The aim of the course is to define and analyze the basic terms and activities in the field of product category management. Furthermore, the goal is to provide students with methodological foundations for the execution of individual phases of the product category management process and to enable understanding of the basic decision-making models in product category management.
1. Emergence, development and terminology of product category management
2. Product category management in the supply chain
3. Stages of the product category management process. Defining, structuring the category.
4. The role of product category
5. Product category analysis
6. Making a card of harmonized goals. Category strategies and tactics. Category implementation and evaluation.
7. Assortment management
8. Store-level space management
9. Shelf space management
10. Prices in the management of product categories
11. Promotional activities in the management of product categories
12. Support for the management of product categories - employees and suppliers
13. Technology and management of product categories in omnichannel retailing
After completing the course, the student will be able to:
1. analyze product category management activities in modern retail marketing,
2. apply and justify the use of certain techniques and methods in the process of managing product categories,
3. critically judge the implementation of product category management in individual retail businesses in the area.
