Course: null

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Course title -
Course code KMG/MVP
Organizational form of instruction Lecture + Seminary
Level of course Bachelor
Year of study not specified
Semester Summer
Number of ECTS credits 5
Language of instruction Czech
Status of course Compulsory
Form of instruction Face-to-face
Work placements Course does not contain work placement
Recommended optional programme components None
  • Myslivcová Světlana, Ing. Ph.D.
  • Ungerman Otakar, Ing. Ph.D.
  • Burešová Jitka, Ing. Ph.D.
Course content
Lectures (topics): 1.Particularities of marketing in manufacturing enterprises, industrial marketing, B-2-B and B-2-C marketing. 2.Marketing concepts and strategies in manufacturing enterprises, relationship, holistic, and ecologic marketing, and marketing 4.0. 3.The value offered to customers, its creation in manufacturing enterprises, a customer as a purchaser and a consumer. 4.An enterprise perspective on customer value. 5.Database marketing, the RFM analysis. 6.Differentiated customer relationship management (CRM). 7.Product marketing, quality and branding, brand building. 8.Innovation, new products design and development. 9.Supply chain-customer relationships and forms of cooperation, relationship marketing and distribution channels. 10.Corporate communication. 11.Internet, social network and manufacturing enterprises. 12.Manufacturing enterprises and services. 13.Personal marketing. Seminars (topics): 1.Introduction, credit and exam requirements, assigning semestral projects (which will be done in cooperation with a selected enterprise). 2.New trends in marketing, marketing in the context of the industrial revolution 4.0. 3.Defining the customer value, identifying the value attributes for a customer in manufacturing enterprises. 4.Proposing the customer value for an enterprise, value creation (case study). 5.Customer analysis with the help of databases, information about customers, for customers and from customers. 6.Use of CRM in enterprises, CRM as a strategy and information system. 7.The process of developing and launching a new product on the market (case study). 8.Supply chain-customer relationships (case study). 9.Corporate communication proposals and creating a corporate identity. 10.Comparison of the Internet communication B-2-B and B-2-C. 11.Personal marketing, internal and external customers. 12.Semestral projects presentations.

Learning activities and teaching methods
Learning outcomes
The aim of the subject is to introduce students to the issues of marketing in manufacturing enterprises and to point out the particularities of such marketing in relation to a customer as a purchaser and a consumer. Further, the subject introduces students to relationship marketing, CRM, and other aspects of marketing in terms of manufacturing enterprises


Assessment methods and criteria
Written exam

Recommended literature
  • KOTLER, P. a G. ARMSTRONG. Principles of Marketing. 2015.
  • KOTLER, P., H. KARTAJAYA a I. SETIAWAN. Marketing 4.0. Moving from Traditional to Digital.. Hoboken: Wiley and Sons, 2017. ISBN 978-1-119-34120-8.
  • TOMEK, G. a V. VÁVROVÁ. Střety marketingu. Praha: C. H. Beck, 2004. ISBN 978-80-7179-887-3.
  • TOMEK, G. a V. VÁVROVÁ. Více tržního úspěchu. Praha: Grada Publishing, 2014. ISBN 978-80-247-4486-5.
  • TOMEK,G. a V. VÁVROVÁ. Integrované řízení výroby: od operativního řízení výroby k dodavatelskému řetězci.. Praha: Grada, 2014. ISBN 978-80-247-4486-5.
  • TOMEK,G. a V. VÁVROVÁ. Průmysl 4.0. Nikdo sám nevyhraje.. Průhonice: Professional Publishing, 2017. ISBN 9788090659445.

Study plans that include the course
Faculty Study plan (Version) Category of Branch/Specialization Recommended year of study Recommended semester