BA_CRM Customer Relationship Management

University of Finance and Administration
Summer 2025
Extent and Intensity
2/1/0. 6 credit(s). Type of Completion: zk (examination).
Guaranteed by
PhDr. Martina Švecová, MSc
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Dita Egertová
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: is to set a knowledge base for a broad understanding of modern Customer Relationship Management(definitions, state-of-the-art concepts,..) and its implications for Marketing Communication (MC), including communication mix. CRM will be described as a powerful combination of specific scientific knowledge and creative thinking. The customer will be seen as the centre of all communication activities. Course plases special focus on customer value. Consequently, students should be able to assess, modify and propose various CRM processes, campaigns and decisions (having in mind both commercial and social implications) throughout the practical seminar work. Cooperation with the existing company is recommended but not mandatory. In this course will consulted the modern methods of AI as well as, tool what could support IT solution of CRM in modern companies.
Learning outcomes
After the course student should be able to understand terms customer value, customer life cycle and CRM in terms of strategy and SW solution together with the use of the concepts in practice. Students will actively join the sessions and work on practical focused seminars. The presentation, seminar work and test are the outputs of the course. Each of them is scored and the final mark is the sum of the points.
Syllabus
  • 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
  • SETH, Kinnett. How to Win at CRM: Strategy, Implementation, Management [online]. London, New York: Auerbach Publications, 2017 [cit. 2019-02-22]. ISBN 9781351646024.
  • CLOW, K.E. a BAACK, D. Integrated advertising, promotion, and marketing communications. Seventh edition. Boston: Pearson, [2016], ©2016. 496 stran. Global edition. ISBN 978-1-292-09363-5 -54$
  • BLAKEMAN,R.:Integrated Marketing Communication : Creative Strategy From Idea to Implementation.2nd ed.Lanham:Rowman and Littlefield Publishers,2014.ISBN 9781442221215.
  • MCDONALD, Malcolm a Hugh WILSON. Marketing plans: how to prepare them, how to profit from them. Eighth Edition. Hoboken: Wiley, 2016. ISBN 978-1-119-21717-6.
    recommended literature
  • Marr, Bernard. Artificial Intelligence in Practice : How 50 Successful Companies Used AI and Machine Learning to Solve Problems, John Wiley & Sons, Incorporated, 2019.
  • ARIELY,D.:Predictable irrational,Revised and Expanded ed.:The Hidden Forces That Shape Our Decisions.Harper Perennial 2010.ISBN-10:9780061353246.ISBN-13:978-0061353246
  • WHALLEY,A.:Obtaining and Retaining Customers-Parts I and II.2013 Andrew Whalley and bookboon.com.ISBN: 978-87-403-0515-9
  • BUTTLE,F.: Customer Relationship Management : Concepts and Technologies .Taylor/Francis Ltd.(Elsevier/Butterworth-Heinemann) 2009. ISBN : 9781856175227. eISBN : 9780080949611.
Teaching methods
Interactive lectures + focused discussions/presentations during excercises.
Assessment methods
This course is one of the most important in understanding how modern marketing builds on relations with the customers. To obtain the credits, you need to fulfil two different assignments: Therefore, it contains 3 parts: 1. Presentation on the chosen topic (25% of the grade: 25points) 2. Grade work (25% of the grade: 25points) 3. ABC Test (50% of the grade: 35points) For credit before exam is manadatory 75% level of seminar attendance. ISP students will substitute this via extended final work
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
All subject related study-books are available via IS in e-libraries Proquest and EBSCO. And detailed notices are avalaible througout the Interactive sylabus.
The course is also listed under the following terms Summer 2021, Summer 2022, Summer 2023, Summer 2024.
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