Course: Customer Relationship Management 2

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Course title Customer Relationship Management 2
Course code KMO/CRM2
Organizational form of instruction Lecture + Tutorial
Level of course Master
Year of study not specified
Semester Winter and summer
Number of ECTS credits 5
Language of instruction Czech
Status of course Compulsory-optional
Form of instruction Face-to-face
Work placements This is not an internship
Recommended optional programme components None
Lecturer(s)
  • Hommerová Dita, Ing. Ph.D., MBA
Course content
- 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 SAP software for CRM - best practice

Learning activities and teaching methods
Interactive lecture, Lecture supplemented with a discussion, Lecture with practical applications, E-learning, Instruction based on dialogue, Multimedia supported teaching, Students' portfolio, One-to-One tutorial, Individual study
  • unspecified - 14 hours per semester
  • Preparation for an examination (30-60) - 30 hours per semester
  • Graduate study programme term essay (40-50) - 40 hours per semester
  • Contact hours - 26 hours per semester
  • Team project (50/number of students) - 12 hours per semester
  • Presentation preparation (report) (1-10) - 8 hours per semester
prerequisite
professional knowledge
to describe basic marketing instruments and business concepts
learning outcomes
to explain definitions and development concepts of CRM
to differentiate functions of the front-office and back-office business processes
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 assessment
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 competitiveness
professional skills
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
general eligibility
N/A
N/A
teaching methods
professional knowledge
E-learning
Multimedia supported teaching
Individual study
Students' portfolio
Lecture supplemented with a discussion
Interactive lecture
professional skills
Practicum
Students' portfolio
Skills demonstration
Lecture with practical applications
general eligibility
Practicum
E-learning
Multimedia supported teaching
Interactive lecture
Students' portfolio
Lecture with practical applications
Lecture supplemented with a discussion
Skills demonstration
assessment methods
professional knowledge
Combined exam
Seminar work
Portfolio
Quality of a written report
professional skills
Combined exam
Portfolio
Seminar work
Quality of a written report
general eligibility
Combined exam
Portfolio
Quality of a written report
Seminar work
Recommended literature
  • Dohnal, Jan. Řízení vztahů se zákazníky : procesy, pracovníci, technologie. 1. vyd. Praha : Grada, 2002. ISBN 80-247-0401-3.
  • Hommerová, Dita. CRM v podnikových procesech. 1. vyd. Praha : Grada, 2012. ISBN 978-80-247-4388-2.
  • Chlebovský, Vít. CRM : řízení vztahů se zákazníky. Vyd. 1. Brno : Computer Press, 2005. ISBN 80-251-0798-1.
  • Chlebovský, Vít. Marketing pro B-2-B trhy. Brno, 2010. ISBN 978-80-214-4129-3.
  • Peelen, Ed. Customer relationship management. Harlow : Financial Times Prentice Hall, 2005. ISBN 0-273-68177-X.
  • 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.
  • Storbacka, Kaj; Lehtinen, Jarmo R. Řízení vztahů se zákazníky : customer relationship management. 1. vyd. Praha : Grada, 2002. ISBN 80-7169-813-X.
  • Vlček, Radim. Hodnota pro zákazníka. Vyd. 1. Praha : Management Press, 2002. ISBN 80-7261-068-6.
  • Wessling, Harry. Aktivní vztah k zákazníkům pomocí CRM : strategie, praktické příklady a scénáře. 1. vyd. Praha : Grada Publishing, 2003. ISBN 80-247-0569-9.


Study plans that include the course
Faculty Study plan (Version) Branch of study Category Recommended year of study Recommended semester
Faculty of Economics Business Economics and Management (2013) Economy 2 Summer
Faculty of Economics Business Economics and Management (2017) Economy 2 Summer