Course detail

Marketing and Management

FAST-NVB034Acad. year: 2022/2023

Marketing as a business philosophy. Strategic marketing. Analysis of the market, surroundings, competitors. SWOT analysis, analysis of firm’s opportunities and threats. Company objective assignment. Typical variants of marketing strategies. Importance of the market. Marketing mix. Product policy. Distributive policy. Communicative policy.

Language of instruction

Czech

Number of ECTS credits

4

Mode of study

Not applicable.

Guarantor

Ing. Radek Dohnal, Ph.D.

Department

Institute of Structural Economics and Management (EKR)

Learning outcomes of the course unit

Abilities to work in distribution policy, contract acquirement and opportunities in construction production. Questions of basic management principles, leadership and management of fellow-workers in construction companies.

Prerequisites

Knowledge of construction firm economic principles.

Co-requisites

Not applicable.

Planned learning activities and teaching methods

Not applicable.

Assesment methods and criteria linked to learning outcomes

Not applicable.

Course curriculum

1. Marketing and its role in business development.
2. Marketing Planning.
3. Marketing Research.
4. Industrial markets and buying behavior of organizations.
5. Marketing in the public sector.
6. Methods of Marketing Communications.
7. Distribution processes.
8. Marketing analysis in construction.
9. Marketing strategy.
10. Less well known "P" of marketing mix.

Work placements

Not applicable.

Aims

Gain ability to work in distribution policy, contract acquirement and opportunities in construction production. Questions of basic management principles, leadership and management of fellow-workers in construction companies.

Specification of controlled education, way of implementation and compensation for absences

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

Recommended optional programme components

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

JADERNÁ, Eva a Hana VOLFOVÁ. Moderní retail marketing. Praha: Grada Publishing, 2021. Expert (Grada). ISBN 9788027113842.
Kotler On Marketing. Dotisk. Simon and Schuster, 2012. ISBN 9781471109560. (EN)
KOTLER, Philip a Kevin Lane KELLER. Marketing management. Praha: Grada, 2007. ISBN 9788024713595. (CS)
MOUDRÝ, Marek. Marketing: základy marketingu. Aktualizované 4. vydání. Prostějov: Computer Media, 2018. ISBN 9788074023590.
ZAMAZALOVÁ, Marcela. Marketing obchodní firmy. Praha: Grada, 2009. Manažer. ISBN 9788024720494.

Recommended reading

Not applicable.

Classification of course in study plans

  • Programme NPC-SIM Master's 2 year of study, winter semester, compulsory-optional

Type of course unit

 

Lecture

13 hod., optionally

Teacher / Lecturer

Ing. Radek Dohnal, Ph.D.

Syllabus

1. Marketing and its role in business development.

2. Marketing Planning.

3. Marketing Research.

4. Industrial markets and buying behavior of organizations.

5. Marketing in the public sector.

6. Methods of Marketing Communications.

7. Distribution processes.

8. Marketing analysis in construction.

9. Marketing strategy.

10. Less well known "P" of marketing mix.

Exercise

13 hod., compulsory

Teacher / Lecturer

Ing. Radek Dohnal, Ph.D.

Syllabus

1. Marketing and its role in business development.

2. Marketing Planning.

3. Marketing Research.

4. Industrial markets and buying behavior of organizations.

5. Marketing in the public sector.

6. Methods of Marketing Communications.

7. Distribution processes.

8. Marketing analysis in construction.

9. Marketing strategy.

10. Less well known "P" of marketing mix.