INMBPRVZ Customer relationship management (CRM systems)

School of Business Administration in Karvina
Winter 2023
Extent and Intensity
1/1/0. 4 credit(s). Type of Completion: zk (examination).
Teacher(s)
Mgr. Milena Janáková, Ph.D. (lecturer)
Guaranteed by
Mgr. Milena Janáková, Ph.D.
Department of Informatics and Mathematics – School of Business Administration in Karvina
Contact Person: Ing. Jan Górecki, Ph.D.
Timetable
Tue 12:15–13:00 B101
  • Timetable of Seminar Groups:
INMBPRVZ/01: Tue 13:05–13:50 B101, M. Janáková
Prerequisites (in Czech)
FAKULTA ( OPF ) && TYP_STUDIA ( B ) && FORMA ( P )
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives
The aim of the course is to present to students customer relationship management (CRM) in connection with international trade. Students will be acquainted with the control of selected CRM systems and with the help of practical examples they will gain the skill to work with them.
Learning outcomes
test in the form of an ROPOT, seminar work available in the submission room and an exam registered in IS SU; after completing the course, students will better understand CRM and will be able to control the selected CRM system
Syllabus
  • 1. Objectives of CRM (Customer Management Relationship)
    Customer relationship management, strengthening sustainability and profitability in business, supporting business culture. Understanding customers, increasing customer satisfaction and building long-term relationships. Practical examples concern the support of international contacts, the use of multilingual functions and the setting up of the work environment in selected CRM systems.
    2. Development of customer relationships
    Customer identification, differentiation of customers according to their value and needs, strategies and organization of customer relationship management, customer life cycle and customer segmentation. Practical examples relate to the process of collecting information about customers and segmenting them, for example, according to sales volumes and frequency of purchases (VIP, Leads).
    3. Challenges for global markets
    Challenges for global business managers and customers, global markets, global supply chain, international business world, opportunities for understanding, different cultures. Practical examples relate to the support of corporate culture and the organization of activities with customers in the form of telephone and e-mail contacts, personal meetings and presentations.
    4. Analytical and creative thinking
    Analytical and creative thinking, integration of business information, stakeholder requirements, business processes and their support, ways to listen and be heard. Practical examples relate to business opportunities, their creation and search with the support of a win-win strategy.
    5. Marketing and effective ways of negotiating
    Marketing campaigns and their personalization, word skills, ways of delivering messages, effective ways of negotiating, the importance of creating and providing meaningful messages, customer portfolio management. Practical examples relate to marketing campaigns and their variation using templates and filters for more accurate customer targeting.
    6. Data analysis with visualization support
    Analytical aspects of customer relationship management, data management, dashboards, data mining, data visualization and answers to business questions, customer retention measures. Practical examples relate to KPIs (key performance indicators), available statistics and reports in the form of reports, graphs and dashboards.
    7. Integration of social networks
    Impact of social media use, dialogue and social media, privacy, customer feedback and customer optimization. Practical examples relate to the integration of social networks in selected CRM systems with examples of how to increase awareness of the company, create a communication plan and prevent crises in communication.
    8. Benefits of artificial intelligence
    Sales automation, marketing automation, prediction and personalization, digital assistant helping consumers find suitable products, smart calendars, natural language processing and its evaluation (positive or negative), setting priorities for VIP customers (leads). Practical examples are about improving the customer experience with automated referrals and digital assistants to support marketing and sales.
Literature
    required literature
  • FATOURETCHI, M., 2019. The Art of CRM: Proven strategies for modern customer relationship management. UK: Packt Publishing. ISBN 978-1-78953-892-2.
  • De SOUZA, B., 2017. Přestaňte prodávat a získejte klienty! Brno: Alman. ISBN 978-80-87426-40-1.
  • CHLEBOVSKÝ, V., 2017. Management zákaznických řešení. Praha: Grada. ISBN 978-80-271-0559-5.
    recommended literature
  • HELGESON, L., 2017. CRM For Dummies. NJ: John Wiley & Sons. ISBN 978-1-119-36897-7.
  • PERFORMANCE RESEARCH ASSOCIATES, 2012. Vytřete jim zrak: Zákazník musí být vždy spokojený. Praha: PRAGMA, 2012. ISBN 978-80-7349-331-8.
  • CRAM, T., 2012. Vítězný tah: Jak dosáhnout prvotřídní úrovně služeb zákazníkům. Praha: Management Press. ISBN 978-80-7261-246-8.
Teaching methods
demonstration of skills through teaching carried out through lectures and seminars using project tasks and a story from practice
Assessment methods
Requirements for the student: attendance at seminars, continuous test, seminar work and its presentation. Assessment methods: attendance at seminars min. 60% (10% evaluation), 1 continuous test (20% evaluation), seminar work and its presentation (10% evaluation), oral exam (60% evaluation).
Language of instruction
Czech
The course is also listed under the following terms Winter 2020.
  • Enrolment Statistics (recent)
  • Permalink: https://is.slu.cz/course/opf/winter2023/INMBPRVZ