654-0948/01 – Industrial Marketing (PM)

Gurantor department	Department of Industrial Systems Management	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 type B
Year		Semester	winter + summer
		Study language	Czech
Year of introduction	2022/2023	Year of cancellation
Intended for the faculties	FMT	Intended for study types	Doctoral

Instruction secured by
Login	Name	Tuitor	Teacher giving lectures
VIL10	doc. Ing. Šárka Vilamová, Ph.D.

Extent of instruction for forms of study
Form of study	Way 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: 2022/2023 Winter semester)

Task name	Type of task	Max. number of points (act. for subtasks)	Min. number of points	Max. počet pokusů
Examination	Examination			3

Mandatory attendence participation:

Show history

Conditions for subject completion and attendance at the exercises within ISP:

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Occurrence in study plans

Academic year	Programme	Form	Study language	Tut. centre	Type of duty
2024/2025	(P0413D270002) Management of Industrial Systems	P	Czech	Ostrava	Choice-compulsory type B	study plan
2024/2025	(P0413D270002) Management of Industrial Systems	K	Czech	Ostrava	Choice-compulsory type B	study plan
2024/2025	(P3925) Management of Industrial Systems	P	Czech	Ostrava	Choice-compulsory	study plan
2024/2025	(P3925) Management of Industrial Systems	K	Czech	Ostrava	Choice-compulsory	study plan
2023/2024	(P3925) Management of Industrial Systems	P	Czech	Ostrava	Choice-compulsory	study plan
2023/2024	(P3925) Management of Industrial Systems	K	Czech	Ostrava	Choice-compulsory	study plan
2023/2024	(P0413D270002) Management of Industrial Systems	P	Czech	Ostrava	Choice-compulsory type B	study plan
2023/2024	(P0413D270002) Management of Industrial Systems	K	Czech	Ostrava	Choice-compulsory type B	study plan
2022/2023	(P0413D270002) Management of Industrial Systems	P	Czech	Ostrava	Choice-compulsory type B	study plan
2022/2023	(P0413D270002) Management of Industrial Systems	K	Czech	Ostrava	Choice-compulsory type B	study plan

Occurrence in special blocks

Block name	Academic year	Form of study	Study language	Year	W	S	Type of block	Block owner

Assessment of instruction

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