Course detail

Marketing 1

FAST-BVA015Acad. year: 2023/2024

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.).

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 principles of economics of construction enterprises

Rules for evaluation and completion of the course

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

Aims

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.
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.

Study aids

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

KOTLER, Philip a Kevin Lane KELLER. Marketing management. Praha: Grada, 2007. ISBN 9788024713595.


JAKUBÍKOVÁ, Dagmar. Strategický marketing. Praha: Grada, 2008. Expert (Grada). ISBN 9788024726908.


ZAMAZALOVÁ, Marcela. Marketing obchodní firmy. Praha: Grada, 2009. Manažer. ISBN 9788024720494.


Kotler On Marketing. Dotisk. Simon and Schuster, 2012. ISBN 9781471109560. (EN)

Recommended reading

Not applicable.

Classification of course in study plans

  • Programme BPC-SI Bachelor's

    specialization E , 4. year of study, summer semester, compulsory

Type of course unit

 

Lecture

26 hours, optionally

Teacher / Lecturer

Ing. Radek Dohnal, Ph.D.

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 – options to use of social networks.

11. Current trends in marketing – marketing in services.

Exercise

26 hours, compulsory

Teacher / Lecturer

Ing. Radek Dohnal, Ph.D.

Syllabus

1.Declaration of conditions for granting the credit. Division into working teams to process a continuous example. Forms and methods of marketing research, questionnaire compilation and evaluation, mystery shopping

2. Analysis of the current situation (company, competition)

3. Analyzes of the macro and micro environment of the selected company. SLEPTE analysis, Porter's business environment analysis

4. Analyzes of the macro and micro environment of the selected company. Competitive Analysis, Supplier Analysis, Customer Analysis, Marketing Mix, SWOT Analysis

5. Basis for planning. Defining vision and business mission and transformation into construction, Segmentation and targeting, Determining marketing needs, Analyzing marketing needs, Defining goals

6.Project of marketing plan and its application. Defining financial options, time horizons and goals, Choice of communication tools, Policies for application of communication tools

7. Marketing plan in time

8. Cost of a marketing plan

9. Check the marketing plan in time. Risks and their measures

10. Presentation of the complete marketing plan by individual teams

11. Credit