VSFS:B_RVZ_A Customer Relationship Mng. A - Course Information

B_RVZ_A Customer Relationship Management A

Extent and Intensity

1/1. 5 credit(s). Type of Completion: zk (examination).

Teacher(s)

Ing. Vilém Kunz, Ph.D. (seminar tutor)
Ing. Miloslav Šašek (seminar tutor)

Guaranteed by

Ing. Miloslav Šašek
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová

Timetable of Seminar Groups

B_RVZ_A/cMMO: each odd Wednesday 15:45–16:29 M22, each odd Wednesday 16:30–17:15 M22, V. Kunz
B_RVZ_A/cM1PH: each odd Thursday 8:45–9:29 E228, each odd Thursday 9:30–10:15 E228, M. Šašek
B_RVZ_A/cM2PH: each odd Thursday 12:15–12:59 E124, each odd Thursday 13:00–13:45 E124, M. Šašek
B_RVZ_A/cM3PH: each even Thursday 14:00–15:30 E225, M. Šašek
B_RVZ_A/pMMO: each even Wednesday 15:45–16:29 M22, each even Wednesday 16:30–17:15 M22, V. Kunz
B_RVZ_A/pMPH: each even Thursday 12:15–12:59 E230, each even Thursday 13:00–13:45 E230, M. Šašek
B_RVZ_A/uMPH: Tue 15. 3. 15:45–17:15 E123, M. Šašek
B_RVZ_A/vMPH: Fri 18. 3. 17:15–18:45 E127, M. Šašek

Prerequisites

There are no prerequisites for this course.

Course Enrolment Limitations

The course is also offered to the students of the fields other than those the course is directly associated with.

fields of study / plans the course is directly associated with

• Marketing Communication (programme VSFS, B-EKM) (2)

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.

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
• 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, M., HAVLÍČEK, K. Marketing při utváření podnikové strategie, Praha: Eupress, 2009. 249 s. ISBN 978-80-7408-022-7.
• 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

Czech

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.

• Enrolment Statistics (Summer 2016, recent)
  
• Permalink: https://is.vsfs.cz/course/vsfs/summer2016/B_RVZ_A