Course detail

Marketing in the Civil Engineering

FAST-BV12Acad. year: 2011/2012

Marketing as a business philosophy. Strategic marketing. Analysis of the market, surroundings and the competition. 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

5

Mode of study

Not applicable.

Guarantor

doc. Ing. Bohumil Puchýř, CSc.

Department

Institute of Structural Economics and Management (EKR)

Learning outcomes of the course unit

Knowledge of ability to work in distribution policy, contract acquirement and opportunities in con-struction production.

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

Requirements for successful completion of the subject are specified by guarantor’s regulation updated for every academic year.

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 con-struction 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

Cooper John, Lane Peter: Marketingové plánování. Praha: GRADA Publishing, a.s., 1999. ISBN 80-7169-641-2. (CS)
Horáková Helena: Strategický marketing. Praha: GRADA Publishing, a.s., 2000. ISBN 80-7169-996-9. (CS)
Jerome Mc. Carthy , William Perreault, Jr.: Applications in Basic Marketing. IRWIN, Boston, 1995. ISBN-10: 0072521341. (EN)
Jerome Mc. Carthy, William Perreault, Jr.: Basic Marketing - A Global-Managerial Approach. IRWIN, Boston, 1993. ISBN 80-85605-29-5. (EN)
Kotler Philip: Marketing a management. Praha: GRADA Publishing, a.s., 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

Not applicable.

Classification of course in study plans

  • Programme B-K-C-SI Bachelor's

    branch E , 4 year of study, summer semester, compulsory

  • Programme B-P-C-SI Bachelor's

    branch E , 4 year of study, summer semester, compulsory

  • Programme B-P-C-ST Bachelor's

    branch E , 3 year of study, summer semester, compulsory

  • Programme B-P-E-SI Bachelor's

    branch E , 4 year of study, summer semester, compulsory

Type of course unit

 

Lecture

26 hod., optionally

Teacher / Lecturer

doc. Ing. Bohumil Puchýř, CSc.

Exercise

26 hod., compulsory

Teacher / Lecturer

doc. Ing. Bohumil Puchýř, CSc.