Course Information

B_RVZ_A Customer Relationship Management A

Extent and Intensity

1/1/0. 6 credit(s). Type of Completion: zk (examination).

Teacher(s)

Ing. Pavel Klička, PhD. (seminar tutor)
Ing. Vilém Kunz, Ph.D. (seminar tutor)

Guaranteed by

Ing. Vilém Kunz, Ph.D.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Lenka Pokorná

Timetable of Seminar Groups

B_RVZ_A/cMMO: each even Thursday 12:15–12:59 M14, each even Thursday 13:00–13:45 M14, V. Kunz
B_RVZ_A/cM1PH: each odd Tuesday 10:30–11:14 E127, each odd Tuesday 11:15–12:00 E127, P. Klička
B_RVZ_A/cM2PH: each odd Tuesday 12:15–12:59 E127, each odd Tuesday 13:00–13:45 E127, P. Klička
B_RVZ_A/pMMO: each odd Thursday 12:15–12:59 M14, each odd Thursday 13:00–13:45 M14, V. Kunz
B_RVZ_A/pMPH: each odd Tuesday 8:45–9:29 E306, each odd Tuesday 9:30–10:15 E306, P. Klička
B_RVZ_A/vMPH: Sat 15. 2. 9:45–11:15 E228, 11:30–13:00 E228, Sat 29. 2. 9:45–11:15 E222, 11:30–13:00 E222, Sat 14. 3. 9:45–11:15 E224, 11:30–13:00 E224, P. Klička

Prerequisites

There are no prerequisites for this course.

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

At the end of this course the student will be able to understand and explain the concepts and definitions from the area of CRM.
Course objectives: acquainting students with the theoretical basics of customer relationship management and its direct relation to management strategy and practice.
Presentation of the basic approaches to development and implementation of CRM.
Practical approaches to creating and processing customer relationship within small and medium enterprises – SME (up to 250 employees).
Lectures also concern methods and approaches to managing team co-operation within CRM in order to create synergic effects.

Learning outcomes

Gained knowledge and skills can be utilized in all related areas of business and marketing management including effective building and development of customer relations.

Syllabus

• 1. Introduction, basic terms, relationship marketing, the importance of customer relationship research in contemporary environment, environment changes and consequences form CRM.
• 2. The value creation process in relation to effective implementation of CRM. Research and the role of HTP in CRM. Added and perceived value.
• 3. Customer relationship management – process and changing the philosophy of a business, the main activities within the process. Is CRM SW a tool or a system/process. Or is it a change in company´s relationship with customers? What is the principle of CRM?
• 4. The main points of CRM process implementation, the objectives of CRM implementation, the main activities within CRM implementation in detail.
• 5. . Environment analysis – effect on CRM. Microenvironment, macroenvironment and competition. Environment analysis methods and the objectives of the research. Environment analysis, competitive advantage. The direction of company´s advance/expansion. Environment changes and reactions businesses.
• 6. Segmentation of customer portfolio – the key activities of successful CRM. Segmentation and CRM. Segmentation criteria for the needs of industrial markets. Segmentation and customer portfolio development. Information sources for segmentation.
• 7. The role of a product within the process of CRM, analysis and product innovation. A product as the source of competitive advantage and the tool of customer relationship development and stabilization. CRM at particular stages of a product life cycle.
• 8. Relationship strategies – effective relationship building. Methods, preparation and the first contact, development and the methods of relationship maintenance, particular relation stages analysis.
• 9. Typology of customers and involved persons in relation to the value exchange process. Personal analysis – a tool of development and successful CRM.
• 10. Customer portfolio for succesful CRM process implementation, effective communication within CRM, expected effects. Organizing company´s interaction with customers within an enterprise. Recording current and potential customers data, important data, ways of gathering data, storing and processing, using data etc. SW tools, databases, operating and applicability.
• 11. Relationship strategies – building and maintenance of customer relationships. Particular relationship stages analysis. Methodology of effective relationship utilization for subjects involved.
• 12. Relationship strategies – terminating a relationship. Customer portfolio management. Reasons to terminate a relationship and analysis of them. Analysis, causes, consequences.

Literature

required literature
• ŠAŠEK, Miloslav. Řízení vztahů se zákazníky v prostředí B2B (Customer Relationship Management in B2B Milieu). 1st ed. Praha: Vysoká škola finanční a správní, a.s., 2016, 216 pp. EUPRESS. ISBN 978-80-7408-141-5. info
• STORBACKA, K.; LEHTINEN, J.: Řízení vztahu se zákazníky, Praha: Grada, 2002. 147 s. ISBN 80-7169-813-X.
• ŠAŠEK, M. Řízení vztahů se zákazníky, Praha: Eupress, 2010. 115 s. ISBN 978-80-7408-025-8
• Prezentace k jednotlivým tématickým celkům předmětu ŘVZ v aktuálním AR, autor Ing. Miloslav Šašek
• Moderní řízení, měsíčník vydavatelství Economia, vybrané články pojící se k tématu předmětu.

recommended literature
• BENDER, U.B., Niterný leadership, Praha: Management Press, 2002. 219 s. ISBN 80-7261-069-4.
• BURNET, K. Klíčoví zákazníci a péče o ně. Praha: Business Books, 2005. 373 s. ISBN 80-7226-655-1.
• CHLEBOVSKÝ, V.: CRM - Řízení vztahů se zákazníky, Praha: Computer Press, 2005. 185 s. ISBN 80-251-0798-1.
• KAŠÍK, Milan and Karel HAVLÍČEK. Marketing při utváření podnikové strategie. 3. aktualizované vydání. Praha: Vysoká škola finanční a správní, o.p.s., 2015. EUPRESS. ISBN 978-80-7408-100-2. info
• LEHTINEN, J.: Aktivní CRM - Řízení vztahu se zákazníky, Grada 2007, 158 s. ISBN 978-80-247-1814-9
• VAŇÁK, M. Základy marketingu, Praha: Eupress, 2011, ISBN: 978-80-7408-051-7.
• WESSLING, H.: Aktivní vztah k zákazníkům pomocí CRM, Grada 2003. 189 s. ISBN 80-247-0569-9.

Teaching methods

Lectures and exercises in full-time study. Controlled group consultations in the combined form of study. The scope of compulsory participation in education: minimum compulsory attendance at lectures and tutorials in full-time is 75 %, the controlled group consultations in combined studies 50 %. Students who fail to meet the mandatory level of participation can be entered additional study obligations during the semester (to the extent to demonstrate academic achievement and gained competencies necessary for successful completion of the course).

Assessment methods

The course is completed by credit and exam. The students receive credit for attendance at seminars. Minimum mandatory attendance at seminars is 75 %. The exam is a text by full-time studies. The test consists of the 40 questions of the subject matter of the whole range of subjects. O the manner and forms of answers the teacher will instruct the students before starting the test. Rating A (40-38correct answers), B (37-35), C (34-32), D (31-29), E (28-26), fewer F.

Language of instruction

Czech

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: 12 hodin KS/semestr.

B_RVZ_A Customer Relationship Management A

Extent and Intensity

1/1/0. 6 credit(s). Type of Completion: zk (examination).

Teacher(s)

Ing. Vilém Kunz, Ph.D. (seminar tutor)

Guaranteed by

Ing. Vilém Kunz, Ph.D.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová

Timetable of Seminar Groups

B_RVZ_A/cM1PH: each odd Wednesday 17:30–18:14 E224, each odd Wednesday 18:15–19:00 E224, V. Kunz
B_RVZ_A/cM2PH: each odd Wednesday 15:45–16:29 E227, each odd Wednesday 16:30–17:15 E227, V. Kunz
B_RVZ_A/pMPH: each odd Wednesday 8:45–9:29 E230, each odd Wednesday 9:30–10:15 E230, V. Kunz
B_RVZ_A/vMKV: Fri 15. 2. 15:45–17:15 KV205, 17:30–19:00 KV205, Fri 1. 3. 14:00–15:30 KV205, 15:45–17:15 KV205, Fri 15. 3. 14:00–15:30 KV309, 15:45–17:15 KV309, V. Kunz
B_RVZ_A/vMMO: Sat 9. 2. 8:00–9:30 M22, 9:45–11:15 M22, Sat 23. 2. 9:45–11:15 M22, 11:30–13:00 M22, Sat 27. 4. 8:00–9:30 M22, 9:45–11:15 M22, V. Kunz
B_RVZ_A/vMPH: Fri 29. 3. 14:00–15:30 E225, 15:45–17:15 E225, Fri 12. 4. 14:00–15:30 E225, 15:45–17:15 E225, Fri 26. 4. 14:00–15:30 E225, 15:45–17:15 E225, V. Kunz

Prerequisites

There are no prerequisites for this course.

Course Enrolment Limitations

The course is also offered to the students of the fields other than those the course is directly associated with.

fields of study / plans the course is directly associated with

• Marketing Communication (programme VSFS, B-EKM) (2)

Course objectives

At the end of this course the student will be able to understand and explain the concepts and definitions from the area of CRM.
Course objectives: acquainting students with the theoretical basics of customer relationship management and its direct relation to management strategy and practice.
Presentation of the basic approaches to development and implementation of CRM.
Practical approaches to creating and processing customer relationship within small and medium enterprises – SME (up to 250 employees).
Lectures also concern methods and approaches to managing team co-operation within CRM in order to create synergic effects.

Learning outcomes

Gained knowledge and skills can be utilized in all related areas of business and marketing management including effective building and development of customer relations.

Syllabus

• 1. Introduction, basic terms, relationship marketing, the importance of customer relationship research in contemporary environment, environment changes and consequences form CRM.
• 2. The value creation process in relation to effective implementation of CRM. Research and the role of HTP in CRM. Added and perceived value.
• 3. Customer relationship management – process and changing the philosophy of a business, the main activities within the process. Is CRM SW a tool or a system/process. Or is it a change in company´s relationship with customers? What is the principle of CRM?
• 4. The main points of CRM process implementation, the objectives of CRM implementation, the main activities within CRM implementation in detail.
• 5. . Environment analysis – effect on CRM. Microenvironment, macroenvironment and competition. Environment analysis methods and the objectives of the research. Environment analysis, competitive advantage. The direction of company´s advance/expansion. Environment changes and reactions businesses.
• 6. Segmentation of customer portfolio – the key activities of successful CRM. Segmentation and CRM. Segmentation criteria for the needs of industrial markets. Segmentation and customer portfolio development. Information sources for segmentation.
• 7. The role of a product within the process of CRM, analysis and product innovation. A product as the source of competitive advantage and the tool of customer relationship development and stabilization. CRM at particular stages of a product life cycle.
• 8. Relationship strategies – effective relationship building. Methods, preparation and the first contact, development and the methods of relationship maintenance, particular relation stages analysis.
• 9. Typology of customers and involved persons in relation to the value exchange process. Personal analysis – a tool of development and successful CRM.
• 10. Customer portfolio for succesful CRM process implementation, effective communication within CRM, expected effects. Organizing company´s interaction with customers within an enterprise. Recording current and potential customers data, important data, ways of gathering data, storing and processing, using data etc. SW tools, databases, operating and applicability.
• 11. Relationship strategies – building and maintenance of customer relationships. Particular relationship stages analysis. Methodology of effective relationship utilization for subjects involved.
• 12. Relationship strategies – terminating a relationship. Customer portfolio management. Reasons to terminate a relationship and analysis of them. Analysis, causes, consequences.

Literature

required literature
• ŠAŠEK, Miloslav. Řízení vztahů se zákazníky v prostředí B2B (Customer Relationship Management in B2B Milieu). 1st ed. Praha: Vysoká škola finanční a správní, a.s., 2016, 216 pp. EUPRESS. ISBN 978-80-7408-141-5. info
• STORBACKA, K.; LEHTINEN, J.: Řízení vztahu se zákazníky, Praha: Grada, 2002. 147 s. ISBN 80-7169-813-X.
• ŠAŠEK, M. Řízení vztahů se zákazníky, Praha: Eupress, 2010. 115 s. ISBN 978-80-7408-025-8
• Prezentace k jednotlivým tématickým celkům předmětu ŘVZ v aktuálním AR, autor Ing. Miloslav Šašek
• Moderní řízení, měsíčník vydavatelství Economia, vybrané články pojící se k tématu předmětu.

recommended literature
• BENDER, U.B., Niterný leadership, Praha: Management Press, 2002. 219 s. ISBN 80-7261-069-4.
• BURNET, K. Klíčoví zákazníci a péče o ně. Praha: Business Books, 2005. 373 s. ISBN 80-7226-655-1.
• CHLEBOVSKÝ, V.: CRM - Řízení vztahů se zákazníky, Praha: Computer Press, 2005. 185 s. ISBN 80-251-0798-1.
• KAŠÍK, Milan and Karel HAVLÍČEK. Marketing při utváření podnikové strategie. 3. aktualizované vydání. Praha: Vysoká škola finanční a správní, o.p.s., 2015. EUPRESS. ISBN 978-80-7408-100-2. info
• LEHTINEN, J.: Aktivní CRM - Řízení vztahu se zákazníky, Grada 2007, 158 s. ISBN 978-80-247-1814-9
• VAŇÁK, M. Základy marketingu, Praha: Eupress, 2011, ISBN: 978-80-7408-051-7.
• WESSLING, H.: Aktivní vztah k zákazníkům pomocí CRM, Grada 2003. 189 s. ISBN 80-247-0569-9.

Teaching methods

Lectures and exercises in full-time study. Controlled group consultations in the combined form of study. The scope of compulsory participation in education: minimum compulsory attendance at lectures and tutorials in full-time is 75 %, the controlled group consultations in combined studies 50 %. Students who fail to meet the mandatory level of participation can be entered additional study obligations during the semester (to the extent to demonstrate academic achievement and gained competencies necessary for successful completion of the course).

Assessment methods

The course is completed by credit and exam. The students receive credit for attendance at seminars. Minimum mandatory attendance at seminars is 75 %. The exam is a text by full-time studies. The test consists of the 40 questions of the subject matter of the whole range of subjects. O the manner and forms of answers the teacher will instruct the students before starting the test. Rating A (40-38correct answers), B (37-35), C (34-32), D (31-29), E (28-26), fewer F.

Language of instruction

Czech

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: 12 hodin KS/semestr.

B_RVZ_A Customer Relationship Management A

Extent and Intensity

1/1/0. 6 credit(s). Type of Completion: zk (examination).

Teacher(s)

Ing. Vilém Kunz, Ph.D. (seminar tutor)

Guaranteed by

Ing. Vilém Kunz, Ph.D.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová

Timetable of Seminar Groups

B_RVZ_A/cM1PH: each odd Wednesday 15:45–16:29 E228, each odd Wednesday 16:30–17:15 E228, except Wed 14. 2., except Wed 28. 3., except Wed 11. 4. ; and Wed 14. 2. 17:30–19:00 E004, Wed 4. 4. 15:45–17:15 E228, Wed 11. 4. 17:30–19:00 E004, V. Kunz
B_RVZ_A/cM2PH: each even Wednesday 17:30–18:14 E129, each even Wednesday 18:15–19:00 E129, except Wed 7. 2., except Wed 4. 4., except Wed 18. 4. ; and Wed 14. 2. 17:30–19:00 E004, Wed 28. 3. 17:30–19:00 E129, Wed 11. 4. 17:30–19:00 E004, V. Kunz
B_RVZ_A/pMPH: each even Wednesday 15:45–16:29 E004, each even Wednesday 16:30–17:15 E004, except Wed 7. 2., except Wed 4. 4., except Wed 18. 4. ; and Wed 14. 2. 15:45–17:15 E004, Wed 28. 3. 15:45–17:15 E007KC, Wed 11. 4. 15:45–17:15 E004, V. Kunz
B_RVZ_A/vMMO: Sat 10. 3. 9:45–11:15 M21, 11:30–13:00 M21, Sat 24. 3. 8:00–9:30 M21, 9:45–11:15 M21, Sat 14. 4. 8:00–9:30 M21, 9:45–11:15 M21, V. Kunz
B_RVZ_A/vMPH: Sat 17. 3. 14:00–15:30 E228, 15:45–17:15 E228, Fri 20. 4. 14:00–15:30 E228, 15:45–17:15 E228, Fri 27. 4. 14:00–15:30 E228, 15:45–17:15 E228, V. Kunz

Prerequisites

There are no prerequisites for this course.

Course Enrolment Limitations

The course is also offered to the students of the fields other than those the course is directly associated with.

fields of study / plans the course is directly associated with

• Marketing Communication (programme VSFS, B-EKM) (2)

Course objectives

At the end of this course the student will be able to understand and explain the concepts and definitions from the area of CRM.
Course objectives: acquainting students with the theoretical basics of customer relationship management and its direct relation to management strategy and practice.
Presentation of the basic approaches to development and implementation of CRM.
Practical approaches to creating and processing customer relationship within small and medium enterprises – SME (up to 250 employees).
Lectures also concern methods and approaches to managing team co-operation within CRM in order to create synergic effects.

