Course detail

Marketing

FAST-GV52Acad. year: 2011/2012

Marketing as a business philosophy. Strategic marketing. Analysis of the market, surroundings and the competition. 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

Mode of study

Not applicable.

Guarantor

doc. Ing. Leonora Marková, Ph.D.

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.

Planned learning activities and teaching methods

Not applicable.

Assesment methods and criteria linked to learning outcomes

Requirements for successful completion of the subject are specified by guarantor’s regulation updated for every academic year.

Course curriculum

1. Entrance into the industry marketing.
2. Basic terms and principles.
3. SWOT analysis of the civil engineering in the Czech republic, definition, examples of use.
4. Market surroundings and process of reproduction.
5.–6. Specifications of marketing in the civil engineering.
7.–8. Strategic decision-making processes, strategic operations used in the firm.
9.-10. Marketing research – methods and operations.
11. Marketing managed firms – outlets and principles.
12. Marketing audit of the civil firm.
13. Used elements of communicative mix in the civil engineering.

Work placements

Not applicable.

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.

Recommended optional programme components

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

PLESKAČ, Jiří a SOUKUP, Leoš: Marketing ve stavebnictví. Praha: GRADA Publishing, a.s., 2001. ISBN 80-247-0052-2. (CS)

Recommended reading

KOTLER, Philip a AMSTRONG, Gary: Principles of Marketing. New Jersey: Prentice-Hall., 2001. ISBN 0-13-029368-7. (EN)
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)

Classification of course in study plans

  • Programme B-K-C-GK Bachelor's

    branch G , 3 year of study, summer semester, elective

  • Programme B-P-C-GK Bachelor's

    branch G , 3 year of study, summer semester, elective

Type of course unit

 

Lecture

26 hod., optionally

Teacher / Lecturer

doc. Ing. Leonora Marková, Ph.D.