Duration
45h Th
Number of credits
| Executive Master in industrial Management (non organisé en 2017-2018) | 7 crédits |
Lecturer
Language(s) of instruction
English language
Units courses prerequisite and corequisite
Prerequisite or corequisite units are presented within each program
Learning unit contents
- Marketing definitions and concepts;
- An overview of strategic management in construction firms;
- Marketing strategies and marketing plans;
- Marketing information and marketing research;
- Brand management & branding in construction;
- Communicating and delivering value;
- Relationship marketing and guanxi;
- Customer relationship management in construction.
es.
Learning outcomes of the learning unit
On completion of this module, students should be able to develop and implement marketing strategies and marketing plans for construction firms.
Prerequisite knowledge and skills
Knowledge of corporate management and planning skills.
Planned learning activities and teaching methods
Oral presentations, groupwork discussions with practical cases in real construction firms.
Mode of delivery (face-to-face ; distance-learning)
Face-to-face
Recommended or required readings
Kotler, P. J. and G. M. Armstrong (2010). Principles of marketing, Pearson Education.
Boyd, D. and E. Chinyio (2008). Understanding the construction client, Wiley. com.
Cook, S., 2010. Customer care excellence: How to create an effective customer focus. Kogan Page.
Gillen, T. (2005). Winning new business in construction, Gower Publishing, Ltd.
Gummesson, E. (2008). Total relationship marketing: marketing management, relationship strategy, CRM, and a new dominant logic for the value-creating network economy, London: Butterworth-Heinemann.
Kotler, P. and W. Pfoertsch, 2006. B2B brand management. Springer.
Luo, Y., (2000). Guanxi and business. Vol. 1. 2000: World Scientific Publishing Company Incorporated.
McCabe, S., (2010). Corporate Strategy in Construction: Understanding Today's Theory and Practice. Wiley-Blackwell.
Assessment methods and criteria
Attendance & participation: 10%
Group Presentation 1: 15%
Group Presentation 2: 15%
Mid-term individual essay: 20%
Final essay: 40%
Work placement(s)
Organizational remarks
Teaching language: English
Contacts
Nguyen The Quan, Faculty of Construction Economics and Management,
National University of Civil Engineering, Room 308, A1 Building,
email: quannt@nuce.edu.vn