Course detail

Industrial Marketing

FSI-HMR-KAcad. year: 2021/2022

The course familiarises students with current theoretical and practical approaches of firm in the marketing area. The marketing mix elements and principles of marketing management are discussed. The focus on industrial marketing issues is dominant.

Introduction to marketing, conditions for application of marketing
Market, market segmentation, strategies based on segmentation
Specific features of marketing in service sector
Customer - expectations, satisfaction
Competition - types of competition, competition vs. Cooperation
Porter´s five forces model
Marketing mix elements - product, price, place, promotion
Marketing research
Marketing audit
Contemporary trends in marketing (CRM, e-commerce, ...)

Language of instruction

Czech

Number of ECTS credits

5

Mode of study

Not applicable.

Guarantor

doc. Ing. Vít Chlebovský, Ph.D.

Department

Institute of Manufacturing Technology (ÚST)

Learning outcomes of the course unit

Knowledge and understanding acquired in the course will help students to be familiar with current marketing concepts, to gain an overview of possible approaches to marketing analysis and marketing planning in the changing conditions of our economy.

Prerequisites

Knowledge of basic economic terms.

Co-requisites

Not applicable.

Planned learning activities and teaching methods

The course is taught through lectures explaining the basic principles and theory of the discipline. Exercises are focused on practical topics presented in lectures.

Assesment methods and criteria linked to learning outcomes

Zápočet, závěrečná zkouška.
Celkové hodnocení sestává z následujících kritérií:
Aktivní účast na přednáškách - až 10b
elearningový kurz Základy digitálního marketingu - až 35 b.
Týmový projekt a jeho obhajoba - až 45 b.
elearningový test - max. 10 b.

Studenti s ISP mohou týmový projekt nahradit samostatně zpracovanou esejí na předem dohodnuté téma a její obhajobou.

Course curriculum

Not applicable.

Work placements

Not applicable.

Aims

The goal of the course is to provide students with a wide spectrum of knowledge from the area of marketing emphasising the current and future trends in marketing principles utilization. The course is based on the approach of well-established firms stressing the importance of customer satisfaction. The aim of the course is for students to master marketing terminology and concepts, as well as practical experience with marketing approaches in current firm conditions.

Specification of controlled education, way of implementation and compensation for absences

According to assessment

Recommended optional programme components

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

BUREŠ, I. Marketingově řízená firma. Praha: Management Press, 1992. 101 s. ISBN 80-85603-24-1
KOTLER, P. Marketing management. 10. rozšířené vydání. Praha: Grada Publishing, 2003. 719 s. ISBN 80-247-0016-6

Recommended reading

McCARTHY, J., PERREAULT, W.D. Základy marketingu. 1. vyd. Praha: Victoria Publishing, 1995. 511s. ISBN 80-85605-29-
PŘIBOVÁ, M. A KOL. Marketingový výzkum v praxi. 1. vyd. Praha: Grada, 1996. 238s. ISBN 80-7169-299-9

eLearning

eLearning: currently opened course

Classification of course in study plans

  • Programme N-STG-K Master's

    specialization STM , 1. year of study, summer semester, compulsory
    specialization MTS , 1. year of study, summer semester, compulsory

Type of course unit

 

Guided consultation in combined form of studies

17 hours, compulsory

Teacher / Lecturer

doc. Ing. Lucie Kaňovská, Ph.D.

Syllabus

1. Marketing concept outcomes
2. Analysis of external and internal firm´s environment
3. Segmentation, targeting and positioning
4. Marketing research
5. Marketing mix (4 P, extended marketing mix)
6. Specific features of industrial marketing
7. Preparation and execution of marketing strategy

Guided consultation

35 hours, optionally

Teacher / Lecturer

doc. Ing. Vít Chlebovský, Ph.D.

Syllabus

1. Market size and market share evaluation
2. Analysis of product portfolio
3. Segmentation, targeting and positioning
4. Packaging – its role and utilization in marketing mix
5. Case study - distribution
6. Price sensitivity test
7. Case study – telemarketing
8. Advertising

eLearning

eLearning: currently opened course