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.

Language of instruction

Czech

Number of ECTS credits

4

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

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

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.

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

Work placements

Not applicable.

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.

Recommended optional programme components

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

Not applicable.

Recommended reading

Not applicable.

Classification of course in study plans

  • Programme N-P-C-SI (N) Master's

    branch M , 2. year of study, winter semester, compulsory-optional

  • Programme N-P-E-SI (N) Master's

    branch M , 2. year of study, winter semester, compulsory-optional

  • Programme N-K-C-SI (N) Master's

    branch M , 2. year of study, winter semester, compulsory-optional

Type of course unit

 

Lecture

13 hours, optionally

Teacher / Lecturer

Ing. Radek Dohnal, Ph.D.

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

Ing. Radek Dohnal, Ph.D.

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