Czech

Not applicable.

Institute of Structural Economics and Management (EKR)

This course will develop knowledge and skills necessary for understanding the marketing position and substance in the company management as a whole. The point will be the understanding of important role of customer (understanding of their needs and wants, their decision-making process, factors influencing their buying behaviour), explanation of analysis methods of customer need and expectation and explanation of marketing mix utilization as a tool for achieving of long term business development.

Knowledge of principles of economics of construction enterprises

Not applicable.

Not applicable.

Not applicable.

1. The position of marketing as part of managerial activities of company management
2. General conditions for the utilization of marketing approach
3. Segmentation of customers
4. Marketing management tools – marketing mix – product and product policy
5. Marketing management tools – price and pricing policy
6. Marketing management tools – distribution and distribution policy
7. Marketing mix – communication and communication policy
8. Marketing research
9. Marketing strategy
10. Current trends in marketing – marketing in e-commerce environment
11. Current trends in marketing – options to use of social networks
12. Current trends in marketing – marketing in services
13. Credit

Not applicable.

The aim of subject is to provide to students knowledge in the field of marketing and guide them to understanding of various ways of marketing approaches to use them for managing specialized activities or departments in construction company.

Extent and forms are specified by guarantor’s regulation updated for every academic year.

Not applicable.

Not applicable.

Not applicable.

Not applicable.