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Lecturer(s)
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Hruška Roman, Ing. Ph.D.
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Švadlenka Libor, doc. Ing. Ph.D.
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Salava Daniel, Ing. Ph.D.
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Course content
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Fundamental characteristics of marketing. Marketing management. Marketing planning enterprise. Collection of marketing information and segmentation of market. Competition. Life cycle of product and price setting. Marketing ways. Marketing communication. Marketing environment EU. Marketing in services. Specifications of sector of postal services. Marketing mix in postal services - product and its prise. Marketing mix in postal services - sale place, propagation. Marketing mix in postal services - people, processes, material environment.
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Learning activities and teaching methods
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Monologic (reading, lecture, briefing), Dialogic (discussion, interview, brainstorming)
- unspecified
- 30 hours per semester
- unspecified
- 15 hours per semester
- unspecified
- 52 hours per semester
- Individual project
- 25 hours per semester
- unspecified
- 13 hours per semester
- unspecified
- 15 hours per semester
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Learning outcomes
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The aim of subject Marketing in Postal Services is inform the students with specifications of management in terms of sector of postal services.
After graduation this subject the student is oriented in fundamental manager concepts. The student knows marketing planning, can analyse marketing environment not only postal enterprise, and on the basis of self marketing research. The student knows principles of price setting, can analyse various variants of distribution goods and services. Student knows specifications of marketing services and postal services and can apply 7 P of marketing mix in sector of postal services.
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Prerequisites
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It supposed knowledge of fundamental concepts from sector fundamental marketing.
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Assessment methods and criteria
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Oral examination, Written examination, Home assignment evaluation
The student must in course of semester and by final exam demonstrate understanding of solution problems and ability self or in team of students solution request case studies. The tutor will notify the concrete requirements to the students within the first week of the term.
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Recommended literature
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Foret, Miroslav. Marketingový výzkum : jak poznávat své zákazníky. Praha: Grada, 2003. ISBN 80-247-0385-8.
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HAGUE, P. Průzkum trhu. Brno, 2003. ISBN 80-7226-917-8.
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JANEČKOVÁ, L., VAŠTÍKOVÁ, M.:. Marketing služeb, Praha: Grada Publishing, 2000. ISBN 8071699450.
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KOTLER, P.:. Marketing od A-Z. Praha: Management Press, 2003. ISBN 8072610104.
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Švadlenka, Libor. Marketing v poštovních službách : studijní opora. Pardubice: Univerzita Pardubice, 2013. ISBN 978-80-7395-599-1.
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Švadlenka, Libor. Marketing v poštovních službách. Pardubice: Univerzita Pardubice, 2006. ISBN 80-7194-839-X.
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