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

Mode of study

Not applicable.

Guarantor

doc. JUDr. Ing. Zdeněk Dufek, Ph.D.

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.

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.

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

doc. JUDr. Ing. Zdeněk Dufek, Ph.D.

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.