Course detail

Marketing 1

FAST-BV017Acad. year: 2022/2023

Marketing approach to entrepreneurial activities is one of important precondition for long-term prosperity of a company in market economy. Knowledge and application of marketing is thus one of cornerstones of successful development of a company. Content of the subject is clarification of terms and techniques of marketing theory and practice connected with preparation and execution of marketing strategy of company (e.g. strategic position analysis, customer analysis and their segmentation, targeting and positioning and marketing mix utilization etc.).

Language of instruction

Czech

Number of ECTS credits

4

Mode of study

Not applicable.

Guarantor

doc. Ing. Vladimír Chalupský, CSc., MBA

Department

Institute of Structural Economics and Management (EKR)

Learning outcomes of the course unit

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.

Prerequisites

Knowledge of principles of economics of construction enterprises

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. 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

Work placements

Not applicable.

Aims

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.

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

Not applicable.

Recommended reading

Not applicable.

Classification of course in study plans

  • Programme B-P-C-SI Bachelor's

    branch N , 4 year of study, summer semester, compulsory

Type of course unit

 

Lecture

26 hod., optionally

Teacher / Lecturer

Ing. Radek Dohnal, Ph.D.

Syllabus

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

Exercise

26 hod., compulsory

Teacher / Lecturer

PhDr. Dana Linkeschová, CSc.
Ing. Svatopluk Pelčák