Czech

3

Not applicable.

Institute of Structural Economics and Management (EKR)

Students will obtain knowledge of specific marketing approaches for practical application in civil engineering. Students will be able to solve the problems and decision-making tasks using application software in the field of marketing research, six sigma marketing and marketing management.

The knowledge of the economics of construction enterprises.

Not applicable.

Not applicable.

Not applicable.

1.–2. Marketing – introduction into the topic – development of opinions on marketing function, individual marketing management concepts, various types of marketing.
3. Concept of targeted marketing – segmentation, targeting, positioning.
4.–5. Customer buying behavior – customer purchasing patterns, individual psychological factors affecting how the consumer proceeds in buying behavior, current purchasing behavior research.
6. Product – identity and image, product layer, product line, product mix, brand and brand policy, product lifecycle and resulting strategy, portfolio analysis and its individual models.
7. Distribution – the marketing distribution path, the level of the marketing distribution route and their advantages and disadvantages, the types of marketing distribution routes, the individual types of marketing distribution systems, the individual types of distribution and their advantages and disadvantages.
8. Promotion – individual tools of the communication mix.
9. Promotion – an integrated communication mix.
10. Promotion – Methods of budgeting.
11. Global marketing – internationalization and globalization, problems associated with managing a global marketing mix.
12. Global marketing – levels of international involvement
13. Global marketing – problems associated with managing a global marketing mix.

Not applicable.

The main aim is to furnish students with modern methods and techniques in the field of marketing application via the use of a systematic approach. Students will obtain theoretical knowledge of marketing tools and their practical application in business with the emphasis on acquiring long-term and sustainable competitive advantage with the use of marketing research and six sigma marketing.

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

Not applicable.

Not applicable.

Not applicable.

Not applicable.

26 hours, compulsory

1.–2. Marketing – introduction into the topic – development of opinions on marketing function, individual marketing management concepts, various types of marketing. 3. Concept of targeted marketing – segmentation, targeting, positioning. 4.–5. Customer buying behavior – customer purchasing patterns, individual psychological factors affecting how the consumer proceeds in buying behavior, current purchasing behavior research. 6. Product – identity and image, product layer, product line, product mix, brand and brand policy, product lifecycle and resulting strategy, portfolio analysis and its individual models. 7. Distribution – the marketing distribution path, the level of the marketing distribution route and their advantages and disadvantages, the types of marketing distribution routes, the individual types of marketing distribution systems, the individual types of distribution and their advantages and disadvantages. 8. Promotion – individual tools of the communication mix. 9. Promotion – an integrated communication mix. 10. Promotion – Methods of budgeting. 11. Global marketing – internationalization and globalization, problems associated with managing a global marketing mix. 12. Global marketing – levels of international involvement. 13. Global marketing – problems associated with managing a global marketing mix.