545-0151/01 – Marketing in Raw Materials Industry (MSP)
| Gurantor department | Department of Economics and Control Systems | Credits | 5 |
| Subject guarantor | doc. Ing. Roman Kozel, Ph.D. | Subject version guarantor | doc. Ing. Roman Kozel, Ph.D. |
| Study level | undergraduate or graduate | Requirement | Choice-compulsory type B |
| Year | 2 | Semester | winter |
| | Study language | Czech |
| Year of introduction | 2019/2020 | Year of cancellation | |
| Intended for the faculties | HGF | Intended for study types | Follow-up Master, Bachelor |
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
Field data collection
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:
Recommended literature:
Additional study materials
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. E-marketing.
Conditions for subject completion
Occurrence in study plans
Occurrence in special blocks
Assessment of instruction