Course syllabus B2B - B2B Marketing (ŠAVŠ - Sklad předmětů)

     Czech          English          

Course title: B2B Marketing
Semester: -- item not defined --
Course supervisor: Ing. Eva Jaderná, 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)
part-time, 0/12 (lectures per period / seminars per period)
Type of study: usual
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 B2B market. Topics will be presented on specifics on B2B market, purchase decision-making process and marketing strategic planning. Case studies will depict B2B 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 and in negotiation.
 
Course content:
1.B2B marketing (allowance 2/1)
 
a.B2B market
b.Specifics of B2B market
c.Business - customer

2.Organisational Buying Behaviour (allowance 2/1)
 
a.Organisational vs. Consumer Buying Behaviour
b.Decision Making Unit
c.The Decision Making Process

3.Relationship marketing (allowance 2/1)
 
a.Relationship marketing
b.Influences on relationship
c.Relationship life cycle

4.STP process (allowance 2/1)
 
a.Segmentation
b.Targeting
c.Positioning

5.Marketing strategy (allowance 2/1)
 
a.Creating of Marketing Strategy
b.CSR

6.Strategic Planning (allowance 2/1)
 
a.Mission, Goals, Objectives
b.Strategy
c.Strategic Marketing - B2B market

7.Branding (allowance 2/1)
 
a.Brand
b.The role of B2B Brand

8.Business Products and Services (allowance 2/1)
 
a.B2B products
b.Tangible vs.intangible Elements
c.Product line categories

9.Innovation (allowance 2/1)
 
a.Discovery, invention, innovation
b.Role of Marketing in Product Development
c.Traditional New Product Development Model

10.Pricing (allowance 2/1)
 
a.Price
b.Stategic and Tactical Pricing
c.Pricing Strategies

11.Channels (allowance 2/1)
 
a.Channels
b.Designing superior value-adding marketing channels
c.Multi-channel marketing

12.Marketing Communications Mix (allowance 2/1)
 
a.Integrated Marketing Communications
b.Advertising, Personnal Selling, PR, Sales Promotion
c.Negotiation

 
Learning outcomes and competences:
After completing the course, student:
 
-Will describe specifics of B2B market
-Will explain the difference in use of marketing tools in B2B market
-Will realize a survey and breakdown marketing activities in business in B2B market
-Will use knowledge of purchasing process and trade skills in negotiation

Teaching methods and workload (hours of workload):
Type of teaching methodDaily attendanceCombined form
Direct teaching
     Attendance of lectures24 h12 h
     Attendance of courses/seminars/tutorials12 h0 h
     Consultations with teacher (part-time form of study)0 h10 h
Self-study
     Course reading and ongoing preparation12 h20 h
     Ongoing evaluation9 h10 h
     Composing of individual (seminar) work20 h20 h
     Composing of presentation5 h10 h
     Preparation for final test30 h30 h
Total112 h112 h
 
Assessment methods:
Requirement typeDaily attendanceCombined form
Active lecture/seminar/workshop/tutorial participation30 %10 %
Term paper15 %30 %
Presentation5 %10 %
Final test50 %50 %
Total100 %100 %
 
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 (10 %), active attendance at workshop with an expert (10 %) and attendance at the conference of SA University Beyond Horizons (10 %),final test (50 %), project and its presentation (15 % and 5 %) - literature review, own opinion of authors, best practices + comparison to literature review, conclusions, references.
final test (min. 60 %)
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:
Language of instruction: Czech
BEDNARČÍK, Z. Vybrané kapitoly strategického marketingu pro průmyslové trhy. Karviná: Slezská univerzita v Opavě, 2011. 144 p. ISBN 978-80-7248-640-3.
LOŠŤÁKOVÁ, H. Nástroje posilování vztahů se zákazníky na B2B trhu. 1st ed. Grada Publishing, 2017. 310 p. Expert. ISBN 978-80-271-0419-2.
Moderní marketingová komunikace. In: PŘIKRYLOVÁ, J. -- ŠTRACH, P. -- JADERNÁ, E. -- VELINOV, E. -- KINCL, T. Moderní marketingová komunikace, 2. vydání. Praha: Grada Publishing, a.s., 2019. ISBN 978-80-271-0787-2.

Recommended:
Language of instruction: Czech
LOŠŤÁKOVÁ, H. Diferencované řízení vztahů se zákazníky.: Moderní strategie růstu výkonnosti podniku. 1st ed. Praha: Grada Publishing, a.s., 2009. ISBN 978-80-247-3155-1.
ARMSTRONG, G. -- WONG, V. -- SAUNDERS, J. -- KOTLER, P. Moderní marketing. 4th ed. Praha: GRADA, 2007. 1041 p. ISBN 978-80-247-1545-2.
JAKUBÍKOVÁ, D. Strategický marketing.: Strategie a trendy. 1st ed. Praha: GRADA, 2008. 272 p. ISBN 978-80- 247-2690-8.
KOZEL, R. -- SVOBODOVÁ, H. -- MYNÁŘOVÁ, L. Moderní metody a techniky marketingového výzkumu. 1st ed. Praha: Grada Publishing, a.s., 2011. ISBN 978-80-247-3527-6.
CHLEBOVSKÝ, V. CRM.: Řízení vztahů se zákazníky. + CD. 1st ed. Brno: Computer Press, 2005. ISBN 80-251-0798-1.
PŘIKRYLOVÁ, J. -- JAHODOVÁ, H. Moderní marketingová komunikace. 1st ed. Praha: GRADA, 2010. ISBN 978-80-247-3622-8.
HUTT, M D. -- SPEH, T W. Business Marketing Management b2b. 11th ed. Canada: South-Western Cengage Learning, 2013. ISBN 978-1-133-18957-2.
NÉTEK, V. Průmyslový marketing.  [online]. 2012. URL: http://www.person.vsb.cz/archivcd/FMMI/MO/Prumyslovy%20marketing.pdf.

Study plans:
B-EM-EOE Business Administration and Sales, full-time form, initial academic year WS 2012/2013
B-EM-EOE Business Administration and Sales, full-time form, initial academic year WS 2016/2017
B-EM-EOE Business Administration and Sales, full-time form, initial academic year WS 2017/2018
B-EM-BAS Business Administration and Sales, full-time form, initial academic year WS 2017/2018
B-EM-BAS Business Administration and Sales, part-time form, initial academic year WS 2018/2019
B-EM-EOE Business Administration and Sales, full-time form, initial academic year WS 2018/2019
B-EM-BAS Business Administration and Sales, full-time form, initial academic year WS 2018/2019
Track BMO Marketing and Sales Management part-time form, initial academic year WS 2019/2020
Track BMO Marketing and Sales Management full-time form, initial academic year WS 2019/2020
Track MBOE Marketing and Sales Management full-time form, initial academic year WS 2019/2020
 
Run in the period of: SS 2019/2020, WS 2019/2020, SS 2018/2019, WS 2018/2019, SS 2017/2018, WS 2017/2018   (and older)
Course tutor: Ing. Eva Jaderná, Ph.D. (examiner, instructor, supervisor)
Teaching language: Czech
Room: Mladá Boleslav


Last modification made by Ing. Eva Jaderná, Ph.D. on 08/13/2019.

Type of output: