VSFS:BA_CRM_A Customer Relationship Manageme - Informace o předmětu

BA_CRM_A Customer Relationship Management A

Rozsah

1/1. 12 hodin KS/semestr. 6 kr. Ukončení: zk.

Vyučující

PhDr. Karel Eliáš, CSc. (cvičící)

Garance

PhDr. Karel Eliáš, CSc.
Sekce managementu a marketingu (FES, KEM) – Katedra ekonomie a managementu (FES, KEM) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Lenka Pokorná

Rozvrh seminárních/paralelních skupin

BA_CRM_A/cMCPH: každé sudé pondělí 10:30–11:14 E228, každé sudé pondělí 11:15–12:00 E228, K. Eliáš
BA_CRM_A/pMCPH: každé liché pondělí 10:30–11:14 E228, každé liché pondělí 11:15–12:00 E228, K. Eliáš

Předpoklady

There are no prerequisites for this course.

Omezení zápisu do předmětu

Předmět je otevřen studentům libovolného oboru.

Cíle předmětu

Goal of the subject: to set a knowledge base for broad understanding of a modern Customer Relationship Management(definitions,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).

Výstupy z učení

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

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
• 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$
• 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.
• BLAKEMAN,R.:Integrated Marketing Communication : Creative Strategy From Idea to Implementation.2nd ed.Lanham:Rowman and Littlefield Publishers,2014.ISBN 9781442221215.

doporučená literatura
• 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

Výukové metody

Interactive lectures + focused discussions/presentations during excercises.

Metody hodnocení

Assesment methods: exam will consist of the succesfull accoplishment of the written test (List of questions will be available on IS )+ interview when applicable subject to the total student,s performance incl. activity within the exercises i.e. independant presentation of the proposal of the CRM event/campaign (written 6-7 p. + ppt.)incl.budget, target groups, prons and cons on other MC tools,etc. N.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.

Vyučovací jazyk

Angličtina

Navazující předměty

• BA_EM Electronic Marketing

Informace učitele

All subject related study-books are available in a limited amount also in the VŠFS library(Vltavská st.,P5).Printed and/or an electronic version.

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