Overview
Aims
The main objective of the course is to familiarize students with the concepts of external marketing, internal marketing, interactive marketing of the service company, etc. The course also focuses on clarifying the content of services, the market and especially the behavior of service consumers.
Knowledge, understanding of the basic concepts, theories and methods of industrial marketing and the area of specialization;
their proper use in professional marketing communication - Use of basic knowledge to explain and interpret various types of concepts, situations, processes, projects, etc. associated with the field of industrial marketing - Application of some basic principles and methods for solving well-defined problems / situations, typical of the field in conditions of qualified assistance
Course contents
1. Business to business marketing concepts and definitions. Business to Business VS Business to Consumer
2. The market and the external environment in the case of B2B
3. Research of the industrial goods market
4. Acquisition behavior of enterprises
5. B2B market strategy
6. Product policy in B2B
7. Price policy
8. Distribution policy
9. Communication policy
10. Organizing the marketing activityLearning outcomes
the course will provide students with the necessary opportunities and skills to be able to make a comparison between products and services;
an analysis and interpretation of the phenomena and processes imposed by the specifics of the b2b market;
to analyze the elements of the marketing mix within the b2b marketAssessment
written exam 60%, semminaries 40%