Course detail

Marketing for Architects

FA-PRE-NEAcad. year: 2023/2024

The current architectural practice puts enormous demands on your presentation. In an environment of increasing competition, the architects chosen different communication strategies. Their observation, classification and critique the students realize aspects of the field, and navigate in the current market environment.
In the study programmes “Architecture and Urban Design” the course is part of the courses on tools.

Language of instruction

English

Number of ECTS credits

2

Mode of study

Not applicable.

Guarantor

Ing. arch. Jan Kratochvíl

Department

Department of Drawing (UZ)

Entry knowledge

General knowledge presentation and communication techniques taught at the undergraduate level.

Rules for evaluation and completion of the course

The condition classification essay submission deadline and the required quality and scope. Final classification is comprised of essay.
Classified credit, the form provides for the Study and Examination Regulations and Dean BUT FA.
Compensation determined Study and Examination Regulations and Guidelines BUT Dean Faculty of Architecture.

Aims

The course aims to introduce and critically assess forms of presentation used by architects today.
Students will learn the skill of visual object scripting and improve their presentation skills ..

Study aids

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

ARIELY, Dan. Predictably Irrational. Instaread Summaries, 2016. ISBN: 9781683780014. (EN)
BECKWITH, Harry. Selling the Invisible. A Field Guide to Modern Marketing. Little, Brown & Company, 2012. ISBN: 9780446672313. (EN)
BIELEFELD, Bert. Basics Architectural Presentation. Birkhäuser, 2014. ISBN 978-3-03821-527-1. (EN)
FRIED, Jason; HANSSON, David Heinemeier. ReWork: Change the Way You Work Forever. Vermilion, 2010. ISBN: 9780091929787. (EN)
GALLO, Carmine. The Presentation Secrets of Steve Jobs: How to Be Insanely Great in Front of Any Audience. McGraw Hill Professional, 2009. ISBN: 9780071636759. (EN)
HEINRICH, Michael. Basics Architectural Photography. Birkhäuser, 2008. ISBN 978-3-7643-8666-5. (EN)
KLEIN, Naomi. No logo : no space, no choice, no jobs. Fourth Estate, 2010. ISBN: 9780007340774. (EN)
KOTLER, Philip; KELLER, Kevin Lane. Marketing Management. Pearson Education Limited, 2015, 978-1292092621. (EN)
LEVINSON, Jay Conrad. Guerrilla Marketing: Easy and Inexpensive Strategies for Making Big Profits from Your Small Business. Piatkus, 2007. ISBN: 9780749928117. (EN)
SCHILLING, Alexander. Basics Modelbuilding. Birkhäuser, 2006. ISBN 978-3-7643-7649-9. (EN)
THOMPSON, Don. The $12 Million Stuffed Shark. The Curious Economics of Contemporary Art. Aurum Press, 2012. ISBN: 1845134079. (EN)

Recommended reading

Not applicable.

Classification of course in study plans

  • Programme NE_A+U Master's

    specialization --- (till 2022) , 1 year of study, winter semester, compulsory-optional

  • Programme N_A+U Master's 2 year of study, winter semester, elective
    1 year of study, winter semester, elective
  • Programme NE_A+U Master's 1 year of study, winter semester, elective
    specialization --- (till 2022) , 2 year of study, winter semester, compulsory-optional

Type of course unit

 

Seminar

26 hod., optionally

Teacher / Lecturer

Ing. arch. Jan Kratochvíl

Syllabus

Course syllabus:
  1. Introduction, assignment
  2. Mark [brand]: building, awareness, care; punch; visual style
  3. Medium visualization and photos
  4. Medium model; exhibitions
  5. Medium monograph – printed and electronic
  6. Presentation in the press and mass media
  7. Social networking and e-marketing
  8. Guerilla marketing
  9. Global vs. local communication strategy
  10. Public Relations
  11. The basics of typography
  12. Consultation of seminar papers
  13. Essay submission, classification