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Marketing in Raw Materials Industry

Type of study Follow-up MasterBachelor
Language of instruction Czech
Code 545-0151/01
Abbreviation MSP
Course title Marketing in Raw Materials Industry
Credits 5
Coordinating department Department of Economics and Control Systems
Course coordinator doc. Ing. Roman Kozel, Ph.D.

Subject syllabus

1. Marketing, its historical evolution and importace.
2. Modern international marketing.
3. B2B marketing.
4. Raw material markets.
5. Industrial goods clasification.
6. Marketing systems.
7. Marketing mix.
8. Product: its life cycle and its analysis.
9. Price: its decision and determination, factors influencing pricing.
10. Distribution: its ways of raw materials.
11. Advertisement and communication in industrial companies.
12. Marketing legislations.
13. E-marketing.

E-learning

The Moodle Learning Management System (lms.vsb.cz) is used to communicate beyond the scope of attendance at present, through which communication is made not only between the teacher and students, but also between the students.

Literature

ENKE, Margit; GEIGENMÜLLER, Anja; LEISCHNIG, Alexander (eds.). Commodity Marketing: Strategies, Concepts, and Cases. Springer, 2022. ISBN: 978-3030906566 
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.

Advised literature

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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