BA_CRM_B Customer Relationship Management B

Vysoká škola finanční a správní
zima 2020
Rozsah
2/0/0. 6 hodin KS/semestr. 3 kr. Doporučované ukončení: z. Jiná možná ukončení: zk.
Vyučující
PhDr. Martina Švecová, MSc (přednášející)
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_B/pBMPH: Po 12:15–12:59 E225, Po 13:00–13:45 E225, kromě Po 16. 11. ; a Po 16. 11. 12:15–13:45 E225, K. Eliáš
Předpoklady
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).
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(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).
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
  • The course will cover the following key topics: 1. CRM basics notions and concepts. Effective CRM as a powerful competitive tool. 2. CRM and competition, current trends and approaches to CRM 3. CRM processes (value added and perceived value, ..) 4. CRM process and a part of company’s operations and company’s culture. 5. CRM - creating value for customers. 6. CRM and PEST/SWOT analysis and a company's competitive edge. 7. Customers/Consumers Typology. Consumer/Customer loyalty. 8. CRM and the customer segmentation incl. various segmentation criteria. 9. CRM and a Customer / Product Life Cycle Management. 10. CRM strategy-first contact and further relationship development. 11. CRM and Customer’s portfolio set up and further development (B2B, B2C, etc.) 12. CRM and Customer Experience. 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.
  • 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
    doporučená literatura
  • 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: 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. N.B. Additional tasks can be formulated/set for a specific student, in order to meet necessary requirements for the sucessfull completing the course.
Vyučovací jazyk
Angličtina
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.
Další komentáře
Předmět je dovoleno ukončit i mimo zkouškové období.
Předmět je zařazen také v obdobích zima 2014, zima 2015, zima 2016, zima 2017, zima 2018, zima 2019.
  • Statistika zápisu (nejnovější)
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