VSFS:BA_CRM Customer Relationship Manageme - Informace o předmětu

BA_CRM Customer Relationship Management

Rozsah

2/1/0. 12 hodin KS/semestr. 6 kr. Ukončení: zk.

Vyučující

Ing. Dagmar Frendlovská, Ph.D. (cvičící)

Garance

Ing. Dagmar Frendlovská, Ph.D.
Sekce managementu a marketingu (FES, KEM) – Katedra ekonomie a managementu (FES, KEM) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Mgr. Petra Dovhunová

Rozvrh seminárních/paralelních skupin

BA_CRM/cMCPH: Čt 12:15–12:59 E401, D. Frendlovská
BA_CRM/pMCPH: Čt 10:30–11:14 E401, Čt 11:15–12:00 E401, D. Frendlovská

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
• • KINNETT, Seth. How to Win at CRM: Strategy, Implementation, Management. 1. vydání. London; New York: Auerbach Publications, 2017. ISBN 978-1-351-64602-4.
• • CLOW, Kenneth E. a Donald E. BAACK. Integrated Advertising, Promotion, and Marketing Communications. 9th edition, Global edition. Harlow: Pearson Education, 2021. ISBN 978-0-13-558980-9.
• • BLAKEMAN, Robyn. Integrated Marketing Communication: Creative Strategy from Idea to Implementation. 2nd edition. Lanham: Rowman & Littlefield Publishers, 2014. ISBN 978-1-4422-2121-5.
• • MCDONALD, Malcolm a Hugh WILSON. Marketing Plans: Profitable Strategies in the Digital Age. 9th edition. Hoboken: Wiley, 2024. ISBN 978-1-394-17710-3.

doporučená literatura
• • MARR, Bernard. Artificial Intelligence in Practice: How 50 Successful Companies Used AI and Machine Learning to Solve Problems. Hoboken, NJ: John Wiley & Sons, 2019. ISBN 978-1-119-54632-1.
• • ARIELY, Dan. Predictably Irrational: The Hidden Forces That Shape Our Decisions. Revised and expanded edition. New York: Harper Perennial, 2010. ISBN 978-0-06-135324-6.
• • WHALLEY, Andrew. Obtaining and Retaining Customers – Parts I and II. Copenhagen: Bookboon, 2013. ISBN 978-87-403-0515-9.
• • BUTTLE, Francis a Stan MAKLAN. Customer Relationship Management: Concepts, Applications and Technologies. 5th edition. London: Routledge, 2024. ISBN 978-1-032-49886-8.

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

• BA_EM Electronic Marketing

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.

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