VSFS:BA_CRM_B Customer Relationship Manag. B - Course Information
BA_CRM_B Customer Relationship Management B
University of Finance and AdministrationWinter 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.
- Enrolment Statistics (recent)
- Permalink: https://is.vsfs.cz/course/vsfs/winter2020/BA_CRM_B