Course detail

Marketing and Management

FAST-CV064Acad. 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

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.

Recommended optional programme components

Not applicable.

Recommended or required reading

Not applicable.

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. Marketing and its role in business development
2. Marketing Planning
3. Marketing Research
4. Industrial markets and buying behavior of organizations
5. Marketing in the public sector
6. Methods of Marketing Communications
7. Distribution processes
8. Marketing analysis in construction
9. Marketing strategy
10. Less well known "P" of marketing mix

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.

Classification of course in study plans

  • Programme N-K-C-SI (N) Master's

    branch M , 2. year of study, winter semester, 4 credits, optional

  • Programme N-P-C-SI (N) Master's

    branch M , 2. year of study, winter semester, 4 credits, optional

  • Programme N-P-E-SI (N) Master's

    branch M , 2. year of study, winter semester, 4 credits, optional

Type of course unit

 

Lecture

13 hours, optionally

Teacher / Lecturer

seminars

13 hours, compulsory

Teacher / Lecturer