Course Details

Marketing and Management

Academic Year 2024/25

NVB034 course is part of 1 study plan

​ NPC-SIM Winter 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

4 credits

Language of instruction

Czech

Semester

winter

Course Guarantor

doc. JUDr. Ing. Zdeněk Dufek, 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

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.

Basic Literature

KOTLER, Philip a Kevin Lane KELLER. Marketing management. Praha: Grada, 2007. ISBN 9788024713595. (cs)
ZAMAZALOVÁ, Marcela. Marketing obchodní firmy. Praha: Grada, 2009. Manažer. ISBN 9788024720494.
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.

Offered to foreign students

Not to offer

Course on BUT site

https://www.vut.cz/en/students/courses/detail/281874

Lecture

13 weeks, 1 hours/week, elective

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 weeks, 1 hours/week, compulsory

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.