BA_CRM_A Customer Relationship Management A

University of Finance and Administration
Summer 2014
Extent and Intensity
1/1. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
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: Květoslava Dolejšová
Timetable of Seminar Groups
BA_CRM_A/cMCPH: each odd Thursday 15:45–16:29 E305, each odd Thursday 16:30–17:15 E305, K. Eliáš
BA_CRM_A/pMCPH: each even Thursday 15:45–16:29 E305, each even Thursday 16:30–17:15 E305, K. Eliáš
Prerequisites (in Czech)
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 (in Czech)
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).
Syllabus (in Czech)
  • Programme: 1/CRM basics notions and concepts.Effective CRM as an powerful competitive tool. 2/CRM and competition and /or co-opetition. 3/CRM processes (value added and perceived value,..) 4/CRM as a process and /or company,s business philosofy. 5/CRM main goals and application consequencies.Best Practices concepts. 6/CRM and PEST/SWOT analysis and a company,s competitive edge. 7/CRM and the customer segmentation incl.various segmentation criteria. 8/CRM and a Product Life Cycle Management.Consumer/Customer loyalty. 9/CRM strategy-first contact and further relationship development. 10/Customers/Consumers Typology. 11/Customer,s portfolio set up and further development (B2B,B2C,etc.) 12/Summary.Questions and answers with students.
Literature
    required literature
  • CLOW,K.E.-BAACK,D.: Integrated Advertising, Promotion and Marketing Communications.Pearson Prentice Hall 2010 (4th ed.).ISBN-10:0-13-815737-5
  • 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.
    recommended literature
  • MARSHALL,P.-TODD,B.:Ultimate guide to Google adwords advertising.Entrepreneur Media 2010.ISBN:978-1-599-183-602
Teaching methods (in Czech)
Interactive lectures + focused discussions/presentations during excercises.
Assessment methods (in Czech)
Assesment methods: exam will consist of the succesfull accoplishment of the written test (List of questions will be available on IS )+ interview when applicable subject to the total student,s performance incl. activity within the exercises i.e. independant presentation of the proposal of the CRM event/campaign (written 6-7 p. + ppt.)incl.budget, target groups, prons and cons on other MC tools,etc. N.B.Minimal student,s presence level in the lectures has been set on 75%.Additional tasks can be formulated/set for a specific student, in order to meet necessary requirements for the sucessfull accoplishment his/her study course.
Language of instruction
English
Follow-Up Courses
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
General note: b0.
Information on the extent and intensity of the course: 12 hodin KS/semestr.
The course is also listed under the following terms Summer 2013, Summer 2015, Summer 2016, Summer 2017, Summer 2018, Summer 2019, Summer 2020.
  • Enrolment Statistics (Summer 2014, recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/summer2014/BA_CRM_A