116-0315/03 – Business Marketing (BM)

Gurantor departmentDepartment of Marketing and BusinessCredits4
Subject guarantordoc. Ing. Vojtěch Spáčil, CSc.Subject version guarantordoc. Ing. Vojtěch Spáčil, CSc.
Study levelundergraduate or graduateRequirementCompulsory
Year1Semestersummer
Study languageEnglish
Year of introduction2008/2009Year of cancellation2013/2014
Intended for the facultiesEKFIntended for study typesMaster, Follow-up Master
Instruction secured by
LoginNameTuitorTeacher giving lectures
SPA50 doc. Ing. Vojtěch Spáčil, CSc.
Extent of instruction for forms of study
Form of studyWay of compl.Extent
Full-time Credit and Examination 2+1

Subject aims expressed by acquired skills and competences

1. To formulate of specifics of business marketing. 2. To classify the research methods on the business markets. 3. To categorize the types o 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.

Teaching methods

Lectures
Tutorials
Project work

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 at the business markets.

Compulsory literature:

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 a Jim BLYTHE. Business-to-Business Marketing Management. 2nd ed. New York: Routledge, 2013. ISBN 9780415537032.

Recommended literature:

ANDERSON, J. C., NARUS, J. A. and D. NARAYANDAS. Business Market Management: Understanding, Creating, and Delivering Value. 3rd ed. London: Prentice Hall, 2011. 496 s. 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. Informace

Way of continuous check of knowledge in the course of semester

Testy Prezentace případových studií Týmová seminární práce

E-learning

Moodle - modul Business marketing

Other requirements

Student works out the presentations based on questions from cases.

Prerequisities

Subject has no prerequisities.

Co-requisities

Subject has no co-requisities.

Subject syllabus:

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

Conditions for subject completion

Full-time form (validity from: 1960/1961 Summer semester, validity until: 2013/2014 Summer semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of points
Exercises evaluation and Examination Credit and Examination 100 (100) 51
        Exercises evaluation Credit 35 (35) 0
                Laboratory work Laboratory work 15  0
                Project Project 10  0
                Written exam Written test 10  0
        Examination Examination 65 (65) 0
                Written examination Written examination 65  0
Mandatory attendence parzicipation:

Show history

Occurrence in study plans

Academic yearProgrammeField of studySpec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
2010/2011 (N6209) Systems Engineering and Informatics (1802T001) Applied Informatics P Czech Ostrava 1 Choice-compulsory study plan
2010/2011 (N6208) Economics and Management (6208T062) Marketing and Business (01) Marketing and Business P Czech Ostrava 1 Choice-compulsory study plan
2010/2011 (N6208) Economics and Management (6208T062) Marketing and Business (00) Marketing and Business P Czech Ostrava 1 Compulsory study plan
2009/2010 (N6208) Economics and Management (6208T062) Marketing and Business (01) Marketing and Business P Czech Ostrava 1 Choice-compulsory study plan
2009/2010 (N6208) Economics and Management (6208T062) Marketing and Business (00) Marketing and Business P Czech Ostrava 1 Compulsory study plan
2008/2009 (N6208) Economics and Management (6208T062) Marketing and Business (01) Marketing and Business P Czech Ostrava 1 Choice-compulsory study plan
2008/2009 (N6208) Economics and Management (6208T062) Marketing and Business (00) Marketing and Business P Czech Ostrava 1 Compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner