Course detail
Marketing
FAST-NVB064Acad. year: 2025/2026
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.
Language of instruction
Czech
Number of ECTS credits
2
Mode of study
Not applicable.
Guarantor
Department
Institute of Structural Economics and Management (EKR)
Entry knowledge
Knowledge of construction firm economic principles.
Rules for evaluation and completion of the course
Extent and forms are specified by guarantor’s regulation updated for every academic year.
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.
Study aids
Not applicable.
Prerequisites and corequisites
Not applicable.
Basic literature
JADERNÁ, Eva a Hana VOLFOVÁ. Moderní retail marketing. Praha: Grada Publishing, 2021. Expert (Grada). ISBN 9788027113842.
JAKUBÍKOVÁ, Dagmar. Strategický marketing. Praha: Grada, 2008. Expert (Grada). ISBN 9788024726908.
Kotler On Marketing. Dotisk. Simon and Schuster, 2012. ISBN 9781471109560. (EN)
KOTLER, Philip a Kevin Lane KELLER. Marketing management. Praha: Grada, 2007. ISBN 9788024713595.
MOUDRÝ, Marek. Marketing: základy marketingu. Aktualizované 4. vydání. Prostějov: Computer Media, 2018. ISBN 9788074023590.
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)
KOTLER, Philip a Kevin Lane KELLER. Marketing management. Praha: Grada, 2007. ISBN 9788024713595.
MOUDRÝ, Marek. Marketing: základy marketingu. Aktualizované 4. vydání. Prostějov: Computer Media, 2018. ISBN 9788074023590.
ZAMAZALOVÁ, Marcela. Marketing obchodní firmy. Praha: Grada, 2009. Manažer. ISBN 9788024720494.
Recommended reading
Not applicable.
Classification of course in study plans
- Programme NPC-GK Master's 2 year of study, summer semester, compulsory-optional
Type of course unit
Lecture
26 hod., optionally
Teacher / Lecturer
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.