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Lecturer(s)
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Kudláčková Nina, Ing. Ph.D.
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Course content
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Character, characteristics, sorting of transport services and their influence on marketing. Specification of concept of traffic marketing and its contents. Services in the public interest and marketing. Marketing environment of traffic companies. Marketing information -mines, analyse and utilization. Market segmentation of transport services. Offer of traffic companies and their differentiation. Run on transport services. Purchasing behaviour of travellers and companies. Marketing mix of transport services - transport service, price, distribution, communication, staff and process provision of transport service. Exercitation of marketing in foreign transportation. Marketing access of evaluation qualities transport services. CRM. Specialities of marketing verification and audit in traffic companies.
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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, Skills training
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Learning outcomes
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To inform the students with specialities of exercitation of marketing in transport, with foreign marketing, with internet marketing. Further acquaint with marketing manage of small and the middle companies and with customers relationships management (CRM).
The student controls other piece of knowledge from marketing, as are specialities of exercitation of marketing in transport, the foreign marketing, internet marketing, marketing manage of small and the middle companies and customers relationships management after graduation of subject.
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Prerequisites
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It supposed acquaintance of the marketing and of the economy transport company.
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Assessment methods and criteria
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Oral examination, Written examination, Home assignment evaluation
During the semester also at the examination the student must approve understanding exercise of marketing in transport services, in business on foreign markets, in applying of Internet in marketing and in method of CRM. 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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Bureš, Ivan. 10 zlatých pravidel péče o zákazníka, aneb, CRM v digitálním věku. Praha: Management Press, 2006. ISBN 80-7261-149-6.
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Hendl, Jan. Kvalitativní výzkum : základní teorie, metody a aplikace. Praha: Portál, 2012. ISBN 978-80-262-0219-6.
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Horáková, H. Strategický marketing. Praha: Grada, 2000.
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Janouch, Viktor. Internetový marketing : prosaďte se na webu a sociálních sítích. Brno: Computer Press, 2010. ISBN 978-80-251-2795-7.
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Kotler, Philip. Marketing management. Praha: Grada, 2013. ISBN 978-80-247-4150-5.
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Palmer, Adrian. Principles of services marketing. Maidenhead: McGraw-Hill Higher Education, 2011. ISBN 978-0-07-712951-4.
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Patalas, Thomas. Guerillový marketing : jak s malým rozpočtem dosáhnout velkého úspěchu. Praha: Grada, 2009. ISBN 978-80-247-2484-3.
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Řezníček B., Šaradín P. Marketing v dopravě. Praha:Grada, 2001.
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Vaštíková, Miroslava. Marketing služeb : efektivně a moderně. Praha: Grada, 2008. ISBN 978-80-247-2721-9.
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Wessling, H. Aktivní vztah k zákazníkům pomocí CRM. Praha, 2002.
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