Course detail

Marketing 2

FAST-NVB046Acad. year: 2022/2023

The subject focuses on enhancing knowledge in the field of marketing processes and their practical application in business. Emphasis will be put on systematic processing approach to marketing. Attention will be paid to selected fields with the emphasis on successful use of marketing management. The main fields will be additional fields of practical application of marketing tools.

Language of instruction

Czech

Number of ECTS credits

3

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

Students will obtain knowledge of specific marketing approaches for practical application in civil engineering. Students will be able to solve the problems and decision-making tasks using application software in the field of marketing research, six sigma marketing and marketing management.

Prerequisites

The knowledge of the 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.–2. Marketing – introduction into the topic – development of opinions on marketing function, individual marketing management concepts, various types of marketing.
3. Concept of targeted marketing – segmentation, targeting, positioning.
4.–5. Customer buying behavior – customer purchasing patterns, individual psychological factors affecting how the consumer proceeds in buying behavior, current purchasing behavior research.
6. Product – identity and image, product layer, product line, product mix, brand and brand policy, product lifecycle and resulting strategy, portfolio analysis and its individual models.
7. Distribution – the marketing distribution path, the level of the marketing distribution route and their advantages and disadvantages, the types of marketing distribution routes, the individual types of marketing distribution systems, the individual types of distribution and their advantages and disadvantages.
8. Promotion – individual tools of the communication mix.
9. Promotion – an integrated communication mix.
10. Promotion – Methods of budgeting.
11. Global marketing – internationalization and globalization, problems associated with managing a global marketing mix.
12. Global marketing – levels of international involvement
13. Global marketing – problems associated with managing a global marketing mix.

Work placements

Not applicable.

Aims

The main aim is to furnish students with modern methods and techniques in the field of marketing application via the use of a systematic approach. Students will obtain theoretical knowledge of marketing tools and their practical application in business with the emphasis on acquiring long-term and sustainable competitive advantage with the use of marketing research and six sigma marketing.

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

NOIL, Karen. Lessons in Digital Marketing 2022: Social Media Marketing Foundations. Karen Noil, 2022. ISBN 2940166772480. (EN)
LOSEKOOT, Michelle a Eliška VYHNÁNKOVÁ. Jak na sítě: ovládněte čtyři principy úspěchu na sociálních sítích. V Brně: Jan Melvil Publishing, 2019. Žádná velká věda. ISBN 978-80-7555-084-2.
PŘIKRYLOVÁ, Jana. Moderní marketingová komunikace. 2., zcela přepracované vydání. Praha: Grada Publishing, 2019. Expert (Grada). ISBN 978-80-271-0787-2.
ŠENKAPOUN, Pavel. To nejlepší z Nejlepšího copywritera: o psaní, reklamě a duši. Brno: Zoner Press, 2019. ISBN 978-80-7413-402-9.
ŠENKAPOUN, Pavel. To nejlepší z Nejlepšího copywritera: o psaní, reklamě a duši. Brno: Zoner Press, 2019. ISBN 9788074134029.
YOUNG, Miles. Ogilvy o reklamě v digitálním věku. Přeložil Vlastimil JUPPA. Praha: Svojtka & Co., 2018. ISBN 9788025621592.

Recommended reading

Not applicable.

Classification of course in study plans

  • Programme NPC-SIE Master's 1 year of study, summer semester, compulsory-optional

Type of course unit

 

Lecture

13 hod., optionally

Teacher / Lecturer

Ing. Radek Dohnal, Ph.D.

Syllabus

1.–2. Marketing – introduction into the topic – development of opinions on marketing function, individual marketing management concepts, various types of marketing.

3. Concept of targeted marketing – segmentation, targeting, positioning.

4.–5. Customer buying behavior – customer purchasing patterns, individual psychological factors affecting how the consumer proceeds in buying behavior, current purchasing behavior research.

6. Product – identity and image, product layer, product line, product mix, brand and brand policy, product lifecycle and resulting strategy, portfolio analysis and its individual models.

7. Distribution – the marketing distribution path, the level of the marketing distribution route and their advantages and disadvantages, the types of marketing distribution routes, the individual types of marketing distribution systems, the individual types of distribution and their advantages and disadvantages.

8. Promotion – individual tools of the communication mix.

9. Promotion – an integrated communication mix.

10. Promotion – Methods of budgeting.

11. Global marketing – internationalization and globalization, problems associated with managing a global marketing mix.

12. Global marketing – levels of international involvement

13. Global marketing – problems associated with managing a global marketing mix.

Exercise

26 hod., compulsory

Teacher / Lecturer

Ing. Radek Dohnal, Ph.D.

Syllabus

1.–2. Marketing – introduction into the topic – development of opinions on marketing function, individual marketing management concepts, various types of marketing. 3. Concept of targeted marketing – segmentation, targeting, positioning. 4.–5. Customer buying behavior – customer purchasing patterns, individual psychological factors affecting how the consumer proceeds in buying behavior, current purchasing behavior research. 6. Product – identity and image, product layer, product line, product mix, brand and brand policy, product lifecycle and resulting strategy, portfolio analysis and its individual models. 7. Distribution – the marketing distribution path, the level of the marketing distribution route and their advantages and disadvantages, the types of marketing distribution routes, the individual types of marketing distribution systems, the individual types of distribution and their advantages and disadvantages. 8. Promotion – individual tools of the communication mix. 9. Promotion – an integrated communication mix. 10. Promotion – Methods of budgeting. 11. Global marketing – internationalization and globalization, problems associated with managing a global marketing mix. 12. Global marketing – levels of international involvement. 13. Global marketing – problems associated with managing a global marketing mix.