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Faculty of Economics

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.
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:
ALLOT, Philip. Integrated Business to Business Marketing. London: John Hunt Publishing, 2022. ISBN 9781789047790.
BRENNAN, Ross, CANNING, Louise a McGRATH, Helen. Business-to-Business Marketing. London: SAGE Publications, 2024. ISBN 9781529791501.
HALL, Simon. Innovative B2B Marketing. London: Kogan Page, 2022. ISBN 9781398604780.
ALLOT, Philip. Integrated Business to Business Marketing. London: John Hunt Publishing, 2022. ISBN 9781789047790.
BRENNAN, Ross, CANNING, Louise a McGRATH, Helen. Business-to-Business Marketing. London: SAGE Publications, 2024. ISBN 9781529791501.
HALL, Simon. Innovative B2B Marketing. London: Kogan Page, 2022. ISBN 9781398604780.
Recommended Reading:
HUTT, D. Michael and SPEH, W. Thomas. Business Marketing Management. Mason: Cengage Learning, 2014. 480 p. ISBN 9781408093719.
MAKHITA, K. M., CANT, Michael Colin a THERON, Danie. Business-to-Business Marketing. 1st ed. Cape Town: Juta, 2016. pp. 352. ISBN 978-1-48512-122-0.
MONCZKA, Robert et al. Purchasing and Supply Change Management. 6th ed. Mason: Cengage Learning, 2016. 888 p. ISBN 9781285869681.
HUTT, D. Michael a SPEH, W. Thomas. Business Marketing Management. Mason: Cengage Learning, 2014. 480 p. ISBN 9781408093719.
MAKHITA, K. M., CANT, Michael Colin a THERON, Danie. Business-to-Business Marketing. 1st ed. Cape Town: Juta, 2016. pp. 352. ISBN 978-1-48512-122-0.
MONCZKA, Robert et al. Purchasing and Supply Change Management. 6th ed. Mason: Cengage Learning, 2016. 888 p. ISBN 9781285869681.
Planned learning activities and teaching methods
Lectures, Tutorials, Practical training
Assesment methods and criteria
Tasks are not Defined