Exciting Retail Insights by Experts from Plzeňský Prazdroj
The Department of International Business is pleased to share the news that we had the opportunity to welcome guest speakers from Plzeňský Prazdroj (Pilsner Urquell Brewery) to the premises of the Prague University of Economics and Business (VŠE) for an engaging lecture aimed at students enrolled in the Retail Business course within the English-language taught Bachelor’s study program International Business (IBB). Our talented Ph.D. candidate, Viktorie Šenkárčin, and her colleague Jan Jiráský, Senior Key Account Manager at Plzeňský Prazdroj, shared valuable insights.
The lecture focused on the retail beer market in the Czech Republic and in-store communication strategies.
Key Highlights:
- Navigating the Czech Beer Market: We explored unique challenges and opportunities in the Czech beer market.
- Effective In-Store Communication: Successful strategies for engaging customers directly at store shelves were discussed.
We extend heartfelt thanks to both the guests and our colleague, Přemysl Průša, the Vice-Head of the Department of International Business, for organising this insightful session.
Doc. Ing. Přemysl Průša, Ph.D., has been working at the Prague University of Economics and Business (formerly at the Department of Retailing and Commercial Communications) since 2005 as assistant, from 2020 as the associate professor. His areas of interest are mainly commercial communications, branding and retail marketing. He participates in teaching the crucial obligatory courses in the bachelor programme International Business: Retail Business, Retail Marketing and Retail Management. He has developed these courses also for teaching in the International Business programme in English. Přemysl Průša also acts as a visiting professor at the University of Northern Colorado, USA and other universities abroad (in Spain, Ireland, Austria). In his research activities Přemysl Průša focuses mainly on branding as well as on CSR, green marketing and sustainability. He has been active also in several companies dealing with international trade in the area FMCG.
