Course Unit Code | 545-0151/01 |
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Number of ECTS Credits Allocated | 5 ECTS credits |
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Type of Course Unit * | Choice-compulsory type B |
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Level of Course Unit * | Second Cycle |
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Year of Study * | Second Year |
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Semester when the Course Unit is delivered | Winter 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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| KOZ99 | doc. Ing. Roman Kozel, Ph.D. |
| ROL74 | Ing. Markéta Laštůvková, Ph.D. |
Summary |
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Learning outcomes of the course unit The course introduces students to the basics of marketing. During the lectures attention is paid mainly to the marketing of raw material industrial enterprises, their surroundings and individual tools of the marketing mix. At the seminars the students will acquire the acquired knowledge in the preparation of the semester project and in solving the case studies most often from the environment of the raw material industry. |
Learning Outcomes of the Course Unit |
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Characterize the specifics of B2B marketing. Distinguish buyers and consumers. Explain the principles and process of segmentation in the raw material industry. Apply individual elements of the marketing mix in a raw industrial enterprise environment. Evaluate offline and online tools in the B2B market. |
Course Contents |
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1. Marketing, its historical evolution and importace.
2. Modern international marketing.
3. B2B marketing.
4. Raw material markets.
5. Industrial goods clasification.
6. Marketing systems.
7. Marketing mix.
8. Product: its life cycle and its analysis.
9. Price: its decision and determination, factors influencing pricing.
10. Distribution: its ways of raw materials.
11. Advertisement and communication in industrial companies.
12. Marketing legislations.
13. E-marketing. |
Recommended or Required Reading |
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Required Reading: |
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ENKE, Margit; GEIGENMÜLLER, Anja; LEISCHNIG, Alexander (eds.). Commodity Marketing: Strategies, Concepts, and Cases. Springer, 2022. ISBN: 978-3030906566
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.
BINGHAM, Frank G, Roger GOMES a Patricia A. KNOWLES. Business marketing. 3rd ed. New York: McGraw-Hill/Irwin, c2005. ISBN 0-07-111252-9.
DWYER, F. Robert a John F. TANNER. Business marketing: connecting strategy, relationships, and learning. 3rd ed. New York: McGraw-Hill, 2006. McGraw-Hill/Irwin series in marketing. ISBN 0-07-124438-7. |
MATUŠKOVÁ, Simona. Průmyslový marketing v surovinovém průmyslu. E-learningová podpora, VŠB TUO. Ostrava, 2018.
KOTLER, Philip. Moderní marketing: 4. evropské vydání. Přeložil Jana LANGEROVÁ, přeložil Vladimír NOVÝ. Praha: Grada Publishing, 2007. ISBN 978-80-247-1545-2.
LOŠŤÁKOVÁ, Hana. B-to-B marketing: strategická marketingová analýza pro vytváření tržních příležitostí. Praha: Professional Publishing, 2005. ISBN 80-86419-94-0.
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. |
Recommended Reading: |
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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. |
KOTLER, Philip a Fernando TRÍAS DE BES MINGOT. Inovativní marketing: jak kreativním myšlením vítězit u zákazníků. Přeložil Hana MACHKOVÁ, přeložil Jiří ADAMÍK, přeložil Josef MALÝ. Praha: Grada Publishing, 2005. ISBN 80-247-0921-X.
POSTLER, Milan. Média v reklamě : Televize, rozhlas, tisk. 1. vyd. Praha : Vysoká škola ekonomická
v Praze, Nakladatelství Oeconomica, 2003. 104 s. ISBN 80-245-0629-7.
FORET, Miroslav. Marketingová komunikace. 1. vyd. Brno : Computer Press, 2006. xvii, 443 s. ISBN 80-251-1041-9.
KOTLER, Philip a Waldemar A. PFÖRTSCH. B2B brand management. Berlin: Springer, c2006. ISBN 3-540-25360-2. |
Planned learning activities and teaching methods |
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Lectures, Tutorials, Project work, Field data collection |
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 | 17 |
Examination | Examination | 70 | 34 |