Skip to main content
Skip header

ECTS Course Overview



Business Marketing

* Exchange students do not have to consider this information when selecting suitable courses for an exchange stay.

Course Unit Code116-0515/01
Number of ECTS Credits Allocated4 ECTS credits
Type of Course Unit *Choice-compulsory
Level of Course Unit *Second Cycle
Year of Study *
Semester when the Course Unit is deliveredSummer Semester
Mode of DeliveryFace-to-face
Language of InstructionEnglish
Prerequisites and Co-Requisites Course succeeds to compulsory courses of previous semester
Name of Lecturer(s)Personal IDName
SPA50doc. Ing. Vojtěch Spáčil, CSc.
VAS077PhDr. Jan Vašek, MSc. et MSc.
MIT0085Prof. Mgr. Maciej Mitrega, PhD.
Summary
The aim of module is to identify the specifics of business marketing, to specify the types of purchasing behaviour on the business markets and to apply the tools of marketing mix on the business markets. Students also get insight in segmentation process on the business markets.
Learning Outcomes of the Course Unit
1. To formulate of specifics of business marketing.
2. To classify the research methods on the business markets.
3. To categorize the types of buying behaviour on the business markets.
4. To explain the principles of business market segmentation.
5. To identify the specifics of applying marketing mix on the business markets.
Course Contents
1.Introduction to the business marketing
2.Characteristics of the business environment
3.MIS on the business market
4.Research on the business market
5.Purchase on the business market
6.Relationship marketing
7.Customer satisfaction measurement
8.Choice of target markets
9.Product strategy on business market
10.Price strategy on business market
11.Distribution strategy on business market
12.Communication strategy on business market
Recommended or Required Reading
Required Reading:
HUTT, D. Michael and Thomas W. SPEH. Business Marketing Management. Mason: Cengage Learning, 2014. 480 p. ISBN 9781408093719.
MONCZKA, R. et al. Purchasing and Supply Change Management. 6th ed. Mason: Cengage Learning, 2016. 888 p. ISBN 9781285869681.
ZIMMERMAN, Alan and Jim BLYTHE. Business-to-Business Marketing Management. 2nd ed. New York: Routledge, 2013. 528 p. ISBN 9780415537032.
HUTT, D. Michael and Thomas W. SPEH. Business Marketing Management. Mason: Cengage Learning, 2014. 480 p. ISBN 9781408093719.
MONCZKA, R. et al. Purchasing and Supply Change Management. 6th ed. Mason: Cengage Learning, 2016. 888 p. ISBN 9781285869681.
ZIMMERMAN, Alan and Jim BLYTHE. Business-to-Business Marketing Management. 2nd ed. New York: Routledge, 2013. 528 p. ISBN 9780415537032.
Recommended Reading:
ANDERSON, J. C., NARUS, J. A. and D. NARAYANDAS. Business Market Management: Understanding, Creating, and Delivering Value. 3rd ed. London: Prentice Hall, 2011. 496 p. ISBN 9780136000884.
BRENNAN, R., L. CANNING and R. McDOWELL. Business-to-Business Marketing. 2nd ed. London: SAGE Publications, 2011. 408 p. ISBN 9781849201551.
VITALE, R., W. PFOERTSCH and J. GIGLIERANO. Business-to-Business Marketing. London: Prentice Hall, 2011. 552 p. ISBN 9780136058281.
ANDERSON, J. C., NARUS, J. A. and D. NARAYANDAS. Business Market Management: Understanding, Creating, and Delivering Value. 3rd ed. London: Prentice Hall, 2011. 496 p. ISBN 9780136000884.
BRENNAN, R., L. CANNING and R. McDOWELL. Business-to-Business Marketing. 2nd ed. London: SAGE Publications, 2011. 408 p. ISBN 9781849201551.
VITALE, R., W. PFOERTSCH and J. GIGLIERANO. Business-to-Business Marketing. London: Prentice Hall, 2011. 552 p. ISBN 9780136058281.
Planned learning activities and teaching methods
Lectures, Tutorials
Assesment methods and criteria
Tasks are not Defined