634-0948/02 – Industrial Marketing (PM)

Gurantor departmentDepartment of Economics and Management in IndustryCredits10
Subject guarantordoc. Ing. Šárka Vilamová, Ph.D.Subject version guarantordoc. Ing. Šárka Vilamová, Ph.D.
Study levelpostgraduateRequirementChoice-compulsory type B
YearSemesterwinter + summer
Study languageEnglish
Year of introduction2019/2020Year of cancellation
Intended for the facultiesFMTIntended 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
Part-time Examination 20+0

Subject aims expressed by acquired skills and competences

Students will acquire information deepening their knowledge of marketing as entrepreneurial philosophy and marketing as a process, will be able to demonstrate the advanced principles, functions and tasks of marketing in the industrial enterprise and will be able to apply marketing tools and use them in the management practice of an industrial enterprise.

Teaching methods

Individual consultations
Project work

Summary

Learning outcomes of the course unit The aim of the subject is to deepen the knowledge about marketing realized in industrial enterprises. Students will learn advanced principles, functions and tasks of marketing in industrial enterprises and will be able to apply modern marketing tools and use them in managerial practice. The subject deals mainly with the specific features of B2B marketing.

Compulsory literature:

ZIMMERMAN, A. S. and J. BLYTHE. Business to Business Marketing Management: a Global Perspective. London: Routledge, 2013. ISBN 978-0-415-53703-2. KOTLER, P. and G. ARMSTRONG. Principles of Marketing. 15th global ed. Harlow: Pearson, 2014. ISBN 978-0-273-78699-3. KOZEL, R., VILAMOVÁ, Š. and M. PIECHA. The Use of Cluster Analysis in B2B Marketing Research. Košice: Technical University of Kosice, 2014. ISBN 978-80-553-1764-9.

Recommended literature:

DONELLY, H. J. and P. J. PETER. Marketing Management. Knowledge and Skills. 10th edition. London: McGraw Hill, 2010. ISBN 978-007-125983-5. BEST, J. R. Market – Based Management. 6th edition. New Jersey: Prentice Hall, 2012. ISBN 978-01-3284816-9. HOLLENSEN, S. Marketing Management. A Relationship Approach. 2nd edition. Harlow: Prentice Hall, 2010. ISBN 978-0-273-70683-0.

Way of continuous check of knowledge in the course of semester

E-learning

Other requirements

Elaboration of seminar work on a given topic.

Prerequisities

Subject has no prerequisities.

Co-requisities

Subject has no co-requisities.

Subject syllabus:

1. Advanced principles, functions and tasks of marketing in an industrial enterprise 2. Specifics of marketing on B2B and B2C markets 3. Sources of information and research in the B2B market 4. Purchasing decisions in an industrial enterprise 5. Segmentation of customers in industrial markets 6. Industrial product management 7. Creation and management of industrial product prices 8. Distribution and logistics in an industrial enterprise 9. Using online marketing tools in B2B markets 10. Modern trends in the future development of industrial marketing

Conditions for subject completion

Full-time form (validity from: 2019/2020 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.ZaměřeníFormStudy language Tut. centreYearWSType of duty
2020/2021 (P0413D270001) Management of Industrial Systems P English Ostrava Choice-compulsory type B study plan
2020/2021 (P0413D270001) Management of Industrial Systems K English Ostrava Choice-compulsory type B study plan
2019/2020 (P0413D270001) Management of Industrial Systems P English Ostrava Choice-compulsory type B study plan
2019/2020 (P0413D270001) Management of Industrial Systems K English Ostrava Choice-compulsory type B study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner