Course detail
Industrial Marketing
FSI-HMR Acad. year: 2024/2025 Summer semester
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
Supervisor
Department
Entry knowledge
Knowledge of basic economic terms.
Rules for evaluation and completion of the course
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.
According to assessment
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.
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.
The study programmes with the given course
Programme B-KSI-P: Mechanical Engineering Design, Bachelor's, compulsory-optional
Programme C-AKR-P: , Lifelong learning
specialization CLS: , elective
Type of course unit
Lecture
26 hours, optionally
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
Exercise
26 hours, optionally
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