INMNPCRS CRM Systems

School of Business Administration in Karvina
Winter 2026
Extent and Intensity
2/1/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
Mgr. Milena Janáková, Ph.D. (lecturer)
Ing. Petr Žyla (lecturer)
Guaranteed by
Mgr. Milena Janáková, Ph.D.
Department of Informatics and Mathematics – School of Business Administration in Karvina
Contact Person: doc. Ing. Jan Górecki, Ph.D.
Timetable
Wed 16:25–18:00 B207
  • Timetable of Seminar Groups:
INMNPCRS/01: Wed 18:05–18:50 B207, M. Janáková, P. Žyla
Prerequisites (in Czech)
FAKULTA(OPF) && TYP_STUDIA(N) && FORMA(P)
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.

The capacity limit for the course is 70 student(s).
Current registration and enrolment status: enrolled: 69/70, only registered: 6/70
fields of study / plans the course is directly associated with
Course objectives
The aim of the course is to acquire practical skills and knowledge for CRM systems using based on practical application in a selected CRM system combining appropriate procedures and optimizations. The subject of interest is also the integration of artificial intelligence, the influence of sustainability and ecological thinking on customer relations and CRM systems.
Learning outcomes
The student can demonstrate practical knowledge in operating CRM systems in connection with CRM requirements. Specifically, the student explains the importance of CRM using the organization into software modules, CRM system selection criteria, implementation evaluation metrics and CRM system categories. Discusses the starting points of the customer relationship and customer segmentation requirements. In practical application in the selected CRM system, combines appropriate procedures and suggests optimization. Furthermore, the student analytically evaluates the benefits of knowledge management for individual activities in the CRM system. Specifies the importance of business, customer and product intelligence, applies statistics and analyses to monitor performance. Actively suggests ways to integrate artificial intelligence into CRM systems and CRM-related activities. Formulates the influence of sustainability and ecological thinking on customer relationships and CRM systems.
Syllabus

1. CRM - meaning and concept
The meaning of CRM and its modules, applications by industry, criteria for selecting CRM, implementation strategies, CRM concept. Applications of information technology, offer of commercial and open-source systems to support CRM.
2. CRM - communication tools and channels
Starting points of the relationship with the customer, used communication and distribution channels, contact centers, self-service channels, customer segmentation. Customer requirements using business models, use of appropriate CRM system architecture.
3. CRM - metrics and factors influencing the choice
Obstacles to CRM implementation, implementation evaluation metrics. Functionality elements, contact management within multi-channel communication, business and its life cycle coverage, service services and marketing support. Security aspects.
4. CRM - industry requirements and value for clients
Business requirements for CRM, CRM categories. Value for clients, marketing concept, customer orientation, value exploration, value creation and value delivery.
5. CRM - knowledge management
Elements of successful management, knowledge management model, levels of work with knowledge, connection with marketing, evaluation of knowledge use, application of useful technologies and tasks for software, benefits for the company.
6. CRM - business intelligence
The concept of business intelligence and its areas, advanced analytical algorithms over various data sources, trends, visualizations and views. Commodification processes, creation of standard applications, support of data storage and computing power.
7. CRM - customer, product and swarm intelligence
Application of customer, product and swarm intelligence in CRM, advanced solutions for connection with business and marketing, support of marketing campaigns and predictions. Creation of competitive advantage, reduction of customers' bargaining power.

Literature
    required literature
  • Chlebovský, V. (2017). Management zákaznických řešení. Grada Publishing.
  • Janáková, M. (2023). CRM systémy. Distanční studijní text. Slezská univerzita v Opavě, Obchodně podnikatelská fakulta v Karviné.
  • Majeed, M., Chaudhary, A., & Chadha, R. (Eds.). (2025). Digital Transformation in the Customer Experience. Apple Academic Press.
  • Pastier, M. (2024). Žlutá kniha budování značky. Barecz & Conrad books.
    recommended literature
  • Barton, T., & Müller, Ch. (Eds.). (2024). Artificial intelligence in application: Legal aspects, application potentials and use scenarios. Springer.
  • Blokdyk, G. (2017). CRM Marketing Applications: Expert Administration Cook book. CreateSpace Independent Publishing Platform.
  • Jílek, D. (2023). Pozor, přichází zákazník. Powerprint.
Teaching methods
Frontal teaching with activation elements, work with a professional text, research on the topic, interview and brainstorming, work in groups (also individually), practical examples with the application of selected procedures.
Assessment methods
active participation in seminars, midterm test, seminar paper, exam
Language of instruction
Czech
Teacher's information
Student requirements: seminar attendance, midterm test, seminar paper.
Assessment methods: seminar attendance min. 60% (20% of the assessment), 1 midterm test (20% of the assessment), seminar paper (20% of the assessment), written exam (40% of the assessment).
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
The course is also listed under the following terms Summer 2019, Summer 2020, Summer 2021, Summer 2022, Summer 2023, Winter 2023, Winter 2024, Winter 2025.
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