Course detail

Marketing management

FAST-DV59Acad. year: 2020/2021

Marketing management role in company’s practice
Analysis of marketing environment
Marketing strategies planning
Marketing communication
Marketing in construction company (organization, implementation, governing, rating, control)

Language of instruction

Czech

Guarantor

doc. Ing. Jiří Blažek, CSc.

Department

Institute of Structural Economics and Management (EKR)

Learning outcomes of the course unit

Not applicable.

Prerequisites

Knowledge of principles of the marketing

Co-requisites

Not applicable.

Planned learning activities and teaching methods

Not applicable.

Assesment methods and criteria linked to learning outcomes

Not applicable.

Course curriculum

1.Philosophy of the marketing management
2.Function of information for the marketing decision-making process
3.Marketing information system
4.Marketing information analysis
5.Marketing strategy planning
6.Marketing analysis of the civil firm
7.-8. Project of the marketing strategy of the firm
9.-11. Presentation of the project of the marketing strategy
12. Civil firm’s marketing strategy management
13. Audit of the marketing strategy in the civil firm

Work placements

Not applicable.

Aims

Acquisition of abilities to prepare marketing analysis in the civil firm

Specification of controlled education, way of implementation and compensation for absences

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

Recommended optional programme components

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

Kotler, P.: Marketing management. Grada, Praha 2001
Lesáková, D.: Marketingové analýzy a prognózy. Ekonóm, Bratislava 2002
Mozga, J.: Marketingový výzkum. Gaudeamus, Hradec Králové 2001
Pleskač, J.: Marketing ve stavebnictví. Grada Publishing, Praha 2001

Recommended reading

Hingston, P.: Efektivní marketing. Knižní klub, Praha 2002
Horáková, H.: Strategický marketing. Grada Publishing, Praha 2003
Christopher, M.: Logistika v marketingu. Management Press, Praha 2000
Kaňok, M.: Statistické metody marketingu.
Rumpál, P.: Teritoriální marketing jako koncept územního rozvoje.
Stainová, M.: E-marketing II. Vysoká škola báňská – Technická univerzita, Ostrava 2003
Westwood, J.: Jak sestavit marketingový plán. Grada Publishing, Praha 1999

Type of course unit

 

Lecture

39 hours, optionally

Teacher / Lecturer

doc. Ing. Jiří Blažek, CSc.

Syllabus

1.Philosophy of the marketing management 2.Function of information for the marketing decision-making process 3.Marketing information system 4.Marketing information analysis 5.Marketing strategy planning 6.Marketing analysis of the civil firm 7.-8. Project of the marketing strategy of the firm 9.-11. Presentation of the project of the marketing strategy 12. Civil firm’s marketing strategy management 13. Audit of the marketing strategy in the civil firm