PEMDPMRV Marketing and Customer Relationship Management

School of Business Administration in Karvina
Winter 2024
Extent and Intensity
24/0/0. 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
Prerequisites (in Czech)
FAKULTA(OPF) && TYP_STUDIA(D)
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 course is to enhance Master's degree graduates knowledge on current theoretical and methodical approaches and practical knowledge in the marketing field and customers relationship management and their shopping behaviour. The aim is to familiar doctoral students with the necessity of differentiated customers relationship management and then with the customer value concept which is understood as the firms competitive advantage tool and the strategic marketing management. The intention is to link the customers relationship management with their behaviour with the impact on the satisfaction and loyalty.
Syllabus
  • 1. Marketing conceptions and their development, from the transactional marketing to relational marketing, trends of development
    2. Relational marketing and the model of 6 markets
    3. CRM customers relationship management, its fundamentals, objectives, CRM definitions and opinions development
    4. CRM architecture application: analytic CRM, operative CRM, collaborative CRM
    5. Advantages and benefits of CRM, CRM current solutions
    6. Customers orientation and their value, marketing interpretation of value for customer, value innovations
    7. Differentiated customers relationship management
    8. Customer and his/her shopping behaviour, customers typology
    9. Factors influencing the shopping and consumer behaviour, the influences of globalization and regional trends
    10. Models of customers behaviour
    11. Researches in the field of CRM and customer behaviour, information about customers and their analysis
Literature
    required literature
  • JAKUBÍKOVÁ, D. Strategický marketing: strategie a trendy. Praha: Grada Publishing, 2013. ISBN 978-80-247-4670-8. info
  • KUMAR, V. Customer relationship management: concepts and cases. New Delphi: Raj Press, 2012. ISBN 978-81-203-3538-7. info
  • TOMEK, G. a V. VÁVROVÁ. Vize tržního úspěchu: aneb 10 otázek a odpovědí jak chápat marketing budoucnosti. Praha: Professional Publishing, 2012. ISBN 978-80-7431-071-3. info
  • KARDES, F., R., CRONLEY, M., L. and T. CLINE. Consumer Behavior. South Western College, 2011. ISBN 978-0-538-74688-5. info
    recommended literature
  • STOKLASA, M., STARZYCZNÁ, H., HECZKOVÁ, M. a P. PELLEŠOVÁ. Využívání vztahového marketingu v podnikání malých a středních firem. Studia Oeconomica. Karviná: SU OPF, 2013. ISBN 978-80-7248-936-7. info
  • MATUŠÍNSKÁ, K. Charakteristika spotřebního chování segmentu 50+ v Moravskoslezském kraji. Studia Oeconomica. Karviná: SU OPF, 2012. ISBN 978-80-7248-770-7. info
  • CHRISTOPHER, M., A. PAYNE a D. BALLANTYNE. Relationship Marketing. Creating Stakeholder Value. Oxford: Elsevier, 2012. ISBN 978-0-7506-4839-4. info
  • KOZÁK, V. Budování vztahů se zákazníky v teorii a praxi. Zlín: Radim Bačuvčík - VeRBuM, 2011. ISBN 978-80-87500-02-6. 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
  • LOŠŤÁKOVÁ, H. Diferencované řízení vztahů se zákazníky. Moderní strategie růstu výkonnosti podniku. Praha: Grada Publishing, 2009. ISBN 978-80-247-3155. info
Teaching methods
Lecture with a video analysis
Language of instruction
Czech
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 work in the range of 15-20 pages with regard to the subject of dissertation work, the seminar work presentation within discussion and answering of 2-3 questions according to the structure of subject.
The course is also listed under the following terms Winter 2015, Summer 2016, Winter 2016, Summer 2017, Winter 2017, Summer 2018, Winter 2018, Summer 2019, Winter 2019, Summer 2020, Winter 2020, Summer 2021, Winter 2021, Summer 2022, Summer 2023, Winter 2023.
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