B_RVZ Customer Relationship Management

University of Finance and Administration
Summer 2023
Extent and Intensity
2/1/0. 6 credit(s). Type of Completion: zk (examination).
Ing. Vilém Kunz, Ph.D. (seminar tutor)
Guaranteed by
Ing. Vilém Kunz, Ph.D.
Department of Marketing Communication - Departments - University of Finance and Administration
Contact Person: Ivana Plačková
Timetable of Seminar Groups
B_RVZ/cMMO: each even Thursday 12:15–12:59 M22, each even Thursday 13:00–13:45 M22, V. Kunz
B_RVZ/cMPH: each even Wednesday 12:15–12:59 E307, each even Wednesday 13:00–13:45 E307, V. Kunz
B_RVZ/poMMO: each even Wednesday 8:45–9:29 M27, each even Wednesday 9:30–10:15 M27, each even Wednesday 10:30–11:14 M27, each even Wednesday 11:15–12:00 M27, V. Kunz
B_RVZ/pxMPH: each even Wednesday 8:45–9:29 E004, each even Wednesday 9:30–10:15 E004, each even Wednesday 10:30–11:14 E004, each even Wednesday 11:15–12:00 E004, V. Kunz
There are no prerequisites for this course.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
At the end of this course the student will be able to understand and explain the concepts and definitions from the area of CRM.
Course objectives: acquainting students with the theoretical basics of customer relationship management and its direct relation to management strategy and practice.
Presentation of the basic approaches to development and implementation of CRM.
Practical approaches to creating and processing customer relationship within small and medium enterprises – SME (up to 250 employees).
Lectures also concern methods and approaches to managing team co-operation within CRM in order to create synergic effects.
Learning outcomes
Gained knowledge and skills can be utilized in all related areas of business and marketing management including effective building and development of customer relations.
  • 1. Introduction, basic terms, relationship marketing, the importance of customer relationship research in contemporary environment, environment changes and consequences form CRM.
  • 2. The value creation process in relation to effective implementation of CRM. Research and the role of HTP in CRM. Added and perceived value.
  • 3. Customer relationship management – process and changing the philosophy of a business, the main activities within the process. Is CRM SW a tool or a system/process. Or is it a change in company´s relationship with customers? What is the principle of CRM?
  • 4. The main points of CRM process implementation, the objectives of CRM implementation, the main activities within CRM implementation in detail.
  • 5. . Environment analysis – effect on CRM. Microenvironment, macroenvironment and competition. Environment analysis methods and the objectives of the research. Environment analysis, competitive advantage. The direction of company´s advance/expansion. Environment changes and reactions businesses.
  • 6. Segmentation of customer portfolio – the key activities of successful CRM. Segmentation and CRM. Segmentation criteria for the needs of industrial markets. Segmentation and customer portfolio development. Information sources for segmentation.
  • 7. The role of a product within the process of CRM, analysis and product innovation. A product as the source of competitive advantage and the tool of customer relationship development and stabilization. CRM at particular stages of a product life cycle.
  • 8. Relationship strategies – effective relationship building. Methods, preparation and the first contact, development and the methods of relationship maintenance, particular relation stages analysis.
  • 9. Typology of customers and involved persons in relation to the value exchange process. Personal analysis – a tool of development and successful CRM.
  • 10. Customer portfolio for succesful CRM process implementation, effective communication within CRM, expected effects. Organizing company´s interaction with customers within an enterprise. Recording current and potential customers data, important data, ways of gathering data, storing and processing, using data etc. SW tools, databases, operating and applicability.
  • 11. Relationship strategies – building and maintenance of customer relationships. Particular relationship stages analysis. Methodology of effective relationship utilization for subjects involved.
  • 12. Relationship strategies – terminating a relationship. Customer portfolio management. Reasons to terminate a relationship and analysis of them. Analysis, causes, consequences.
    required literature
  • ŠAŠEK, Miloslav. Řízení vztahů se zákazníky v prostředí B2B (Customer Relationship Management in B2B Milieu). 1st ed. Praha: Vysoká škola finanční a správní, a.s., 2016. 216 pp. EUPRESS. ISBN 978-80-7408-141-5. info
  • STORBACKA, K.; LEHTINEN, J.: Řízení vztahu se zákazníky, Praha: Grada, 2002. 147 s. ISBN 80-7169-813-X.
  • ŠAŠEK, M. Řízení vztahů se zákazníky, Praha: Eupress, 2010. 115 s. ISBN 978-80-7408-025-8
  • Prezentace k jednotlivým tématickým celkům předmětu ŘVZ v aktuálním AR, autor Ing. Miloslav Šašek
  • Moderní řízení, měsíčník vydavatelství Economia, vybrané články pojící se k tématu předmětu.
    recommended literature
  • BENDER, U.B., Niterný leadership, Praha: Management Press, 2002. 219 s. ISBN 80-7261-069-4.
  • BURNET, K. Klíčoví zákazníci a péče o ně. Praha: Business Books, 2005. 373 s. ISBN 80-7226-655-1.
  • CHLEBOVSKÝ, V.: CRM - Řízení vztahů se zákazníky, Praha: Computer Press, 2005. 185 s. ISBN 80-251-0798-1.
  • KAŠÍK, Milan and Karel HAVLÍČEK. Marketing při utváření podnikové strategie. 3. aktualizované vydání. Praha: Vysoká škola finanční a správní, o.p.s., 2015. EUPRESS. ISBN 978-80-7408-100-2. info
  • LEHTINEN, J.: Aktivní CRM - Řízení vztahu se zákazníky, Grada 2007, 158 s. ISBN 978-80-247-1814-9
  • VAŇÁK, M. Základy marketingu, Praha: Eupress, 2011, ISBN: 978-80-7408-051-7.
  • WESSLING, H.: Aktivní vztah k zákazníkům pomocí CRM, Grada 2003. 189 s. ISBN 80-247-0569-9.
Teaching methods
Lectures and exercises in full-time study. Controlled group consultations in the combined form of study. The scope of compulsory participation in education: minimum compulsory attendance at lectures and tutorials in full-time is 75 %, the controlled group consultations in combined studies 50 %. Students who fail to meet the mandatory level of participation can be entered additional study obligations during the semester (to the extent to demonstrate academic achievement and gained competencies necessary for successful completion of the course).
Assessment methods
The course is completed by credit and exam. The students receive credit for attendance at seminars. Minimum mandatory attendance at seminars is 75 %. The exam is a text by full-time studies. The test consists of the 40 questions of the subject matter of the whole range of subjects. O the manner and forms of answers the teacher will instruct the students before starting the test. Rating A (40-38correct answers), B (37-35), C (34-32), D (31-29), E (28-26), fewer F.
Language of instruction
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: 12 hodin KS/semestr.
The course is also listed under the following terms Winter 2007, Summer 2008, Summer 2009, Summer 2010, Summer 2011, Winter 2011, summer 2012, Winter 2012, Summer 2021, Summer 2022, Summer 2024.
  • Enrolment Statistics (Summer 2023, recent)
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