Course detail

Marketing

FAST-GV52Acad. year: 2017/2018

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.

Department

Institute of Structural Economics and Management (EKR)

Learning outcomes of the course unit

Knowledge of distribution policy, contract acquirement and opportunities in construction production.

Prerequisites

Knowledge of construction firm economic principles.

Co-requisites

Not applicable.

Recommended optional programme components

Not applicable.

Recommended or required reading

PLESKAČ, Jiří a SOUKUP, Leoš: Marketing ve stavebnictví. Praha: GRADA Publishing, a.s., 2001. ISBN 80-247-0052-2. (CS)
Mc. CARTHY, Jerome a PERREAULT, Jr.William: Basic Marketing - A Global-Managerial Approach. Boston:IRWIN, 1993. ISBN 0-256-0509-5. (EN)
Mc. CARTHY, Jerome a William PERREAULT, Jr.William: Applications in Basic Marketing. IRWIN: Boston, 1995. ISBN-10: 0072521341. (EN)
KOTLER, Philip a AMSTRONG, Gary: Principles of Marketing. New Jersey: Prentice-Hall., 2001. ISBN 0-13-029368-7. (EN)

Planned learning activities and teaching methods

Not applicable.

Assesment methods and criteria linked to learning outcomes

Not applicable.

Language of instruction

Czech

Work placements

Not applicable.

Course curriculum

1. Introduction into the marketing.
2. Basic terms and principles.
3. SWOT analysis of the civil engineering in the Czech Republic, examples of use.
4. Marketing mix, strategic decision processes in the firm.
5-6. Specifics of marketing in construction
7-8. Strategic decision processes, strategic processes used in firm praxis.
9-10. Marketing research - methods and processes.
11. Marketing management in the firm - assumptions and principles.
12. Marketing audit of the construction firm.
13. Used elements in communication mix in construction.

Aims

To get ability to work in distribution policy, contract acquirement and opportunities in construction production.

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.

Classification of course in study plans

  • Programme B-P-C-GK Bachelor's

    branch G , 3. year of study, summer semester, 2 credits, optional

  • Programme B-K-C-GK Bachelor's

    branch G , 3. year of study, summer semester, 2 credits, optional
    branch GI , 3. year of study, summer semester, 2 credits, optional

  • Programme B-P-C-GK Bachelor's

    branch GI , 3. year of study, summer semester, 2 credits, optional

Type of course unit

 

Lecture

26 hours, optionally

Teacher / Lecturer

eLearning