Industrial Marketing

Lecturer:

Vladimír Žáček (gar.), Vladimír Brdek (gar.)

Tutor:

Vladimír Žáček (gar.), Vladimír Brdek (gar.), Hana Padevětová

Supervisor:

Department of Management and Economics

Synopsis:

Globalization, growth of competitiveness and increasing needs and wishes of consumers emphasizes remarkable demands on businesses, in order to compete successfully in the global market they need to continually increase competitive power of its products. Lectures are aimed on the essential marketing foreknowledge of prospective industrial managers, e.g. characteristic of essential marketing conceptions and the business marketing, market research, opportunities analyses, market segmentation, product life-cycle, price, communication and distribution policies. The target of this subject is making students ready for preparing, creating and implementation of marketing strategies and plans and its efficient realization.

Requirements:

Seminar credit requirements :Compulsory tuition attendance, processing and vindication of semestral assignments.

Exam of knowledge from the following headings :

1.Definition of marketing concept and resource of marketing definitions, common parts of marketing definitions.

2.Marketing strategies. Essentials entrepreneur conceptions.

3.Marketing management; substance, requirements, targets, activities, marketing manager?s goals.

4.Marketing research of market and its core parts. Information and marketing.

5.Marketing situation analysis and SWOT analysis in process of marketing management.

6.Marketing targets and method of its determination. Principles of marketing strategy formulation. Marketing planning process and marketing plan.

7.Types of marketing mix.

8.Segmentation, market undifferentiated marketing and targeted marketing, market segmentation process and characterisation of its particular phases.

9.Structure of segmentation criterions of B2C a B2B markets, analysis of B2B market.

10.Marketing concept of product, structure of complex product and its characterization, products media and their description, product life cycle and characterisation of its phases.

11.Market position of product, competitiveness power and market attractiveness, factors of competitiveness power and market attractiveness, assessment methods of product market position and their description.

12.Price in marketing and its significance, price formation.

13.Marketing communication and its Essentials forms, parts of marketing communication and their application.

14.Distribution and distribution policy, channels of distribution and their signification and application.

Syllabus of lectures:

1.Marketing substance, essential conceptions, concept of business marketing.

2.Marketing management.

3.Information and marketing, information assortment, information sources.

4.Marketing research, market strategies.

5.Market segmentation, content, process and methods, targeting and positioning.

6. - 7.B2B market parameters of segmentation.

8.B2B market analysis.

9.Marketing mix, substance, purpose and modification.

10.Products and products policy, products? life cycle.

11.Market position of products, methods of product market position assessment.

12.Price as a marketing category.

13.Marketing communication, company communication policy. Distribution and distribution policy.

Syllabus of tutorials:

1.Programme and method of seminar making, semestral assignments conditions of settings and processing.

2.-3.Individual appreciation, discussion and approval of semestral assignments setting proposal.

4.-10.Tuition, analysis and individual approval of semestral assignments processing.

11.-13.Vindication of semestral assignments.

Study Objective:

Training of students for development of marketing goals and strategies for their effective achievement. Training is support simulation program MARKSTRAT3, which provide stu-dents to get skills for marketing decision making. Students will understand diverse consumer and business markets that require effective marketing strategies, while distinguishing differ-ences that demand an altered approach. Students will recognize fundamental trends occurring in domestic and global markets that necessitate a change in strategies or tactics. They will make out the significant impact of global competition on a domestic market and intensified challenge for transforming marketing strategies on effective international approach. Lectures respect emerging marketing concepts and those that have greater importance as a result of a changing market environment. Lectures involve these subjects: characteristic of enterprise marketing, the buying process, buyer behaviour, market research, demand analysis and sa, les forecasting, market segmentation, life cycles of products, planning of sales force, pricing analysis and competitive strategies.

Study materials:

Žáček, V.: Průmyslový marketing. ČVUT v Praze, učební text, Praha 2010

Kotler, Ph., Keller, K.L.: Marketing management. Grada Publishing, Praha 2007

Kotler, Ph., Armstrong, G.: Marketing. Grada Publishing, dotisk Praha 2007

Note:

Further information:

No time-table has been prepared for this course

The course is a part of the following study plans: