Terminated in academic year 2020/2021

Business Marketing

Type of study	Follow-up Master
Language of instruction	English
Code	116-0515/02
Abbreviation	BME
Course title	Business Marketing
Credits	4
Coordinating department	Department of Marketing and Business
Course coordinator	doc. Ing. Vojtěch Spáčil, CSc.

Subject syllabus

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

Literature

ALLOT, Philip. Integrated Business to Business Marketing. London: John Hunt Publishing, 2022. .
BRENNAN, Ross, CANNING, Louise a McGRATH, Helen. Business-to-Business Marketing. London: SAGE Publications, 2024. .
HALL, Simon. Innovative B2B Marketing. London: Kogan Page, 2022. .

Advised literature

HUTT, D. Michael and SPEH, W. Thomas. Business Marketing Management. Mason: Cengage Learning, 2014. 480 p. .
MAKHITA, K. M., CANT, Michael Colin a THERON, Danie. Business-to-Business Marketing. 1st ed. Cape Town: Juta, 2016. pp. 352. .
MONCZKA, Robert et al. Purchasing and Supply Change Management. 6th ed. Mason: Cengage Learning, 2016. 888 p. ISBN 9781285869681.

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