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Lecturer(s)
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Tetřevová Liběna, prof. Ing. Ph.D.
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Jelínková Martina, Ing. Ph.D.
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Course content
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1st week Market-based management of industrial enterprise in chemical industry, its nature, specific features, development trends. 2nd week Deal phases of strategic marketing analysis of product line in chemical industry. Framed analysis of marketing macroenvironment, microenbvironment and company position, their changes with influences on chemical product lines 3rd week Customer analysis on B2B and B2C markets. Market segmentation according the customers´needs, cases from chemical industry. 4th week Competition analysis and analysic of company position in market segments, cases from chemical industry. 5th week Conditions in market environment forecasting, demand, sales and profit forecasting in market segments. 6th week Market segmentation according to current value and customer lifetime value of market segments or customers for company. 7 th week Market segments and customers attractiveness analysis, target segments choice, priorities at care about target markets determination. 8th week Marketing objectives and goals setting, positioning strategy determination. 9th week Marketing strategy assessment in different phases of product life cycle and in different competition environment. 10th week Marketing strategy assessment in different economic conditions and in different foreign markets. 11th week Tactic marketing planning - decisions about products and services and prices. 12th week Tactic marketing planning - decisions about distribution channels and marketing communication. 13th week Marketing strategy and tactics implementation and control in chemical industry. Emphasis is placed on the specifics of marketing in chemical industry companies and examples from this industry.
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Learning activities and teaching methods
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Dialogic (discussion, interview, brainstorming), Work with text (with textbook, with book), Methods of individual activities, Skills training, Stimulating activities (simulation, games, drama)
- Contact teaching
- 65 hours per semester
- Home preparation for classes
- 30 hours per semester
- Team project
- 20 hours per semester
- Preparation for an exam
- 65 hours per semester
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Learning outcomes
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The objective of this subject is to give to students a complex knowledge and skills in strategic marketing management of product lines in chemical in industry in contemporary market conditions.
The graduates are able to define a mission and vision of product lines, to make complex strategic marketing analysis, to set marketing strategy of product lines with parts - target markets selection, concept marketing strategy determination, marketing objectives and goals assesment, positioning strategy and marketing mix strategy choice for products and services, prices, marketing communication and distribution.
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Prerequisites
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Knowledge in mathematics and business economics and management on bachelor level is needed for study of the subject.
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Assessment methods and criteria
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Oral examination, Home assignment evaluation, Work-related product analysis
Oral exam required. Level of acquired knowledge, approaches, as well as skills in practice application are examined. During term the knowledge is verified by thirteen cases, results of their solving are considered as a part of final classification.
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Recommended literature
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Huth, M. D., Speh, T. W. Business Marketing Management: B2B. Hampshire: Cengage Learning, 2013. Kotler P., Keller K. L. Marketing management. Praha: Grada Publishing, 2013..
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King, K. A. The Complete Guide to B2B Marketing. New Jersey: Pearson Education, 2015..
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Kotler P., Keller K. L. Marketing management. Praha: Grada Publishing, 2013..
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Lošťáková, H. a kol. Nástroje posilování vztahů se zákazníky na B2B trhu. Praha: Grada Publishing, 2017..
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Lošťáková, H., Jelínková, M. Případové studie k předmětu Marketingový management chemických podniků. Univerzita Pardubice, 2017 (dostupné v systému STAG)..
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Lošťáková, H. Marketingový management (CD). Pardubice: Univerzita Pardubice, 2013..
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Lošťáková, H. Marketingový management chemických podniků. PPT prezentace dostupné v systému STAG. Univerzita Pardubice, 2017..
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