VSFS:BA_CRM_B Customer Relationship Manag. B - Course Information
BA_CRM_B Customer Relationship Management B
University of Finance and AdministrationWinter 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.
- Enrolment Statistics (Winter 2014, recent)
- Permalink: https://is.vsfs.cz/course/vsfs/winter2014/BA_CRM_B