Course: Customer Relationship Management

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Course title Customer Relationship Management
Course code KMO/CRM
Organizational form of instruction Lecture + Lesson
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
Lecturer(s)
  • Hommerová Dita, Ing. Ph.D., MBA
  • Cimler Petr, Doc. Ing. CSc.
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
prerequisite
professional knowledge
to describe basic marketing instruments and business concepts
learning outcomes
Students are able to: - explain definitions and development concepts of CRM; - describe the method of customer segmentation; - differentiate functions of the front-office and back-office business processes; - understand CRM architecture and technical solutions of CRM systems; - explain the individual stages of CRM implementation to business processes; - describe the methods of the implementation efficiency assessment; - understand the calculation of the value of customer by means of some selected methods; - explain the importance of CRM as a tool of business competitiveness
professional skills
Students are able to: - describe the method of customer segmentation; - apply the methods of the implementation efficiency assessment; calculate the value of customer by means of some selected methods; - proof the importance of CRM as a tool of business competitiveness
general eligibility
N/A
N/A
teaching methods
professional knowledge
Lecture supplemented with a discussion
Interactive lecture
E-learning
Multimedia supported teaching
Individual study
Students' portfolio
professional skills
Practicum
Skills demonstration
Lecture with practical applications
Students' portfolio
general eligibility
Practicum
Lecture with practical applications
Skills demonstration
Multimedia supported teaching
Students' portfolio
E-learning
Interactive lecture
Individual study
Lecture supplemented with a discussion
assessment methods
professional knowledge
Combined exam
Portfolio
Seminar work
Quality of a written report
professional skills
Combined exam
Portfolio
Quality of a written report
Seminar work
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