Course detail

Marketing and Management

FAST-CV064Acad. year: 2024/2025

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)

Entry knowledge

Knowledge of construction firm economic principles.

Rules for evaluation and completion of the course

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

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.
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.

Study aids

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

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.
JAKUBÍKOVÁ, Dagmar. Strategický marketing. Praha: Grada, 2008. Expert (Grada). ISBN 9788024726908.
Kotler On Marketing. Dotisk. Simon and Schuster, 2012. ISBN 9781471109560. (EN)
KOTLER, Philip a Kevin Lane KELLER. Marketing management. Praha: Grada, 2007. ISBN 9788024713595.
ZAMAZALOVÁ, Marcela. Marketing obchodní firmy. Praha: Grada, 2009. Manažer. ISBN 9788024720494.

Recommended reading

Not applicable.

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 Industrial
  4. 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