VŠTE:MKD Marketing in Transport - Course Information

MKD Marketing in Transport

Extent and Intensity

2/0/0. 3 credit(s). Type of Completion: zk (examination).

Teacher(s)

doc. Ing. Lenka Ližbetinová, PhD. (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

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives supported by learning outcomes

The aim of subject is learning outcomes of the course unit The aim of the course is to provide students with theoretical knowledge in management and to familiarize them with new trends in the field. In addition to looking at approaches to developmental theories of management, attention will be focused on managerial activities - planning, organizing, decision making, leadership, control. Students will gain knowledge of human resources management, time management and ethical approach in management.

Learning outcomes

The student can do basic managerial activities - planning, organizing, decision making, management, control. The student has knowledge of human resources management, time management and ethical approach in management.

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
• KOTLER, P. a L. L. KELLER, 2013. Marketing management. 14. Vydání. Praha: Grada Publishing, a.s., 814 s. ISBN 978-80-247-4150-5.
• KARLÍČEK, M. a kol., 2013. Základy marketingu. 1. Vydání. Praha: Grada Publishing, a.s., 255 s. ISBN 978-80-247-4208-3.

recommended literature
• NAGYOVÁ, J., 1998. Marketing v dopravě II. Univerzita Pardubice. ISBN 80-7194-127-1.
• KOTLER, P. a G. ARMSTRONG, 2014. Principles of marketing. 15th ed., global ed. Boston: Pearson. ISBN 9780273786993.
• 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.
• 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.
• 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.
• ŘEZNÍČEK, B. a P. ŠARADÍN, 2001. Marketing v dopravě. Praha: Grada Publishing. ISBN 80-247-0051-4.

Forms of Teaching

Lecture
Tutorial
Consultation

Teaching Methods

Frontal Teaching
Group Teaching - Cooperation
Brainstorming
Critical Thinking
Individual Work– Individual or Individualized Activity

Student Workload

Activities	Number of Hours of Study Workload
	Daily Study	Combined Study
Preparation for Lectures	13
Preparation for Seminars, Exercises, Tutorial		31
Elaboration and defense of semester work + presentation	39	39
Attendance on Lectures	26
Attendance on Seminars/Exercises/Tutorial/Excursion		8
Total:	78	78

Assessment Methods and Assesment Rate

Seminary Work 100 %

Exam conditions

First TestSeminar Work: maximum 30% (0-30 points). Final Test: maximum 70% (0-70 points). Successful graduates of the course have to get totally at least 70 points: 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.

• Enrolment Statistics (winter 2024, recent)
  
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