Industrial Marketing

Industrial Marketing
545-0946/01
čeština

Course aims

Students will understand the essence of marketing management company mastery of selected methods and approaches of marketing analysis and subsequent use in decision-making processes of the industrial enterprise.
In this course, students learn to define the objective and role of marketing practices in industrial enterprise, industrial marketing and specifics of its use, the ties in decision-making processes of industrial companies at various levels of management.

Literature

KOZEL, R., VILAMOVÁ, Š., PIECHA, M. The Use of Cluster Analysis in B2B Marketing Research. Košice: TU v Košiciach, 2014. 86 p. ISBN 978-80-553-1764-9.
KOTLER, P., ARMSTRONG, G. Principles of Marketing. 15th global ed. Harlow: Pearson, 2014. ISBN 978-0-273-78699-3.
HOLLENSEN, Svend. Marketing Management. A Relationship Approach. 2nd edition. Harlow: Prentice Hall, 2010.

Advised literature

DONELLY, H. James a Paul, J. PETER Marketing Management. Knowledge and Skills. 10th edition. London: McGraw Hill, 2010. ISBN 978-007-125983-5. GUILTINAN, P. J., G. W. PAUL a T. J. MADDEN. Marketing Management. Strategies and Programs. Fourth edition. New York: Prentice Hall, 2005. .

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Language of instruction	čeština
Code	545-0946
Abbreviation	PM
Course title	Industrial Marketing
Coordinating department	Department of Economics and Control Systems
Course coordinator	doc. Ing. Šárka Vilamová, Ph.D.