Course syllabus B2B - B2B marketing (ŠAVŠ - WS 2015/2016)

     Czech          English          

Course title: B2B marketing
Semester: WS 2015/2016
Course supervisor: doc. Ing. Jana Přikrylová, Ph.D.
Supervising department: Department of Marketing and Management (ŠAVŠ)
Prerequisites for registration: not Bachelor state examination
Time allowance: full-time, 2/1 (hours of lectures per week / hours of seminars per week)
Type of study: usual, consulting
Form of teaching: lecture, seminar
Mode of completion and credits: Exam (4 credits)
Course objective:
Aim of the course is to deepen knowledge of marketing and management applied on industrial market. Topics will be presented on specifics on B2B market, purchase decision-making process and marketing strategic planning. Case studies will depict industrial market situation.
 
Course methods: Lectures create theoretical framework for practical seminars. Students will solve case studies dealing with real industrial market situations preferably and apply their knowledge to solving form B2B business.
 
Course content:
1.Environment of business marketing (allowance 2/1)
2.Managing relationships in business marketing (allowance 4/2)
 
a.Organisation buying behaviour
b.CRM strategies for business markets

3.Assessing market opportunities (allowance 2/1)
 
a.Segmenting
b.Estimating segmend demand

4.Formulating business marketing strategies (allowance 13/6)
 
a.Planning
b.Strategies for global markets
c.Managing products
d.Managing innovations and new industrial product development
e.Managing business services
f.Channels, supply chain management
g.Pricing
h.Integrated marketing communications

5.Evaluating business market strategies and performance (allowance 1/0)
 
Learning outcomes and competences:
Upon successful completion of this course, students will be able to
- react to specifics on B2B market
- understand organisational buyers behaviour
- understand CRM stratégy
- use methods of marketing research to get informations about B2B market
- analyse industrial markets
- use segmentation strategies and estimate segment demand
- make strategic plan for B2B business
- define appropriate marketing mix of selected industrial product
 
Teaching methods and workload (hours of workload):
Type of teaching methodDaily attendance
Direct teaching
     Attendance of lectures24 h
     Attendance of courses/seminars/tutorials12 h
     Consultations with teacher (part-time form of study)0 h
Self-study
     Course reading and ongoing preparation12 h
     Ongoing evaluation9 h
     Composing of individual (seminar) work20 h
     Composing of presentation5 h
     Preparation for final test30 h
Total112 h
 
Assessment methods:
Requirement typeDaily attendance
Active lecture/seminar/workshop/tutorial participation20 %
Term paper20 %
Presentation10 %
Final test50 %
Total100 %
 
Course completion:
Project: A team final project is required as partial fulfillment of the course grade. The project objective is to give you an opportunity to research and prepare a report of your findings. A research paper and presentation is expected form at the conclusion of the course.
Tests: There will be short and final tests based mainly on assigned readings and on class discussions. The questions will be essay type and will focus on issues related to B2B marketing concepts and practices.
Evaluation: Course grade will be determined on the basis of the following: class presentation, discussion and homeworks(20%),final test (50%), project and its presentation (20% and 10%).
Grades:
100-90 - excellent (výborně)
89 -75 - very good (velmi dobře)
74 -60 - good (dobře)
less then 60 - fail (nevyhověl)
 
Support for combined/distance forms of study:
-- item not defined --
 
Reading list:
Basic:
NÉTEK, V. Průmyslový marketing. Ostrava: Vysoká škola báňská Ostrava, 2012. 122 p.
BEDNARČÍK, Z. Vybrané kapitoly strategického marketingu pro průmyslové trhy. Karviná: Slezská univerzita v Opavě, 2011. 144 p. ISBN 978-80-7248-640-3.
Language of instruction: Czech
JAKUBÍKOVÁ, D. Strategický marketing.: Strategie a trendy. 1. vyd. Praha: GRADA, 2008. 272 p. ISBN 978-80- 247-2690-8.

Recommended:
LOŠŤÁKOVÁ, H. Diferencované řízení vztahů se zákazníky.: Moderní strategie růstu výkonnosti podniku. 1. vyd. Praha: Grada Publishing, a.s., 2009. ISBN 978-80-247-3155-1.
PŘIKRYLOVÁ, J. Současné trendy v B2B marketingu. In Česká republika a Slovensko v mezinárodním obchodě Nové trendy v podnikání. Praha a Bratislava: Nakladatelství Oeconomica, 2008, ISBN 978-80-245-1372-0.
Language of instruction: Czech
ARMSTRONG, G. -- WONG, V. -- SAUNDERS, J. -- KOTLER, P. Moderní marketing. 4. vyd. Praha: GRADA, 2007. 1041 p. ISBN 978-80-247-1545-2.
KOZEL, R. -- SVOBODOVÁ, H. -- MYNÁŘOVÁ, L. Moderní metody a techniky marketingového výzkumu. 1. vyd. Praha: Grada Publishing, a.s., 2011. ISBN 978-80-247-3527-6.
CHLEBOVSKÝ, V. CRM.: Řízení vztahů se zákazníky. + CD. 1. vyd. Brno: Computer Press, 2005. ISBN 80-251-0798-1.

Study plans:
B-EM-BAS Business Administration and Sales, full-time form, initial academic year WS 2012/2013
 
Run in the period of: WS 2017/2018, SS 2016/2017, WS 2016/2017, SS 2015/2016, SS 2014/2015, SS 2013/2014   (and older)
Course tutor: Ing. Eva Jaderná, Ph.D. (examiner, instructor, lecturer)
doc. Ing. Jana Přikrylová, Ph.D. (supervisor)
Teaching language: Czech
Room: Mladá Boleslav


Last modification made by Ing. Zuzana Hejhalová on 01/04/2016.

Type of output: