PEMBKVMC Relationship Marketing and CRM

School of Business Administration in Karvina
Winter 2026
Extent and Intensity
16/0/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
doc. Ing. Halina Starzyczná, Ph.D. (lecturer)
Ing. Radka Bauerová, Ph.D. (assistant)
Guaranteed by
Ing. Radka Bauerová, Ph.D.
Department of Business Economics and Management – School of Business Administration in Karvina
Contact Person: Ing. Kateřina Matušínská, Ph.D.
Timetable
Fri 9. 10. 9:45–11:20 A206, Fri 30. 10. 9:45–11:20 A206, Fri 4. 12. 9:45–11:20 A206
Prerequisites (in Czech)
FAKULTA(OPF) && TYP_STUDIA(B) && FORMA(K)
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
The capacity limit for the course is 79 student(s).
Current registration and enrolment status: enrolled: 58/79, only registered: 1/79
fields of study / plans the course is directly associated with
Course objectives
The aim of the subject is to understand the development stages of marketing with regard to the 6 market model and customer relationship management. The starting point is the CRM architecture including strategic, analytical, operative and collaborative parts. The student will become familiar with the issue of the value of relationships and their phases. They will also understand the psychological aspects of customer relations and the market and customer typology. The course also includes internal marketing, which deals with relations with employees and internal communication in the company.
Learning outcomes
The student will be able to describe the transition from transactional to relationship marketing; outline marketing paradigms and the stages in the development of marketing; reproduce the six markets model; interpret the principles of internal marketing, its tools and its importance to an organisation; analyse the close relationship between internal and external marketing and its impact on customer satisfaction; define customer relationship management (CRM), its essence and typology; critically evaluate customer loyalty; categorise and assess the benefits of and barriers to CRM; distinguish between the two concepts of value in marketing and classify value attributes; analyse ways of increasing customer satisfaction; define the stages of customer relationship development; apply customer care methods; explain strategies used to build customer relationships; analyse and apply relationship-building factors with regard to economy, efficiency, aesthetics, storytelling, ethics, emotions, education, energy and enthusiasm (the 9E model); define and explain CRM architecture and its components; identify and describe the elements of CRM; demonstrate knowledge of the psychological aspects of customer relationship management relating to personality, the market and products; analyse the criteria used to develop customer typologies based on shared characteristics that enable customers with similar behaviour to be grouped together; analyse selected typologies based on temperament, purchasing behaviour and a healthy lifestyle; evaluate organic-product consumers and generational typologies, including environmental considerations; analyse specific segments such as women, children, single people and consumers aged 50 and over; demonstrate knowledge of customer typologies relating to environmental requirements and associated purchasing behaviour; analyse these environmental requirements, apply them when preparing marketing offers for customers and assess their purchasing behaviour; and create online direct marketing communications, including emails and SMS messages, that promote a healthy lifestyle or sustainable consumption through appropriate content marketing.
Syllabus
1. Marketing and Its Evolution
The transition from traditional marketing to relationship marketing. The Six Markets Model. Customer markets. Supplier markets. Internal markets. Recruitment markets. Referral markets. Influence markets. The holistic marketing concept.
2. Internal Marketing
Definition of internal marketing. Internal marketing tools. Product. Price. Distribution. Internal communication.
3. Internal Communication
Internal communication and its tools. Relationships between superiors and subordinates. Forms of communication. Employee engagement.
4. The Nature and Importance of CRM
Definition of CRM. CRM objectives. Value in CRM. CRM and customer loyalty. CRM typology. Benefits of and barriers to CRM. Benefits from the perspectives of the organisation, the customer and technology. Customer retention.
5. Building Customer Relationships
Establishing customer contact. Key account management. Differentiated relationship management. Marketing strategies reflecting changes in customer relationships.
6. Main Components and Elements of CRM
Individual components of CRM. Strategic CRM and its tools. Analytical CRM, its purpose and activities. Operational CRM and database marketing. Collaborative CRM and partner relationship management (PRM). Elements of CRM. People and technology in CRM.
7. Psychological Aspects of Customer Relationship Management
Fundamentals of personality psychology, sales psychology and market psychology. Psychology of communication. Consumer decision-making.
8. Basic Approaches to Customer Typology
Basic concepts and definitions of customer typology. Customer typology criteria. Practical approaches to customer typology based on current research.
Literature
    required literature
  • STARZYCZNÁ, Halina and Adéla CHROMČÁKOVÁ. Vztahový marketing a CRM: Distanční studijní text (Relationship Marketing and CRM: Distance learning study materials). 1st ed. Karviná, 2019, 192 pp. ISBN 978-80-7510-369-7. info
  • KOZÁK, V. Budování vztahů se zákazníky v teorii a praxi. Zlín: Radim Bačuvčík - VeRBuM, 2011. ISBN 978-80-87500-02-6. info
    recommended literature
  • CHLEBOVSKÝ, V. Management zákaznických řešení. Praha: Grada Publishing, 2017. ISBN 978-80-271-0559-5. info
Teaching methods
Lectures and seminars.
Assessment methods

Student requirements: Attendance at seminars, completion of a seminar paper and its successful defence.


Assessment methods: A minimum of 50% seminar attendance; seminar paper (30% of the final grade); written examination (70% of the final grade).

Language of instruction
Czech
Further Comments
Study Materials
The course can also be completed outside the examination period.
The course is also listed under the following terms Winter 2019, Winter 2021, Winter 2022, Winter 2023, Winter 2024, Winter 2025.
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