634-2022/01 – Industrial Marketing (PM)

Gurantor departmentDepartment of Economics and Management in IndustryCredits5
Subject guarantordoc. Ing. Šárka Vilamová, Ph.D.Subject version guarantordoc. Ing. Šárka Vilamová, Ph.D.
Study levelundergraduate or graduateRequirementCompulsory
Year3Semestersummer
Study languageCzech
Year of introduction2019/2020Year of cancellation
Intended for the facultiesFMTIntended for study typesBachelor
Instruction secured by
LoginNameTuitorTeacher giving lectures
CEC0082 Mgr. Martin Čech, Ph.D.
VIL10 doc. Ing. Šárka Vilamová, Ph.D.
Extent of instruction for forms of study
Form of studyWay of compl.Extent
Full-time Credit and Examination 3+2
Part-time Credit and Examination 18+0

Subject aims expressed by acquired skills and competences

Student will be able to describe and analyze basic marketing processes in industrial enterprise, will be able to formulate basic requirements for marketing research on the B2B market, incl. the preparatory phase of the research and its implementation. The student will learn to apply the individual elements of the marketing mix in the environment of the industrial enterprise.

Teaching methods

Lectures
Tutorials

Summary

Learning outcomes of the course unit The aim of the course is to achieve the ability of the students to apply practical knowledge and theoretical knowledge in solving the problems connected with the decision making process of industrial companies in the field of marketing analysis and strategy and where decision-making processes are based on knowledge of market and market environment. The main focus is on the marketing of industrial companies, their surroundings and individual marketing mix tools.

Compulsory literature:

VITALE, R., P., et al. Business-to-business marketing: analysis and practice. International ed. Upper Saddle River: Prentice Hall, 2011. ISBN 978-0-13-247905-9.

Recommended literature:

KOZEL, R., VILAMOVÁ, Š. and M. PIECHA. The Use of Cluster Analysis in B2B Marketing Research. Košice: TU v Košiciach, 2014. ISBN 978-80-553-1764-9.

Way of continuous check of knowledge in the course of semester

PS: Písemná a ústní zkouška. Vypracování semestrální práce a absolvování průběžných testů. KS: Písemná a ústní zkouška. Vypracování semestrální práce a absolvování závěrečného testu.

E-learning

Other requirements

PS: Elaboration of semester project completion and progress tests. KS: Elaboration of semester project completion and final test.

Prerequisities

Subject has no prerequisities.

Co-requisities

Subject has no co-requisities.

Subject syllabus:

1. Basic terms and terminology of marketing, essence, purpose and role of marketing and business in the practice of industrial enterprise. 2. Organizational links of marketing and other professional departments of the industrial enterprise. 3. Marketing environment of an industrial enterprise. 4. Market, consumer and industrial market players. Segmentation of customers in the B2B market. 5. Marketing information system of an industrial enterprise, ways of obtaining and accessing data. 6. Strategic marketing, substance and role in business practice. Strategic management objectives in an industrial enterprise. 7. Marketing Analysis - Methods, techniques and tools of marketing analysis. Exact and empirical marketing analysis tools. 8. Targeted marketing on the B2B market, targeting and positioning. 9. Marketing mix in the B2B market, relationship to the needs of the customer in the industrial market. 10. Marketing research of the industrial market, methods and techniques of research. 11. Preparatory phase of marketing research, specifics for B2B markets: sample selection, representative quasi-representative and unrepresentative sample selection techniques, work schedule, research budget. Preparation of the questionnaire. 12. Implementation phase of research, specifics for B2B markets: collection and evaluation of acquired data. Methods of evaluation and interpretation of research results. Evaluation of established hypotheses. 13. Offline and online marketing and B2B trading. 14. Current trends in 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
Credit and Examination Credit and Examination 100 (100) 51
        Credit Credit 30  15
        Examination Examination 70  21
Mandatory attendence parzicipation: 80% attendance at seminars

Show history

Occurrence in study plans

Academic yearProgrammeField of studySpec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
2021/2022 (B0488A270001) Quality Management and Control of Industrial Systems (S01) Economics and Management in Industry PMN K Czech Ostrava 3 Compulsory study plan
2021/2022 (B0488A270001) Quality Management and Control of Industrial Systems (S02) Quality Management P Czech Ostrava 3 Compulsory study plan
2021/2022 (B0488A270001) Quality Management and Control of Industrial Systems (S01) Economics and Management in Industry PMN P Czech Ostrava 3 Compulsory study plan
2021/2022 (B0488A270001) Quality Management and Control of Industrial Systems (S02) Quality Management K Czech Ostrava 3 Compulsory study plan
2020/2021 (B0488A270001) Quality Management and Control of Industrial Systems (S01) Economics and Management in Industry PMN P Czech Ostrava 3 Compulsory study plan
2020/2021 (B0488A270001) Quality Management and Control of Industrial Systems (S02) Quality Management P Czech Ostrava 3 Compulsory study plan
2020/2021 (B0488A270001) Quality Management and Control of Industrial Systems (S01) Economics and Management in Industry PMN K Czech Ostrava 3 Compulsory study plan
2020/2021 (B0488A270001) Quality Management and Control of Industrial Systems (S02) Quality Management K Czech Ostrava 3 Compulsory study plan
2019/2020 (B0488A270001) Quality Management and Control of Industrial Systems (S01) Economics and Management in Industry PMN P Czech Ostrava 3 Compulsory study plan
2019/2020 (B0488A270001) Quality Management and Control of Industrial Systems (S01) Economics and Management in Industry PMN K Czech Ostrava 3 Compulsory study plan
2019/2020 (B0488A270001) Quality Management and Control of Industrial Systems (S02) Quality Management P Czech Ostrava 3 Compulsory study plan
2019/2020 (B0488A270001) Quality Management and Control of Industrial Systems (S02) Quality Management K Czech Ostrava 3 Compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner