PEMDAMRV Marketing and Customer Relationship Management

School of Business Administration in Karvina
Winter 2024
Extent and Intensity
0/0. 10 credit(s). Type of Completion: dzk.
Teacher(s)
doc. Ing. Halina Starzyczná, Ph.D. (lecturer)
Guaranteed by
doc. Ing. Halina Starzyczná, Ph.D.
Department of Business Economics and Management – School of Business Administration in Karvina
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives
The aim of the subject is to deepen the knowledge of the Master's studies graduates on the current theoretical and methodological approaches and practical knowledge in the area of marketing and customer relationship management and their purchasing behavior. The goal of the course is to acquaint PhD students with the necessity of differentiated customer relationship management, customer value concept, which can be perceived as a competitive advantage of companies, and strategic marketing management. The intent is to link customer relationship management with consumer behavior, satisfaction and loyalty.
Syllabus
  • Marketing concepts and their development
    From transactional marketing to relationship (relational), development trends. New paradigms of marketing (marketing 1.0, 2.0, 3.0). Current marketing and its challenges. Relationship marketing and model of 6 markets. Basic characteristics of markets.
    CRM - Customer Relationship Management
    Its essence, objectives, development of definitions and opinions on CRM. Social media and CRM. CRM application architecture: analytical CRM, operational and collaborative CRM. Process view of CRM. CRM tools. Benefits of CRM, current CRM solutions.
    Differentiated customer relationship management
    From mass marketing to CRM. Managing relationships with key customers. Focus on customer and customer value. Marketing concept of value for the customer, value innovations. Customer value for business.
    Customers and their purchasing behaviour
    The characteristics of the purchasing behaviour. Consumer typology. Factors affecting purchasing and consumer behaviour, the effects of globalization and regional trends.
    Consumer behaviour models
    Overview of groups of basic models. Models of rational decision making. Models based on learning theory. Motivational models. Reactional models. Psychological models. Models of consumer behaviour and CRM.

    Researches in the field of CRM and customer behaviour
    Customer information and analysis. Research will be continuously classified into individual lectures according to the thematic focus.
Literature
    required literature
  • BUTTLE, F. and S. MAKLAN. Customer Relationship Management: Concepts and technologies. London: Routledge, 2015. ISBN 978-1-138-78982-1. info
  • MORGAN, R.M., PARISH, J.T. and G. DEITZ. Handbook on Research in Relationship Marketing. Edward Elgar Publishing Limited, 2015. ISBN 978-1-84844-368-6. info
  • KUMAR, V. and W. REINARTZ. Customer Relationship Management: Concept, Strategy, and Tools. London: Springer, 2012. ISBN 978-3-642-20109-7. info
    recommended literature
  • KOTLER, P. a K. L. KELLER. Marketing and management. Praha: Grada Publishing, 2013. ISBN 978- 80-247-4150-. info
  • KOTLER, P. and K. L. LANE. Marketing Management. Boston: Pearson Education, 2012. ISBN 978-0- 273-75336-. info
  • CHRISTOPHER, M., A. PAYNE a D. BALLANTYNE. Relationship Marketing. Creating Stakeholder Value. Oxford: Elsevier, 2012. ISBN 978-0-7506-4839-4. info
  • PETER, J. P., OLSON, C. J. Consumer behavior and Marketing Strategy. 9th ed. New York: Mc Graw Education., 2010. ISBN 978-007-126781-6. info
  • KUMAR, V. Customer relationship management: concepts and cases. New Delphi: Raj Press, 2010. ISBN 978-81-203-3538-7. info
  • BUTTLE, F. Customer Relationship Management Concepts and Technologies. Oxford: Elsevier, 2010. ISBN 978-1-85617-522-7. info
  • KUMAR, V., REINARTZ, J. W. Customer relationship management: a databased approach. 2nd ed. Hoboken: John Wiley & Sons, 2006. ISBN 978-0471271338. info
Assessment methods
Oral exam
Language of instruction
English
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: Přednáška 24 HOD/SEM.
Teacher's information
seminar paper (15-20 pp), defence of seminar paper, discussion, final combined exam
The course is also listed under the following terms Winter 2016, Summer 2017, Winter 2017, Summer 2018, Winter 2018, Summer 2019, Winter 2021, Summer 2023, Winter 2023.
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