Moodle - module Consumer Behaviour
https://lms.vsb.cz/course/view.php?id=127910
Business Marketing
| Type of study | MasterFollow-up Master |
|---|---|
| Language of instruction | Czech |
| Code | 116-0315/02 |
| Abbreviation | BM |
| Course title | Business Marketing |
| Credits | 4 |
| Coordinating department | Department of Marketing and Business |
| Course coordinator | doc. Ing. Vojtěch Spáčil, CSc. |
Osnova předmětu
1.Introduction to the business marketing
2.Characteristics of the business environment
3.MIS on the business market
4.Research on the business market
5.Purchase on the business market
6.Relationship marketing
7.Customer satisfaction measurement
8.Choice of target markets
9.Product strategy on business market
10.Price strategy on business market
11.Distribution strategy on business market
12.Communication strategy on business market
2.Characteristics of the business environment
3.MIS on the business market
4.Research on the business market
5.Purchase on the business market
6.Relationship marketing
7.Customer satisfaction measurement
8.Choice of target markets
9.Product strategy on business market
10.Price strategy on business market
11.Distribution strategy on business market
12.Communication strategy on business market
E-learning
Povinná literatura
ALLOT, Philip. Integrated Business to Business Marketing. London: John Hunt Publishing, 2022. ISBN 9781789047790 .
BRENNAN, Ross, CANNING, Louise a McGRATH, Helen. Business-to-Business Marketing. London: SAGE Publications, 2024. ISBN 9781529791501 .
LOŠŤÁKOVÁ, Hana. Nástroje posilování vztahů se zákazníky na B2B trhu. Praha: Grada, 2017. 320 s. ISBN 978-80-271-0419-2.
BRENNAN, Ross, CANNING, Louise a McGRATH, Helen. Business-to-Business Marketing. London: SAGE Publications, 2024. ISBN 9781529791501 .
LOŠŤÁKOVÁ, Hana. Nástroje posilování vztahů se zákazníky na B2B trhu. Praha: Grada, 2017. 320 s. ISBN 978-80-271-0419-2.
Doporučená literatura
HALL, Simon. Innovative B2B Marketing. London: Kogan Page, 2022. ISBN 781398604780.
MAKHITA, K. M., CANT, Michael Colin a THERON, Danie. Business-to-Business Marketing. 1st ed. Cape Town: Juta, 2016. pp. 352. ISBN 978-1-48512-122-0.
MONCZKA, Robert et al. Purchasing and Supply Change Management. 6th ed. Mason: Cengage Learning, 2016. 888 p. ISBN 9781285869681.
MAKHITA, K. M., CANT, Michael Colin a THERON, Danie. Business-to-Business Marketing. 1st ed. Cape Town: Juta, 2016. pp. 352. ISBN 978-1-48512-122-0.
MONCZKA, Robert et al. Purchasing and Supply Change Management. 6th ed. Mason: Cengage Learning, 2016. 888 p. ISBN 9781285869681.