Czech

5

Not applicable.

Institute of Structural Economics and Management (EKR)

The results include both general indicators, which are used for rapid evaluation of contracts and detailed evaluation of various aspects of marketing in the construction industry. Obtaining a broad spectrum of knowledge in marketing with a focus on current concepts of business philosophy in construction. The lectures are completed with examples of companies which focus on customer satisfaction. The course is aimed to familiarize students with a variety of concepts and approaches to manage marketing terminology and an overview and practical experiences. The ability to work in distribution policy, procurement and acquisition opportunities in construction.

Knowledge of construction firm economic principles.

Not required

The course is taught through lectures, practical classes and self-study assignments. Attendance at lectures is optional, but attendance at classes is compulsory.

Exam conditions:
a) written part - a set of questions focused on general knowledge and their
application, the total profit of 100 points, will set limits for individual
levels of assessment; limit to advance to the oral part of the exam - 50 points
b) oral-supplement to the written examination to demonstrate a deeper
understanding of problematic
Conditions for obtaining credit:
1 Attendance - Max 2 absences. Otherwise the credit will not be granted in any case.
2 Seminar work

1. Entrance into the industry marketing.
2. Basic terms and principles.
3. SWOT analysis of the civil engineering in the Czech republic, definition, examples of use.
4. Market surroundings and process of reproduction.
5.–6. Specifications of marketing in the civil engineering.
7.–8. Strategic decision-making processes, strategic operations used in the firm.
9.-10. Marketing research – methods and operations.
11. Marketing managed firms – outlets and principles.
12. Marketing audit of the civil firm.
13. Used elements of communicative mix in the civil engineering.

Not applicable.

To get ability to work in distribution policy, contract acquirement and opportunities in con-struction production.

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

Not applicable.

Not applicable.

Jerome Mc. Carthy, William Perreault, Jr.: Basic Marketing - A Global-Managerial Approach. IRWIN, Boston, 1993. ISBN 80-85605-29-5. (EN)
Jerome Mc. Carthy , William Perreault, Jr.: Applications in Basic Marketing. IRWIN, Boston, 1995. ISBN-10: 0072521341. (EN)
Cooper John, Lane Peter: Marketingové plánování. Praha: GRADA Publishing, a.s., 1999. ISBN 80-7169-641-2. (CS)
Horáková Helena: Strategický marketing. Praha: GRADA Publishing, a.s., 2000. ISBN 80-7169-996-9. (CS)
Kotler, Philip: Marketing podle Kotlera. Praha: Management Press, 2000. ISBN 80-7261-010-4. (CS)
Kotler Philip: Marketing a management. Praha: GRADA Publishing, a.s., 2001. ISBN 80-247-0016-6. (CS)
Pleskač Jiří, Soukup Leoš: Marketing ve stavebnictví. Praha: GRADA Publishing, a.s., 2001. ISBN 80-247-0052-2. (CS)

Not applicable.

26 hours, compulsory

1. Seminar organization, explanation of the task nature and its presentation
2. Entering survey
3. Data collection
4. Data collection
5. Performance of individual companies, defining the marketing needs of the business
• Segmentation
• Identification of needs
• Defining technology
6. Situation analysis
• Marketing needs analysis
• Mapping (list) competitors
• Competition analysis
• Analysis of trends
• Analysis of international relations
• Strengths and weaknesses, opportunities and threats (SWOT)
7. Consultation about task processing
8. Summary and strategy
• Basis for planning
• Portfolio and market analysis
• Attractiveness and competitiveness
• Advantages of own business
9. Consultation about task processing
10. Business strategy and marketing plan application
• Strategic objectives
• Resources allocation
• Own position
• Definition of competitiveness
• Timetable
11. Consultation about task processing
12. Presentation of the marketing plan, credit
13. Reset presentation, credit