Study programmes / C-EM Economics and Management / Management of Trade Operations
Course code:RIO
Course title in language of instruction:Řízení obchodu (RIO)
Course title in Czech:Řízení obchodu
Course title in English:Management of Trade Operations
Mode of completion and number of credits:Exam (5 credits)
(1 ECTS credit = 28 hours of workload)
Mode of delivery/Timetabled classes:full-time, 2/1; part-time, 0/0
(full-time, hours of lectures per week / hours of seminars per week; part-time, lectures per period / seminars per period)
Language of instruction:Czech
Level of course:master continuing
Semester:WS 2019/2020 - FBE
Name of lecturer:doc. Ing. Lea Kubíčková, Ph.D. (supervisor)
Aims of the course:The aim of the course is to clarify the essence of trade operations at company and national level and point out the importance of distribution, pricing, and operations in purchasing activities. Furthermore the seminars will emphasize the economic relevance of trade operations within European Union and outside the European Union.

Students will be able to look at management of trading companies in a complex way and to think about sub-topics related to the setting of business and marketing strategy in a broader context.

The course will be based on the knowledge which student gained in bachelor and master degree - especially in the field of trade operations management, international marketing, internationalization of enterprises and customs procedures. Graduates should obtain a comprehensive overview of management of trade operations and related activities which could help them in solving real problems in business, supplier-customer relationships and logistics.
Course contents:
1.The theory of business (2/0) (allowance 0/0)
a.Introduction to the topic - definition of basic terms, development and importance of trade, classification of trade

2.Organization and management of trading companies (4/2) (allowance 0/0)
a.Trade in organizational structure, business manager, business strategy
b.Legal framework of business, business risks

3.Management of sales (6/2) (allowance 0/0)
a.Sales strategies and tactics
b.Customer relationship management, consumer behavior, and customer loyalty
c.Legal aspects of after-sales activity - consumer protection, ethics in business

4.The relationship of marketing and trade - marketing and marketing mix in trade (private brands, marketing mix specifics, services to customers) (6/4) (allowance 0/0)
a.Marketing mix in trade
b.Private brands, loyalty programs, merchandising
c.Retail specifics

5.Management of purchasing activities, purchase in an organization in connection with business management (4/2) (allowance 0/0)
a.Purchase in the organizational structure of the firm, the relations to management of trade operations
b.Supply chain management

6.Foreign market entry (4/2) (allowance 0/0)
a.The specifics of managing the trade operations and the choice of business team in foreign market
b.International transportation - an important factor in trade operations
c.Customs and customs procedures from the point of view of trade operations management

7.Preparation of a business case (2/2) (allowance 0/0)

Learning outcomes and competences:
Generic competences:
-ability to make decisions
-ability to organize and plan ahead
-ability to solve problems
-work in team

Specific competences:
-Ability to solve complex decision problems
-capacity to identify suitable information resources
-Student is able to develop and implement processes customer relationship management
-Students can evaluate the cost of foreign trade operations

Type of course unit:required
Year of study:Not applicable - the subject could be chosen at anytime during the course of the programme.
Work placement:There is no compulsory work placement in the course unit.
Recommended study modules:none
Assessment methods:The condition for being granted a credit is to gain at least 60% of total score that the student can get in seminars. Students can gain in seminars maximum of 50 points out of which 30 points are necessary for the credit. Students gain points for activities during the whole term. These activities include a seminar paper and its presentation (30 points), the presentation and discussion of selected current or interesting topic related to this course (10 points) and passing a credit test (10 points). The seminar paper is done by students in groups. To obtain the credit, it is necessary to participate in all of the above mentioned activities. The examination has a written and oral part. Students can gain a maximum of 50 points in the written part of the examination. To pass a written examination students have to gain at least 30 points. These points are added up to the points obtained from seminars and the total amount of points constitute the grade from this course which, however, may be adjusted according to the results in the oral part of examination compulsory for all students.
Learning activities and study load (hours of study load)
Type of teaching methodDaily attendanceCombined form
Direct teaching
     lecture28 h0 h
     practice14 h0 h
     consultation0 h16 h
     preparation for exam63 h80 h
     writing of seminar paper35 h44 h
Total140 h140 h

Basic reading list
  • BÁRTA, V. -- POSTLER, M. -- PÁTÍK, L. Retail marketing. Praha: Managementpress, 2009. 328 p. ISBN 978-80-7261-207-9.
  • MACHKOVÁ, H. -- ČERNOHLÁVKOVÁ, E. -- SATO, A. et al. Mezinárodní obchodní operace. 5th ed. Praha: Grada, 2010. 240 p. ISBN 978-80-247-3237-4.
  • MULAČOVÁ, V. -- MULAČ, P. et al. Obchodní podnikání ve 21. století. 1st ed. Praha: Grada, 2013. 520 p. Finanční řízení. ISBN 978-80-247-4780-4.
  • ZAMAZALOVÁ, M. Marketing obchodní firmy. Praha: Grada, 2009. 232 p. ISBN 978-80-247-2049-4.