Course detail

Marketing and Management

FAST-CV64Acad. year: 2016/2017

Marketing as a business philosophy. Strategic marketing. Analysis of the market, surroundings, competitors. SWOT analysis, analysis of firm’s opportunities and threats. Company objective assignment. Typical variants of marketing strategies. Importance of the market. Marketing mix. Product policy. Distributive policy. Communicative policy.

Language of instruction

Czech

Number of ECTS credits

4

Mode of study

Not applicable.

Guarantor

Ing. Radek Dohnal, Ph.D.

Department

Institute of Structural Economics and Management (EKR)

Learning outcomes of the course unit

Abilities 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.

Prerequisites

Knowledge of construction firm economic principles.

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. Introduction into the marketing. Basic terms.
2. SWOT analysis of the civil engineering in the Czech Republic, examples of use.
3. Marketing mix, strategic decision processes in the firm.
4-5. Marketing research – methods and processes.
6-7. Identification of principles and methods of leadership and management.
8-9. Effectiveness, principle of growth and change, paradigm
10. Organization and planning, time management, priorities, delegation of authorities and responsibility. Human resources, creating and transformation of relationships, creating teams

Work placements

Not applicable.

Aims

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.

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

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)

Recommended reading

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)

Classification of course in study plans

  • Programme N-K-C-SI Master's

    branch M , 2. year of study, winter semester, elective

  • Programme N-P-C-SI Master's

    branch M , 2. year of study, winter semester, elective

  • Programme N-P-E-SI Master's

    branch M , 2. year of study, winter semester, elective

Type of course unit

 

Lecture

13 hours, optionally

Teacher / Lecturer

Ing. Radek Dohnal, Ph.D.

Exercise

13 hours, compulsory

Teacher / Lecturer

Ing. Radek Dohnal, Ph.D.