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Lecturer(s)
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Chocholáč Jan, Ing. Ph.D.
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Lejsková Pavla, Ing. Ph.D.
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Course content
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Marketing and its processes in transport companies, marketing environment of transport enterprises, situational analysis Strategic management of marketing processes in transport companies, strategic marketing Market segmentation, targeting, positioning Consumer behaviour, purchase decision process, buying behaviour of organizations Marketing research of transport companies Marketing information system and its subsystems, marketing plan of transport company Marketing tools, marketing mix, product mix, Price mix - factors influencing pricing, pricing methods, distribution Communication mix - advertising, sales promotion, personal selling Public relations, direct marketing Electronic marketing - e-business, e-commerce, e-marketing International, global, intercultural marketing, marketing of service, relation marketing CRM (customer relationship management, customer satisfaction measurement), marketing control, marketing audit, marketing and quality of transport services
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Learning activities and teaching methods
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Monologic (reading, lecture, briefing), Dialogic (discussion, interview, brainstorming), Methods of individual activities
- unspecified
- 30 hours per semester
- unspecified
- 10 hours per semester
- unspecified
- 20 hours per semester
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Learning outcomes
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The aim of the course is to familiarise students with principles of marketing and techniques which enable managers of transport companies to search and analyse market opportunities, forecast potential threats, identify real aims and determine appropriate marketing strategies for their achievement with marketing tools - product, price, place, promotion, (people, processes and physical evidence). Further familiarise students with direct marketing and online marketing, international marketing, marketing of transport services, organization and management of marketing activities in transport companies, control of marketing, marketing audit and customer relationship management.
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Prerequisites
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. It's expected the knowledge from selected problems of Macroeconomics and Transport and Microeconomics and Transport or Grounding of Economics.
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Assessment methods and criteria
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Oral examination, Written examination
The student must prove during the semester and also by the exam, that he/she understands solving business and marketing cases applied on the transport sector, exploited analyses, application of the marketing business philosophy in the transport companies, basic market categories, marketing plan processing, implementation of marketing tools in the form of 6P model, organizing and managing marketing activities in the transport companies in relation to quality requirements. The tutor will notify the concrete requirements to the students within the first week of the semester.
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Recommended literature
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BERNDT, R., ALTOBELLI, C., SANDER, M. Mezinárodní marketingový management. Brno, 2007. ISBN 978-80-251-1641-8.
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BUREŠ, I. 10 zlatých pravidel péče o zákazníka, aneb, CRM v digitálním věku. Praha, 2006. ISBN 80-7261-149-6.
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HAGUE, P. Průzkum trhu. Brno, 2003. ISBN 80-7226-917-8.
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HEJLOVÁ, D.:. Public relations. První vydání. Praha: Grada Publishing, 2015. ISBN 978-80-247-5022-4.
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HENDL, J. Kvalitativní výzkum. 1. vyd. Praha: Portál, 2012.
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CHLEBOVSKÝ, V. CRM řízení vztahů se zákazníky. Praha, 2005. ISBN 80-251-0798-1.
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JAKUBÍKOVÁ, D. Strategický marketing. Praha, 2008. ISBN 978-80-247-2690-8.
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JANOUCH, V.:. Internetový marketing. 2. vyd. v Brně: Computer Press, 2014.
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KERMALLY, S. Největší představitelé marketingu. Brno, 2006. ISBN 978-80-2511-013-3.
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Kotler, P. Armstrong, G. Marketing. Praha: Grada Publishing, 2004.
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KOTLER, P., KELLER, K. L.:. Marketing management. (4. vyd.). Praha: Grada, 2013.
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MACHKOVÁ, H. a kol.:. Mezinárodní obchodní operace, 6. vydání, Praha: Grada, 2014, ISBN 978-80-247-4874-0.
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NASH, E. Direct marketing. Praha, 2003. ISBN 978-80-7226-838-2.
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Řezníček B., Šaradín P. Marketing v dopravě. Praha:Grada, 2001.
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SVĚTLÍK, J.:. Marketing - cesta k trhu. Plzeň: Vydavatelství a nakladatelství Aleš Čeněk, s.r.o., 2005.
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VAŠTÍKOVÁ, M. Marketing služeb efektivně a moderně. Praha, 2014. ISBN 978-80-247-5037-8.
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