Retail Chains and Marketing Communication

On Thursday, November 7th, students from FIR had the opportunity to delve into the intricacies and specifics of marketing communication in retail chains during a workshop led by Mr. Vít Vojtěch, Head of Strategic Marketing, Penny Market s.r.o. Czech Republic. This event was part of the Innovation Week at the Prague University of Economics and Business.

Mr Vít Vojtěch presented the main current trends in consumer behaviour within the Czech retail market and demonstrated how retail companies should optimally communicate. He also provided real-life examples of what not to do. Students appreciated Mr. Vojtěch’s open approach and continuously placed insightful and thoughtful questions.

It is undoubtedly positive that students recognized and understood that retail marketing and marketing communication encompass much more than just advertising; they involve numerous strategic aspects—from market data analysis and consumer behaviour to store design and location, assortment strategy (including private labels), pricing strategy, and communication both in-store and through media.

We extend our heartfelt thanks to the speaker!

Special thanks also go to the head of the department, Doc. Ing. Přemysl Průša, Ph.D., for the organization on behalf of the Department of International Business.

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.