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Lecturer(s)
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Chocholáč Jan, doc. Ing. Ph.D.
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Course content
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Basic principles of marketing transport services Strategic marketing management and planning Application of marketing situation analysis tools in the market of transport services Marketing tools applied in the market of transport services Purchasing behavior of customers in the market of transport services Competition in the market of transport services, entry and exit barriers Use of brand management in transport services Application of modern marketing communication tools in the market of transport services Use of online marketing in transport services Relational marketing in transport services Methods and techniques of evaluating the quality of transport services Marketing information systems used in services Global marketing of services and its specifics
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Learning activities and teaching methods
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Monologic (reading, lecture, briefing), Dialogic (discussion, interview, brainstorming), Work with text (with textbook, with book), Methods of individual activities, Projection
- Participation in classes
- 52 hours per semester
- Individual project
- 12 hours per semester
- Home preparation for classes
- 13 hours per semester
- Independent critical reading
- 8 hours per semester
- Team project
- 24 hours per semester
- Preparation for an exam
- 41 hours per semester
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Learning outcomes
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The aim of the course is to provide information on the theoretical basis and specifics of marketing of transport services, including the ability of their practical application to the extent required to build marketing-oriented companies. The course is based on the characteristics of transport services and their implications for marketing management and planning in companies providing these services. Students will be introduced to the basic principles of transport services marketing, strategic marketing management and planning, marketing situation analysis tools, marketing tools applied in the transport services market, customer purchasing behavior, competition, use of brand management in transport services, marketing information systems and global services marketing.
The graduate of this course will master the theoretical background and specifics of marketing of transport services, including the ability to apply them in practice to the extent required to build marketing-oriented companies.
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Prerequisites
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It supposed graduation of the subjects Economics, Economics of a Transport Corporation, Management, Logistics, Communication and Presentation Skills and Electronic Business.
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Assessment methods and criteria
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Oral examination, Home assignment evaluation, Student performance assessment, Self project defence, Presentation
During the semester and during the exam, the student must demonstrate an understanding of solved business and marketing cases applied to transport, analysis, application of marketing business philosophy in transport companies, application of marketing tools in the form of 7P model, organization and management of marketing activities in transport companies in relation to quality requirements. The specific requirements will be communicated to the students by the lecturer in the first week of the semester.
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Recommended literature
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Berndt, Ralph. Mezinárodní marketingový management : [globalizace a světové trhy, marketingové plánování a controlling, potenciál a lidské zdroje]. Brno: Computer Press, 2007. ISBN 978-80-251-1641-8.
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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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Clow, Kenneth E. Reklama, propagace a marketingová komunikace. Brno: Computer Press, 2008. ISBN 978-80-251-1769-9.
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Hauge, Paul. Průzkum trhu : příprava, výběr vhodných metod, provedení, interpretace získaných údajů. Brno: Computer Press, 2003. ISBN 80-7226-917-8.
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Chlebovský, Vít. CRM : řízení vztahů se zákazníky. Brno: Computer Press, 2005. ISBN 80-251-0798-1.
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Jakubíková, Dagmar. Strategický marketing : strategické plánování, situační analýza a predikace vývoje, marketingové cíle a strategie, produktová, distribuční, cenová a komunikační politika a strategie. Praha: Grada, 2008. ISBN 978-80-247-2690-8.
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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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Karlíček, Miroslav. Marketingová komunikace : jak komunikovat na našem trhu. Praha: Grada, 2011. ISBN 978-80-247-3541-2.
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Karlíček, Miroslav. Marketingová komunikace . Praha: Grada Publishing, 2016. ISBN 978-80-247-5769-8.
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Kermally, Sultan. Největší představitelé marketingu : jejich hlavní myšlenky, názory a díla. Brno: Computer Press, 2006. ISBN 80-251-1013-3.
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Kotler, Philip. Marketing management. Praha: Grada, 2013. ISBN 978-80-247-4150-5.
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Kotler, Philip. Marketing. Praha: Grada, 2004. ISBN 80-247-0513-3.
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Kozel, Roman. Moderní metody a techniky marketingového výzkumu. Praha: Grada, 2011. ISBN 978-80-247-3527-6.
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Machková, Hana. Mezinárodní obchodní operace. Praha: Grada, 2014. ISBN 978-80-247-4874-0.
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McDonald, Malcolm. Marketingový plán : příprava a úspěšná realizace. Brno: BizBooks, 2012. ISBN 978-80-265-0014-8.
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Nash, Edward L. Direct marketing : [strategie, plánování, provedení]. Praha: Computer Press, 2003. ISBN 80-7226-838-4.
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Paulovčáková, Lucie. Marketing . Praha: Univerzita Jana Amose Komenského, 2015. ISBN 978-80-7452-117-1.
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Tahal, Radek. Základní metody sběru primárních dat v marketingovém výzkumu. Praha: C.H. Beck, 2015. ISBN 978-80-7400-585-5.
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Vaštíková, Miroslava. Marketing služeb : efektivně a moderně. Praha: Grada, 2014. ISBN 978-80-247-5037-8.
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