NA_MIS Marketing for Industry and Services

Vysoká škola finanční a správní
léto 2022
Rozsah
2/0/0. 12 hodin KS/semestr. 3 kr. Ukončení: z.
Garance
prof. PhDr. Karel Lacina, DrSc.
Sekce managementu a marketingu (FES, KEM) – Katedra ekonomie a managementu (FES, KEM) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Dita Egertová
Předpoklady
The subject is not connected with any other subject.
Omezení zápisu do předmětu
Předmět je otevřen studentům libovolného oboru.
Cíle předmětu
The course is focused on providing comprehensive information on the key marketing activities of enterprises in the industry and services sector.It will create 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. Students will get acquainted with the specifics of business activities, marketing strategies and communication skills with customers. Practical verbal and non-verbal communication skills, are also part of the course.
Výstupy z učení
Students will gain sufficient knowledge for the creation of their own marketing business concepts in corporate and consumer environments. Part of the lesson is oriented towards teaching listeners to use marketing analyzes to identification of problems in the communication between businesses and their customers, to the formulation of circumstances and causes of internal and external barriers that lead to the stagnation and destabilization of industrial enterprises business activities. Last but not least students will be able to work out concrete marketing plans.
Osnova
  • 1. Essence of Marketing for Business and Non-profit Sectors 2. Basic Characteristic Features of Industrial Markets 3. Comparison of Industrial and Consumer Markets 4. Demand in Industrial Market 5. Industrial Buying Process 6. Markets Segmentation and Products Positioning in Industry 7. Industrial Marketing Principal Features 8. Gathering Marketing Information in Industrial Sector 9. Marketing Channels in Industry 10.Marketing Strategies for Industrial Enterprices 11.Marketing for Pharmaceutical,Automotive and Fashion Industries 12 Marketing of Services
Literatura
    povinná literatura
  • COOPER, Philip D. Health care marketing: a foundation for managed quality. 3rd ed. Gaithersburg, Md.: Aspen Publishers, 1994. ISBN 9780834205277
  • MICKEY C. SMITH. Principles of Pharmaceutical Marketing, Third Edition. 9781317940708
  • OLIVER W. WIGHT. Manufactoring resource planning: MRP II ; unlocking America's productivity potential. Rev. ed. New York [u.a.]: Wiley, 1981. ISBN 9780471132745.
  • KOTABE, Masaaki. Global sourcing strategy: R&D, manufacturing, and marketing interfaces. New York: Quorum Books, 1992. ISBN 9780899306674
  • TAPAN K. PANDA. Marketing management: text and cases : Indian context. 2nd ed. New Delhi: Excel Books, 2008. ISBN 9788174465481.
  • PETER, J. Paul. Marketing for the manufacturer. Homewood, Ill.: Business One Irwin, c1992. ISBN 9781556236488.
  • LESLIE DAVIS BURNS, KATHY K. MULLET, NANCY O. BRYANT. The Business of Fashion: Bundle Book + Studio Access Card. 9781501315282
  • MICKEY C. SMITH. Pharmaceutical Marketing: Strategy and Cases. 9781439810910
  • Q. ASHTON ACTON. Issues in Industrial Relations and Management. 9781464965630.
  • MILIND T. PHADTARE. Industrial marketing. 9788120350052
  • BRUCE MCDUFFEE. The New Way to Market for Manufacturing: Innovation That Grows Your Business. 9780692645369
  • DAWEI ZHENG. Industrial, Mechanical and Manufacturing Science. 9781315752259
Výukové metody
Lectures and essays oriented toward the concrete marketing plans working out.
Metody hodnocení
ASSESSMENT OF THE SUBJECT KNOWLEDGE Students will work out in the written form marketing essay critically assessing concrete marketing activities in the sphere of the industry and services - specialized on the automobile, pharmaceutical, fashion, tourism industry and the financial services, respective sport activities. This essay has to be handed over to the teacher in the last week of the semester. METHODS OF ASSESSMENT Knowledge of students will be tested by one test containing 20 questions for which there is the time limit of 30 minutes. Test that will check the knowledge from the whole subject.Test which students will have to fill in these questions during 45 minutes is the component part of the examination terms annouced by the teacher. The test result have the limit of 65 % fruitfulness. If the fruitfulness is lower than 65 % the student is classifies by mark F. The final mark is composed of three parts: the test, the essay and the oral examination.
Vyučovací jazyk
Angličtina
Další komentáře
Předmět je dovoleno ukončit i mimo zkouškové období.
Předmět je zařazen také v obdobích zima 2016, zima 2017, zima 2018, zima 2019, zima 2020, léto 2021, zima 2021.
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