Course: Customer Relationship Management

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Course title Customer Relationship Management
Course code KMO/CRM
Organizational form of instruction Lecture
Level of course not specified
Year of study not specified
Semester Winter and summer
Number of ECTS credits 4
Language of instruction Czech
Status of course unspecified
Form of instruction Face-to-face
Work placements This is not an internship
Recommended optional programme components None
  • Hommerová Dita, Ing. Ph.D., MBA
  • Cimler Petr, Doc. Ing. CSc.
Learning outcomes
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
Student is able to: - explain definition and development concepts of CRM - apply method of customer segmentation - see different functions of front-office and back-office business processes - describe CRM architecture and technical solutions of CRM systems - explain stages of CRM implementation to business processes - apply methods of implementation efficiency evaluation - calculate customer value using selected methods - explain the importance of CRM as a tool of business competition
Knowledge of: basic terms of marketing and business concepts.

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
  • Preparation for an examination (30-60) - 35 hours per semester
  • Undergraduate study programme term essay (20-40) - 26 hours per semester
  • Contact hours - 20 hours per semester
  • Presentation preparation (report) (1-10) - 6 hours per semester
  • unspecified - 17 hours per semester
Assessment methods and criteria
Seminar work, Portfolio, Combined exam, Group presentation at a seminar

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 % oral examination, 10 % seminar work and its presentation.
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