Course Details
Marketing
Academic Year 2024/25
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
Institute
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.
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.
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.
Offered to foreign students
Not to offer
Course on BUT site
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.