Terminated in academic year 2023/2024

Industrial Marketing

Type of study	Doctoral
Language of instruction	Czech
Code	634-0948/01
Abbreviation	PM
Course title	Industrial Marketing
Credits	10
Coordinating department	Department of Economics and Management in Industry
Course coordinator	doc. Ing. Šárka Vilamová, Ph.D.

Subject syllabus

1. Advanced principles, functions and tasks of marketing in an industrial enterprise
2. Specifics of marketing on B2B and B2C markets
3. Sources of information and research in the B2B market
4. Purchasing decisions in an industrial enterprise
5. Segmentation of customers in industrial markets
6. Industrial product management
7. Creation and management of industrial product prices
8. Distribution and logistics in an industrial enterprise
9. Using online marketing tools in B2B markets
10. Modern trends in the future development of industrial 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. .
HOLLENSEN, S. Marketing Management. A Relationship Approach. 2nd edition. Harlow: Prentice Hall, 2010. .

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