VSFS:B_RVZ_B Customer Relationship Manageme - Course Information

B_RVZ_B Customer Relationship Management B

Extent and Intensity

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

Guaranteed by

Ing. Vilém Kunz, Ph.D.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Lenka Pokorná

Prerequisites

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.

Syllabus

• 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.

Literature

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. 216 pp. EUPRESS. ISBN 978-80-7408-141-5. 2016. info
• KAŠÍK, Milan a 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.

recommended literature
• KLAPALOVÁ, Alena, Petr SUCHÁNEK a Radoslav ŠKAPA. Výkonnost podniku v kontextu spokojenosti zákazníka, zpětných toků, kvality, inovací a znalostí. Brno: Masarykova univerzita, 2020. ISBN 978-80-210-9647-9.
• MATUŠÍNSKÁ, Kateřina, Martin KLEPEK, Halina STARZYCZNÁ, Michal STOKLASA, Radka BAUEROVÁ, Veronika BRACINÍKOVÁ, Adéla CHROMČÁKOVÁ a Radka KUBALOVÁ. Akceptace technologie z pohledu marketingových nástrojů. [Praha]: Professional Publishing, 2019. ISBN 978-8
• BUREŠOVÁ, Jitka. Budování loajality zákazníků ke značkám oblečení na Facebooku. Brno: Masarykova univerzita, 2018. ISBN 978-80-210-9123-8.
• Fair play: 100 nejlepších zákaznických zkušeností v Česku 2017. [Praha]: KPMG Česká republika, [2017]. ISBN 978-80-270-2733-0.

Teaching methods

Lectures and seminars in full-time study; tutorials in part-time study; compulsory seminar participation is 75 % in full-time study, compulsory tutorial participation is 50 % in part-time study

Assessment methods

Course is successfully completed credit. The credit is a test. 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.

Language of instruction

Czech

Follow-Up Courses

• B_BM Business model

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)
  
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