545-0946/01 – Industrial Marketing (PM)

Gurantor departmentDepartment of Economics and Control SystemsCredits10
Subject guarantordoc. Ing. Šárka Vilamová, Ph.D.Subject version guarantordoc. Ing. Šárka Vilamová, Ph.D.
Study levelpostgraduateRequirementChoice-compulsory
YearSemesterwinter + summer
Study languageCzech
Year of introduction2016/2017Year of cancellation
Intended for the facultiesHGFIntended for study typesDoctoral
Instruction secured by
LoginNameTuitorTeacher giving lectures
VIL10 doc. Ing. Šárka Vilamová, Ph.D.
Extent of instruction for forms of study
Form of studyWay of compl.Extent
Full-time Examination 20+0
Combined Examination 20+0

Subject aims expressed by acquired skills and competences

Students will understand the essence of marketing management company mastery of selected methods and approaches of marketing analysis and subsequent use in decision-making processes of the industrial enterprise. In this course, students learn to define the objective and role of marketing practices in industrial enterprise, industrial marketing and specifics of its use, the ties in decision-making processes of industrial companies at various levels of management.

Teaching methods

Individual consultations

Summary

Compulsory literature:

KOZEL, R., VILAMOVÁ, Š., PIECHA, M. The Use of Cluster Analysis in B2B Marketing Research. Košice: TU v Košiciach, 2014. 86 p. ISBN 978-80-553-1764-9. KOTLER, P., ARMSTRONG, G. Principles of Marketing. 15th global ed. Harlow: Pearson, 2014. ISBN 978-0-273-78699-3. HOLLENSEN, Svend. Marketing Management. A Relationship Approach. 2nd edition. Harlow: Prentice Hall, 2010.

Recommended literature:

DONELLY, H. James a Paul, J. PETER Marketing Management. Knowledge and Skills. 10th edition. London: McGraw Hill, 2010. ISBN 978-007-125983-5. GUILTINAN, P. J., G. W. PAUL a T. J. MADDEN. Marketing Management. Strategies and Programs. Fourth edition. New York: Prentice Hall, 2005. ISBN 978-0-070490970.

Way of continuous check of knowledge in the course of semester

E-learning

Další požadavky na studenta

According to individual agreement.

Prerequisities

Subject has no prerequisities.

Co-requisities

Subject has no co-requisities.

Subject syllabus:

1. The nature, purpose and role of marketing in practice in industry. Organizational links marketing and other professional activities of the company. 2. Marketing business environment, market players, consumer and industrial markets. 3. Marketing information system, causes and importance for the company. 4. Strategic Marketing, essence and role in business practice. Link between corporate strategy and marketing strategy. 5. Marketing analysis - methods, techniques and tools of marketing analysis. 6th exact empirical tools and marketing analysis. Targeted marketing seventh, the nature and role of marketing management company. 8th segmentation, market targeting (targeting), market positioning (positioning). 9. Marketing mix - related to customer needs and business demands. 10. A product as an element of the marketing mix, types of products, product policy of the company, market life cycle of the product. 11th Price as an element of the marketing mix, the process of pricing in marketing, creating pricing strategies, fitness company policy. 12. Communication as an element of the marketing mix, the essence of the process of corporate communications. Measuring the effectiveness of marketing communications. 13. Distribution as an element of the marketing mix, the nature of the distribution process, distribution channel and its typology. 14th Marketing research - methods and techniques of marketing research.

Conditions for subject completion

Combined form (validity from: 2016/2017 Winter semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of points
Examination Examination  
Mandatory attendence parzicipation:

Show history

Occurrence in study plans

Academic yearProgrammeField of studySpec.FormStudy language Tut. centreYearWSType of duty
2019/2020 (P3970) Management of systems in the field of mineral resources P Czech Ostrava Choice-compulsory study plan
2019/2020 (P3970) Management of systems in the field of mineral resources K Czech Ostrava Choice-compulsory study plan
2018/2019 (P3970) Management of systems in the field of mineral resources P Czech Ostrava Choice-compulsory study plan
2018/2019 (P3970) Management of systems in the field of mineral resources K Czech Ostrava Choice-compulsory study plan
2017/2018 (P3970) Management of systems in the field of mineral resources P Czech Ostrava Choice-compulsory study plan
2017/2018 (P3970) Management of systems in the field of mineral resources K Czech Ostrava Choice-compulsory study plan
2016/2017 (P3970) Management of systems in the field of mineral resources P Czech Ostrava Choice-compulsory study plan
2016/2017 (P3970) Management of systems in the field of mineral resources K Czech Ostrava Choice-compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner