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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.
Last update: Kubová Petra (02.01.2018)
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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 Last update: Kubová Petra (02.01.2018)
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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 Last update: Kubová Petra (02.01.2018)
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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 Last update: Kubová Petra (02.01.2018)
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http://uem.vscht.cz/marketing_chemie Last update: Kubová Petra (02.01.2018)
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no Last update: Kubová Petra (02.01.2018)
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