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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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Customer care approach. Differences in customer services provided over the telephone, on the Internet and face-to-face. Customer service tools. Assessing customer service. Complaint management. Case studies of customer-oriented companies. Additional information for students can be found in COURSEWARE.
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Learning activities and teaching methods
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E-learning, Multimedia supported teaching, Students' portfolio, Group discussion, Individual study, Students' self-study, Self-study of literature, Practicum
- unspecified
- 8 hours per semester
- Presentation preparation (report in a foreign language) (10-15)
- 30 hours per semester
- Undergraduate study programme term essay (20-40)
- 40 hours per semester
- Contact hours
- 26 hours per semester
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| prerequisite |
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| Knowledge |
|---|
| to have German communication skills at intermediate level (language of instruction is German) |
| to know basics of marketing |
| learning outcomes |
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| to compare the customer and product orientation of a company |
| to understand and explain the role of customer care in terms of customer value |
| Skills |
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| to apply methods used in complaint management |
| to elaborate an assessment of customer care |
| to present (defend) results of the assigned case study |
| to discuss possible solutions with the tutor in the German language |
| Competences |
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| N/A |
| N/A |
| N/A |
| teaching methods |
|---|
| Knowledge |
|---|
| E-learning |
| Group discussion |
| Self-study of literature |
| Skills |
|---|
| Practicum |
| Students' portfolio |
| Competences |
|---|
| Practicum |
| Students' portfolio |
| Group discussion |
| E-learning |
| Self-study of literature |
| assessment methods |
|---|
| Knowledge |
|---|
| Seminar work |
| Individual presentation at a seminar |
| Skills |
|---|
| Skills demonstration during practicum |
| Group presentation at a seminar |
| Competences |
|---|
| Skills demonstration during practicum |
| Group presentation at a seminar |
| Individual presentation at a seminar |
| Seminar work |
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Recommended literature
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Hinterhuber, H., Matzler, K. Kundenorientierte Unternehmensfuhrung. Wiesbaden, 2006. ISBN 978-3-8349-0227-6.
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Hippner, Hajo; Wilde, Klaus D. Grundlagen des CRM : Konzepte und Gestaltung. 2., überarb. u. erw. Aufl. Wiesbaden : Gabler, 2006. ISBN 3-409-22518-8.
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Kotler, Philip. Marketing management : Analýza, plánování, využití, kontrola. 1. vydání. Praha : Grada, 1998. ISBN 80-7169-600-5.
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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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