MKD Marketing in Transport

Institute of Technology and Business in České Budějovice
winter 2024
Extent and Intensity
2/0/0. 3 credit(s). Type of Completion: zk (examination).
Teacher(s)
doc. Ing. Lenka Ližbetinová, PhD. (seminar tutor)
Ing. Martin Stach (seminar tutor)
Guaranteed by
doc. Ing. Lenka Ližbetinová, PhD.
Department of Transport and Logistics – Faculty of Technology – Rector – Institute of Technology and Business in České Budějovice
Supplier department: Department of Transport and Logistics – Faculty of Technology – Rector – Institute of Technology and Business in České Budějovice
Timetable of Seminar Groups
MKD/P01: Wed 18:10–19:40 B1, M. Stach
MKD/T6: Sat 12. 10. 8:00–9:30 I214P, 9:40–11:10 I214P, 11:25–12:55 I214P, 13:05–14:35 I214P, L. Ližbetinová
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives supported by learning outcomes
The aim of the subject is to provide students with theoretical knowledge in the field of marketing with a specific focus on the field of transport services and to familiarize them with new trends in the field. Attention is paid to understanding the basic principles of marketing and basic marketing terms (marketing mix, communication mix, market behavior and its segmentation in transport). The student will gain a comprehensive overview and knowledge in the field of marketing, which he is able to apply to real problems.
Learning outcomes
A successful graduate of the course understands the basic rules of marketing in transport, can solve basic marketing analyzes and propose possible solutions.
Syllabus
  • 1. Introduction to transport marketing 2 Marketing of services and transport, market of transport services 3. Marketing environment, specifics of marketing environment 4. Marketing management in transport, marketing plan of transport company 5. Marketing information system and marketing research in transport 6. Buying behavior of customers in relation to transport services 7. Marketing mix of transport services 8. Product and its specifics in transport 9. Price and its specifics in transport 10. Marketing communication and communication mix 11. Distribution and marketing logistics 12. Extended marketing mix in transport 13. New trends in marketing of transport companies
Literature
    required literature
  • SLABÁ, M., 2012. Marketing: studijní opora pro kombinované studium: bakalářský studijní program. 1. Vydání. České Budějovice: Vysoká škola technická a ekonomická v Českých Budějovicích, CD-ROM. ISBN 978-80-7468-013-7.
  • ŘEZNÍČEK, B. a P. ŠARADÍN, 2001. Marketing v dopravě. Praha: Grada Publishing. ISBN 80-247-0051-4.
  • NAGYOVÁ, J., 1998. Marketing v dopravě II. Univerzita Pardubice. ISBN 80-7194-127-1.
    recommended literature
  • KARLÍČEK, M. a kol., 2013. Základy marketingu. 1. Vydání. Praha: Grada Publishing, a.s., 255 s. ISBN 978-80-247-4208-3.
  • KARLÍČEK, M. a P. KRÁL, 2011. Marketingová komunikace: jak komunikovat na našem trhu. 1. Vydání. Praha: Grada, 213 s. ISBN 978-80- 247-3541-2.
  • KOTLER, P. a L. L. KELLER, 2013. Marketing management. 14. Vydání. Praha: Grada Publishing, a.s., 814 s. ISBN 978-80-247-4150-5.
  • KOZEL, R., L. MYNÁŘOVÁ a H. SVOBODOVÁ, 2011. Moderní metody a techniky marketingového výzkumu. 1. Vydání. Praha: Grada, 304 s. ISBN 978-80-247-3527-6.
  • KOTLER, P. a G. ARMSTRONG, 2014. Principles of marketing. 15th ed., global ed. Boston: Pearson. ISBN 9780273786993.
Forms of Teaching
Lecture
Tutorial
Consultation
Teaching Methods
Frontal Teaching
Group Teaching - Cooperation
Brainstorming
Critical Thinking
Individual Work– Individual or Individualized Activity
Student Workload
ActivitiesNumber of Hours of Study Workload
Daily StudyCombined Study
Preparation for Lectures12 
Preparation for Seminars, Exercises, Tutorial 12
Preparation for the Final Test4058
Attendance on Lectures26 
Attendance on Seminars/Exercises/Tutorial/Excursion 8
Total:7878
Assessment Methods and Assesment Rate
Exam – written 100 %
Exam conditions
Overall subject classification: A 100 – 90, B 89,99 – 84, C 83,99 – 77, D 76,99 – 73, E 72,99 – 70, FX 69,99 – 30, F 29,99 - 0.
Language of instruction
Czech
Teacher's information
Attendance in lessons is defined in a separate internal standard of ITB (Evidence of attendance of students at ITB). It is compulsory, except of the lectures, for full-time students to attend 70 % lesson of the subjet in a semester.
The course is also listed under the following terms winter 2019, winter 2020, summer 2021, winter 2021, winter 2022, winter 2023.
  • Enrolment Statistics (recent)
  • Permalink: https://is.vstecb.cz/course/vste/winter2024/MKD