BA_CRM_B Customer Relationship Management B

University of Finance and Administration
Winter 2014
Extent and Intensity
2/0. 3 credit(s). Type of Completion: z (credit).
Teacher(s)
Ing. Andrej Mazán, MBA (seminar tutor)
Ing. Miloš Krejčí (assistant)
Guaranteed by
PhDr. Karel Eliáš, CSc.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Bc. Jan Peterec
Timetable of Seminar Groups
BA_CRM_B/pBMPH: Tue 17:30–18:14 E126, Tue 18:15–19:00 E126, A. Mazán
Prerequisites
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
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
  • 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.Harlow : Pearson Education c2012. ISBN :0-273-75328(brož.), 978-0-273-75328-5(brož.)
  • 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
  • WHALLEY,A.:Obtaining and Retaining Customers-Parts I and II.2013 Andrew Whalley and bookboon.com.ISBN:978-87-403-0515-9
Teaching methods
Interactive lectures + focused discussions/presentations during excercises.
Assessment methods
Assesment methods: A. Credits will be awarded to student based on active participation within the lectures and completion of a case study related to the course of CRM. 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
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.
The course is also listed under the following terms Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020.
  • Enrolment Statistics (Winter 2014, recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/winter2014/BA_CRM_B