Course detail

Marketing

FAST-GV52Acad. year: 2023/2024

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

Mode of study

Not applicable.

Guarantor

Ing. Radek Dohnal, Ph.D.

Department

Institute of Structural Economics and Management (EKR)

Entry knowledge

Knowledge of construction firm economic principles.

Rules for evaluation and completion of the course

Extent and forms are specified by guarantor’s regulation updated for every academic year.

Aims

To get ability to work in distribution policy, contract acquirement and opportunities in construction production.
Knowledge of distribution policy, contract acquirement and opportunities in construction production.

Study aids

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-P-C-GK Bachelor's

    branch GI , 3 year of study, summer semester, compulsory-optional

Type of course unit

 

Lecture

26 hod., optionally

Teacher / Lecturer

Ing. Radek Dohnal, Ph.D.

Syllabus

1. Introduction into the marketing.

2. Basic terms and principles.

3. SWOT analysis of the civil engineering in the Czech Republic, examples of use.

4. Marketing mix, strategic decision processes in the firm.

5-6. Specifics of marketing in construction

7-8. Strategic decision processes, strategic processes used in firm praxis.

9-10. Marketing research - methods and processes.

11. Marketing management in the firm - assumptions and principles.

12. Marketing audit of the construction firm.

13. Used elements in communication mix in construction.