Course Details
Marketing 1
Academic Year 2023/24
BV017 course is part of 1 study plan
B-P-C-SI (N) / N Summer Semester 4th year
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.).
Course Guarantor
Institute
Objective
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.
Knowledge
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.
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
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
Prerequisites
Knowledge of principles of economics of construction enterprises
Language of instruction
Czech
Credits
4 credits
Semester
summer
Forms and criteria of assessment
course-unit credit and examination
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
Lecture
13 weeks, 2 hours/week, elective
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
13 weeks, 2 hours/week, compulsory