Course detail
Marketing and Management
FAST-CV064Acad. year: 2018/2019
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.
Supervisor
Department
Institute of Structural Economics and Management (EKR)
Learning outcomes of the course unit
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.
Prerequisites
Knowledge of construction firm economic principles.
Co-requisites
Not required
Recommended optional programme components
Not applicable.
Recommended or required reading
Not applicable.
Planned learning activities and teaching methods
The course is taught through lectures, practical classes and self-study assignments. Attendance at lectures is optional, but attendance at classes is compulsory.
Assesment methods and criteria linked to learning outcomes
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.
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-P-C-SI (N) Master's
branch M , 2. year of study, winter semester, 4 credits, compulsory-optional
- Programme N-P-E-SI (N) Master's
branch M , 2. year of study, winter semester, 4 credits, compulsory-optional
- Programme N-K-C-SI (N) Master's
branch M , 2. year of study, winter semester, 4 credits, compulsory-optional
Type of course unit
Lecture
13 hours, optionally
Teacher / Lecturer
Syllabus
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
Exercise
13 hours, compulsory
Teacher / Lecturer
Syllabus
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