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Course info
KMO / CRM
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Course description
Department/Unit / Abbreviation
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KMO
/
CRM
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Academic Year
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2023/2024
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Academic Year
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2023/2024
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Title
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Customer Relationship Management
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Form of course completion
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Exam
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Form of course completion
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Exam
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Accredited / Credits
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Yes,
4
Cred.
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Type of completion
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Combined
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Type of completion
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Combined
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Time requirements
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Lecture
2
[Hours/Week]
Tutorial
1
[Hours/Week]
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Course credit prior to examination
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No
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Course credit prior to examination
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No
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Automatic acceptance of credit before examination
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No
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Included in study average
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YES
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Language of instruction
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Czech
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Occ/max
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|
|
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Automatic acceptance of credit before examination
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No
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Summer semester
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0 / -
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19 / 100
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1 / 50
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Included in study average
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YES
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Winter semester
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0 / -
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0 / -
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0 / -
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Repeated registration
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NO
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Repeated registration
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NO
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Timetable
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Yes
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Semester taught
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Summer semester
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Semester taught
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Summer semester
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Minimum (B + C) students
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10
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Optional course |
Yes
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Optional course
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Yes
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Language of instruction
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Czech
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Internship duration
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0
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No. of hours of on-premise lessons |
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Evaluation scale |
1|2|3|4 |
Periodicity |
každý rok
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Periodicita upřesnění |
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Fundamental theoretical course |
No
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Fundamental course |
No
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Fundamental theoretical course |
No
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Evaluation scale |
1|2|3|4 |
Substituted course
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None
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Preclusive courses
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KMO/CRM2
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Prerequisite courses
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N/A
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Informally recommended courses
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N/A
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Courses depending on this Course
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N/A
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Histogram of students' grades over the years:
Graphic PNG
,
XLS
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Course objectives:
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The aim of this course is to: make students aware of the importance, function and classification of CRM (customer relationship management) in business processes; explain CRM as a philosophy of business and in terms of technology and engineering; familiarize students with management view of customer proceeding and to explain methods of identifying key customers, eliciting their values, satisfaction and applying those practically.
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Requirements on student
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Examination consists of written and oral part. Prerequisite for the examination is a presented seminary work.
Final mark is based on following results: 70 % written test, 20 % seminar work and its presentation, 10 % oral examination.
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Content
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development concepts in CRM
function of CRM in a company
CRM architecture
CRM solutions in practice
value of customer vs. value for customer
CRM implementation
world companies experience with implementation of CRM, use of CRM for management
functional solutions of CRM implementation in marketing system
campaign management system
efficiency evaluation of CRM implementation
CRM in a strategy framework of a selected company
barriers in CRM implementation
best practice of using CRM systems and strategies
using of eWay-CRM software for CRM - best practice
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Activities
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Fields of study
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Guarantors and lecturers
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-
Guarantors:
Doc. Ing. Dita Hommerová, Ph.D., MBA (100%),
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Lecturer:
Doc. Ing. Dita Hommerová, Ph.D., MBA (100%),
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Tutorial lecturer:
Doc. Ing. Dita Hommerová, Ph.D., MBA (100%),
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Examiners:
Doc. Ing. Dita Hommerová, Ph.D., MBA,
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Literature
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Basic:
Chlebovský, Vít. CRM : řízení vztahů se zákazníky. Vyd. 1. Brno : Computer Press, 2005. ISBN 80-251-0798-1.
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Basic:
Malhotra, Naresh K.; Agarwal, James. Customer relationship marketing : theoretical and managerial perspectives. 2021. ISBN 978-1-944659-74-5.
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Extending:
Peelen, Ed. Customer relationship management. Harlow : Financial Times Prentice Hall, 2005. ISBN 0-273-68177-X.
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Extending:
Rud, Olivia Parr. Data mining : praktický průvodce dolováním dat pro efektivní prodej, cílený marketing a podporu zákazníků (CRM). Vyd. 1. Praha : Computer Press, 2001. ISBN 80-7226-577-6.
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Extending:
Vlček, Radim. Hodnota pro zákazníka. Vyd. 1. Praha : Management Press, 2002. ISBN 80-7261-068-6.
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Recommended:
Wessling, Harry. Aktivní vztah k zákazníkům pomocí CRM : strategie, praktické příklady a scénáře. 1. vyd. Praha : Grada Publishing, 2003. ISBN 80-247-0569-9.
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Recommended:
Hommerová, Dita. CRM v podnikových procesech. 1. vyd. Praha : Grada, 2012. ISBN 978-80-247-4388-2.
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Recommended:
Chlebovský, Vít. Marketing pro B-2-B trhy. Brno, 2010. ISBN 978-80-214-4129-3.
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Recommended:
Storbacka, Kaj; Lehtinen, Jarmo R. Řízení vztahů se zákazníky : customer relationship management. 1. vyd. Praha : Grada, 2002. ISBN 80-7169-813-X.
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Recommended:
Dohnal, Jan. Řízení vztahů se zákazníky : procesy, pracovníci, technologie. 1. vyd. Praha : Grada, 2002. ISBN 80-247-0401-3.
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On-line library catalogues
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Time requirements
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All forms of study
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Activities
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Time requirements for activity [h]
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E-learning [dáno e-learningovým kurzem]
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8
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Graduate study programme term essay (40-50)
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25
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Presentation preparation (report) (1-10)
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6
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Preparation for an examination (30-60)
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26
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Contact hours
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39
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Total
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104
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Prerequisites
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Knowledge - students are expected to possess the following knowledge before the course commences to finish it successfully: |
to describe basic marketing instruments and business concepts |
Skills - students are expected to possess the following skills before the course commences to finish it successfully: |
N/A |
Competences - students are expected to possess the following competences before the course commences to finish it successfully: |
N/A |
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Learning outcomes
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Knowledge - knowledge resulting from the course: |
to explain definitions and development concepts of CRM |
to differentiate functions of the front-office and back-office business processe |
to understand CRM architecture and technical solutions of CRM systems |
to explain the individual stages of CRM implementation to business processes |
to describe the methods of the implementation efficiency assessments |
to understand the calculation of the value of customer by means of some selected methods |
to explain the importance of CRM as a tool of business competitivenes |
Skills - skills resulting from the course: |
to describe the method of customer segmentation |
to apply the methods of the implementation efficiency assessment |
to calculate the value of customer by means of some selected methods |
to proof the importance of CRM as a tool of business competitiveness |
to learn to work with selected CRM software |
Competences - competences resulting from the course: |
N/A |
N/A |
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Assessment methods
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Knowledge - knowledge achieved by taking this course are verified by the following means: |
Portfolio |
Seminar work |
Individual presentation at a seminar |
Written exam |
Skills - skills achieved by taking this course are verified by the following means: |
Portfolio |
Individual presentation at a seminar |
Seminar work |
Written exam |
Competences - competence achieved by taking this course are verified by the following means: |
Portfolio |
Individual presentation at a seminar |
Seminar work |
Written exam |
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Teaching methods
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Knowledge - the following training methods are used to achieve the required knowledge: |
Lecture supplemented with a discussion |
Interactive lecture |
E-learning |
Multimedia supported teaching |
Individual study |
Students' portfolio |
Skills - the following training methods are used to achieve the required skills: |
Practicum |
Skills demonstration |
Interactive lecture |
Students' portfolio |
Competences - the following training methods are used to achieve the required competences: |
Practicum |
Skills demonstration |
Multimedia supported teaching |
Students' portfolio |
E-learning |
Interactive lecture |
Individual study |
Lecture supplemented with a discussion |
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