Course detail

Marketing in the Civil Engineering

FAST-BV12Acad. year: 2013/2014

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

doc. Ing. Bohumil Puchýř, CSc.

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

Exam conditions:
a) written part - a set of questions focused on general knowledge and their
application, the total profit of 100 points, will set limits for individual
levels of assessment; limit to advance to the oral part of the exam - 50 points
b) oral-supplement to the written examination to demonstrate a deeper
understanding of problematic
Conditions for obtaining credit:
1 Attendance - Max 2 absences. Otherwise the credit will not be granted in any case.
2 Seminar work

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)

Type of course unit

Lecture

26 hod., optionally

Teacher / Lecturer

doc. Ing. Bohumil Puchýř, CSc.

Syllabus

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.

Exercise

26 hod., compulsory

Teacher / Lecturer

doc. Ing. Bohumil Puchýř, CSc.

Syllabus

1. Seminar organization, explanation of the task nature and its presentation
2. Entering survey
3. Data collection
4. Data collection
5. Performance of individual companies, defining the marketing needs of the business
• Segmentation
• Identification of needs
• Defining technology
6. Situation analysis
• Marketing needs analysis
• Mapping (list) competitors
• Competition analysis
• Analysis of trends
• Analysis of international relations
• Strengths and weaknesses, opportunities and threats (SWOT)
7. Consultation about task processing
8. Summary and strategy
• Basis for planning
• Portfolio and market analysis
• Attractiveness and competitiveness
• Advantages of own business
9. Consultation about task processing
10. Business strategy and marketing plan application
• Strategic objectives
• Resources allocation
• Own position
• Definition of competitiveness
• Timetable
11. Consultation about task processing
12. Presentation of the marketing plan, credit
13. Reset presentation, credit

VUT

Faculties

University Institutes

Parts

Marketing in the Civil Engineering

Type of course unit