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.
OFLAZOLU, Sonyel, ed. Marketing [online]. InTech, 2018 DOI:10.5772/intechopen.71388. ISBN 978-1-78923-436-7 .
BINGHAM, Frank G, Roger GOMES a Patricia A. KNOWLES. Business marketing. 3rd ed. New York: McGraw-Hill/Irwin, c2005. ISBN 0-07-111252-9.
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Marketing in Raw Materials Industry
| Language of instruction | čeština |
|---|---|
| Code | 546-0140 |
| Abbreviation | MSP |
| Course title | Marketing in Raw Materials Industry |
| Coordinating department | Department of Environmental Engineering |
| Course coordinator | Ing. Simona Matušková, Ph.D. Paed.IGIP |
Summary
The course deals with marketing with a focus on the raw materials industry.
Professional knowledge: The student will gain professional knowledge in the field of marketing theory and practice with a focus on the specifics of the raw materials industry and industrial markets. He will understand the development and modern concept of marketing, the principles of the marketing system and individual marketing mix tools. He will gain knowledge about the specifics of markets in the raw materials industry, the classification of industrial goods, the product life cycle and product analysis methods. He will also learn the principles of pricing and factors influencing the price level of industrial products, distribution methods and the specifics of marketing communication in industrial companies.
Professional skills: The student can apply basic marketing principles and tools in analyzing the raw materials industry market. He can identify specific characteristics of industrial markets and evaluate their importance for marketing decision-making. He can analyze a product from the perspective of its life cycle and use selected product analysis methods. He is able to assess factors influencing the pricing of industrial products and propose an appropriate distribution method with regard to the nature of the product and the market.
Genenal competence: The student is capable of independently assessing the marketing context of the functioning of enterprises in the raw materials industry and using the acquired knowledge and skills in solving practical marketing problems. He is able to formulate and justify marketing decisions with regard to the nature of industrial markets, the specifics of raw materials products, the competitive environment, pricing conditions, distribution channels and the legislative framework. He is able to critically evaluate available market information, identify relevant marketing risks and opportunities.
Professional knowledge: The student will gain professional knowledge in the field of marketing theory and practice with a focus on the specifics of the raw materials industry and industrial markets. He will understand the development and modern concept of marketing, the principles of the marketing system and individual marketing mix tools. He will gain knowledge about the specifics of markets in the raw materials industry, the classification of industrial goods, the product life cycle and product analysis methods. He will also learn the principles of pricing and factors influencing the price level of industrial products, distribution methods and the specifics of marketing communication in industrial companies.
Professional skills: The student can apply basic marketing principles and tools in analyzing the raw materials industry market. He can identify specific characteristics of industrial markets and evaluate their importance for marketing decision-making. He can analyze a product from the perspective of its life cycle and use selected product analysis methods. He is able to assess factors influencing the pricing of industrial products and propose an appropriate distribution method with regard to the nature of the product and the market.
Genenal competence: The student is capable of independently assessing the marketing context of the functioning of enterprises in the raw materials industry and using the acquired knowledge and skills in solving practical marketing problems. He is able to formulate and justify marketing decisions with regard to the nature of industrial markets, the specifics of raw materials products, the competitive environment, pricing conditions, distribution channels and the legislative framework. He is able to critically evaluate available market information, identify relevant marketing risks and opportunities.
Literature
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.
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.