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)

Výsledky učení předmětu

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.

Prerekvizity

Knowledge of construction firm economic principles.

Korekvizity

Not applicable.

Plánované vzdělávací činnosti a výukové metody

Not applicable.

Způsob a kritéria hodnocení

Not applicable.

Osnovy výuky

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.

Pracovní stáže

Not applicable.

Učební cíle

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.

Vymezení kontrolované výuky a způsob jejího provádění a formy nahrazování zameškané výuky

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

Doporučené volitelné složky programu

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

KOTLER, Philip a Kevin Lane KELLER. Marketing management. Praha: Grada, 2007. ISBN 9788024713595.

(CS)

ZAMAZALOVÁ, Marcela. Marketing obchodní firmy. Praha: Grada, 2009. Manažer. ISBN 9788024720494.


Kotler On Marketing. Dotisk. Simon and Schuster, 2012. ISBN 9781471109560.

(EN)

MOUDRÝ, Marek. Marketing: základy marketingu. Aktualizované 4. vydání. Prostějov: Computer Media, 2018. ISBN 9788074023590.


JADERNÁ, Eva a Hana VOLFOVÁ. Moderní retail marketing. Praha: Grada Publishing, 2021. Expert (Grada). ISBN 9788027113842.


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 hours, 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 hours, 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.