Customer Relationship Management

Course guarantor:

Dagmar Skokanová

Lecturer:

Dagmar Skokanová

Tutor:

Dagmar Skokanová

Supervisor:

Institute of Management Studies

Synopsis:

The course introduces students to the issue of customer relationship management (CRM). Attention is paid to the principles of customer relationship management and differentiated customer relationship management. Students will understand how to create customer profiles based on customer segmentation and identify key customers. Emphasis is placed on creating and enhancing customer value in order to build long-term customer loyalty. The latest trends in marketing and customer management are introduced.

Requirements:

Requirements:

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

Final test 50%

Total 100%

Syllabus of lectures:

Outline of lectures:

1. Development of marketing and customer relationship management (CRM)

2. Principles of Customer Relationship Management

3. Differentiated customer relationship management

4. Customer segmentation. Profiles and identification of key customers

5. Customer value management in the B2C market

6. Managing customer value in the B2B market

7. Customer satisfaction and loyalty

8. Customer care strategy

9. Retention and retention programmes

10. Customer activation and forms of engagement

11. Positive references - concept, techniques and tools

12. Word of Mouth (WOM)

13. The importance of the Internet in customer care management (eWOM)

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.

LEHTINEN, J.R. Řízení vztahů se zákazníky. 1. vyd., Praha: Grada Publishing a.s., 2007. ISBN: 978-80-247-1814-9.

Recommended reading:

CHLEBOVSKÝ, V. CRM Řízení vztahů se zákazníky. 1. vyd. Praha: Computer Press, 2005. ISBN: 978-80-251-0798-0.

WESSLING, H. Aktivní vztah k zákazníkům pomocí CRM strategie, praktické příklady a scénáře. 1. vydání. Praha: Grada Publishing, 2003. ISBN: 80-247-0569-9.

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 2024/2025:

Time-table is not available yet

Time-table for summer semester 2024/2025:

	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:209 Skokanová D. 09:00–10:30 (lecture parallel1) Dejvice roomDEJ:209 Skokanová D. 09:00–10:30 (parallel nr.1) 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)