Customer Relationship Management

Course guarantor:

Dagmar Skokanová

Lecturer:

Dagmar Skokanová

Tutor:

Dagmar Skokanová

Supervisor:

Institute of Management Studies

Synopsis:

This course introduces students to modern concepts of customer relationship management (CRM) in the context of the digital economy. Emphasis is placed on the practical application of CRM in marketing and customer experience management. Students will learn how to segment customers, create customer profiles and identify key customers.

The course includes an introduction to CRM systems and tools used in practice (e.g. marketing automation, newsletter campaigns, working with customer databases) and their integration with digital marketing (e.g. social media, online campaigns, email marketing). Emphasis is placed on building value for the customer, increasing customer satisfaction and loyalty and developing retention strategies.

The course reflects current trends such as data analysis, personalization, communication automation and the importance of the online environment (eWOM, social media). The course includes case studies, practical assignments and input from industry experts.

Requirements:

Requirements:

Active participation in lectures/exercises (completion of partial assignments) 50%

Final test 50%

Total 100%

Syllabus of lectures:

Outline of lectures:

1. The Evolution of Marketing and CRM in the Digital Economy

2. Principles of Customer Relationship Management and Customer Experience (CX)

3. Differentiated Customer Management and Working with Customer Data

4. Customer Segmentation and Creating Customer Profiles (Personas)

5. CRM and Customer Value Management in the B2C Market

6. CRM and Customer Value Management in the B2B Market

7. Satisfaction, customer experience, and customer loyalty

8. CRM systems and tools in practice

9. Customer retention and retention programs

10. Customer activation and engagement strategies

11. Digital marketing and CRM

12. Word of Mouth (WOM), eWOM, and online reputation

13. Current trends in CRM

Syllabus of tutorials:

Study Objective:

The aim is to teach students the latest practices in customer relationship management.

Study materials:

Required reading:

LOŠŤÁKOVÁ, H. a kol. Nástroje posilování vztahů se zákazníky na B2B trhu. Praha: Grada, 2017. ISBN 978-80-271-0419-2.

LOŠŤÁKOVÁ, H. a kol. Diferencované řízení vztahů se zákazníky. Praha: Grada, 2009. ISBN 978-80-247-3155-1.

BUTTLE, F., MAKLAN, S. Customer Relationship Management: Concepts and Technologies. 4th ed. London: Routledge, 2019. ISBN 978-1138498259.

KUMAR, V., REINARTZ, W. Customer Relationship Management: Concept, Strategy, and Tools. 3rd ed. Springer, 2018. ISBN 978-3662553016.

Recommended reading:

PRIOR, D., BUTTLE, F., MAKLAN, S. Customer Relationship Management. Routledge, 2024.

SPINLEY, A. The Customering Method: From CX Dogma to Customer Science. Routledge, 2024.

GALITSKY, B. Artificial Intelligence for Customer Relationship Management. Springer, 2020.

ARIKAN, A. Customer Experience Analytics. Routledge, 2023.

Note:

The course is taught in the Czech language.

Further information:

https://moodle-vyuka.cvut.cz/course/view.php?id=13403#section-0

Time-table for winter semester 2025/2026:

Time-table is not available yet

Time-table for summer semester 2025/2026:

	06:00–08:0008:00–10:0010:00–12:0012:00–14:0014:00–16:0016:00–18:0018:00–20:0020:00–22:0022:00–24:00
Mon
Tue	roomDEJ:402 Skokanová D. 12:30–14:00 (lecture parallel1) Dejvice roomDEJ:402 Skokanová D. 12:30–14:00 (parallel nr.101) Dejvice
Wed
Thu
Fri

The course is a part of the following study plans:

• B0413P050061 Ekonomika a management (profesní studijní program) - počínaje od ZS 2023/2024 (compulsory elective course)
• B0413P050061 Ekonomika a management (OZ101 Marketing) od ZS 2023/2024 (compulsory elective course)
• B0413P050061 Ekonomika a management (OZ102 Personální management) od ZS 2023/2024 (compulsory elective course)
• B0413P050061 Ekonomika a management (OZ103 Řízení firemních procesů) od ZS 2023/2024 (compulsory elective course)
• B0413P050061 Ekonomika a management (OZ104 Účetnictví) od ZS 2023/2024 (compulsory elective course)
• B0413P050061 Ekonomika a management (OZ105 Manažerská informatika) od ZS 2023/2024 (compulsory elective course)
• B0413P050061 Ekonomika a management (OZ106 Obchodní podnikání) od ZS 2023/2024 (compulsory elective course)