Course Details
Marketing 2
Academic Year 2023/24
CV077 course is part of 1 study plan
N-P-C-SI (N) / N Summer Semester 1st year
The subject focuses on enhancing knowledge in the field of marketing processes and their practical application in business. Emphasis will be put on systematic processing approach to marketing. Attention will be paid to selected fields with the emphasis on successful use of marketing management. The main fields will be marketing research, six sigma marketing and additional fields of practical application of marketing tools.
Course Guarantor
Institute
Objective
The main aim is to furnish students with modern methods and techniques in the field of marketing application via the use of a systematic approach. Students will obtain theoretical knowledge of marketing tools and their practical application in business with the emphasis on acquiring long-term and sustainable competitive advantage with the use of marketing research and six sigma marketing.
Knowledge
Students will obtain knowledge of specific marketing approaches for practical application in civil engineering. Students will be able to solve the problems and decision-making tasks using application software in the field of marketing research, six sigma marketing and marketing management.
Syllabus
1. Marketing Research 1 – Marketing Research Methodology
2. Marketing Research 2 – Methods and Techniques of Marketing Research
3. Marketing Research 3 – Marketing Research Application
4. – 5. Application Software – Data Processing (SPSS, CRM)
6. Introduction to Six Sigma Marketing Process
7. – 8. Six sigma marketing scorecards – marketing performance measurement
9. Six Sigma in Strategic Marketing Processes
10 – 11. QFD in Marketing Area
12. Six Sigma in Tactical Marketing Processes
13. Six Sigma in Operational Marketing Processes
2. Marketing Research 2 – Methods and Techniques of Marketing Research
3. Marketing Research 3 – Marketing Research Application
4. – 5. Application Software – Data Processing (SPSS, CRM)
6. Introduction to Six Sigma Marketing Process
7. – 8. Six sigma marketing scorecards – marketing performance measurement
9. Six Sigma in Strategic Marketing Processes
10 – 11. QFD in Marketing Area
12. Six Sigma in Tactical Marketing Processes
13. Six Sigma in Operational Marketing Processes
Prerequisites
The knowledge of the economics of construction enterprises.
Language of instruction
Czech
Credits
3 credits
Semester
summer
Forms and criteria of assessment
graded course-unit credit
Specification of controlled instruction, the form of instruction, and the form of compensation of the absences
Extent and forms are specified by guarantor’s regulation updated for every academic year.
Offered to foreign students
Not to offer
Course on BUT site
Lecture
13 weeks, 1 hours/week, elective
Syllabus
1. Marketing Research 1 – Marketing Research Methodology
2. Marketing Research 2 – Methods and Techniques of Marketing Research
3. Marketing Research 3 – Marketing Research Application
4. – 5. Application Software – Data Processing (SPSS, CRM)
6. Introduction to Six Sigma Marketing Process
7. – 8. Six sigma marketing scorecards – marketing performance measurement
9. Six Sigma in Strategic Marketing Processes
10 – 11. QFD in Marketing Area
12. Six Sigma in Tactical Marketing Processes
13. Six Sigma in Operational Marketing Processes
Exercise
13 weeks, 2 hours/week, compulsory