116-0315/03 – Business Marketing (BM)

Gurantor department	Department of Marketing and Business	Credits	4
Subject guarantor	doc. Ing. Vojtěch Spáčil, CSc.	Subject version guarantor	doc. Ing. Vojtěch Spáčil, CSc.
Study level	undergraduate or graduate	Requirement	Choice-compulsory
Year	1	Semester	summer
		Study language	English
Year of introduction	2008/2009	Year of cancellation	2013/2014
Intended for the faculties	EKF	Intended for study types	Master, Follow-up Master

Instruction secured by
Login	Name	Tuitor	Teacher giving lectures
SPA50	doc. Ing. Vojtěch Spáčil, CSc.

Extent of instruction for forms of study
Form of study	Way 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:

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. LOŠŤÁKOVÁ, Hana. Nástroje posilování vztahů se zákazníky na B2B trhu. Praha: Grada, 2017. 320 s. ISBN 978-80-271-0419-2.

Recommended literature:

HALL, Simon. Innovative B2B Marketing. London: Kogan Page, 2022. ISBN 781398604780. 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.

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 name	Type of task	Max. number of points (act. for subtasks)	Min. number of points	Max. počet pokusů
Exercises evaluation and Examination	Credit and Examination	100 (100)	51	3
Exercises evaluation	Credit	35 (35)	0	3
Laboratory work	Laboratory work	15	0	3
Project	Project	10	0	3
Written exam	Written test	10	0	3
Examination	Examination	65 (65)	0	3
Written examination	Written examination	65	0	3

Mandatory attendence participation:

Show history

Conditions for subject completion and attendance at the exercises within ISP:

Show history

Occurrence in study plans

Academic year	Programme	Branch/spec.	Spec.	Form	Study language	Tut. centre	Year	Type 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 name	Academic year	Form of study	Study language	Year	W	S	Type of block	Block owner

Assessment of instruction

Předmět neobsahuje žádné hodnocení.