Learning outcomes

Gained knowledge and skills can be utilized in all related areas of business and marketing management including effective building and development of customer relations.

Syllabus

• 1. Introduction, basic terms, relationship marketing, the importance of customer relationship research in contemporary environment, environment changes and consequences form CRM.
• 2. The value creation process in relation to effective implementation of CRM. Research and the role of HTP in CRM. Added and perceived value.
• 3. Customer relationship management – process and changing the philosophy of a business, the main activities within the process. Is CRM SW a tool or a system/process. Or is it a change in company´s relationship with customers? What is the principle of CRM?
• 4. The main points of CRM process implementation, the objectives of CRM implementation, the main activities within CRM implementation in detail.
• 5. . Environment analysis – effect on CRM. Microenvironment, macroenvironment and competition. Environment analysis methods and the objectives of the research. Environment analysis, competitive advantage. The direction of company´s advance/expansion. Environment changes and reactions businesses.
• 6. Segmentation of customer portfolio – the key activities of successful CRM. Segmentation and CRM. Segmentation criteria for the needs of industrial markets. Segmentation and customer portfolio development. Information sources for segmentation.
• 7. The role of a product within the process of CRM, analysis and product innovation. A product as the source of competitive advantage and the tool of customer relationship development and stabilization. CRM at particular stages of a product life cycle.
• 8. Relationship strategies – effective relationship building. Methods, preparation and the first contact, development and the methods of relationship maintenance, particular relation stages analysis.
• 9. Typology of customers and involved persons in relation to the value exchange process. Personal analysis – a tool of development and successful CRM.
• 10. Customer portfolio for succesful CRM process implementation, effective communication within CRM, expected effects. Organizing company´s interaction with customers within an enterprise. Recording current and potential customers data, important data, ways of gathering data, storing and processing, using data etc. SW tools, databases, operating and applicability.
• 11. Relationship strategies – building and maintenance of customer relationships. Particular relationship stages analysis. Methodology of effective relationship utilization for subjects involved.
• 12. Relationship strategies – terminating a relationship. Customer portfolio management. Reasons to terminate a relationship and analysis of them. Analysis, causes, consequences.

Literature

required literature
• ŠAŠEK, Miloslav. Řízení vztahů se zákazníky v prostředí B2B (Customer Relationship Management in B2B Milieu). 1st ed. Praha: Vysoká škola finanční a správní, a.s., 2016, 216 pp. EUPRESS. ISBN 978-80-7408-141-5. info
• STORBACKA, K.; LEHTINEN, J.: Řízení vztahu se zákazníky, Praha: Grada, 2002. 147 s. ISBN 80-7169-813-X.
• ŠAŠEK, M. Řízení vztahů se zákazníky, Praha: Eupress, 2010. 115 s. ISBN 978-80-7408-025-8
• Prezentace k jednotlivým tématickým celkům předmětu ŘVZ v aktuálním AR, autor Ing. Miloslav Šašek
• Moderní řízení, měsíčník vydavatelství Economia, vybrané články pojící se k tématu předmětu.

recommended literature
• BENDER, U.B., Niterný leadership, Praha: Management Press, 2002. 219 s. ISBN 80-7261-069-4.
• BURNET, K. Klíčoví zákazníci a péče o ně. Praha: Business Books, 2005. 373 s. ISBN 80-7226-655-1.
• CHLEBOVSKÝ, V.: CRM - Řízení vztahů se zákazníky, Praha: Computer Press, 2005. 185 s. ISBN 80-251-0798-1.
• KAŠÍK, Milan and Karel HAVLÍČEK. Marketing při utváření podnikové strategie. 3. aktualizované vydání. Praha: Vysoká škola finanční a správní, o.p.s., 2015. EUPRESS. ISBN 978-80-7408-100-2. info
• LEHTINEN, J.: Aktivní CRM - Řízení vztahu se zákazníky, Grada 2007, 158 s. ISBN 978-80-247-1814-9
• VAŇÁK, M. Základy marketingu, Praha: Eupress, 2011, ISBN: 978-80-7408-051-7.
• WESSLING, H.: Aktivní vztah k zákazníkům pomocí CRM, Grada 2003. 189 s. ISBN 80-247-0569-9.

Teaching methods

Lectures and exercises in full-time study. Controlled group consultations in the combined form of study. The scope of compulsory participation in education: minimum compulsory attendance at lectures and tutorials in full-time is 75 %, the controlled group consultations in combined studies 50 %. Students who fail to meet the mandatory level of participation can be entered additional study obligations during the semester (to the extent to demonstrate academic achievement and gained competencies necessary for successful completion of the course).

Assessment methods

The course is completed by credit and exam. The students receive credit for attendance at seminars. Minimum mandatory attendance at seminars is 75 %. The exam is a text by full-time studies. The test consists of the 40 questions of the subject matter of the whole range of subjects. O the manner and forms of answers the teacher will instruct the students before starting the test. Rating A (40-38correct answers), B (37-35), C (34-32), D (31-29), E (28-26), fewer F.

Language of instruction

Czech

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: 12 hodin KS/semestr.

B_RVZ_A Customer Relationship Management A

Extent and Intensity

1/1. 6 credit(s). Type of Completion: zk (examination).

Teacher(s)

Ing. Vilém Kunz, Ph.D. (seminar tutor)
Ing. Miloslav Šašek (seminar tutor)

Guaranteed by

Ing. Miloslav Šašek
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová

Timetable of Seminar Groups

B_RVZ_A/cMMO: each odd Tuesday 10:30–11:14 M14, each odd Tuesday 11:15–12:00 M14, V. Kunz
B_RVZ_A/cM1PH: each odd Monday 14:00–14:44 E224, each odd Monday 14:45–15:30 E224, except Mon 27. 2. ; and Mon 20. 2. 15:45–17:15 E230, M. Šašek
B_RVZ_A/cM2PH: each odd Monday 8:45–9:29 E228, each odd Monday 9:30–10:15 E228, except Mon 27. 2. ; and Mon 20. 2. 15:45–17:15 E230, M. Šašek
B_RVZ_A/pMMO: each even Tuesday 10:30–11:14 M14, each even Tuesday 11:15–12:00 M14, V. Kunz
B_RVZ_A/pMPH: each even Monday 12:15–12:59 E306, each even Monday 13:00–13:45 E306, M. Šašek
B_RVZ_A/vMMO: Fri 10. 3. 15:45–17:15 M21, V. Kunz
B_RVZ_A/vM1PH: Fri 3. 3. 17:30–19:00 E124, M. Šašek
B_RVZ_A/vM2PH: Fri 17. 3. 17:30–19:00 E124, M. Šašek

Prerequisites

There are no prerequisites for this course.

Course Enrolment Limitations

The course is also offered to the students of the fields other than those the course is directly associated with.

fields of study / plans the course is directly associated with

• Marketing Communication (programme VSFS, B-EKM) (2)

Course objectives

At the end of this course the student will be able to understand and explain the concepts and definitions from the area of CRM.
Course objectives: acquainting students with the theoretical basics of customer relationship management and its direct relation to management strategy and practice.
Presentation of the basic approaches to development and implementation of CRM.
Practical approaches to creating and processing customer relationship within small and medium enterprises – SME (up to 250 employees).
Lectures also concern methods and approaches to managing team co-operation within CRM in order to create synergic effects.

Syllabus

• 1. Introduction, basic terms, relationship marketing, the importance of customer relationship research in contemporary environment, environment changes and consequences form CRM.
• 2. The value creation process in relation to effective implementation of CRM. Research and the role of HTP in CRM. Added and perceived value.
• 3. Customer relationship management – process and changing the philosophy of a business, the main activities within the process. Is CRM SW a tool or a system/process. Or is it a change in company´s relationship with customers? What is the principle of CRM?
• 4. The main points of CRM process implementation, the objectives of CRM implementation, the main activities within CRM implementation in detail.
• 5. . Environment analysis – effect on CRM. Microenvironment, macroenvironment and competition. Environment analysis methods and the objectives of the research. Environment analysis, competitive advantage. The direction of company´s advance/expansion. Environment changes and reactions businesses.
• 6. Segmentation of customer portfolio – the key activities of successful CRM. Segmentation and CRM. Segmentation criteria for the needs of industrial markets. Segmentation and customer portfolio development. Information sources for segmentation.
• 7. The role of a product within the process of CRM, analysis and product innovation. A product as the source of competitive advantage and the tool of customer relationship development and stabilization. CRM at particular stages of a product life cycle.
• 8. Relationship strategies – effective relationship building. Methods, preparation and the first contact, development and the methods of relationship maintenance, particular relation stages analysis.
• 9. Typology of customers and involved persons in relation to the value exchange process. Personal analysis – a tool of development and successful CRM.
• 10. Customer portfolio for succesful CRM process implementation, effective communication within CRM, expected effects. Organizing company´s interaction with customers within an enterprise. Recording current and potential customers data, important data, ways of gathering data, storing and processing, using data etc. SW tools, databases, operating and applicability.
• 11. Relationship strategies – building and maintenance of customer relationships. Particular relationship stages analysis. Methodology of effective relationship utilization for subjects involved.
• 12. Relationship strategies – terminating a relationship. Customer portfolio management. Reasons to terminate a relationship and analysis of them. Analysis, causes, consequences.

Literature

required literature
• ŠAŠEK, Miloslav. Řízení vztahů se zákazníky v prostředí B2B (Customer Relationship Management in B2B Milieu). 1st ed. Praha: Vysoká škola finanční a správní, a.s., 2016, 216 pp. EUPRESS. ISBN 978-80-7408-141-5. info
• STORBACKA, K.; LEHTINEN, J.: Řízení vztahu se zákazníky, Praha: Grada, 2002. 147 s. ISBN 80-7169-813-X.
• ŠAŠEK, M. Řízení vztahů se zákazníky, Praha: Eupress, 2010. 115 s. ISBN 978-80-7408-025-8
• Prezentace k jednotlivým tématickým celkům předmětu ŘVZ v aktuálním AR, autor Ing. Miloslav Šašek
• Moderní řízení, měsíčník vydavatelství Economia, vybrané články pojící se k tématu předmětu.

recommended literature
• BENDER, U.B., Niterný leadership, Praha: Management Press, 2002. 219 s. ISBN 80-7261-069-4.
• BURNET, K. Klíčoví zákazníci a péče o ně. Praha: Business Books, 2005. 373 s. ISBN 80-7226-655-1.
• CHLEBOVSKÝ, V.: CRM - Řízení vztahů se zákazníky, Praha: Computer Press, 2005. 185 s. ISBN 80-251-0798-1.
• KAŠÍK, Milan and Karel HAVLÍČEK. Marketing při utváření podnikové strategie. 3. aktualizované vydání. Praha: Vysoká škola finanční a správní, o.p.s., 2015. EUPRESS. ISBN 978-80-7408-100-2. info
• LEHTINEN, J.: Aktivní CRM - Řízení vztahu se zákazníky, Grada 2007, 158 s. ISBN 978-80-247-1814-9
• VAŇÁK, M. Základy marketingu, Praha: Eupress, 2011, ISBN: 978-80-7408-051-7.
• WESSLING, H.: Aktivní vztah k zákazníkům pomocí CRM, Grada 2003. 189 s. ISBN 80-247-0569-9.

Teaching methods

Lectures and exercises in full-time study. Controlled group consultations in the combined form of study. The scope of compulsory participation in education: minimum compulsory attendance at lectures and tutorials in full-time is 75 %, the controlled group consultations in combined studies 50 %. Students who fail to meet the mandatory level of participation can be entered additional study obligations during the semester (to the extent to demonstrate academic achievement and gained competencies necessary for successful completion of the course).

Assessment methods

The course is completed by credit and exam. The students receive credit for attendance at seminars. Minimum mandatory attendance at seminars is 75 %. The exam is a text by full-time studies. The test consists of the 40 questions of the subject matter of the whole range of subjects. O the manner and forms of answers the teacher will instruct the students before starting the test. Rating A (40-38correct answers), B (37-35), C (34-32), D (31-29), E (28-26), fewer F.

Language of instruction

Czech

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: 12 hodin KS/semestr.

B_RVZ_A Customer Relationship Management A

Extent and Intensity

1/1. 5 credit(s). Type of Completion: zk (examination).

Teacher(s)

Ing. Vilém Kunz, Ph.D. (seminar tutor)
Ing. Miloslav Šašek (seminar tutor)

Guaranteed by

Ing. Miloslav Šašek
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová

Timetable of Seminar Groups

B_RVZ_A/cMMO: each odd Wednesday 15:45–16:29 M22, each odd Wednesday 16:30–17:15 M22, V. Kunz
B_RVZ_A/cM1PH: each odd Thursday 8:45–9:29 E228, each odd Thursday 9:30–10:15 E228, M. Šašek
B_RVZ_A/cM2PH: each odd Thursday 12:15–12:59 E124, each odd Thursday 13:00–13:45 E124, M. Šašek
B_RVZ_A/cM3PH: each even Thursday 14:00–15:30 E225, M. Šašek
B_RVZ_A/pMMO: each even Wednesday 15:45–16:29 M22, each even Wednesday 16:30–17:15 M22, V. Kunz
B_RVZ_A/pMPH: each even Thursday 12:15–12:59 E230, each even Thursday 13:00–13:45 E230, M. Šašek
B_RVZ_A/uMPH: Tue 15. 3. 15:45–17:15 E123, M. Šašek
B_RVZ_A/vMPH: Fri 18. 3. 17:15–18:45 E127, M. Šašek

Prerequisites

There are no prerequisites for this course.

Course Enrolment Limitations

The course is also offered to the students of the fields other than those the course is directly associated with.

fields of study / plans the course is directly associated with

• Marketing Communication (programme VSFS, B-EKM) (2)

Course objectives

At the end of this course the student will be able to understand and explain the concepts and definitions from the area of CRM.
Course objectives: acquainting students with the theoretical basics of customer relationship management and its direct relation to management strategy and practice.
Presentation of the basic approaches to development and implementation of CRM.
Practical approaches to creating and processing customer relationship within small and medium enterprises – SME (up to 250 employees).
Lectures also concern methods and approaches to managing team co-operation within CRM in order to create synergic effects.

Syllabus

• 1. Introduction, basic terms, relationship marketing, the importance of customer relationship research in contemporary environment, environment changes and consequences form CRM.
• 2. The value creation process in relation to effective implementation of CRM. Research and the role of HTP in CRM. Added and perceived value.
• 3. Customer relationship management – process and changing the philosophy of a business, the main activities within the process. Is CRM SW a tool or a system/process. Or is it a change in company´s relationship with customers? What is the principle of CRM?
• 4. The main points of CRM process implementation, the objectives of CRM implementation, the main activities within CRM implementation in detail.
• 5. . Environment analysis – effect on CRM. Microenvironment, macroenvironment and competition. Environment analysis methods and the objectives of the research. Environment analysis, competitive advantage. The direction of company´s advance/expansion. Environment changes and reactions businesses.
• 6. Segmentation of customer portfolio – the key activities of successful CRM. Segmentation and CRM. Segmentation criteria for the needs of industrial markets. Segmentation and customer portfolio development. Information sources for segmentation.
• 7. The role of a product within the process of CRM, analysis and product innovation. A product as the source of competitive advantage and the tool of customer relationship development and stabilization. CRM at particular stages of a product life cycle.
• 8. Relationship strategies – effective relationship building. Methods, preparation and the first contact, development and the methods of relationship maintenance, particular relation stages analysis.
• 9. Typology of customers and involved persons in relation to the value exchange process. Personal analysis – a tool of development and successful CRM.
• 10. Customer portfolio for succesful CRM process implementation, effective communication within CRM, expected effects. Organizing company´s interaction with customers within an enterprise. Recording current and potential customers data, important data, ways of gathering data, storing and processing, using data etc. SW tools, databases, operating and applicability.
• 11. Relationship strategies – building and maintenance of customer relationships. Particular relationship stages analysis. Methodology of effective relationship utilization for subjects involved.
• 12. Relationship strategies – terminating a relationship. Customer portfolio management. Reasons to terminate a relationship and analysis of them. Analysis, causes, consequences.

Literature

required literature
• STORBACKA, K.; LEHTINEN, J.: Řízení vztahu se zákazníky, Praha: Grada, 2002. 147 s. ISBN 80-7169-813-X.
• ŠAŠEK, M. Řízení vztahů se zákazníky, Praha: Eupress, 2010. 115 s. ISBN 978-80-7408-025-8
• Prezentace k jednotlivým tématickým celkům předmětu ŘVZ v aktuálním AR, autor Ing. Miloslav Šašek
• Moderní řízení, měsíčník vydavatelství Economia, vybrané články pojící se k tématu předmětu.

recommended literature
• BENDER, U.B., Niterný leadership, Praha: Management Press, 2002. 219 s. ISBN 80-7261-069-4.
• BURNET, K. Klíčoví zákazníci a péče o ně. Praha: Business Books, 2005. 373 s. ISBN 80-7226-655-1.
• CHLEBOVSKÝ, V.: CRM - Řízení vztahů se zákazníky, Praha: Computer Press, 2005. 185 s. ISBN 80-251-0798-1.
• KAŠÍK, M., HAVLÍČEK, K. Marketing při utváření podnikové strategie, Praha: Eupress, 2009. 249 s. ISBN 978-80-7408-022-7.
• LEHTINEN, J.: Aktivní CRM - Řízení vztahu se zákazníky, Grada 2007, 158 s. ISBN 978-80-247-1814-9
• VAŇÁK, M. Základy marketingu, Praha: Eupress, 2011, ISBN: 978-80-7408-051-7.
• WESSLING, H.: Aktivní vztah k zákazníkům pomocí CRM, Grada 2003. 189 s. ISBN 80-247-0569-9.

Teaching methods

Lectures and exercises in full-time study. Controlled group consultations in the combined form of study. The scope of compulsory participation in education: minimum compulsory attendance at lectures and tutorials in full-time is 75 %, the controlled group consultations in combined studies 50 %. Students who fail to meet the mandatory level of participation can be entered additional study obligations during the semester (to the extent to demonstrate academic achievement and gained competencies necessary for successful completion of the course).

Assessment methods

The course is completed by credit and exam. The students receive credit for attendance at seminars. Minimum mandatory attendance at seminars is 75 %. The exam is a text by full-time studies. The test consists of the 40 questions of the subject matter of the whole range of subjects. O the manner and forms of answers the teacher will instruct the students before starting the test. Rating A (40-38correct answers), B (37-35), C (34-32), D (31-29), E (28-26), fewer F.

Language of instruction

Czech

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: 12 hodin KS/semestr.

B_RVZ_A Customer Relationship Management A

Extent and Intensity

1/1. 5 credit(s). Type of Completion: zk (examination).

Teacher(s)

Ing. Vilém Kunz, Ph.D. (seminar tutor)
Ing. Miloslav Šašek (seminar tutor)

Guaranteed by

Ing. Miloslav Šašek
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová

Timetable of Seminar Groups

B_RVZ_A/cMMO: each even Monday 10:30–11:14 M17, each even Monday 11:15–12:00 M17, V. Kunz
B_RVZ_A/cM1PH: each even Monday 12:15–12:59 E128, each even Monday 13:00–13:45 E128, M. Šašek
B_RVZ_A/cM2PH: each even Monday 14:00–14:44 E223, each even Monday 14:45–15:30 E223, M. Šašek
B_RVZ_A/cM3PH: each even Wednesday 12:15–12:59 E124, each even Wednesday 13:00–13:45 E124, M. Šašek
B_RVZ_A/cM4PH: each even Wednesday 15:45–16:29 E223, each even Wednesday 16:30–17:15 E223, M. Šašek
B_RVZ_A/pMMO: each odd Monday 10:30–11:14 M17, each odd Monday 11:15–12:00 M17, V. Kunz
B_RVZ_A/pMPH: each even Monday 10:30–11:14 E007KC, each even Monday 11:15–12:00 E007KC, M. Šašek
B_RVZ_A/uMKL: Tue 24. 3. 15:45–17:15 K206, M. Šašek
B_RVZ_A/uMPH: Tue 17. 3. 14:00–15:30 E122, M. Šašek
B_RVZ_A/vMMO: Sat 7. 3. 14:00–15:30 M14, V. Kunz
B_RVZ_A/vMPH: Fri 6. 3. 13:45–15:15 E126, M. Šašek

Prerequisites

There are no prerequisites for this course.

Course Enrolment Limitations

The course is also offered to the students of the fields other than those the course is directly associated with.

fields of study / plans the course is directly associated with

• Marketing Communication (programme VSFS, B-EKM) (2)

Course objectives

At the end of this course the student will be able to understand and explain the concepts and definitions from the area of CRM.
Course objectives: acquainting students with the theoretical basics of customer relationship management and its direct relation to management strategy and practice.
Presentation of the basic approaches to development and implementation of CRM.
Practical approaches to creating and processing customer relationship within small and medium enterprises – SME (up to 250 employees).
Lectures also concern methods and approaches to managing team co-operation within CRM in order to create synergic effects.

Syllabus

• 1. Introduction, basic terms, relationship marketing, the importance of customer relationship research in contemporary environment, environment changes and consequences form CRM.
• 2. The value creation process in relation to effective implementation of CRM. Research and the role of HTP in CRM. Added and perceived value.
• 3. Customer relationship management – process and changing the philosophy of a business, the main activities within the process. Is CRM SW a tool or a system/process. Or is it a change in company´s relationship with customers? What is the principle of CRM?
• 4. The main points of CRM process implementation, the objectives of CRM implementation, the main activities within CRM implementation in detail.
• 5. . Environment analysis – effect on CRM. Microenvironment, macroenvironment and competition. Environment analysis methods and the objectives of the research. Environment analysis, competitive advantage. The direction of company´s advance/expansion. Environment changes and reactions businesses.
• 6. Segmentation of customer portfolio – the key activities of successful CRM. Segmentation and CRM. Segmentation criteria for the needs of industrial markets. Segmentation and customer portfolio development. Information sources for segmentation.
• 7. The role of a product within the process of CRM, analysis and product innovation. A product as the source of competitive advantage and the tool of customer relationship development and stabilization. CRM at particular stages of a product life cycle.
• 8. Relationship strategies – effective relationship building. Methods, preparation and the first contact, development and the methods of relationship maintenance, particular relation stages analysis.
• 9. Typology of customers and involved persons in relation to the value exchange process. Personal analysis – a tool of development and successful CRM.
• 10. Customer portfolio for succesful CRM process implementation, effective communication within CRM, expected effects. Organizing company´s interaction with customers within an enterprise. Recording current and potential customers data, important data, ways of gathering data, storing and processing, using data etc. SW tools, databases, operating and applicability.
• 11. Relationship strategies – building and maintenance of customer relationships. Particular relationship stages analysis. Methodology of effective relationship utilization for subjects involved.
• 12. Relationship strategies – terminating a relationship. Customer portfolio management. Reasons to terminate a relationship and analysis of them. Analysis, causes, consequences.

Literature

required literature
• STORBACKA, K.; LEHTINEN, J.: Řízení vztahu se zákazníky, Praha: Grada, 2002. 147 s. ISBN 80-7169-813-X.
• ŠAŠEK, M. Řízení vztahů se zákazníky, Praha: Eupress, 2010. 115 s. ISBN 978-80-7408-025-8
• Prezentace k jednotlivým tématickým celkům předmětu ŘVZ v aktuálním AR, autor Ing. Miloslav Šašek
• Moderní řízení, měsíčník vydavatelství Economia, vybrané články pojící se k tématu předmětu.

recommended literature
• BENDER, U.B., Niterný leadership, Praha: Management Press, 2002. 219 s. ISBN 80-7261-069-4.
• BURNET, K. Klíčoví zákazníci a péče o ně. Praha: Business Books, 2005. 373 s. ISBN 80-7226-655-1.
• CHLEBOVSKÝ, V.: CRM - Řízení vztahů se zákazníky, Praha: Computer Press, 2005. 185 s. ISBN 80-251-0798-1.
• KAŠÍK, M., HAVLÍČEK, K. Marketing při utváření podnikové strategie, Praha: Eupress, 2009. 249 s. ISBN 978-80-7408-022-7.
• LEHTINEN, J.: Aktivní CRM - Řízení vztahu se zákazníky, Grada 2007, 158 s. ISBN 978-80-247-1814-9
• VAŇÁK, M. Základy marketingu, Praha: Eupress, 2011, ISBN: 978-80-7408-051-7.
• WESSLING, H.: Aktivní vztah k zákazníkům pomocí CRM, Grada 2003. 189 s. ISBN 80-247-0569-9.

Teaching methods

Lectures and exercises in full-time study. Controlled group consultations in the combined form of study. The scope of compulsory participation in education: minimum compulsory attendance at lectures and tutorials in full-time is 75 %, the controlled group consultations in combined studies 50 %. Students who fail to meet the mandatory level of participation can be entered additional study obligations during the semester (to the extent to demonstrate academic achievement and gained competencies necessary for successful completion of the course).

Assessment methods

The course is completed by credit and exam. The students receive credit for attendance at seminars. Minimum mandatory attendance at seminars is 75 %. The exam is a text by full-time studies. The test consists of the 40 questions of the subject matter of the whole range of subjects. O the manner and forms of answers the teacher will instruct the students before starting the test. Rating A (40-38correct answers), B (37-35), C (34-32), D (31-29), E (28-26), fewer F.

Language of instruction

Czech

Further comments (probably available only in Czech)

The course can also be completed outside the examination period.
General note: Aa0.
Information on the extent and intensity of the course: 12 hodin KS/semestr.

B_RVZ_A Customer Relationship Management A

Extent and Intensity

1/1. 5 credit(s). Type of Completion: zk (examination).

Teacher(s)

Ing. Vilém Kunz, Ph.D. (seminar tutor)
Ing. Miloslav Šašek (seminar tutor)

Guaranteed by

Ing. Miloslav Šašek
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová

Timetable of Seminar Groups

B_RVZ_A/cMMO: each odd Thursday 10:30–11:14 M26, each odd Thursday 11:15–12:00 M26, V. Kunz
B_RVZ_A/cM1PH: each even Wednesday 19:15–19:59 E127, each even Wednesday 20:00–20:45 E127, M. Šašek
B_RVZ_A/cM2PH: each odd Wednesday 19:15–19:59 E129, each odd Wednesday 20:00–20:45 E129, M. Šašek
B_RVZ_A/cM3PH: each even Wednesday 15:45–16:29 E128, each even Wednesday 16:30–17:15 E128, M. Šašek
B_RVZ_A/pMMO: each even Thursday 10:30–11:14 M26, each even Thursday 11:15–12:00 M26, V. Kunz
B_RVZ_A/pMPH: each even Wednesday 14:00–14:44 E007KC, each even Wednesday 14:45–15:30 E007KC, M. Šašek
B_RVZ_A/uMKL: Tue 25. 3. 14:00–15:30 K311, M. Šašek
B_RVZ_A/uMPH: Tue 25. 3. 19:15–20:45 E129, M. Šašek
B_RVZ_A/vMMO: Sat 15. 3. 8:00–9:30 M27, V. Kunz
B_RVZ_A/vMPH: Fri 14. 3. 13:45–15:15 E227, M. Šašek

Prerequisites

For the study of the CRM required knowledge of basic concepts and definitions from the area of ​​marketing. The application of these definitions and introduce their practical use is an advantage.

Course Enrolment Limitations

The course is also offered to the students of the fields other than those the course is directly associated with.

fields of study / plans the course is directly associated with

• Marketing Communication (programme VSFS, B-EKM) (2)

Course objectives

At the end of this course the student will be able to understand and explain the concepts and definitions from the area of CRM.
Course objectives: acquainting students with the theoretical basics of customer relationship management and its direct relation to management strategy and practice.
Presentation of the basic approaches to development and implementation of CRM.
Practical approaches to creating and processing customer relationship within small and medium enterprises – SME (up to 250 employees).
Lectures also concern methods and approaches to managing team co-operation within CRM in order to create synergic effects.

Syllabus

• 1. Introduction, basic terms, relationship marketing, the importance of customer relationship research in contemporary environment, environment changes and consequences form CRM.
• 2. The value creation process in relation to effective implementation of CRM. Research and the role of HTP in CRM. Added and perceived value.
• 3. Customer relationship management – process and changing the philosophy of a business, the main activities within the process. Is CRM SW a tool or a system/process. Or is it a change in company´s relationship with customers? What is the principle of CRM?
• 4. The main points of CRM process implementation, the objectives of CRM implementation, the main activities within CRM implementation in detail.
• 5. . Environment analysis – effect on CRM. Microenvironment, macroenvironment and competition. Environment analysis methods and the objectives of the research. Environment analysis, competitive advantage. The direction of company´s advance/expansion. Environment changes and reactions businesses.
• 6. Segmentation of customer portfolio – the key activities of successful CRM. Segmentation and CRM. Segmentation criteria for the needs of industrial markets. Segmentation and customer portfolio development. Information sources for segmentation.
• 7. The role of a product within the process of CRM, analysis and product innovation. A product as the source of competitive advantage and the tool of customer relationship development and stabilization. CRM at particular stages of a product life cycle.
• 8. Relationship strategies – effective relationship building. Methods, preparation and the first contact, development and the methods of relationship maintenance, particular relation stages analysis.
• 9. Typology of customers and involved persons in relation to the value exchange process. Personal analysis – a tool of development and successful CRM.
• 10. Customer portfolio for succesful CRM process implementation, effective communication within CRM, expected effects. Organizing company´s interaction with customers within an enterprise. Recording current and potential customers data, important data, ways of gathering data, storing and processing, using data etc. SW tools, databases, operating and applicability.
• 11. Relationship strategies – building and maintenance of customer relationships. Particular relationship stages analysis. Methodology of effective relationship utilization for subjects involved.
• 12. Relationship strategies – terminating a relationship. Customer portfolio management. Reasons to terminate a relationship and analysis of them. Analysis, causes, consequences.

Literature

required literature
• STORBACKA, K.; LEHTINEN, J.: Řízení vztahu se zákazníky, Praha: Grada, 2002. 147 s. ISBN 80-7169-813-X.
• ŠAŠEK, M. Řízení vztahů se zákazníky, Praha: Eupress, 2010. 115 s. ISBN 978-80-7408-025-8
• Prezentace k jednotlivým tématickým celkům předmětu ŘVZ v aktuálním AR, autor Ing. Miloslav Šašek
• Moderní řízení, měsíčník vydavatelství Economia, vybrané články pojící se k tématu předmětu.

recommended literature
• BENDER, U.B., Niterný leadership, Praha: Management Press, 2002. 219 s. ISBN 80-7261-069-4.
• BURNET, K. Klíčoví zákazníci a péče o ně. Praha: Business Books, 2005. 373 s. ISBN 80-7226-655-1.
• CHLEBOVSKÝ, V.: CRM - Řízení vztahů se zákazníky, Praha: Computer Press, 2005. 185 s. ISBN 80-251-0798-1.
• KAŠÍK, M., HAVLÍČEK, K. Marketing při utváření podnikové strategie, Praha: Eupress, 2009. 249 s. ISBN 978-80-7408-022-7.
• LEHTINEN, J.: Aktivní CRM - Řízení vztahu se zákazníky, Grada 2007, 158 s. ISBN 978-80-247-1814-9
• VAŇÁK, M. Základy marketingu, Praha: Eupress, 2011, ISBN: 978-80-7408-051-7.
• WESSLING, H.: Aktivní vztah k zákazníkům pomocí CRM, Grada 2003. 189 s. ISBN 80-247-0569-9.

Teaching methods

Lectures and exercises in full-time study. Controlled group consultations in the combined form of study. The scope of compulsory participation in education: minimum compulsory attendance at lectures and tutorials in full-time is 75 %, the controlled group consultations in combined studies 50 %. Students who fail to meet the mandatory level of participation can be entered additional study obligations during the semester (to the extent to demonstrate academic achievement and gained competencies necessary for successful completion of the course).

Assessment methods

The course is completed by credit and exam. The students receive credit for attendance at seminars. Minimum mandatory attendance at seminars is 75 %. The exam is a text by full-time studies. The test consists of the 40 questions of the subject matter of the whole range of subjects. O the manner and forms of answers the teacher will instruct the students before starting the test. Rating A (40-38correct answers), B (37-35), C (34-32), D (31-29), E (28-26), fewer F.

Language of instruction

Czech

Further comments (probably available only in Czech)

The course can also be completed outside the examination period.
General note: Aa0.
Information on the extent and intensity of the course: 12 hodin KS/semestr.

B_RVZ_A Customer Relationship Management A

Extent and Intensity

1/1. 5 credit(s). Type of Completion: zk (examination).

Teacher(s)

Ing. Tereza Dvořáková (seminar tutor)
Ing. Miloslav Šašek (seminar tutor)

Guaranteed by

Ing. Miloslav Šašek
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová

Timetable of Seminar Groups

B_RVZ_A/cMMO: each even Thursday 12:15–12:59 M25, each even Thursday 13:00–13:45 M25, T. Dvořáková
B_RVZ_A/cM1PH: each even Wednesday 8:45–9:29 E228, each even Wednesday 9:30–10:15 E228, T. Dvořáková
B_RVZ_A/cM2PH: each odd Wednesday 10:30–11:14 E228, each odd Wednesday 11:15–12:00 E228, T. Dvořáková
B_RVZ_A/cM3PH: each odd Monday 14:00–14:44 E128, each odd Monday 14:45–15:30 E128, M. Šašek
B_RVZ_A/cM4PH: each even Tuesday 14:00–14:44 E223, each even Tuesday 14:45–15:30 E223, M. Šašek
B_RVZ_A/pMMO: each even Thursday 10:30–11:14 M25, each even Thursday 11:15–12:00 M25, T. Dvořáková
B_RVZ_A/pMPH: each even Tuesday 12:15–12:59 E007KC, each even Tuesday 13:00–13:45 E007KC, M. Šašek
B_RVZ_A/sMKL: Wed 20. 3. 17:30–19:00 K206, M. Šašek
B_RVZ_A/sM1PH: Wed 6. 3. 17:30–19:00 E228, M. Šašek
B_RVZ_A/sM2PH: Wed 13. 3. 17:30–19:00 E228, M. Šašek
B_RVZ_A/vM1MO: Fri 15. 3. 13:45–15:15 M27, M. Šašek
B_RVZ_A/vM2aPH: Fri 22. 3. 13:45–15:15 E223, M. Šašek
B_RVZ_A/vM2bPH: Fri 8. 3. 13:45–15:15 E223, M. Šašek
B_RVZ_A/vM2MO: Fri 15. 3. 15:30–17:00 M27, M. Šašek
B_RVZ_A/vM3aPH: Fri 8. 3. 12:00–13:30 E224, M. Šašek
B_RVZ_A/vM3bPH: Sat 23. 3. 8:00–9:30 E224, M. Šašek

Prerequisites (in Czech)

Pro studium předmětu ŘVZ je vyžadována znalost základních pojmů a definic z oblasti marketingu. Aplikace těchto pojmů a definic a představa jejich praktického použití je výhodou.

Course Enrolment Limitations

The course is also offered to the students of the fields other than those the course is directly associated with.

fields of study / plans the course is directly associated with

• Marketing Communication (programme VSFS, B-EKM) (2)

Course objectives

At the end of this course the student will be able to understand and explain the concepts and definitions from the area of CRM.
Course objectives: acquainting students with the theoretical basics of customer relationship management and its direct relation to management strategy and practice.
Presentation of the basic approaches to development and implementation of CRM.
Practical approaches to creating and processing customer relationship within small and medium enterprises – SME (up to 250 employees).
Lectures also concern methods and approaches to managing team co-operation within CRM in order to create synergic effects.

Syllabus

• 1. Introduction, basic terms, relationship marketing, the importance of customer relationship research in contemporary environment, environment changes and consequences form CRM.
• 2. The value creation process in relation to effective implementation of CRM. Research and the role of HTP in CRM. Added and perceived value.
• 3. Customer relationship management – process and changing the philosophy of a business, the main activities within the process. Is CRM SW a tool or a system/process. Or is it a change in company´s relationship with customers? What is the principle of CRM?
• 4. The main points of CRM process implementation, the objectives of CRM implementation, the main activities within CRM implementation in detail.
• 5. . Environment analysis – effect on CRM. Microenvironment, macroenvironment and competition. Environment analysis methods and the objectives of the research. Environment analysis, competitive advantage. The direction of company´s advance/expansion. Environment changes and reactions businesses.
• 6. Segmentation of customer portfolio – the key activities of successful CRM. Segmentation and CRM. Segmentation criteria for the needs of industrial markets. Segmentation and customer portfolio development. Information sources for segmentation.
• 7. The role of a product within the process of CRM, analysis and product innovation. A product as the source of competitive advantage and the tool of customer relationship development and stabilization. CRM at particular stages of a product life cycle.
• 8. Relationship strategies – effective relationship building. Methods, preparation and the first contact, development and the methods of relationship maintenance, particular relation stages analysis.
• 9. Typology of customers and involved persons in relation to the value exchange process. Personal analysis – a tool of development and successful CRM.
• 10. Customer portfolio for succesful CRM process implementation, effective communication within CRM, expected effects. Organizing company´s interaction with customers within an enterprise. Recording current and potential customers data, important data, ways of gathering data, storing and processing, using data etc. SW tools, databases, operating and applicability.
• 11. Relationship strategies – building and maintenance of customer relationships. Particular relationship stages analysis. Methodology of effective relationship utilization for subjects involved.
• 12. Relationship strategies – terminating a relationship. Customer portfolio management. Reasons to terminate a relationship and analysis of them. Analysis, causes, consequences.

Literature

required literature
• STORBACKA, K.; LEHTINEN, J.: Řízení vztahu se zákazníky, Praha: Grada, 2002. 147 s. ISBN 80-7169-813-X.
• ŠAŠEK, M. Řízení vztahů se zákazníky, Praha: Eupress, 2010. 115 s. ISBN 978-80-7408-025-8
• Prezentace k jednotlivým tématickým celkům předmětu ŘVZ, 2013, autor Ing. Miloslav Šašek
• Moderní řízení, měsíčník vydavatelství Economia, vybrané články pojící se k tématu předmětu.

recommended literature
• BENDER, U.B., Niterný leadership, Praha: Management Press, 2002. 219 s. ISBN 80-7261-069-4.
• BURNET, K. Klíčoví zákazníci a péče o ně. Praha: Business Books, 2005. 373 s. ISBN 80-7226-655-1.
• CHLEBOVSKÝ, V.: CRM - Řízení vztahů se zákazníky, Praha: Computer Press, 2005. 185 s. ISBN 80-251-0798-1.
• KAŠÍK, M., HAVLÍČEK, K. Marketing při utváření podnikové strategie, Praha: Eupress, 2009. 249 s. ISBN 978-80-7408-022-7.
• LEHTINEN, J.: Aktivní CRM - Řízení vztahu se zákazníky, Grada 2007, 158 s. ISBN 978-80-247-1814-9
• VAŇÁK, M. Základy marketingu, Praha: Eupress, 2011, ISBN: 978-80-7408-051-7.
• WESSLING, H.: Aktivní vztah k zákazníkům pomocí CRM, Grada 2003. 189 s. ISBN 80-247-0569-9.

Teaching methods

Lectures and exercises in full-time study. Controlled group consultations in the combined form of study. The scope of compulsory participation in education: minimum compulsory attendance at lectures and tutorials in full-time is 75%, the controlled group consultations in combined studies 50%. Students who fail to meet the mandatory level of participation can be entered additional study obligations during the semester (to the extent to demonstrate academic achievement and gained competencies necessary for successful completion of the course).

Assessment methods

The course is completed by an exam. The exam is performed by a test carried out in both forms of study (full-time and combined). The test consists of topics from the whole range of the subject. All topics are published for the students – they are available at IS, and in study materials for the subject of Customer Relationship Management. Recommended time to answer the questions is 60 minutes. Teachers will instruct students about the manner and forms of responses before starting the test. The teacher decides on further action in case students fail in the written test. When serious deficiencies in knowledge happen the examined is required to repeat the written part on the next term, minor problems can possibly "fixed" by the interview. It is the examiner who decides about these possibilities and on how to perform the interview.

Language of instruction

Czech

Further comments (probably available only in Czech)

The course can also be completed outside the examination period.
General note: Aa0.
Information on the extent and intensity of the course: 12 hodin KS/semestr.

B_RVZ_A Customer Relationship Management A

Extent and Intensity

1/1. 5 credit(s). Type of Completion: zk (examination).

