Course detail

Business Strategy for High-tech Products

FP-SosPAcad. year: 2026/2027

The course focuses on basic methodological procedures in product management and sales of high-tech products with high added value and a high degree of product customization according to customer needs in the industrial market. The course is based on practical case studies and has been prepared in cooperation with high-tech companies in the Brno region. Company employees are directly involved in teaching.

Graduates will gain a good awareness/overview of the importance of sales and marketing activities as a key factor for the success of innovations and technologies on the market/with customers. They will acquire a basic customer orientation and an understanding that the product is a solution to specific customer needs.

 

Language of instruction

Czech

Number of ECTS credits

3

Assignment to study programme types

Master's

Mode of study

Not applicable.

Guarantor

doc. Ing. Vít Chlebovský, Ph.D.

Department

Institute of Management (ÚM)

Rules for evaluation and completion of the course

  1. Ongoing processing and submission of partial sections of practical tasks within the sales cycle of high-tech products.
  2. Presentation and defense of outputs.

Aims

Graduates will gain a good understanding/overview of the importance of sales and marketing activities as a key factor for the success of innovations and technologies on the market/with customers. They will acquire a basic customer orientation and an understanding that a product is a solution to specific customer needs.

 

Study aids

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

Care, J. (2022). Mastering Technical Sales: The Sales Engineer's Handbook. United Kingdom: Artech House. (CS)
Tintelnot, C. (2023). Integrated Product and Sales Management in B2B. Springer Nature. (CS)

Recommended reading

Chlebovský, Vít. Management zákaznických řešení: Jak efektivně tvořit a spravovat individualizovaná řešení zákaznických potřeb. (2017). (n.p.): Grada Publishing a.s.. (CS)

Classification of course in study plans

  • Programme MGR-SRP Master's 1 year of study, summer semester, elective

Type of course unit

 

Lecture

13 hours, optionally

Teacher / Lecturer

doc. Ing. Vít Chlebovský, Ph.D.

Syllabus

1. Introduction to the topic of selling high-tech products on the industrial market.

2. Customer needs analysis – why we need to know customer needs, business as customer service, needs analysis tools, practical training.

3. Product development.

4. Technical knowledge, configuration, and product specifications – technical product specifications, device configuration according to customer needs, competitive solutions, creating offers, and lock-out specifications.

5. Product management and marketing.

6. Presentation of solutions and closing deals – creating and presenting solutions from identifying customer needs to addressing objections and closing deals. Practical training.

7. Sales process and sales tools – Sales process; CRM and pipeline management; forecasting; ethics and professionalism.

8. Post-sales, long-term customer relationships – support and development of relationships – the importance of the post-sales phase in a technical sales environment, active development of relationships after closing a contract, effective communication in the implementation phase, including handling difficult situations. Long-term customer care and its tools.

9. Presentation and defense of outputs.

Exercise

13 hours, compulsory

Teacher / Lecturer

doc. Ing. Vít Chlebovský, Ph.D.