Course detail

Marketing

FAST-VD7Acad. year: 2018/2019

Introducing the marketing, basic assumptions, definitions and examples of the use, market space and reproduction process, marketing philosophy, marketing view on the product, price and its role in the marketing, sales place, promotion - sales support, market segments, target markets of the organisations, decisions on the consumer markets, organised buyers markets, strategic decision making processes, strategic approaches of the company practice, marketing research – methods and procedures, marketing management of the company - bases and fundamentals.

Language of instruction

Czech

Number of ECTS credits

3

Mode of study

Not applicable.

Guarantor

Ing. Radek Dohnal, Ph.D.

Department

Institute of Structural Economics and Management (EKR)

Learning outcomes of the course unit

Not applicable.

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

Not applicable.

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

Nejezchleb, L.: Základy marketingu. FP VUT, Brno 1999

Recommended reading

Not applicable.

Type of course unit

 

Exercise

39 hours, compulsory

Teacher / Lecturer

Ing. Radek Dohnal, Ph.D.