Course detail

Marketing

FAST-1V9Acad. year: 2018/2019

Education is held in the form of seminar with the subsequent discussion. Following topics are discussed: Marketing as the business philosophy. Strategic marketing. Market analysis, surrounding competition. SWOT analysis, opportunity analysis and risk analysis. Scope definition. Type variants of the marketing strategies. Sense of the market. Marketing mix. Product politics. Distribution politics. Communication politics.

Language of instruction

Czech

Number of ECTS credits

6

Mode of study

Not applicable.

Guarantor

Ing. Ignác Sekanina

Department

Institute of Structural Economics and Management (EKR)

Learning outcomes of the course unit

Not applicable.

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

Not applicable.

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 construction 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

Kotler philip: Marketing a management. Victoria Publishing 1992

Recommended literature

Not applicable.

Type of course unit

 

Lecture

26 hod., optionally

Teacher / Lecturer

Ing. Ignác Sekanina

Exercise

26 hod., compulsory

Teacher / Lecturer

Ing. Ignác Sekanina