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 |
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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 |
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Knowledge |
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E-learning |
Group discussion |
Self-study of literature |
Skills |
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Practicum |
Students' portfolio |
Competences |
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Practicum |
Students' portfolio |
Group discussion |
E-learning |
Self-study of literature |
assessment methods |
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Knowledge |
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Seminar work |
Individual presentation at a seminar |
Skills |
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Skills demonstration during practicum |
Group presentation at a seminar |
Competences |
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Skills demonstration during practicum |
Group presentation at a seminar |
Individual presentation at a seminar |
Seminar work |
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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