545-0946/01 – Industrial Marketing (PM)
| Gurantor department | Department of Economics and Control Systems | Credits | 10 |
| Subject guarantor | doc. Ing. Šárka Vilamová, Ph.D. | Subject version guarantor | doc. Ing. Šárka Vilamová, Ph.D. |
| Study level | postgraduate | Requirement | Choice-compulsory |
| Year | | Semester | winter + summer |
| | Study language | Czech |
| Year of introduction | 2016/2017 | Year of cancellation | 2022/2023 |
| Intended for the faculties | HGF | Intended for study types | Doctoral |
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:
Recommended literature:
Additional study materials
Way of continuous check of knowledge in the course of semester
E-learning
Other requirements
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
Occurrence in study plans
Occurrence in special blocks
Assessment of instruction