MRS Marketing in civil engineering

Institute of Technology and Business in České Budějovice
summer 2021
Extent and Intensity
2/1/0. 4 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Roman Švec, Ph.D. (seminar tutor)
Guaranteed by
Ing. Jaroslav Staněk, DiS.
Study Department – Vice-Rector for Study Affairs – Rector – Institute of Technology and Business in České Budějovice
Supplier department: Department of Marketing and Tourism – Faculty of Corporate Strategy – Rector – Institute of Technology and Business in České Budějovice
Prerequisites (in Czech)
OBOR(CAP)
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives supported by learning outcomes
The graduate will be able to:
- understand and explain the position of the marketing in compenies,
- made a easy marketing analysis of the intern and extern marketing environment in the civil engineering;
- made a basic analysis of the marketplace and target groups in the civil engineering;
- describe and explain the meaning of marketing mix-elements for the business strategy;
- made a easy strategy marketing target;
- form a easy marketing budget;
- characterize principles of the management by marketing targets.
Syllabus
  • 1. Úvod do předmětu, základní pojetí marketingu, význam marketingu, základní pojmy

  • 2. Podnikatelské koncepce a vývoj marketingu

  • 3. Základní principy marketingového řízení, marketingové prostředí

  • 4. Marketingové plánování, marketingový plán

  • 5. Marketingový výzkum, STP

  • 6. Marketingový mix - "4P", rozšířené marketingové mixy

  • 7. Produkt

  • 8. Cena

  • 9. Distribuce

  • 10. Marketingová komunikace a komunikační mix

  • 11. Specifika marketingu a marketingového mixu ve stavebnictví

  • 12. Produkt a cena ve stavebnictví

  • 13. Distribuce a komunikační mix ve stavebnictví

Literature
    required literature
  • SLABÁ, Marie. Marketing : Studijní opora pro kombinované studium : Bakalářské studium. 1. vyd. České Budějovice: Vysoká škola technická a ekonomická v Českých Budějovicích, 2012, 145 pp. ISBN 978-80-7468-013-7. info
  • KOTLER, Philip and Gary ARMSTRONG. Principles of marketing. 15th global ed. Harlow: Pearson, 2014, 716 pp. ISBN 978-0-273-78699-3. info
  • KOTLER, Philip and Levin Lane KELLER. Marketing management. 14. vyd. Praha: Grada Publishing, a.s., 2013, 814 pp. ISBN 978-80-247-4150-5. info
    recommended literature
  • VLK, Jiří. Marketing ve stavebnictví : studijní opora pro kombinované studium. 1. vyd. České Budějovice: Vysoká škola technická a ekonomická v Českých Budějovicích, 2011, 132 pp. ISBN 978-80-87278-88-8. info
    not specified
  • KARLÍČEK, Miroslav a kolektiv. Základy marketingu. 1. vydání. Praha: Grada Publishing, a.s., 2013, 255 pp. ISBN 978-80-247-4208-3. info
Forms of Teaching
Lecture
Seminar
Consultation
Teaching Methods
Frontal Teaching
Group Teaching - Cooperation
Critical Thinking
Student Workload
ActivitiesNumber of Hours of Study Workload
Daily StudyCombined Study
Preparation for Lectures 26
Preparation for Seminars, Exercises, Tutorial13 
Preparation for the Final Test2626
tvorba a prezentace seminární práce (in Czech)2626
Attendance on Lectures2626
Attendance on Seminars/Exercises/Tutorial/Excursion13 
Total:104104
Assessment Methods and Assesment Rate
Test – final 70 %
Seminary Work 30 %
Language of instruction
Czech
Further comments (probably available only in Czech)
The course is taught annually.
The course is taught every week.
The course is also listed under the following terms Winter 2010, summer 2011, winter 2011, summer 2012, winter 2012, summer 2013, winter 2013, summer 2014, winter 2014, summer 2015, winter 2015, winter 2016, summer 2017, winter 2017, summer 2019.
  • Enrolment Statistics (recent)
  • Permalink: https://is.vstecb.cz/course/vste/summer2021/MRS