Course syllabus OSN - Furniture Trade (FFWT - SS 2019/2020)


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Course code: OSN
Course title in language of instruction: Obchod s nábytkem
Course title in Czech: Furniture Trade
Course title in English: Furniture Trade
Mode of completion and number of credits: Exam (3 credits)
(1 ECTS credit = 28 hours of workload)
Mode of delivery/Timetabled classes: full-time, 2/0 (hours of lectures per week / hours of seminars per week)
Language of instruction: Czech
Level of course: master
Semester: SS 2019/2020
Name of lecturer: doc. Ing. arch. Ludvika Kanická, CSc. (examiner, lecturer, supervisor)
Prerequisites: State Bachelor Examination
 
Aims of the course:
To get basic knowledge in trading with furniture with emphasis on furniture exihibition. Aibility to oganise the presentation of a firm: the project of the exhibition, instalation of furniture, decoration, the operation of the exhibition, disassembly, media campaign.
 
Course contents:
1.History of exhibition (allowance 2/0)
 
a.Instruction for seminar work: create un exhibition area for furniture presentation and a advertising campaign, work in groups
b.Exhibitions from the World Exhibition in London 1851 till today: world exhibitions, european furniture exhibitions, business and activity in CR till the end of the 19 century (Všeobecná zemská výstava v Praze 1891, Národopisná výstava 1895, Praha), history of exhibitions after World I (Výstava soudobé kultury 1928, BVV), history of exhibitions in the period of socialism (MVSZ, kontraktační výstavy), exhibitions after the revolution in 1989.

2.Contemporary exhibitions in CR (allowance 4/0)
 
a.The importance of exhibitions in the present, transformation of the infrastructure for exhibitions (regional exhibitions) , exhibitions and communications, positioning in the hall, target groups, emotional impact of the exhibitions.

Preparation of a furniture exhibition, the difference between a showroom and un exhibition, scenario, the list of exhibits, communication with organiser (juridical relationship), positioning of the exhibition to the raster, project and realisation of the exposition (options, approval proceedings), services provided by the organiser, arrangement of the exhibition.

Operation of the exposition: promotion (advertising campaign, promotion materials), communication with customers, business partners and media, accompanying programme (public inquiries, competitions), maintenance of the exposition, disassembly.
b.Spacial solution of the furniture exhibition: scenography, information system,
    communication. Spacial solution of a furniture exposition: scenography, exhibitions system
   (Kombi, Octanorm, special solutions), indication of the exposition. Determination of the area:
   ground floor and two floored expositions, open and closed expositions, mobile expositions.
   Organisation of the exhibiting area: fixe and mobile vertical structuring, hard and soft
   boundary, horizontal structuring (podiums, water and others surfaces), floor and roof.
   Information center, staff.
c.Arangement of the exhibition and exhibits: wall finishing: wallpaper, paint. Motives: name
   of product, function, materials, colour, textile or a part of product. Light efects:
   transilluminated panels, floor, podiums, price tags, directional lighting, projection, water and
   mirror efects, animation. Instalation of exhibits: simple, layering, horizontal and vertical
   installation, testing of attributes.
d.Decoration of the exhibition: real (classical, rustical, industrial, ethno, modern), stylised
   (graphics, layering, animals and other motifs), taste/kitsch, kitch or decadence as a intention.
   Flowers (real, stylised, artificial, greenwall as a trend). Information of the exhibit: names
   (touch displays, sticked information on the floor and wall), pattern book of textiles and leather.

3.Corporate identity and propagation (allowance 2/0)
 
a.History: (Raymond Loewy, Peter Behrens, Henry van de Velde), corporate style, design manual, technical and estheticals standards, symbol, logotype, logosymbol, corporate typeface, corporate colours, construction, charakteristics, application.
b.Promotion of exhibitions: information as a crux of advertising, effectuality of
 advertising, directs and undirects routes of communication, advertising strategy, target
 groups, advertising media, advertising in journals and spcialised magazines, direct mailing,
 PR articles. Advertising in radio, TV, mediaschedule, viewer ratings, advertising campaign.
 Emotional effect of advertising, vampire effect, non-ethical advertising. Promotion
 materials, sale tools, promotion items.

4.Actual organisation of exhibitions in Europe (allowance 2/0)
 
a.Actual trends from the Europeen furniture exhibitions: IMM Kolín Cologne, Maison et objet Paris, Salone internazzionale del Mobile Milan. Europeen awards. Starification of designers.

5.Public presentation of seminar works (allowance 2/0)
 
Learning outcomes and competences:
Generic competences:
 
-Ability to apply knowledge
-Ability to create new ideas (creativity)
-Ability to speak and write in mother tongue
-Capacity to learn
-Professional knowledge
-Skilled at utilizing and processing information

Specific competences:
 
-Orientation in question of communication with customers
-Orientation in question of publicity
-Orientation to creating exhibition interior

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: -
 
Learning activities and study load (hours of study load):
Type of teaching methodDaily attendance
Direct teaching
     lecture14 h
Self-study
     preparation for exam20 h
     preparation for regular testing20 h
     writing of seminar paper30 h
Total84 h
 
Assessment methods:
written examen, presentation of un exhibition of a furniture firm: the project of the exhibition and media campaign in PPT, oral exam: 3 of 60 questions, 60% answers are sufficient
 
Recommended reading:
TypeAuthorTitlePublished inPublisherYearISBN
RQKANICKÁ, L.Obchod s nábytkem a výstavnictvíBrnoMendelova zemědělská a lesnická univerzita200680-7157-946-7
RQRICHTR, M. -- ZÁRUBA, A. -- KOUDELKOVÁ, D.CI.CZ 1990-2007: firemní styl v České republicePrahaCI.CZ :2008978-80-254-1835-2
RQKANICKÁ, L.Obchod s nábytkemV BrněMendelova univerzita2013978-80-7375-843-1
RQKOTLER, P. -- KELLER, K.Marketing managementPrahaGrada Publishing2007978-80-247-1359-5
RQCRHA, I. -- KŘÍŽEK, Z.Jak psát reklamní textPrahaGrada2012978-80-247-4061-4

RQrequired
RErecommended


Last modification made by Ing. Alice Malá on 11/20/2019.

Type of output: