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Lecturer(s)
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Švec Roman, doc. Ing. Ph.D.
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Martíšková Petra, Ing. Ph.D.
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Course content
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Lecture topics: 1. Basics of relationship marketing. 2. A postmodern consumer. 3. Understanding customers as a key factor in customer relationship management. 4. Customer life cycle. 5. Strength of the customer relationship. 6. Customer lifetime value. 7. Customer value attributes in B2C and B2B markets. 8. Value management in the context of customer relationship management. 9. Use of enterprise information systems in customer relationship management. 10. Loyalty systems. 11. Customers as partners of business enterprises. 12. Tools for strengthening customer relationships in the B2B market. 13. New trends in customer relationship management. 14. Benefits of customer relationship management.
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Learning activities and teaching methods
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Monologic (reading, lecture, briefing), Dialogic (discussion, interview, brainstorming), Work with text (with textbook, with book)
- Preparation for exam
- 20 hours per semester
- Preparation for classes
- 15 hours per semester
- Class attendance
- 12 hours per semester
- Preparation for classes
- 31 hours per semester
- Semestral paper
- 15 hours per semester
- Semestral paper
- 15 hours per semester
- Preparation for exam
- 20 hours per semester
- Class attendance
- 28 hours per semester
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Learning outcomes
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The course aims to provide basic knowledge of relationship marketing with a primary focus on customers, i.e., attention is directed to Customer Relationship Management (CRM). Students will learn the relevant terminology, purpose, and tools of customer relationship management, which will be demonstrated through numerous examples from business practice.
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Prerequisites
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Interest in marketing, basic knowledge of marketing principles.
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Assessment methods and criteria
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Combined exam, Seminar work
Completion of credit assignments. Written and oral exam.
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Recommended literature
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Kumar, V., & Reinartz, W. Customer Relationship Management: Concept, Strategy, and Tools (3rd ed.).. Springer-Verlag GmbH Germany., 2018.
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Lošťáková, H. Diferencované řízení vztahů se zákazníky.. Praha: Grada., 2009.
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Lošťáková, H. Nástroje posilování vztahů se zákazníky na B2B trhu.. Praha: Grada., 2017.
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Peppers, D., & Rogers, M. Managing Customer Experience and Relationships: A Strategic Framework (3rd ed.).. Hoboken, New Jersey: John Wiley & Sons, Inc., 2017.
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Starzyczná, H., & Pellešová, P. CRM v podnikání malých a středních českých firem: (vybrané problémy).. Slezská univerzita v Opavě, Obchodně podnikatelská fakulta v Karviné., 2018.
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