Course Details

Marketing

Academic Year 2023/24

NVB064 course is part of 1 study plan

​ NPC-GK Summer Semester 2nd year

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.

Credits

2 credits

Language of instruction

Czech

Semester

summer

Course Guarantor

Ing. Radek Dohnal, Ph.D.

Institute

Institute of Structural Economics and Management

Forms and criteria of assessment

course-unit credit

Entry Knowledge

Knowledge of construction firm economic principles.

Aims

To get ability to work in distribution policy, contract acquirement and opportunities in construction production.
Knowledge of distribution policy, contract acquirement and opportunities in construction production.

Basic Literature

KOTLER, Philip a Kevin Lane KELLER. Marketing management. Praha: Grada, 2007. ISBN 9788024713595.
ZAMAZALOVÁ, Marcela. Marketing obchodní firmy. Praha: Grada, 2009. Manažer. ISBN 9788024720494.
JAKUBÍKOVÁ, Dagmar. Strategický marketing. Praha: Grada, 2008. Expert (Grada). ISBN 9788024726908.
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.

Syllabus

1. Introduction into the marketing.
2. Basic terms and principles.
3. SWOT analysis of the civil engineering in the Czech Republic, examples of use.
4. Marketing mix, strategic decision processes in the firm.
5. Specifics of marketing in construction.
6. Strategic decision processes, strategic processes used in firm praxis.
7. Marketing research - methods and processes.
8. Marketing management in the firm – assumptions and principles.
9. Marketing audit of the construction firm.
10. Used elements in communication mix in construction.

Prerequisites

Knowledge of construction firm economic principles.

Specification of controlled instruction, the form of instruction, and the form of compensation of the absences

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

Offered to foreign students

Not to offer

Course on BUT site

https://www.vut.cz/en/students/courses/detail/271076

Lecture

13 weeks, 2 hours/week, elective

Syllabus

1. Introduction into the marketing.

2. Basic terms and principles.

3. SWOT analysis of the civil engineering in the Czech Republic, examples of use.

4. Marketing mix, strategic decision processes in the firm.

5. Specifics of marketing in construction.

6. Strategic decision processes, strategic processes used in firm praxis.

7. Marketing research - methods and processes.

8. Marketing management in the firm – assumptions and principles.

9. Marketing audit of the construction firm.

10. Used elements in communication mix in construction.