OPF:INMNPCRM Database Technologies for Mana - Course Information

INMNPCRM Database Technologies for Management Support and CRM

Extent and Intensity

2/1/0. 4 credit(s). Type of Completion: z (credit).

Teacher(s)

Mgr. Milena Janáková, Ph.D. (lecturer)
Mgr. Milena Janáková, Ph.D. (seminar tutor)

Guaranteed by

Mgr. Milena Janáková, Ph.D.
Department of Informatics and Mathematics – School of Business Administration in Karvina
Contact Person: doc. Mgr. Petr Suchánek, Ph.D.

Prerequisites

None

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

• Managerial Informatics (programme OPF, N_SYSINF)

Course objectives

The aim of the course is to familiarize students with characteristics of CRM systems, history and basic philosophy. CRM systems are modular, composed from individual applications that are linked to records about business partners and customers. There are detailed explanation user's environment, analysis of customer contact with company, security and implementation. In the following also CRM links on Knowledge Management and Business Intelligence. Due attention will be given on support database systems. Practical examples of solutions will be used in the lessons.

Syllabus

• 1st The meaning and concept of CRM.
  2nd Setting measurable metrics.
  3rd Communication tools and channels.
  4th Value of CRM for clients.
  5th Factors influencing choice.
  6th Industry requirements for CRM.
  7th CRM and Knowledge Management.
  8th CRM and Business Intelligence.
  9th CRM as an information system with support of database systems.
  10th Architecture and platforms of CRM systems.
  11th Traffic safety.
  12th Overview of CRM systems.
  13th Practical examples.
  

Literature

required literature
• KNUDSON, R. Building Business with CRM. We Speak You Learn, LLC, 2012. ISBN -13: 978-09815118. info
• ŠAŠEK, M. Řízení vztahů se zákazníky: jak uspět na trzích B2B. Praha, 2010. ISBN 978-80-7408-025-8. info
• ALFORD, J. Engaging public sector clients: from service-delivery to co-product. Basingstoke, 2009. ISBN 978-0-230-22376-9. info
• ALFORD, J. Engaging public sector clients: from service-delivery to co-production. Basingstoke, 2009. ISBN 978-0-230-22376-9. info
• LOŠŤÁKOVÁ, H. Řízení vztahů se zákazníky (CRM) prostřednictvím diferencovaného hodnotového managementu. Pardubice, 2008. ISBN 978-80-7395-140-5. info
• LEHTINEN, J. R. Aktivní CRM ? Řízení vztahů se zákazníky. Praha, 2007. ISBN 978-80-247-0814-9. info

recommended literature
• BUTTLE, F. Customer relationship management: concepts and technologies. London, 2009. ISBN 978-1-85617-522-7. info
• GOLDENBERG, B. J. CRM in Real Time: Empowering Customer Relationships. Cyberage Books, 2008. ISBN 978-0-910965-80-4. info
• BUREŠ, I. 10 zlatých pravidel péče o zákazníka, aneb, CRM v digitálním věku. Praha, 2006. ISBN 80-7261-149-6. info
• WESSLING, H. Aktivní vztah k zákazníkům pomocí CRM: strategie, praktické příklady a scénáře. Praha, 2003. ISBN 80-247-0569-9. info

Teaching methods

One-to-One tutorial
Skills demonstration
Seminar classes

Assessment methods (in Czech)

Písemný zápočtový test (na principu WRITING)

Language of instruction

Czech

Further comments (probably available only in Czech)

The course can also be completed outside the examination period.

Teacher's information

https://elearning.opf.slu.cz/course/view.php?id=1070
attendance in seminars 70%, seminar paper, ongoing test, course credit

Activity	Difficulty [h]
Ostatní studijní zátěž	47
Přednáška	26
Seminář	13
Zápočet	30
Summary	116

• Enrolment Statistics (Winter 2018, recent)
  
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