This bachelor’s thesis examines the issue of marketing and its strategic application
in the current construction market in the Czech Republic. The aim of the thesis is
to analyze how individual construction companies perceive the importance of
marketing and to identify differences in their approaches based on company size,
turnover, area of specialization, and the type of customers they serve. The thesis
employs a mixed-methods research design, centered on in-depth structured
interviews with representatives of fourteen construction companies,
supplemented by a quantitative assessment of the marketing tools used. The
findings reveal that perceptions of marketing are strongly polarized within the
industry. While it is often considered a superfluous expense in public
procurement, it serves as a key sales tool in real estate development. The research
further shows that across the market, the primary goal of marketing activities is
becoming employee recruitment and employer branding. This thesis provides a
comprehensive insight into real-world practice and demonstrates that marketing
in the construction industry today does not primarily serve to secure contracts
across the board, but rather represents an essential strategic prerequisite for
securing human resources and building long-term trust in the market.