Czech

Not applicable.

The course will deepen students’ knowledge and skills needed for understanding of the role of marketing in the management process of the firm. The important role plays understanding of customers (analysis of their wants and needs, decision-making process, factors influencing their buying behaviour...), understanding of analytical tools and methods for analysis of customer´s needs and wants and understanding of marketing mix elements utilization for long-term firm’s development.

Not requested.

Not applicable.

Teaching methods depend on the type of course unit as specified in the article 7 of BUT Rules for Studies and Examinations.

The assessment of students’ knowledge is based both on continual assessment (written test, case study solving, assignment preparation and presentation) as well as on the final written test assessment. The final grade will reflect both above mentioned parts.

1. Introduction to the marketing
2. Basic terms from marketing theory and praxis
3. Basic terms and concepts of marketing plan preparation and execution
4. Best practices in marketing planning
5. Tools of marketing management - marketing mix
6. Tools of marketing management - marketing mix
7. Tools of marketing management - marketing mix
8. Marketing research I
9. Marketing research methods
10. Specific features of B2B markets
11. Specific features of B2B markets
12. Introduction to international marketing
13. Summary and concslusions

Not applicable.

Goal of this subject is to give students the knowledge from the field of marketing, with special focus to B2B (industrial marketing). This orientation has many contributions to student´s knowledge and experience - at first it corresponds to the overall study focus, at the other hand this fits to the structure of participants (multidisciplinar study at which will participate students from many BUT faculties). The course content is based on current theoretical knowledge and its critical interpretation vis-á-vis real conditions both on our and on EU market.The particiapnt will gain knowledge and skills for complex identification and critical analysis of potential risk and for implementation of marketing measures.

Not applicable.

Not applicable.

Not applicable.

KOTLER, P. Marketing management, 10. rozšířené vydání,Praha, Grada Publishing, 2003. 719 s. ISBN 80-247-0016-6.
STORBACKA, K. - LEHTINEN, J.R. Řízení vztahů se zákazníky. Customer Relationship Management , Praha, Grada Publishing, 2002. 168 s. ISBN 80-7169-813-X.

BUREŠ, I. Marketingově řízená firma, Praha, Management Press, 1992. 101 s. ISBN 80-85603-24-1.
SCULLEY, J. - BYRNE, J. A. Odysea. Od Pepsi k Apple. Praha Management Press,1994. 400s. ISBN 80-85603-51-9.
WHITELEY, R. Podnik řízený zákazníkem. Praha, Victoria Publishing 1993. 231 s. ISBN 80-85605-69-4