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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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1. Basis of marketing of transport services. 2. Strategic marketing management and planning. 3. Application of marketing analysis tools in the transport services market. 4. Marketing tools applied on the transport services market. 5. Purchasing behaviour of customers in the transport services market. 6. Competition in the transport services market, entry and exit barriers. 7. Use of brand management in transport services. 8. Application of modern marketing communication tools in the transport services market. 9. Use of online marketing in transport services. 10. Relationship marketing in transport services. 11. Methods and techniques of quality evaluation of transport services. 12. Marketing information systems used in services. 13. Global marketing of services and its specifics.
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Learning activities and teaching methods
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unspecified, 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
- Preparation for an exam
- 41 hours per semester
- Independent critical reading
- 8 hours per semester
- Team project
- 24 hours per semester
- Home preparation for classes
- 13 hours per semester
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Learning outcomes
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The aim of the course is to acquaint students with 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 acquainted with the basics of transport services marketing, strategic marketing management and planning, marketing analysis tools, marketing tools applied in the transport services market, customer purchasing behaviour, competition, use of brand management in transport services, marketing information systems and global service marketing.
The graduate of this course will master the theoretical background and specifics of marketing management in transport, including the ability of their practical application in the scope requiring the building of marketing-oriented companies.
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Prerequisites
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unspecified
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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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Chernev, Alexander. Strategic marketing management . Evanston: Kellogg School of Management, Northwestern University, 2019. ISBN 978-1-936572-59-5.
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Iacobucci, Dawn. Marketing management. Australia ;: Cengage, 2022. ISBN 978-0-357-63508-7.
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Little, Edward. Relationship marketing management. London: Thomson Learning, 2003. ISBN 1-86152-931-7.
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