BA_CRM Customer Relationship Management

University of Finance and Administration
Summer 2021
Extent and Intensity
2/1/0. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
PhDr. Martina Švecová, MSc (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/cMCPH: each even Tuesday 10:30–11:14 E125, each even Tuesday 11:15–12:00 E125, except Tue 6. 4. ; and Thu 8. 4. 14:00–15:30 E125, M. Švecová
BA_CRM/pMCPH: Tue 8:45–9:29 E125, Tue 9:30–10:15 E125, M. Švecová
Prerequisites
There are no prerequisites for this course.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The goal of the subject: to set a knowledge base for a broad understanding of modern Customer Relationship Management and its implications for Marketing Communication(MC). The lesson will include understanding the cooperation of the philosophical approach together with the technical solution in the concept of CRM. It will be presented the therms like customer value, the value from the customer, satisfaction-loyalty chain, customer life cycle and many others. 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
  • Programme: 1. CRM basic notions and concepts. Customer centricity 2. CRM as the Information system 3. Value chain and CRM process effectivity 4. Concept of Customer Value and value to the company: Satisfaction-Loyalty Profit Chain 5. Relationship marketing 6. Customer life cycle 7. Managing Customer life cycle: Reach 8. Managing Customer life cycle: Aquire 9. Managing Customer life cycle: Develop 10.Managing Customer life cycle: Retention 11.Managing Customer life cycle: Advocacy 12. Relationship strategy - termination of the relationship: Customer divestment
Literature
    required literature
  • SETH, Kinnett. How to Win at CRM: Strategy, Implementation, Management. London, New York: Auerbach Publications, 2017. ISBN 9781351646024.
  • MUKHERJEE, Amit S. Leading in the Digital World : How to Foster Creativity, Collaboration, and Inclusivity: How to Foster Creativity, Collaboration, and Inclusivity. Cambridge, London: VYDAVATEL MIT Press, 2020. ISBN 978-0-262-35838-5.
  • V., Kumar. Intelligent Marketing: Employing New-Age Technologies. 1. Los Angeles, London, New Delhi, Singapore, Washington DC, Melbourne: SAGE Publications, 2021. ISBN 978-9-353-88710-0.
    recommended literature
  • CLOW, K.E. a BAACK, D. Integrated advertising, promotion, and marketing communications. Seventh edition. Boston: Pearson, 2016. 496 stran. Global edition. ISBN 978-1-292-09363-5 -54
  • KOTLER, Milton, Tiger, Collen QIAO a Sam WANG. Marketing Strategy In The Digital Age: Applying Kotler's Strategies to Digital Marketing. Singapure, Hackensack, London: World Scientific, 2020. ISBN 978-9-811-21698-5.
  • BLAKEMAN, Robyn. Integrated Marketing Communication: Creative Strategy from Idea to Implementation. 2nd Ed. Lanham: Rowman & Littlefield, 2014. ISBN 9781442221239.
  • WEBER, Andreas;. Digitalization for Value Creation: Corporate Culture for a Digital World. Cham, Switzerland: Springer International Publishing, 2020. ISBN 978-3-030-36229-4.
Teaching methods
Interactive lectures + focused discussions/presentations during excercises.
Assessment methods
Assessment methods: the exam will consist of the successful creation of the CRM campaign for the chosen company. The grading system is set up due to the quality, quotation level, understanding, as well as the arrangement and layout of the text and all the necessary attachments. Credit will be obtained for the presentation of the selected topic
Language of instruction
English
Follow-Up Courses
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.
Teacher's information
The study related books are available via online libraries provided by VŠFS: EBSCO, ProQuest Books and scholar articles via ProQuest. Also, a large portion of the materials is available in corresponding interactive syllabi
The course is also listed under the following terms Summer 2022, Summer 2023, Summer 2024, Summer 2025.
  • Enrolment Statistics (Summer 2021, recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/summer2021/BA_CRM