SubjectsSubjects(version: 949)
Course, academic year 2023/2024
Basic Marketing of Chemical Products - B837002
Title: Základy marketingu chemických výrobků
Guaranteed by: Department of Economics and Management (837)
Faculty: Central University Departments of UCT Prague
Actual: from 2020 to 2023
Semester: winter
Points: winter s.:3
E-Credits: winter s.:3
Examination process: winter s.:
Hours per week, examination: winter s.:2/0, Ex [HT]
Capacity: unlimited / unknown (unknown)
Min. number of students: unlimited
Language: Czech
Teaching methods: full-time
Teaching methods: full-time
For type: Bachelor's
Additional information:
Note: course can be enrolled in outside the study plan
enabled for web enrollment
Guarantor: Kutnohorská Olga Ing. Ph.D.
Interchangeability : N437022, Z437022
Annotation -
Last update: Kubová Petra Ing. (02.01.2018)
The course focuses on the understanding of marketing as a fundamental business activity that brings to business information about needs and requirements of customers, trends in the development of environment and competition and designes and co-ordinates production of appropriate products and marketing mix for the benefit of customers and increasing business competitiveness. Theoretical knowledge is applied to the real conditions of industrial and consumer markets of chemical and pharmaceutical products.
Aim of the course -
Last update: Kubová Petra Ing. (02.01.2018)

Students will be able to:

Identify direct and indirect competition of the chemical product

Describe the tools of marketing mix of chemical products

Identify target segments of the industrial markets

Literature -
Last update: Kubová Petra Ing. (02.01.2018)

R:Grosová S.,Marketing.Principy, postupy, metody,VŠCHT Praha,Praha,2005,8070805056

R:Lošťáková H.,B-to-B marketing,Professional Publishing, Praha,2005,8086419940

A:Morris M.,Business-to-Business Marketing.A Strategic Approach,Sage,London 2001,0803959648

Learning resources -
Last update: Kubová Petra Ing. (02.01.2018)

Syllabus -
Last update: Kubová Petra Ing. (02.01.2018)

1. The role of marketing in organisations.Marketing Concept.

2. Marketing environment - consumers, competition, intermediaries, macroenvironment.

3. Consumer behaviour.

4. Industrial(Business)markets buying behaviour.

5. Market segmentation. Targeting.

6. Product positioning. Quality, packaging, services.

7. Product development and testing.

8. Pricing.

9. Distribution channels for chemical products.

10. Marketing communication. Public relations

11. Customer relationship management.

12. Personal selling.

13. Market Intelligence and Marketing Research for chemical products.

14. Market Research

Registration requirements
Last update: Kubová Petra Ing. (02.01.2018)