Industrial Marketing (FSI-HMR-K)

Academic year 2022/2023
Supervisor: doc. Ing. Vít Chlebovský, Ph.D.  
Supervising institute: ÚST all courses guaranted by this institute
Teaching language: Czech
Aims of the course unit:
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.
Learning outcomes and competences:
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.
Course contents:
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, ...)
Teaching methods and criteria:
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.
Controlled participation in lessons:
According to assessment
Type of course unit:
    Guided consultation in combined form of studies  1 × 12 hrs. compulsory                  
    Guided consultation  1 × 40 hrs. optionally                  
Course curriculum:
    Guided consultation in combined form of studies 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 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
Literature - fundamental:
1. BUREŠ, I. Marketingově řízená firma. Praha: Management Press, 1992. 101 s. ISBN 80-85603-24-1
3. KOTLER, P. Marketing management. 10. rozšířené vydání. Praha: Grada Publishing, 2003. 719 s. ISBN 80-247-0016-6
Literature - recommended:
1. McCARTHY, J., PERREAULT, W.D. Základy marketingu. 1. vyd. Praha: Victoria Publishing, 1995. 511s. ISBN 80-85605-29-
2. PŘIBOVÁ, M. A KOL. Marketingový výzkum v praxi. 1. vyd. Praha: Grada, 1996. 238s. ISBN 80-7169-299-9
The study programmes with the given course:
Programme Study form Branch Spec. Final classification   Course-unit credits     Obligation     Level     Year     Semester  
N-STG-K combined study STM Manufacturing Technology and Management in Industry -- Cr,Ex 5 Compulsory 2 1 S
N-STG-K combined study MTS Modern Technologies of Lighting Systems -- Cr,Ex 5 Compulsory 2 1 S