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Lecturer(s)
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Kozák Vratislav, doc. Ing. Ph.D.
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Course content
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1. Views of relationship management in the company, the problem definition applications customer relationship management (CRM) 2. Traditional concepts of market and customer relationship management 3. Position in company CRM in the process of development of marketing 4. Application of CRM in the consumer, industrial, commercial and government markets 5. CRM in relation to competitors 6. CRM in times of crisis 7. Customer Loyalty and its impact on corporate profitability 8. The value for the enterprise customer, determining the cost to the customer 9. Value Management and its phases Traditional 10th inning versus experience co-creation 11. Developing spectrum of experience co-creating 12. Keeping customers in times of crisis, the introduction of CRM in the enterprise 13. Recommended procedure for introducing CRM - findings from our own research and case studies
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Learning activities and teaching methods
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Lecturing, Dialogic (Discussion, conversation, brainstorming), Methods for working with texts (Textbook, book), Projection (static, dynamic)
- Home preparation for classes
- 6 hours per semester
- Preparation for course credit
- 12 hours per semester
- Participation in classes
- 26 hours per semester
- Term paper
- 8 hours per semester
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| prerequisite |
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| Knowledge |
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| Knowledge of Marketing, Management I |
| Knowledge of Marketing, Management I |
| learning outcomes |
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| Student has knowledge about the importance of customer relationship management, including its history and anticipated development. Student gains the preconditions for its practical application in business and the public sector. Students are able to apply knowledge management and business management. Student uses segmentation and communication activities for effective customer relationship management, including the period of crisis. Students are eligible to apply methods for successful implementation of customer relationship management in the organization. |
| Student has knowledge about the importance of customer relationship management, including its history and anticipated development. Student gains the preconditions for its practical application in business and the public sector. Students are able to apply knowledge management and business management. Student uses segmentation and communication activities for effective customer relationship management, including the period of crisis. Students are eligible to apply methods for successful implementation of customer relationship management in the organization. |
| charakterizovat rozdíly mezi transakčním marketingem a marketingem vztahů |
| charakterizovat rozdíly mezi transakčním marketingem a marketingem vztahů |
| definovat řízení vztahů se zákazníky |
| definovat řízení vztahů se zákazníky |
| porovnat důležité trendy v MKT vztahů a CRM |
| porovnat důležité trendy v MKT vztahů a CRM |
| objasnit pět základních důvodů aplikace CRM |
| objasnit pět základních důvodů aplikace CRM |
| vysvětlit hlavní bariéry zavádění CRM |
| vysvětlit hlavní bariéry zavádění CRM |
| characterize the differences between transactional and relationship marketing |
| characterize the differences between transactional and relationship marketing |
| characterize the differences between transactional and relationship marketing define customer relationship management compare important trends in MKT and CRM relationships clarify the five basic reasons for a CRM application explain the main barriers to CRM implementation |
| characterize the differences between transactional and relationship marketing define customer relationship management compare important trends in MKT and CRM relationships clarify the five basic reasons for a CRM application explain the main barriers to CRM implementation |
| define customer relationship management |
| define customer relationship management |
| compare important trends in MKT and CRM relationships |
| compare important trends in MKT and CRM relationships |
| clarify the five basic reasons for a CRM application |
| clarify the five basic reasons for a CRM application |
| explain the main barriers to CRM implementation |
| explain the main barriers to CRM implementation |
| Skills |
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| zařadit příslušného klienta do odpovídajícího zákaznického cyklu |
| zařadit příslušného klienta do odpovídajícího zákaznického cyklu |
| stanovit postupy pro up sell a cross sell |
| stanovit postupy pro up sell a cross sell |
| navrhnout postupy zabraňující odchodu zákazníků |
| navrhnout postupy zabraňující odchodu zákazníků |
| vypracovat dodavatelsko-odběratelské strategie pro řízení hodnoty pro zákazníka |
| vypracovat dodavatelsko-odběratelské strategie pro řízení hodnoty pro zákazníka |
| stanovit postup přípravy implementace CRM ve firmě |
| stanovit postup přípravy implementace CRM ve firmě |
| place the relevant client in the corresponding customer cycle establish procedures for up sell and cross sell design procedures to prevent customer churn develop supplier-customer strategies for customer value management determine the procedure for preparing CRM implementation in the company |
| place the relevant client in the corresponding customer cycle establish procedures for up sell and cross sell design procedures to prevent customer churn develop supplier-customer strategies for customer value management determine the procedure for preparing CRM implementation in the company |
| place the relevant client in the corresponding customer cycle |
| place the relevant client in the corresponding customer cycle |
| establish procedures for up sell and cross sell |
| establish procedures for up sell and cross sell |
| design procedures to prevent customer churn |
| design procedures to prevent customer churn |
| develop supplier-customer strategies for customer value management |
| develop supplier-customer strategies for customer value management |
| determine the procedure for preparing CRM implementation in the company |
| determine the procedure for preparing CRM implementation in the company |
| teaching methods |
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| Knowledge |
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| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Lecturing |
| Lecturing |
| Projection (static, dynamic) |
| Projection (static, dynamic) |
| Methods for working with texts (Textbook, book) |
| Methods for working with texts (Textbook, book) |
| assessment methods |
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| Essay |
| Essay |
| Written examination |
| Written examination |
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Recommended literature
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DYCHÉ Jill. The CRM Handbook: A Business Guide to Customer Relationship Management, 1. vydání. New York: Harper, 2014. ISBN 078-534273062.
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KOSTOJOHN Scott , Mathew JOHNSON a Brian PAULEN. CRM Fundamentals. 1. vydání. Delhi: VK Publications. ISBN 978-1430235903.
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KOZÁK, Vratislav. Budování vztahů se zákazníky. CRM v teorii a praxi. Zlín: VeRBuM, 2011. ISBN 978-80-87500-02-6.
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LOŠŤÁKOVÁ, Hana a kolektiv. Diferencované řízení vztahů se zákazníky 1. vydání. Praha. Grada, 2009. ISBN 978-80-247-3155-1.
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PRAHALAD, C., K., a Venkatram RAMASWAMY. Budoucnost konkurence. Spoluvytváření jedinečné hodnoty se zákazníkem. Praha: Management Press, 2005. ISBN 80-7261-126-7.
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