Basic Marketing of Chemical Products - N437022
Title: Základy marketingu chemických výrobků
Guaranteed by: Department of Economics and Management (837)
Actual: from 2016
Semester: winter
Points: winter s.:3
E-Credits: winter s.:3
Examination process: winter s.:
Hours per week, examination: winter s.:2/0 Ex [hours/week]
Capacity: 150 / unknown (unknown)
Min. number of students: unlimited
Language: Czech
Teaching methods: full-time
Level:  
For type:  
Additional information: http://kem.vscht.cz/predmety
Note: course can be enrolled in outside the study plan
enabled for web enrollment
Guarantor: Grosová Stanislava doc. Ing. CSc.
Kutnohorská Olga Ing. Ph.D.
Interchangeability : Z437022
Examination dates   
Annotation -
Last update: Kutnohorská Olga Ing. Ph.D. (02.09.2013)
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: Kutnohorská Olga Ing. Ph.D. (02.09.2013)

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: TAJ437 (24.09.2013)

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: TAJ437 (24.09.2013)

http://uem.vscht.cz/marketing_chemie

Syllabus -
Last update: TAJ437 (24.09.2013)

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: TAJ437 (24.09.2013)

no

Teaching methods
Activity Credits Hours
Konzultace s vyučujícími 0,2 6
Účast na přednáškách 1 28
Příprava na přednášky, semináře, laboratoře, exkurzi nebo praxi 1 28
Příprava na zkoušku a její absolvování 0,8 22
3 / 3 84 / 84
Coursework assessment
Form Significance
Regular attendance 30
Examination test 70