Course Details

Marketing

Academic Year 2023/24

GV52 course is part of 1 study plan

B-P-C-GK / GI Summer Semester 3rd 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.