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Industrial Marketing

Industrial Marketing
634-0948/01
čeština Industrial Marketing
634-0948/02
angličtina

Summary

Learning outcomes of the course unit The aim of the subject is to deepen the knowledge about marketing realized in industrial enterprises. Students will learn advanced principles, functions and tasks of marketing in industrial enterprises and will be able to apply modern marketing tools and use them in managerial practice. The subject deals mainly with the specific features of B2B marketing.

Literature

ZIMMERMAN, A. S. and J. BLYTHE. Business to Business Marketing Management: a Global Perspective. London: Routledge, 2013. ISBN 978-0-415-53703-2.
KOTLER, P. and G. ARMSTRONG. Principles of Marketing. 15th global ed. Harlow: Pearson, 2014. ISBN 978-0-273-78699-3.
KOZEL, R., VILAMOVÁ, Š. and M. PIECHA. The Use of Cluster Analysis in B2B Marketing Research. Košice: Technical University of Kosice, 2014. ISBN 978-80-553-1764-9.

Advised literature

DONELLY, H. J. and P. J. PETER. Marketing Management. Knowledge and Skills. 10th edition. London: McGraw Hill, 2010. ISBN 978-007-125983-5.
BEST, J. R. Market – Based Management. 6th edition. New Jersey: Prentice Hall, 2012. ISBN 978-01-3284816-9 .
HOLLENSEN, S. Marketing Management. A Relationship Approach. 2nd edition. Harlow: Prentice Hall, 2010. ISBN 978-0-273-70683-0 .


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Language of instruction čeština, angličtina
Code 634-0948
Abbreviation PM
Course title Industrial Marketing
Coordinating department Department of Economics and Management in Industry
Course coordinator doc. Ing. Šárka Vilamová, Ph.D.