Marketing in Transport and Logistics
Syllabus
- Marketing management.
- Building customer satisfaction, value and, loyalty in transport and logistics.
- Strategic marketing planning in transport and logistics.
- Collecting information and forecasting demand in the field of transport and logistics.
- Consumer behaviour in transport and logistics.
- Analysing business markets and organisational buying in transport and logistics.
- Competitive analysis.
- Identifying market segments and targets in transport and logistics.
- Developing and establishing a brand positioning through product life -cycle for logistics services.
- The marketing mix in transport and logistics.
- Personal selling in transport and logistics.
More...
Goals and competencies
The course program covers a modern approach to the study of marketing in transport and logistics as a science and practical activity based on interdisciplinary work. Based on the system approach and consideration of all relevant factors the acquired knowledge in this course enables students to solve complex and dynamic problems in business systems.
Basic literature
- Philip Kotler, Kevin Lane Keller (2015): Marketing Management - 14th Ed., Prentice Hall, 658 str., ISBN 13: 978-0-13-210292-6
- Pingaku Venugopal (2010): Marketing Management – A Decision-making Approach, Sage Publications, 978 str. ISBN: 978-81-321-0471-1, 978-1-282-83984-7, 978-81-321-0617-3
- Kingsnorth, Simon (2016): Digital Marketing Strategy : An Integrated Approach to Online Marketing, 1st edition. London: Kogan Page.