Course detail
Marketing and Management
FAST-CV64Acad. year: 2013/2014
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
Number of ECTS credits
Mode of study
Guarantor
Department
Learning outcomes of the course unit
Prerequisites
Co-requisites
Planned learning activities and teaching methods
Assesment methods and criteria linked to learning outcomes
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.
Course curriculum
2. SWOT analysis of the civil engineering in the Czech republic, examples of use.
3. Strategic decision-making processes, strategic operations used in the firm.
4-5. Marketing research – methods and operations. Principles
6-7. Identification of principles and methods of leadership and management.
8-9. Effectivness, principle of growth and change, paradigm
10. Planning, organisation and time management, priorities, delegation of authorities and responsibility. Human resources, creating and transformation of relationships, creating teams
Work placements
Aims
Specification of controlled education, way of implementation and compensation for absences
Recommended optional programme components
Prerequisites and corequisites
Basic literature
Horáková Helena: Strategický marketing. Praha: GRADA Publishing, a.s., 2000. ISBN 80-7169-996-9. (CS)
Kotler Philip: Marketing a management. Praha: Grada Publishing, 2001. ISBN 80-247-0016-6. (CS)
Kotler, Philip: Marketing podle Kotlera. Praha: Management Press, 2000. ISBN 80-7261-010-4. (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)
Classification of course in study plans
Type of course unit
Lecture
Teacher / Lecturer
Syllabus
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
Exercise
Teacher / Lecturer
Syllabus
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