Czech

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The assessment of students’ knowledge is based both on continuous assessment (written test, case study solution, assignment preparation and presentation) as well as on the final written test. The minimum mark needed to pass the final written test is 25 points out of theoretical maximum of 50 points: students can obtain a maximum of 30 points for the preparation and presentation of assignments, a maximum of 10 points for written texts throughout the semester, and another 10 points based on the continuous assessment of activities. The final grade will reflect all of the above-mentioned parts, with the overall assessment being calculated as a sum of the points gained through continual assessment and the written test.
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The goal of this subject is to provide students with knowledge from the field of marketing, with a special focus on B2B (industrial marketing). This orientation is beneficial to students’ knowledge and experience for a range of reasons - it dovetails well with the overall focus of study and mixed educational background of participants (the degree course is multidisciplinary in nature, and students from many BUT faculties take it). The course content is based on current theoretical knowledge and its critical interpretation and comparison with real market conditions in both the Czech Republic and the EU. Course participants will gain the knowledge and skills they need for the comprehensive identification and critical analysis of potential risk in this area, and for the implementation of marketing policies in companies and institutions.
The course will deepen the knowledge and skills students need to understand the role of marketing in the management of a company. This includes the importance of understanding one’s customers (the analysis of their wants and needs, the decision-making process they employ, factors influencing their buying behaviour...). Students will also gain an understanding of analytical tools and methods for the analysis of customer´s needs and wants and an understanding of how elements of the marketing mix are utilised in the long-term development of a company.

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CHLEBOVSKÝ, V. Management zákaznických řešení, Jak efektivně tvořit a spravovat individualizovaná řešení zákaznických potřeb. Manažer. Manažer. Praha: Grada Publishing, a.s., 2017. 128 s. ISBN: 978-80-271-0559- 5. (CS)
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.