BPE_CRM CRM systems

Institute of Technology and Business in České Budějovice
winter 2024
Extent and Intensity
2/0/0. 3 credit(s). Type of Completion: zk (examination).
Teacher(s)
Mgr. Michal Konečný, PhD. (seminar tutor)
Guaranteed by
Ing. et Ing. Nikola Sagapova, Ph.D.
Department of Tourism and Marketing – Faculty of Corporate Strategy – Rector – Institute of Technology and Business in České Budějovice
Supplier department: Department of Tourism and Marketing – Faculty of Corporate Strategy – Rector – Institute of Technology and Business in České Budějovice
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives supported by learning outcomes
The course deals with the topic of customer relationship management (usually abbreviated as CRM). The link to marketing is explained, attention is paid to the development of approaches to customer relationships and customer relationship management principles are presented. The difference between customer value and value for customer is explained. The course also contains introduction to database marketing, loyalty programmes and mentions CRM software solutions. Finally, further possibilities how to use customer relationships in business processes and trends in CRM are discussed and the course is concluded by chosen case studies that serve as examples of good CRM practice. The graduate will acquire knowledge how to create customer-oriented organization, will be able to evaluate customer profitability, orientate in CRM support systems, define strategy for maintaining and developing customer relationships, building customer loyalty as well as using modern trends and possibilities.
Learning outcomes
Students are able:
1. to understand the links between CRM and marketing,
2. to identify basic points of the relationship with the customer,
3. to evaluate value of the customer,
4. to suggest a suitable CRM strategy, with regard to phases of relationships with customers,
5. to distinguish the value for the customer,
6. to understand the essence of loyalty programmes, database marketing and CRM software solutions,
7. to design the way of using customer relationship in business processes, taking into account the newest CRM trends.
Syllabus
  • 1. Introduction to Customer Relationship Management (CRM).
  • 2. Development of approaches to customer relationships.
  • 3. Starting points of customer relationship.
  • 4. Customer value.
  • 5. Economic aspects of customer relationship.
  • 6. Phases of customer relations. Customer relationship Strategies.
  • 7. Value for customer.
  • 8. Database marketing.
  • 9. Loyalty programmes.
  • 10. CRM software solutions.
  • 11. Use of customer relationships in business processes.
  • 12. Trends in CRM.
  • 13. Examples of good CRM practice.
Literature
    required literature
  • RAAB, G. et al., 2016. Customer relationship management: A global perspective. [s. l.]: Routledge. ISBN 978-0-7546-7156-5.
  • GOLDENBERG, B. J., 2015. The Definitive Guide to Social CRM: Maximizing Customer Relationships with Social Media to Gain Market Insights, Customers, and Profits. New Jersey: Paul Boger. ISBN 978-0-13- 413390-4.
  • THOMPSON, H., 2015. Who Stole My Customer??: Winning Strategies for Creating and Sustaining Customer Loyalty. New Jersey: Pearson Education. ISBN 978-0-13-400969-8.
  • PEELEN, E. a R. BELTMAN, 2013. Customer Relationship Management. 2. vyd. Harlow: Pearson Education Limited. ISBN 978-0-237-77495-2.
    recommended literature
  • WILLIAMS, D., 2014. Connected CRM: implementing a data-driven, customer-centric business strategy. New York: Wiley. ISBN 978-1-118- 83580-7.
  • CHLEBOVSKÝ, V., 2017. Management zákaznických řešení: jak efektivně tvořit a spravovat individualizovaná řešení zákaznických potřeb. Praha: Grada. ISBN 978-80-271-0559-5.
  • LOŠŤÁKOVÁ, H., 2017. Nástroje posilování vztahů se zákazníky na B2B trhu. Praha: Grada. ISBN 978-80-271-0419-2.
  • GORDON, I. H., 2013. Managing the New Customer Relationship Strategies to Engage the Social Customer and Build Lasting Value. New York: Wiley. ISBN 978-1118255902.
Forms of Teaching
Lecture
Tutorial
Teaching Methods
Frontal Teaching
Critical Thinking
Teaching Supported by Multimedia Technologies
Student Workload
ActivitiesNumber of Hours of Study Workload
Daily StudyCombined Study
Preparation for Lectures13 
Preparation for Seminars, Exercises, Tutorial 29
Preparation for the Final Test3941
Attendance on Lectures26 
Attendance on Seminars/Exercises/Tutorial/Excursion 8
Total:7878
Assessment Methods and Assesment Rate
Test – final 100 %
Exam conditions
For successful completion of the course it is necessary to achieve at least 70 % of the course and final test together under the conditions specified below. In the final test, students can get up to 100 points, i.e. 70 %. Grading for the course, i.e. points for the final test (100 - 0): A 100 – 90, B 89.99 – 84, C 83.99 – 77, D 76.99 – 73, E 72.99 – 70, FX 69.99 – 30, F 29.99 – 0

Final test – 100 points (i.e. 100 %)

Language of instruction
Czech
Further comments (probably available only in Czech)
The course is taught annually.
The course is taught: every week.
Teacher's information
Attendance in the course is defined in a separate VSTE internal standard (Evidence of student attendance at VSTE). Students in full-time form of study are obliged to attend at least 70 % of the lessons.

Students with ISP are obliged to contact the subject teacher immediately after the approval of their individual study plan; if the student does not do it within two weeks of approval, his ISP will not be taken into account.

The course is also listed under the following terms summer 2021, winter 2021, winter 2022, winter 2023.
  • Enrolment Statistics (winter 2024, recent)
  • Permalink: https://is.vstecb.cz/course/vste/winter2024/BPE_CRM