116-0715/03 – Business Marketing (.)

Gurantor departmentDepartment of Marketing and BusinessCredits6
Subject guarantordoc. Ing. Vojtěch Spáčil, CSc.Subject version guarantordoc. Ing. Vojtěch Spáčil, CSc.
Study levelundergraduate or graduateRequirementChoice-compulsory
Study languageEnglish
Year of introduction2006/2007Year of cancellation2011/2012
Intended for the facultiesEKFIntended for study typesFollow-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

Rozvíjet znalosti studentů získané v již studovaných marketingových předmětech srovnáním zvláštností spotřebitelských trhů a business trhů (trhů dalšího použití). Zvýšit pochopení zákonitostí business marketingu a zdokonalit dovednosti ve výběru vhodných marketingových nástrojů pro tento trh.

Teaching methods


Module explains the business demand and business offer and differs between consumer and business market. Module also classifies the business customer and describes the process of segmentation. The purchase on business market is defined from the view of application of relationship marketing and customer satisfaction measurement. The substantial part of module is determined the application of marketing mix on the business market.

Compulsory literature:

1.Hutt,M.D. - Speh,T.W. : Business Marketing Management. Orlando : The Dryden Press, 1992. 2.Chisnall,P.M. : Strategic Industrial Marketing. London : Prentice Hall, 1989. 3.Gross,A.C. - Banting,P.M. - Meredith,L.N. - Ford,I.D. : Business Marketing. Boston : Houghton Mifflin, 1993. (k dispozici ve čtyřech kopiích ve studovně EkF)

Recommended literature:

Way of continuous check of knowledge in the course of semester


Other requirements

Student by měl aboslvovat předmět Marketing.


Subject has no prerequisities.


Subject has no co-requisities.

Subject syllabus:

Module content: 1.Introduction to Business Marketing Business product classification. Differences between business marketing and consumer marketing. The nature of demand in business markets. The implication of derived demand. 2.Business Market Environment Macroenvironment. Mezoenvironment Porter´s theory of competitive forces. Microenvironment. 3.Marketing Information Systems (MIS)The content of MIS. The nature of information. Existing sources of information. Internet – marketing application. 4.Marketing Research Research topics. Primary research. Survey. The research concept. The differences between the research on consumer markets and business markets. 5.Business Buying Behaviour Factors affecting buying decisions. The process of business buying. Buying grid. Decision – making unit. 6.Relationship Marketing The importance of relationship marketing. Definition of relationship marketing. Benefits of relationship marketing. Phases of relationship strategy. 7.Customer Satisfaction Measurement Definition of problem. Methodology of customer satisfaction measurement. Method of perceived gaps. Loyalty. 8.The Choice of Target Markets Process of segmentation. Segmentation criteria. Target marketing. Positioning. 9.Business Products Classification of business products. Product goals and programs. Development of new products. Product life cycle on the business markets. 10.Business Service Primary business service. Additional business service. Characteristics of services. Cross selling. Cross marketing. 11.Business Pricing Value to the Customer. Types of Pricing. Negotiation. Competitive Bidding. Leasing at business markets. 12.Distribution Distribution channel. Industrial distributors. Manufacturer´s agents. Logistics management. 13.Business Sales Organizing of sales. Sales Force Administration. 14.Business Marketing Communication Business Advertising. Sales promotion. Public relations.

Conditions for subject completion

Full-time form (validity from: 1960/1961 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 (N6202) Economic Policy and Administration (6202T010) Finance (01) Finance P Czech Ostrava 1 Choice-compulsory study plan
2009/2010 (N6202) Economic Policy and Administration (6202T010) Finance (01) Finance P Czech Ostrava 1 Choice-compulsory study plan
2007/2008 (N6208) Economics and Management (6208T062) Marketing and Business (01) Marketing and Business P Czech Ostrava 1 Choice-compulsory study plan
2006/2007 (N6208) Economics and Management (6208T062) Marketing and Business (01) Marketing and Business P Czech Ostrava 1 Compulsory study plan
2006/2007 (M6208) Business and Management (6208T062) Marketing and Business (01) Marketing and Business P Czech Ostrava 4 Compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner