BA_CRM_A Customer Relationship Management A

Vysoká škola finanční a správní
léto 2017
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: Ing. Edita Jerie, DiS.
Rozvrh seminárních/paralelních skupin
BA_CRM_A/cMCPH: každou sudou středu 14:00–14:44 E123, každou sudou středu 14:45–15:30 E123, K. Eliáš
BA_CRM_A/pMCPH: každou sudou středu 12:15–12:59 E123, každou sudou středu 13:00–13:45 E123, 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).
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
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 léto 2013, léto 2014, léto 2015, léto 2016, léto 2018, léto 2019, léto 2020.