales promotion
• Point-of-Sale promotion in retail shop
• Loyalty programs
• Merchandising
• Visual merchandising
• Merchandising-mix
• Layout of the shop
• Displays in retail shop
• Display techniques
• Retail Trade Future
Type of course
Learning outcomes
Learning outcomes consists of acquiring certain knowledge, skills and expertises.
In case of knowledge, students will learn rules of running a marketing activity in the area of trading, especially retail. They will get to know ways and specificity of trade marketing which are followed by certain marketing problems and prescriptions for marketing practice in the area of trading. The material includes getting to know attitudes of consumers who are benefiting from retail trading offer. Students will learn about marketing mix, extensively important in marketing, which consists of four classic components, that is: product, distribution, promotion and price and others equally important components: methods of customer service, assortment policy, private label management, selling points localization or merchandising.
During the course, students acquire certain abilities among which are: the ability to choose and use marketing techniques in trading enterprise properly, the ability to recognise certain attitudes of customers benefiting from retail trading offer, the ability to build and use marketing strategies in retail marketing, the ability to point most effective actions leading towards trading marketing activity effectiveness improvement, including construction of trade marketing operations mix composed of customer service, trade assortment choice, projecting private label, planning exposition and other merchandising activities.
Participants will acquire marketing competences based on pro-market acting philosophy. Students’ attitudes are shaped in order to make them open-minded, assertive, positive thinking, and approaching surroundings with crucial knowledge. During the course the effective implementation of marketing rules to trading company functioning is emphasised along with ability of effective team-working. The latter is especially important because of necessity of co-working with other people in the enterprise which strongly affects marketing implementation effectiveness in trading companies. Key competences are linked to usage of acquired knowledge and skills in real life situations.
Assessment criteria
Students are expected to take a final written test at the end of this course.
Bibliography
Course textbook:
(1). H. Szulce, J. Chwałek, W. Ciechomski, Ekonomika handlu, część 1, WSiP, Warszawa 2008;
(2). M. Sullivan, D. Adcock, Marketing w handlu detalicznym, Oficyna Ekonomiczna, Kraków 2003;
(3). J. Szumilak (red.), Handel detaliczny. Funkcjonowanie i kierunki rozwoju, Oficyna Ekonomiczna, Kraków 2004.
Additional information
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: