Course detail

Marketing for Architects

FA-PRE-NAcad. year: 2023/2024

The current architectural practice puts enormous demands on your presentation. In an environment of increasing competition, the architects chosen different communication strategies. Their observation, classification and critique the students realize aspects of the field, and navigate in the current market environment.
In the study programmes “Architecture and Urban Design” the course is part of the courses on tools.

Language of instruction

Czech

Number of ECTS credits

2

Mode of study

Not applicable.

Guarantor

Ing. arch. Jan Kratochvíl

Department

Department of Drawing (UZ)

Entry knowledge

General knowledge presentation and communication techniques taught at the undergraduate level.

Rules for evaluation and completion of the course

The condition classification essay submission deadline and the required quality and scope. Final classification is comprised of essay.
Classified credit, the form provides for the Study and Examination Regulations and Dean BUT FA.
Compensation determined Study and Examination Regulations and Guidelines BUT Dean Faculty of Architecture.

Aims

The course aims to introduce and critically assess forms of presentation used by architects today.
Students will learn the skill of visual object scripting and improve their presentation skills ..

Study aids

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

KOTLER, Philip a Gary ARMSTRONG. Marketing. Praha: Grada, 2004, 855 s. ISBN 978-80-247-0513-2. (CS)
KLEIN, Naomi. Bez loga. Překlad Pavel Kaas. Praha: Argo, 2005, 510 s. ISBN 80-720-3671-8. (CS)

Recommended reading

THOMPSON, Don. Jak prodat vycpaného žraloka za 12 milionů dolarů: Prapodivné zákony ekonomiky současného umění a aukčních domů. Kniha Zlín, 2010. ISBN 978-80-8087-58-3. (CS)
BECKWITH, Harry. Jak prodat neviditelné: průvodce moderním marketingem. Praha: Pragma, 1997, 205 s. ISBN 978-80-7205-743-6. (CS)
FRIED, Jason a David Heinemeier HANSSON. Restart: průvodce podnikatelským minimalismem. Brno: Jan Melvil, 2010, 288 s. ISBN 978-80-87270-04-2. (CS)
LEVINSON, Jay Conrad. Guerilla marketing: Nejúčinnější a finančně nenáročný marketing. Brno: Computer Press, 2011. ISBN 978-80-251-3546-4. (CS)
GALLO, Carmine. Tajemství skvělých prezentací Steva Jobse: Jak si získat každé publikum. Grada, 2012. ISBN 978-80-247-4389-9. (CS)
ARIELY, Dan. Jak drahé je zdarma: proč chytří lidé přijímají špatná rozhodnutí: iracionální faktory v ekonomice i v životě. Praha: Práh, 2009, 215 s. ISBN 978-80-7252-239-2. (CS)
BIELEFELD, Bert. Basics Architectural Presentation. Berlin: Birkhäuser, 2014. ISBN 978-3-03821-527-1. (EN)
HEINRICH, Michael. Basics Architectural Photography. Berlin. ISBN 978-3-7643-8666-5. (EN)
SCHILLING, Alexander. Basics Modelbuilding. Berlin: Birkhäuser, 2006. ISBN 978-3-7643-7649-9. (EN)

Classification of course in study plans

  • Programme N_A+U Master's, 1. year of study, winter semester, elective
    specialization --- (do 2022) , 1. year of study, winter semester, compulsory-optional
    , 2. year of study, winter semester, elective
    specialization --- (do 2022) , 2. year of study, winter semester, compulsory-optional

Type of course unit

 

Seminar

26 hours, optionally

Teacher / Lecturer

Ing. arch. Jan Kratochvíl

Syllabus

Course syllabus:
  1. Introduction, assignment
  2. Mark [brand]: building, awareness, care; punch; visual style
  3. Medium visualization and photos
  4. Medium model; exhibitions
  5. Medium monograph – printed and electronic
  6. Presentation in the press and mass media
  7. Social networking and e-marketing
  8. Guerilla marketing
  9. Global vs. local communication strategy
  10. Public Relations
  11. The basics of typography
  12. Consultation of seminar papers
  13. Essay submission, classification