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FAST-NVB034Acad. year: 2023/2024
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.
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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