1. Basic terms and terminology of marketing, essence, purpose and role of marketing and business in the practice of industrial enterprise.
2. Organizational links of marketing and other professional departments of the industrial enterprise.
3. Marketing environment of an industrial enterprise.
4. Market, consumer and industrial market players. Segmentation of customers in the B2B market.
5. Marketing information system of an industrial enterprise, ways of obtaining and accessing data.
6. Strategic marketing, substance and role in business practice. Strategic management objectives in an industrial enterprise.
7. Marketing Analysis - Methods, techniques and tools of marketing analysis. Exact and empirical marketing analysis tools.
8. Targeted marketing on the B2B market, targeting and positioning.
9. Marketing mix in the B2B market, relationship to the needs of the customer in the industrial market.
10. Marketing research of the industrial market, methods and techniques of research.
11. Preparatory phase of marketing research, specifics for B2B markets: sample selection, representative quasi-representative and unrepresentative sample selection techniques, work schedule, research budget. Preparation of the questionnaire.
12. Implementation phase of research, specifics for B2B markets: collection and evaluation of acquired data. Methods of evaluation and interpretation of research results. Evaluation of established hypotheses.
13. Offline and online marketing and B2B trading.
14. Current trends in industrial marketing.
2. Organizational links of marketing and other professional departments of the industrial enterprise.
3. Marketing environment of an industrial enterprise.
4. Market, consumer and industrial market players. Segmentation of customers in the B2B market.
5. Marketing information system of an industrial enterprise, ways of obtaining and accessing data.
6. Strategic marketing, substance and role in business practice. Strategic management objectives in an industrial enterprise.
7. Marketing Analysis - Methods, techniques and tools of marketing analysis. Exact and empirical marketing analysis tools.
8. Targeted marketing on the B2B market, targeting and positioning.
9. Marketing mix in the B2B market, relationship to the needs of the customer in the industrial market.
10. Marketing research of the industrial market, methods and techniques of research.
11. Preparatory phase of marketing research, specifics for B2B markets: sample selection, representative quasi-representative and unrepresentative sample selection techniques, work schedule, research budget. Preparation of the questionnaire.
12. Implementation phase of research, specifics for B2B markets: collection and evaluation of acquired data. Methods of evaluation and interpretation of research results. Evaluation of established hypotheses.
13. Offline and online marketing and B2B trading.
14. Current trends in industrial marketing.