SA_CRM CRM Systems

Institute of Technology and Business in České Budějovice
winter 2020
Extent and Intensity
2/0/0. 3 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. et Ing. Nikola Sagapova, Ph.D. (seminar tutor)
Guaranteed by
doc. Ing. Lenka Ližbetinová, PhD.
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
Timetable of Seminar Groups
SA_CRM/S01: Mon 9:40–11:10 N120, N. Sagapova
Prerequisites
OBOR ( CAP )
Interest in business topics
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives supported by learning outcomes
The subject 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:
- to understand the links between CRM and marketing,
- to identify basic points of the relationship with the customer,
- to evaluate value of the customer,
- to suggest a suitable CRM strategy, with regard to phases of relationships with customers,
- to distinguish the value for the customer,
- to understand the essence of loyalty programmes, database marketing and CRM software solutions,
- 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). Connections to marketing.
  • 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
  • GOLDENBERG, Barton J. The Definitive Guide to Social CRM : Maximizing Customer Relationships with Social Media to Gain Market Insights, Customers, and Profits. New Jersey: Paul Boger, 2015. ISBN 978-0-13-413390-4.
  • PEELEN, Ed & BELTMAN, Rob. Customer Relationship Management. 2. vydání. Harlow: Pearson Education Limited, 2013. ISBN 978-0-237-77495-2.
  • RAAB, Gerhard a kol. Customer relationship management: A global perspective. Routledge, 2016. ISBN 978-0-7546-7156-5.
  • THOMPSON, Harvey. Who Stole My Customer??: Winning Strategies for Creating and Sustaining Customer Loyalty. New Jersey: Pearson Education, 2015. ISBN 978-0-13-400969-8.
    recommended literature
  • LOŠŤÁKOVÁ, H., 2017. Nástroje posilování vztahů se zákazníky na B2B trhu. Praha: Grada Publishing, Expert (Grada). ISBN 978-80-271-0419-2.
  • CHLEBOVSKÝ, V., 2017. Management zákaznických řešení: jak efektivně tvořit a spravovat individualizovaná řešení zákaznických potřeb. První vydání. Praha: Grada. ISBN 978-80-271-0559-5.
  • WILLIAMS, David. Connected CRM: implementing a data-driven, customer-centric business strategy. New York: Wiley, 2014. 256 s. ISBN 978-1-118-83580-7.
  • GORDON, Ian H. Managing the New Customer Relationship Strategies to Engage the Social Customer and Build Lasting Value. New York: Wiley, 2013. ISBN 9781118255902.
Forms of Teaching
Lecture
Consultation
Teaching Methods
Frontal Teaching
Critical Thinking
Individual Work– Individual or Individualized Activity
Teaching Supported by Multimedia Technologies
Student Workload
ActivitiesNumber of Hours of Study Workload
Daily StudyCombined Study
Preparation for Lectures13 
Preparation for the Final Test39 
Attendance on Lectures26 
Total:780
Assessment Methods and Assesment Rate
Exam – written 100 %
Exam conditions
Written exam - Grading scale: A 100 – 90, B 89,99 – 84, C 83,99 – 77, D 76,99 – 73, E 72,99 – 70, FX 69,99 – 30 test can be repeated, 29 - 0 F - test can not be repeated.
Language of instruction
English
Teacher's information
Classes will have a form of consultations via MS TEAMS or E-mail.

Attendance in lessons is defined in a separate internal standard of ITB(Evidence of attendance of students at ITB). It is compulsory, except of the lectures, for full-time students to attend 70 % lesson of the subjet in a semester.


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