545-0151/01 – Marketing in Raw Materials Industry (MSP)

Gurantor departmentDepartment of Economics and Control SystemsCredits5
Subject guarantordoc. Ing. Roman Kozel, Ph.D.Subject version guarantordoc. Ing. Roman Kozel, Ph.D.
Study levelundergraduate or graduateRequirementChoice-compulsory type B
Year2Semesterwinter
Study languageCzech
Year of introduction2019/2020Year of cancellation
Intended for the facultiesHGFIntended for study typesBachelor, Follow-up Master
Instruction secured by
LoginNameTuitorTeacher giving lectures
KOZ99 doc. Ing. Roman Kozel, Ph.D.
Extent of instruction for forms of study
Form of studyWay of compl.Extent
Full-time Credit and Examination 2+2
Part-time Credit and Examination 8+8

Subject aims expressed by acquired skills and competences

Characterize the specifics of B2B marketing. Distinguish buyers and consumers. Explain the principles and process of segmentation in the raw material industry. Apply individual elements of the marketing mix in a raw industrial enterprise environment. Evaluate offline and online tools in the B2B market.

Teaching methods

Lectures
Tutorials
Project work

Summary

Learning outcomes of the course unit The course introduces students to the basics of marketing. During the lectures attention is paid mainly to the marketing of raw material industrial enterprises, their surroundings and individual tools of the marketing mix. At the seminars the students will acquire the acquired knowledge in the preparation of the semester project and in solving the case studies most often from the environment of the raw material industry.

Compulsory literature:

ZIMMERMAN, Alan S. and Jim BLYTHE. Business to business marketing management: a global perspective. 2nd ed. London: Routledge, 2013. 498 p. ISBN 978-0-415-53703-2. OFLAZOLU, Sonyel, ed. Marketing [online]. InTech, 2018 DOI:10.5772/intechopen.71388. ISBN 978-1-78923-436-7. BINGHAM, Frank G, Roger GOMES a Patricia A. KNOWLES. Business marketing. 3rd ed. New York: McGraw-Hill/Irwin, c2005. ISBN 0-07-111252-9. DWYER, F. Robert a John F. TANNER. Business marketing: connecting strategy, relationships, and learning. 3rd ed. New York: McGraw-Hill, 2006. McGraw-Hill/Irwin series in marketing. ISBN 0-07-124438-7.

Recommended literature:

KOTLER, Philip a Waldemar A. PFÖRTSCH. B2B brand management. Berlin: Springer, c2006. ISBN 3-540-25360-2. VITALE, Robert P., Joseph J. GIGLIERANO a Waldemar A. PFÖRTSCH. Business-to-business marketing: analysis and practice. International ed. Upper Saddle River: Prentice Hall, c2011. ISBN 978-0-13-247905-9. MAKHITHA, K. M., M. C. CANT a Danie THERON, ed. Business-to-business marketing. Cape Town: Juta, 2016. ISBN 978-1-48512-122-0. PALMER, Adrian a Ian WORTHINGTON. Business and marketing environment. London: McGraw-Hill, c1992. ISBN 0-07-707442-4.

Way of continuous check of knowledge in the course of semester

Regular feedback on the progress of knowledge during the current term is provided by seminar works, presentations and written/oral exams.

E-learning

The Moodle Learning Management System (lms.vsb.cz) is used to communicate beyond the scope of attendance at present, through which communication is made not only between the teacher and students, but also between the students.

Other requirements

Individually according to the instructions of the teacher

Prerequisities

Subject has no prerequisities.

Co-requisities

Subject has no co-requisities.

Subject syllabus:

1. Marketing, its historical evolution and importace. 2. Modern international marketing. 3. B2B marketing. 4. Raw material markets. 5. Industrial goods clasification. 6. Marketing systems. 7. Marketing mix. 8. Product: its life cycle and its analysis. 9. Price: its decision and determination, factors influencing pricing. 10. Distribution: its ways of raw materials. 11. Advertisement and communication in industrial companies. 12. Marketing legislations. 13. Marketing forecasts. 14. E-marketing.

Conditions for subject completion

Part-time form (validity from: 2020/2021 Winter semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of points
Credit and Examination Credit and Examination 100 (100) 51
        Credit Credit 30  17
        Examination Examination 70  34
Mandatory attendence parzicipation: Elaboration of semester work is obligatory.

Show history

Occurrence in study plans

Academic yearProgrammeField of studySpec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
2021/2022 (B0724A290003) Mineral Economics K Czech Most 2 Compulsory study plan
2021/2022 (B0724A290003) Mineral Economics K Czech Ostrava 2 Compulsory study plan
2021/2022 (B0724A290003) Mineral Economics P Czech Ostrava 2 Compulsory study plan
2021/2022 (N0788A290001) Waste Management and Mineral Processing P Czech Ostrava 2 Choice-compulsory type B study plan
2021/2022 (N0788A290001) Waste Management and Mineral Processing K Czech Ostrava 2 Choice-compulsory type B study plan
2021/2022 (N0788A290001) Waste Management and Mineral Processing K Czech Most 2 Choice-compulsory type B study plan
2020/2021 (B0724A290003) Mineral Economics K Czech Most 2 Compulsory study plan
2020/2021 (B0724A290003) Mineral Economics K Czech Ostrava 2 Compulsory study plan
2020/2021 (B0724A290003) Mineral Economics P Czech Ostrava 2 Compulsory study plan
2020/2021 (N0788A290001) Waste Management and Mineral Processing K Czech Most 2 Choice-compulsory type B study plan
2020/2021 (N0788A290001) Waste Management and Mineral Processing K Czech Ostrava 2 Choice-compulsory type B study plan
2020/2021 (N0788A290001) Waste Management and Mineral Processing P Czech Ostrava 2 Choice-compulsory type B study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner