MRS Marketing in civil engineering

Institute of Technology and Business in České Budějovice
winter 2011
Extent and Intensity
2/1. 4 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Jiří Vlk (seminar tutor)
Guaranteed by
Ing. Jiří Vlk
Department of Civil Engineering – Faculty of Technology – Rector – Institute of Technology and Business in České Budějovice
Timetable of Seminar Groups
MRS/P01: Fri 9:55–11:25 B1, J. Vlk
MRS/S01: each odd Friday 11:35–13:05 B4, J. Vlk
Prerequisites (in Czech)
FORMA(P)
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives supported by learning outcomes
Students will be able to create and implement an attractive product of an acceptable value for a particular customer, efficient distribution and communication support. This whole process will be able to manage and evaluate its contribution to the construction company.
Syllabus
1. Characteristics, definition, development and importance of the subject 2. Strategic management process and its application in construction industry 3. Strategic marketing process, characteristics and stages 4. Marketing planning and marketing plans 5. Planning concept in marketing (life cycle, differential analysis, portfolio, discontinuity, the value chain, strategic groups) 6. Situational analysis, SWOT analysis, searching opportunities and selection of target markets. Market characteristics and peculiarities of their functioning in construction industry 7. Setting of marketing objectives 8. Marketing strategies and tactics. Their selection and use in construction market 9. Implementation of a marketing plan 10. Application of marketing instruments during implementing the goals. Conditions of work in distribution policy, acquisition of orders and opportunities in construction. Tools of the communication mix in construction production. 11. Creating the appropriate organizational structure of enterprises in construction industry 12.Control process. Comparison with the results of implementation and plan, evaluation of deviations 13.Contemporary trends in marketing of construction industry
Literature
    required literature
  • KOTLER PHILIP. Marketing a management.. Grada, Praha, 2007. ISBN 978-80-247-1359-5
  • PLESKAČ J., SOUKUP L.. Marketing ve stavebnictví.Grada, Praha, 2001. ISBN 80-247-0052-2
    recommended literature
  • HORÁKOVÁ, H. Strategický marketing. Grada, Praha, 2003. ISBN 80-247-0447-1
  • KOTLER, P., ARMSTRONG, G. Marketing . Praha, Grada, 2007. ISBN 80-247-0513-3
Forms of Teaching
Lecture
Seminar
Teaching Methods
Frontal Teaching
Group Teaching - Cooperation
Student Workload
ActivitiesNumber of Hours of Study Workload
Daily StudyCombined Study
Preparation for Seminars, Exercises, Tutorial13 
Preparation for the Final Test26 
skupinová seminární práce (in Czech)26 
Attendance on Lectures26 
Attendance on Seminars/Exercises/Tutorial/Excursion13 
Total:1040
Assessment Methods and Assesment Rate
Exam – oral 20 %
Test – final 50 %
Project – group 20 %
Data Analysis 10 %
Language of instruction
Czech
Further Comments
The course is taught annually.
The course is also listed under the following terms Winter 2010, summer 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, summer 2021.
  • Enrolment Statistics (winter 2011, recent)
  • Permalink: https://is.vstecb.cz/course/vste/winter2011/MRS