| Course Unit Code | 634-2022/01 |
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| Number of ECTS Credits Allocated | 5 ECTS credits |
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| Type of Course Unit * | Compulsory |
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| Level of Course Unit * | First Cycle |
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| Year of Study * | Third Year |
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| Semester when the Course Unit is delivered | Summer Semester |
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| Mode of Delivery | Face-to-face |
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| Language of Instruction | Czech |
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| Prerequisites and Co-Requisites | Course succeeds to compulsory courses of previous semester |
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| Name of Lecturer(s) | Personal ID | Name |
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| VIL10 | doc. Ing. Šárka Vilamová, Ph.D. |
| Summary |
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Learning outcomes of the course unit The aim of the course is to achieve the ability of the students to apply practical knowledge and theoretical knowledge in solving the problems connected with the decision making process of industrial companies in the field of marketing analysis and strategy and where decision-making processes are based on knowledge of market and market environment.
The main focus is on the marketing of industrial companies, their surroundings and individual marketing mix tools.
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| Learning Outcomes of the Course Unit |
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Student will be able to describe and analyze basic marketing processes in industrial enterprise, will be able to formulate basic requirements for marketing research on the B2B market, incl. the preparatory phase of the research and its implementation. The student will learn to apply the individual elements of the marketing mix in the environment of the industrial enterprise.
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| Course Contents |
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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. |
| Recommended or Required Reading |
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| Required Reading: |
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| VITALE, R., P., et al. Business-to-business marketing: analysis and practice. International ed. Upper Saddle River: Prentice Hall, 2011. ISBN 978-0-13-247905-9. |
KOTLER, P. and K., L. KELLER. Marketing Management. 14. vydání. Praha: Grada Publishing, 2013. ISBN 978-80-247-4150-5.
LOŠŤÁKOVÁ, H. Nástroje posilování vztahů se zákazníky na B2B trhu. Praha: Grada, 2017. ISBN 978-80-271-0419-2.
VITALE, R., P. et al. Business-to-business marketing: analysis and practice. International ed. Upper Saddle River: Prentice Hall, 2011. ISBN 978-0-13-247905-9. |
| Recommended Reading: |
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| KOZEL, R., VILAMOVÁ, Š. and M. PIECHA. The Use of Cluster Analysis in B2B Marketing Research. Košice: TU v Košiciach, 2014. ISBN 978-80-553-1764-9. |
KOZEL, R. aj. Moderní metody a techniky marketingového výzkumu. Praha: Grada Publishing, 2011. ISBN 978-80-247-3527-6.
MACHKOVÁ, H. Mezinárodní marketing. 3. aktualizované a přepracované vydání. Praha: Grada Publishing, 2009. ISBN 978-80-247-2986-2.
KOZEL, R., VILAMOVÁ, Š. and M. PIECHA. The Use of Cluster Analysis in B2B Marketing Research. Košice: TU v Košiciach, 2014. ISBN 978-80-553-1764-9. |
| Planned learning activities and teaching methods |
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| Lectures, Tutorials |
| Assesment methods and criteria |
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| Task Title | Task Type | Maximum Number of Points
(Act. for Subtasks) | Minimum Number of Points for Task Passing |
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| Credit and Examination | Credit and Examination | 100 (100) | 51 |
| Credit | Credit | 30 | 15 |
| Examination | Examination | 70 | 21 |