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Lecturer(s)
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Hommerová Dita, Doc. Ing. Ph.D., MBA
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Course content
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development concepts in CRM function of CRM in a company CRM architecture CRM solutions in practice value of customer vs. value for customer CRM implementation world companies experience with implementation of CRM, use of CRM for management functional solutions of CRM implementation in marketing system campaign management system efficiency evaluation of CRM implementation CRM in a strategy framework of a selected company barriers in CRM implementation best practice of using CRM systems and strategies using of choosen software for CRM - best practice
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Learning activities and teaching methods
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Interactive lecture, Lecture supplemented with a discussion, Lecture with practical applications, E-learning, Instruction based on dialogue, Multimedia supported teaching, Students' portfolio, One-to-One tutorial, Individual study
- unspecified
- 14 hours per semester
- Preparation for an examination (30-60)
- 30 hours per semester
- Graduate study programme term essay (40-50)
- 40 hours per semester
- Contact hours
- 26 hours per semester
- Team project (50/number of students)
- 12 hours per semester
- Presentation preparation (report) (1-10)
- 8 hours per semester
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| prerequisite |
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| Knowledge |
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| to describe basic marketing instruments and business concepts |
| Skills |
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| N/A |
| Competences |
|---|
| N/A |
| learning outcomes |
|---|
| Knowledge |
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| to explain definitions and development concepts of CRM |
| to differentiate functions of the front-office and back-office business processes |
| to understand CRM architecture and technical solutions of CRM systems |
| to explain the individual stages of CRM implementation to business processes |
| to describe the methods of the implementation efficiency assessment |
| to understand the calculation of the value of customer by means of some selected methods |
| to explain the importance of CRM as a tool of business competitiveness |
| Skills |
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| to describe the method of customer segmentation |
| to apply the methods of the implementation efficiency assessment |
| to calculate the value of customer by means of some selected methods |
| to proof the importance of CRM as a tool of business competitiveness |
| Competences |
|---|
| N/A |
| N/A |
| teaching methods |
|---|
| Knowledge |
|---|
| E-learning |
| Multimedia supported teaching |
| Individual study |
| Students' portfolio |
| Lecture supplemented with a discussion |
| Interactive lecture |
| Skills |
|---|
| Practicum |
| Students' portfolio |
| Skills demonstration |
| Interactive lecture |
| Competences |
|---|
| Practicum |
| E-learning |
| Multimedia supported teaching |
| Interactive lecture |
| Students' portfolio |
| Lecture supplemented with a discussion |
| Skills demonstration |
| assessment methods |
|---|
| Knowledge |
|---|
| Combined exam |
| Seminar work |
| Portfolio |
| Individual presentation at a seminar |
| Skills |
|---|
| Combined exam |
| Portfolio |
| Seminar work |
| Individual presentation at a seminar |
| Competences |
|---|
| Combined exam |
| Portfolio |
| Individual presentation at a seminar |
| Seminar work |
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Recommended literature
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Dohnal, Jan. Řízení vztahů se zákazníky : procesy, pracovníci, technologie. 1. vyd. Praha : Grada, 2002. ISBN 80-247-0401-3.
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Hommerová, Dita. CRM v podnikových procesech. 1. vyd. Praha : Grada, 2012. ISBN 978-80-247-4388-2.
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Chlebovský, Vít. CRM : řízení vztahů se zákazníky. Vyd. 1. Brno : Computer Press, 2005. ISBN 80-251-0798-1.
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Chlebovský, Vít. Marketing pro B-2-B trhy. Brno, 2010. ISBN 978-80-214-4129-3.
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Naresh K. Malhotra, James Agarwal. Customer relationship marketing: theoretical and managerial perspectives. Hackensack, 2021. ISBN 978-1-944659-74-5.
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Peelen, Ed. Customer relationship management. Harlow : Financial Times Prentice Hall, 2005. ISBN 0-273-68177-X.
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Rud, Olivia Parr. Data mining : praktický průvodce dolováním dat pro efektivní prodej, cílený marketing a podporu zákazníků (CRM). Vyd. 1. Praha : Computer Press, 2001. ISBN 80-7226-577-6.
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Storbacka, Kaj; Lehtinen, Jarmo R. Řízení vztahů se zákazníky : customer relationship management. 1. vyd. Praha : Grada, 2002. ISBN 80-7169-813-X.
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Vlček, Radim. Hodnota pro zákazníka. Vyd. 1. Praha : Management Press, 2002. ISBN 80-7261-068-6.
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Wessling, Harry. Aktivní vztah k zákazníkům pomocí CRM : strategie, praktické příklady a scénáře. 1. vyd. Praha : Grada Publishing, 2003. ISBN 80-247-0569-9.
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