Course Details
Marketing
Academic Year 2022/23
GV52 course is part of 2 study plans
B-P-C-GK Summer Semester 1st year
B-K-C-GK Summer Semester 1st year
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.
Course Guarantor
Institute
Objective
To get ability to work in distribution policy, contract acquirement and opportunities in construction production.
Knowledge
Knowledge of distribution policy, contract acquirement and opportunities in construction production.
Syllabus
1. Introduction into the marketing.
2. Basic terms and principles.
3. SWOT analysis of the civil engineering in the Czech Republic, examples of use.
4. Marketing mix, strategic decision processes in the firm.
5-6. Specifics of marketing in construction
7-8. Strategic decision processes, strategic processes used in firm praxis.
9-10. Marketing research - methods and processes.
11. Marketing management in the firm - assumptions and principles.
12. Marketing audit of the construction firm.
13. Used elements in communication mix in construction.
Prerequisites
Knowledge of construction firm economic principles.
Language of instruction
Czech
Credits
2 credits
Semester
summer
Forms and criteria of assessment
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, 2 hours/week, elective
Syllabus
1. Introduction into the marketing.
2. Basic terms and principles.
3. SWOT analysis of the civil engineering in the Czech Republic, examples of use.
4. Marketing mix, strategic decision processes in the firm.
5-6. Specifics of marketing in construction
7-8. Strategic decision processes, strategic processes used in firm praxis.
9-10. Marketing research - methods and processes.
11. Marketing management in the firm - assumptions and principles.
12. Marketing audit of the construction firm.
13. Used elements in communication mix in construction.