Course detail

Marketing and Management

FAST-CV64Acad. 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 goals, marketing mix, product policy, distributive policy, communicative policy. Basic management principles, leadership and management of fellow-workers in construction companies

Language of instruction

Czech

Number of ECTS credits

4

Mode of study

Not applicable.

Guarantor

PhDr. Dana Linkeschová, CSc.

Department

Institute of Structural Economics and Management (EKR)

Learning outcomes of the course unit

Abilities 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.

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. Introduction into the marketing. Basic terms.
2. SWOT analysis of the civil engineering in the Czech republic, examples of use.
3. Strategic decision-making processes, strategic operations used in the firm.
4-5. Marketing research – methods and operations. Principles
6-7. Identification of principles and methods of leadership and management.
8-9. Effectivness, principle of growth and change, paradigm
10. Planning, organisation and time management, priorities, delegation of authorities and responsibility. Human resources, creating and transformation of relationships, creating teams

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

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)
Kotler Philip: Marketing a management. Praha: Grada Publishing, 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

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)

Classification of course in study plans

  • Programme N-P-E-SI Master's

    branch M , 2 year of study, winter semester, elective

  • Programme N-P-C-SI Master's

    branch M , 2 year of study, winter semester, elective

  • Programme N-K-C-SI Master's

    branch M , 2 year of study, winter semester, elective

Type of course unit

 

Lecture

13 hod., optionally

Teacher / Lecturer

PhDr. Dana Linkeschová, CSc.

Exercise

13 hod., compulsory

Teacher / Lecturer

PhDr. Dana Linkeschová, CSc.