BA_CRM Customer Relationship Management

Vysoká škola finanční a správní
léto 2024
Rozsah
2/1/0. 12 hodin KS/semestr. 6 kr. Ukončení: zk.
Vyučující
Ing. Radek Turčáni (cvičící)
Garance
Ing. Radek Turčáni
Sekce managementu a marketingu (FES, KEM) – Katedra ekonomie a managementu (FES, KEM) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Dita Egertová
Rozvrh seminárních/paralelních skupin
BA_CRM/cMCPH: každý lichý čtvrtek 15:45–16:29 E225, každý lichý čtvrtek 16:30–17:15 E225, R. Turčáni
BA_CRM/pMCPH: St 15:45–16:29 E007KC, St 16:30–17:15 E007KC, R. Turčáni
Předpoklady
There are no prerequisites for this course.
Omezení zápisu do předmětu
Předmět je otevřen studentům libovolného oboru.
Cíle předmětu
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.
Výstupy z učení
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.
Osnova
  • Programme: 1/CRM basics notions and concepts.Effective CRM as a 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 philosophy. 5/CRM main goals and application consequencies.Best Practices concepts. 6/CRM and PEST/SWOT analysis and a companys 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.
Literatura
    povinná literatura
  • 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.
    doporučená literatura
  • 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.
Výukové metody
Interactive lectures + focused discussions/presentations during excercises.
Metody hodnocení
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
Vyučovací jazyk
Angličtina
Navazující předměty
Informace učitele
All subject related study-books are available via IS in e-libraries Proquest and EBSCO. And detailed notices are avalaible througout the Interactive sylabus.
Další komentáře
Předmět je dovoleno ukončit i mimo zkouškové období.
Předmět je zařazen také v obdobích léto 2021, léto 2022, léto 2023, léto 2025.