654-2022/01 – Industrial Marketing (PM)
| Gurantor department | Department of Industrial Systems Management | Credits | 5 |
| Subject guarantor | doc. Ing. Šárka Vilamová, Ph.D. | Subject version guarantor | doc. Ing. Šárka Vilamová, Ph.D. |
| Study level | undergraduate or graduate | Requirement | Compulsory |
| Year | 3 | Semester | summer |
| | Study language | Czech |
| Year of introduction | 2022/2023 | Year of cancellation | |
| Intended for the faculties | FMT | Intended for study types | Bachelor |
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:
Recommended literature:
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
Occurrence in study plans
Occurrence in special blocks
Assessment of instruction