BA_CRM_B Customer Relationship Management B

University of Finance and Administration
Winter 2020
Extent and Intensity
2/0/0. 3 credit(s). Recommended Type of Completion: z (credit). Other types of completion: zk (examination).
Teacher(s)
PhDr. Martina Švecová, MSc (lecturer)
PhDr. Karel Eliáš, CSc. (seminar tutor)
Guaranteed by
PhDr. Karel Eliáš, CSc.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Lenka Pokorná
Timetable of Seminar Groups
BA_CRM_B/pBMPH: Mon 12:15–12:59 E225, Mon 13:00–13:45 E225, except Mon 16. 11. ; and Mon 16. 11. 12:15–13:45 E225, K. Eliáš
Prerequisites
Assumptions: student,s ability to understand marketing theory and to consider possible applications/options into the practical marketing processes/campaigns within the structure of marketing communications framework.Focus on the Customer Relationship Management(CRM).
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
Goal of the subject: to set a knowledge base for broad understanding of a modern Customer Relationship Management(definitons,state of-the-art concepts,..) and its implications for Marketing Communication(MC) incl.marketing mix( i.e.product,price,place and promotion) and also commercial and social marketing consequencies for societal life.CRM will be described as a powerful combination of specific scientific knowledge and various creative thinking .Consequently students should be able to assess,modify and propose various CRM processes,campaigns and decisions ( having in mind both commercial and social implications).
Learning outcomes
Basic theoretical knowledge, orientation in problems and context of monitored topics. At the same time, the practical skills and skills of applying the acquired knowledge in a real environment of professional activities. The learning outcomes are the support and development of the profile of the educated practitioner
Syllabus
  • The course will cover the following key topics: 1. CRM basics notions and concepts. Effective CRM as a powerful competitive tool. 2. CRM and competition, current trends and approaches to CRM 3. CRM processes (value added and perceived value, ..) 4. CRM process and a part of company’s operations and company’s philosophy. 5. CRM - creating value for customers.Best Practices concept. 6. CRM and PEST/SWOT analysis and a company's competitive edge. 7. Customers/Consumers Typology. Consumer/Customer loyalty. 8. CRM and the customer segmentation incl. various segmentation criteria. 9. CRM and a Customer / Product Life Cycle Management. 10. CRM strategy-first contact and further relationship development. 11. CRM and Customer’s portfolio set up and further development (B2B, B2C, etc.) 12. CRM and Customer Experience. Summary. Questions and answers with students.
Literature
    required literature
  • CLOW, K.E. a BAACK, D. Integrated advertising, promotion, and marketing communications. Seventh edition. Boston: Pearson, [2016], ©2016. 496 stran. Global edition. ISBN 978-1-292-09363-5 -54$
  • BUTTLE,F.: Customer Relationship Management : Concepts and Technologies .Taylor/Francis Ltd.(Elsevier/Butterworth-Heinemann) 2009. ISBN : 9781856175227. eISBN : 9780080949611.
  • HEAD,T.-HAND.J.: Customer Relationship and Customer Relationship Management. College Publishing (College Publishing House) 2012.e ISBN : 9788132312345.
  • ARIELY,D.:Predictable irrational,Revised and Expanded ed.:The Hidden Forces That Shape Our Decisions.Harper Perennial 2010.ISBN-10:9780061353246.ISBN-13:978-0061353246
    recommended literature
  • WHALLEY,A.:Obtaining and Retaining Customers-Parts I and II.2013 Andrew Whalley and bookboon.com.ISBN:978-87-403-0515-9
Teaching methods
Interactive lectures + focused discussions/presentations during excercises.
Assessment methods
Assesment methods: A. Credits will be awarded to student based on active participation within the lectures and completion of a case study related to the course of CRM. N.B. Additional tasks can be formulated/set for a specific student, in order to meet necessary requirements for the sucessfull completing the course.
Language of instruction
English
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 6 hodin KS/semestr.
The course is also listed under the following terms Winter 2014, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019.
  • Enrolment Statistics (recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/winter2020/BA_CRM_B