Teacher(s)

Ing. Tereza Dvořáková (seminar tutor)
Ing. Vilém Kunz, Ph.D. (seminar tutor)
Ing. Miloslav Šašek (seminar tutor)
PhDr. Adolf Vodrážka (seminar tutor)

Guaranteed by

Ing. Miloslav Šašek
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová

Timetable of Seminar Groups

B_RVZ_A/cMMO: each odd Wednesday 9:30–10:15 M27, each odd Wednesday 10:30–11:14 M27, V. Kunz
B_RVZ_A/cM1PH: each odd Monday 17:30–18:14 E223, each odd Monday 18:15–19:00 E223, T. Dvořáková
B_RVZ_A/cM2PH: each even Thursday 14:00–14:44 E129, each even Thursday 14:45–15:30 E129, T. Dvořáková
B_RVZ_A/cM3PH: each odd Thursday 14:00–14:44 E129, each odd Thursday 14:45–15:30 E129, T. Dvořáková
B_RVZ_A/cM4PH: each even Monday 17:30–18:14 E223, each even Monday 18:15–19:00 E223, T. Dvořáková
B_RVZ_A/pMMO: each even Wednesday 9:30–10:15 M27, each even Wednesday 10:30–11:14 M27, V. Kunz
B_RVZ_A/pMPH: each even Monday 14:00–14:44 E007KC, each even Monday 14:45–15:30 E007KC, T. Dvořáková
B_RVZ_A/uMKL: Tue 6. 3. 19:15–20:45 K312, A. Vodrážka
B_RVZ_A/uM1aPH: Tue 13. 3. 17:30–19:00 E125, A. Vodrážka
B_RVZ_A/uM1bPH: Tue 13. 3. 17:30–19:00 E124, M. Šašek
B_RVZ_A/vM1MO: Sat 10. 3. 8:00–9:30 M14, V. Kunz
B_RVZ_A/vM2aPH: Sat 10. 3. 15:45–17:15 E225, M. Šašek
B_RVZ_A/vM2bPH: Fri 9. 3. 17:15–18:45 E225, M. Šašek
B_RVZ_A/vM2MO: Fri 23. 3. 12:00–13:30 M14, V. Kunz
B_RVZ_A/vM3aPH: Fri 24. 2. 15:30–17:00 E227, M. Šašek
B_RVZ_A/vM3bPH: Sat 24. 3. 14:00–15:30 E227, M. Šašek

Prerequisites (in Czech)

Pro studium předmětu ŘVZ je vyžadována znalost základních pojmů z oblasti marketingu, minimálně v rozsahu výuky předmětu Marketing v předchozích semestrech.
Aplikace těchto pojmů a představa jejich praktického použití je výhodou.

Course Enrolment Limitations

The course is also offered to the students of the fields other than those the course is directly associated with.

fields of study / plans the course is directly associated with

• Marketing Communication (programme VSFS, B-EKM) (2)

Course objectives (in Czech)

Anotace je stejná pro obě formy studia (prezenční i kombinované). Cíl předmětu:
Cílem předmětu je seznámit studenty s teoretickými základy přípravy a řízení vztahů se zákazníky s přímou vazbou na manažerskou strategii a praxi.
Prezentovat základy přístupů přípravy, realizace a rozvoje řízení vztahů se zákazníky.
Praktické přístupy při přípravě a zpracovávání vztahů se zákazníky jak u malých a středních podniků - MSP (do 250 pracovníků), tak i u větších podniků.
Součástí přednášek jsou i metody a přístupy managementu týmové spolupráce při řízení vztahů se zákazníky za účelem vytváření synergických efektů

Syllabus (in Czech)

• Tato osnova je určena pro prezenční studium, průběh výuky pro kombinované studium je uveden ve studijních materiálech formou metodického listu (ML).
• Obsah přednášek: Rozložení tematického celku do dílčích témat:
• 1. Úvod, základní pojmy, vztahový marketing, význam zkoumání vztahů se zákazníky v současném prostředí, změny prostředí a důsledky pro ŘVZ.
• 2. ŘVZ jako významný nástroj rozvoje zúčastněných subjektů. Metody odlišení se, konkurenční výhoda, zdroje konkurenční výhody využitelné při ŘVZ
• 3. Hodnototvorný proces ve vztahu k efektivní aplikaci procesu ŘVZ. Výzkum a úloha HTP v ŘVZ. Přidaná a vnímaná hodnota,
• 4. Řízení vztahu se zákazníky – proces a změna filosofie firmy, hlavní aktivity procesu. Je ŘVZ SW nástroj nebo systém/proces. Nebo jde o změnu chování společnosti k zákazníkům? Co je podstatou ŘVZ?
• 5. Hlavní body aplikace procesu ŘVZ, cíle aplikace ŘVZ, hlavní aktivity úspěšné implementace ŘVZ detailně.
• 6. Analýza prostředí – vliv na ŘVZ. Vzdálené, blízké prostředí a konkurence. Metodiky analýzy prostředí a cíle výzkumu. Analýza prostředí, konkurenční výhoda. Směr postupu/expanze podniku. Změny prostředí a reakce podniku.
• 7. Segmentace zákaznického portfolia – klíčové aktivity úspěšného řízení vztahu se zákazníky. Segmentace a řízení vztahů se zákazníky. kritéria segmentace pro potřeby průmyslových trhů. Segmentace a rozvoj portfolia zákazníků. Zdroje informací pro segmentaci.
• 8. Úloha produktu v procesu ŘVZ, analýzy a inovace produktu. Produkt jako zdroj konkurenční výhody a nástroj rozvoje a stabilizace vztahu se zákazníkem. Řízení vztahů se zákazníky v jednotlivých fázích životního cyklu produktu
• 9. Strategie vztahů - efektivní navázání vztahu. Metody, příprava a průběh prvního kontaktu, rozvoj a metody upevnění vztahu, rozbor jednotlivých fází vztahu
• 10. Typologie zákazníků a zainteresovaných osob ve vazbě na proces výměny hodnot. Osobnostní analýza - nástroj rozvoje a úspěšného ŘVZ.
• 11. Zákaznické portfolio pro úspěšnou aplikaci procesu ŘVZ, efektivní komunikace v rámci ŘVZ, očekávané efekty.
• 12. Strategie vztahů - budování a řízení vztahů se zákazníky. Rozbor jednotlivých fází vztahu. Metodiky efektivního využití vztahu pro zúčastněné subjekty.
• 13. Strategie vztahů - ukončení vztahu. Řízení portfolia zákazníků. Důvody ukončení vztahu a jejich analýza. Rozbor, příčiny, důsledky.
• 14. Organizace práce se zákazníky v podniku. Evidence zákazníků potenciálních a stávajících, jaká data jsou důležitá, způsoby získávání, ukládání a zpracování, práce s daty, apod. SW nástroje, databáze, ejich obslužnost a použitelnost.

Literature

required literature
• ŠAŠEK, M. Řízení vztahů se zákazníky, Praha: Eupress, 2010. 115 s. ISBN 978-80-7408-025-8
• Prezentace k jednotlivým tématickým celkům předmětu ŘVZ, 2011, autor ing. Miloslav Šašek.

recommended literature
• BURNET, K. Klíčoví zákazníci a péče o ně. Praha: Business Books, 2005. 373 s. ISBN 80-7226-655-1.
• LEHTINEN, J.: Aktivní CRM - Řízení vztahu se zákazníky, Grada 2007, 158 s. ISBN 978-80-247-1814-9
• STORBACKA, K.; LEHTINEN, J.: Řízení vztahu se zákazníky, Praha: Grada, 2002. 147 s. ISBN 80-7169-813-X.
• WESSLING, H.: Aktivní vztah k zákazníkům pomocí CRM, Grada 2003. 189 s. ISBN 80-247-0569-9.
• BENDER, U.B., Niterný leadership, Praha: Management Press, 2002. 219 s. ISBN 80-7261-069-4.
• CHLEBOVSKÝ, V.: CRM - Řízení vztahů se zákazníky, Praha: Computer Press, 2005. 185 s. ISBN 80-251-0798-1.

Teaching methods (in Czech)

Výukové metody: Přednášky a cvičení v prezenční formě studia. Řízené skupinové konzultace v kombinované formě studia.
Rozsah povinné účasti ve výuce: Minimální povinná účast na přednáškách a cvičení v prezenčním studiu je 80%, na řízených skupinových konzultacích v kombinovaném studiu 50%.
Studujícím, kteří nesplní povinný rozsah účasti, mohou být v průběhu semestru zadány dodatečné studijní povinnosti (v míře, která umožní prokázat studijní výsledky a získané kompetence nezbytné pro úspěšné zakončení předmětu).

Assessment methods (in Czech)

Předmět je zakončen zápočtem.
Zápočet je prováděn formou testu u obou forem studia (prezenčního i kombinovaného). Test sestává z pěti otázek z probírané látky z celého rozsahu předmětu.
Okruhy otázek jsou studujícím zveřejněny – jsou k dispozici v IS, ve studijních materiálech k předmětu ŘVZ. Doporučená doba k zodpovězení otázek je 45 minut. Odpovědi studujících se vyžadují stručné, obvykle v rozsahu několika vět. O způsobu a formách odpovědí poučí vyučující studující před zahájením testu. V případě neúspěchu studujících v písemném testu rozhoduje vyučující o dalším postupu.
Při závažných nedostatcích ve znalostech opakuje studující písemný test, případně je možné „opravit“ hodnocení pohovorem. O těchto možnostech a způsobu provedení pohovoru rozhoduje vyučující.

Language of instruction

Czech

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: 12 hodin KS/semestr.

• Enrolment Statistics (recent)