Marketing in Raw Materials Industry

Marketing in Raw Materials Industry
545-0151/01
čeština Marketing in Raw Materials Industry
545-0151/02
angličtina

Summary

Learning outcomes of the course unit The course introduces students to the basics of marketing. During the lectures attention is paid mainly to the marketing of raw material industrial enterprises, their surroundings and individual tools of the marketing mix. At the seminars the students will acquire the acquired knowledge in the preparation of the semester project and in solving the case studies most often from the environment of the raw material industry.

Literature

ENKE, Margit; GEIGENMÜLLER, Anja; LEISCHNIG, Alexander (eds.). Commodity Marketing: Strategies, Concepts, and Cases. Springer, 2022.
ZIMMERMAN, Alan S. and Jim BLYTHE. Business to business marketing management: a global perspective. 2nd ed. London: Routledge, 2013. 498 p. ISBN 978-0-415-53703-2.
BINGHAM, Frank G, Roger GOMES a Patricia A. KNOWLES. Business marketing. 3rd ed. New York: McGraw-Hill/Irwin, c2005. ISBN 0-07-111252-9.
DWYER, F. Robert a John F. TANNER. Business marketing: connecting strategy, relationships, and learning. 3rd ed. New York: McGraw-Hill, 2006. McGraw-Hill/Irwin series in marketing. ISBN 0-07-124438-7.

Doporučená literatura

KOTLER, Philip a Waldemar A. PFÖRTSCH. B2B brand management. Berlin: Springer, c2006. ISBN 3-540-25360-2.
VITALE, Robert P., Joseph J. GIGLIERANO a Waldemar A. PFÖRTSCH. Business-to-business marketing: analysis and practice. International ed. Upper Saddle River: Prentice Hall, c2011. ISBN 978-0-13-247905-9.
MAKHITHA, K. M., M. C. CANT a Danie THERON, ed. Business-to-business marketing. Cape Town: Juta, 2016. ISBN 978-1-48512-122-0.
PALMER, Adrian a Ian WORTHINGTON. Business and marketing environment. London: McGraw-Hill, c1992. ISBN 0-07-707442-4.

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Language of instruction	čeština, angličtina
Code	545-0151
Abbreviation	MSP
Course title	Marketing in Raw Materials Industry
Coordinating department	Department of Economics and Control Systems
Course coordinator	doc. Ing. Roman Kozel, Ph.D.