Czech

4

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.

Credit conditions:
1. Attendance - Max 1 absence. Otherwise the credit will not be granted in any case.
2. Seminar work
• Students will create teams (about 2 people)
• Work teams will choose a topic for which they will write an essay in the range of min. 15 pages.

1. Introduction into the marketing. Basic terms.
2. SWOT analysis of the civil engineering in the Czech republic, examples of use.
3. Strategic decision-making processes, strategic operations used in the firm.
4-5. Marketing research – methods and operations. Principles
6-7. Identification of principles and methods of leadership and management.
8-9. Effectivness, principle of growth and change, paradigm
10. Planning, organisation and time management, priorities, delegation of authorities and responsibility. Human resources, creating and transformation of relationships, creating teams

Not applicable.

Gain ability to work in distribution policy, contract acquirement and opportunities in construction production. Questions of basic management principles, leadership and management of fellow-workers in construction companies.

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

Not applicable.

Not applicable.

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, 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)

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)

13 hours, compulsory

Marketing and its role in business development
Marketing Planning
Marketing Research
Industrial markets and buying behavior of organizations
Marketing in the public sector
Methods of Marketing Communications
Distribution processes
Marketing analysis in construction
Marketing strategy
Less well known "P" of marketing mix