VSFS:N_MPS Marketing industry, services - Course Information

N_MPS Marketing industry and services

Extent and Intensity

2/0/0. 5 credit(s). Type of Completion: zk (examination).

Guaranteed by

doc. Ing. Aleš Hes, CSc.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Lenka Pokorná

Prerequisites

Knowledge of fundamentals and theory of marketing and marketing communication.

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

The course is focused on providing comprehensive information on the key marketing activities of enterprises in the industry and services sector. Students will gain sufficient knowledge to create their own marketing business concepts in corporate and regional environments. The course will create a creative potential for learners in their B2B and B2C market activities with knowledge of market preparation and monitoring using integrated marketing communication tools, decision making processes in B2B and B2C using decision analysis and metrics. Part of the lesson is to teach listeners to use these analyzes to identify problems in communication between businesses and their customers, to formulate the circumstances and causes of internal and external barriers that lead to the stagnation and destabilization of the business activity of industrial enterprises. The focus is on the tertiary sphere, where the key mission of the course is to define, correctly plan, implement and evaluate activities providing intangible utility effects through marketing tools. Students will get acquainted with the specifics of business activities, marketing strategies and communication skills with customers. Practical verbal and non-verbal communication skills, which are currently required in the digital business and marketing environment, are also part of the course.

Learning outcomes

The course will create a creative potential for learners in their B2B and B2C market activities with knowledge of market preparation and monitoring using integrated marketing communication tools, decision making processes in B2B and B2C using decision analysis and metrics.

Syllabus

• 1. Terminological starting points and basic concepts of business in the industry and services sector. Characteristics of B2B and B2C market environment. 2. Activities of the marketing activities of industrial enterprises. Conceptual and planning business marketing activities, preparation of negotiations in standard and digital environment. 3. Marketing decision processes. System approach to purchasing, the role of stakeholders, the role of marketing in the decision making processes. Value analysis, basic influences on the decision-making process. 4. Competitive environment in industry. Competitive B2B specifics, key success factors, competitive advantage - where to find it and how to implement it. 5. Marketing of suppliers and buyers. Partnership strategy, integration of the promotion of corporate companies, target group of subscribers, their creation, marketing for the end customer and for the intermediaries. 6. Marketing of demand and supply in industrial enterprises. Dependence of value-creation process on demand formulation, market research, importance of long-term relationships, corporate social responsibility. 7. Marketing specificities according to the size of subjects, marketing budget in the corporation, influences of production cycles in the industry, effects and benefits of selected marketing activities (trade fairs, exhibitions, events, sponsorship, advertising and promotional activities). 8. Marketing of engineering, automotive, chemical and manufacturing industries. Specifics, trends and factors of the marketing mix in the monitored sectors. 9. Marketing access to services. Classification of services, service provider, historical development. 10. Marketing mix in services. Strategic marketing planning, product, price, distribution and communication mix in services. 11. People in service. Role and role of people in services, specifics of service providers, material environment in services. 12. Processes in Services. Process Classification and Strategy in Services, Quality of Services, Quality of Services, Code of Ethics in Services.

Literature

required literature
• KAŠÍK, M., HAVLÍČEK, K.: Marketing při utváření podnikové strategie, 3. akt. vyd., Praha: VŠFS, 2015, ISBN 978-80-7408-100-2, s. 274.
• VAŠTÍKOVÁ, M.: Marketing služeb: efektivně a moderně, 2. akt. vyd., Praha: Grada, 2014, ISBN 978-80-247-2721-9, s. 232.
• Tomek, Gustav a Věra Vávrová. Průmysl 4.0 aneb nikdo sám nevyhraje, 1. vyd. Professional Publishing Praha, 2017, ISBN 978-80-906594-4-5, 200 str.
• PETRŮ, N., KUPEC, V.: Marketingové řízení podniků - diskurs podnikové praxe, 2. přeprac.vyd., Praha: VŠFS, 2015, ISBN 978-80-7408-116-3, s. 81.
• KARLÍČEK, M., KRÁL, P.: Marketingová komunikace: jak komunikovat na našem trhu, 1. vyd., Praga: Grada Publishing, 2011, ISBN 978-80-247-3541-2, s. 213.
• SLAVÍK, J.: Marketing a strategické řízení ve veřejných službách: jak poskytovat zákaznicky orientované veřejné služby, 1. vyd., Praha: Grada, 2014, ISBN 978-80-247-4819-1, s. 183.
• NORBERG, J.: Globalizace, 1. vyd., Praha: Alfa Publishing, 2006, ISBN 978-80-86851-32-X, s. 203.

recommended literature
• MULLIN, B.J. et al: Sport marketing, USA: Human Kinetics, 2007, ISBN-10: 978-0-7360-6052-3, s. 538.
• KISLINGEROVÁ, E.: Podnik v časech krize: jak se nedostat do potíží a jak se dostat z potíží: zkušenosti ze světové recese let 2007 až 2009, 1. vyd., Praha: Grada, 2010, ISBN 978-80-247-3136-0, s. 206.
• BASL, J.: Podnikové informační systémy: podnik v informační společnosti, 2. přepr. vyd., Praha: Grada, 2008, ISBN 978-80-247-2279-5, s. 283.
• WHITELEY, R.C.: Podnik řízený zákazníkem, 1. vyd., Praha: Victoria Publishing, 1994, ISBN 80-85605-69-4, s. 231.
• ŠTRACH, P.: Marketing v automobilovém průmyslu, Sborník příspěvků, Mladá Boleslav: Škoda Auto Vysoká škola, 2009, ISBN 978-80-87042-34-2, s. 77.
• ŽÁČEK, V.: Průmyslový marketing, Praha: ČVÚT, 2010, ISBN 978-80-01-04492-6, s. 217.
• ČÁSLAVOVÁ, E.: Management a marketing sportu, 1. Vyd., Praha: Olympia, 2009, ISBN 978-80-7376-150-9, s. 225.eeeeeeee
• MARIEKE de MOOIJ: Global marketing and advertising : understanding cultural paradoxes, 4th ed., Thousand Oaks: Sage, 2013, ISBN 978-1-4522-5717-4, s. 395.

Teaching methods

Lectures in full-time study. Controlled group consultations in the combined form of study. The scope of compulsory participation in education: Minimum compulsory attendance at lectures in full-time is 75%, the controlled group consultations in combined studies 58%. Students who fail to meet the mandatory level of participation can be entered during the semester additional study obligations (to the extent that you demonstrate academic achievement and gained competencies necessary for successful completion of course)

Assessment methods

The knowledge is checked in full-time form by one comprehensive knowledge test with 20 questions, which are a selection of the control subjects of the course. The test is in the form of a supplement and examines knowledge across the entire subject for a duration of 45 minutes and is part of the rehearsal exam terms from the teachers. The test results have a specified minimum limit of 65% success. If the student is evaluated from the test below this limit, it can not be further admitted for further testing and is classified as a non-conformance mark. Part of the exam is a critical analysis of a specialist study on a pre-assigned topic that students submit in the last week of the semester lessons. It follows an oral assessment of the quality of knowledge of the students teaching the teacher. The final mark consists of three parts: the result of the test, the evaluation of the study and the oral examination of the knowledge.

Language of instruction

Czech

Follow-Up Courses

• N_IMK Integrated Marketing Communication

Further comments (probably available only in Czech)

The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 10 hod KS/semestr.

• Enrolment Statistics (recent)
  
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