INMBPRVZ Customer relationship management (CRM systems)

School of Business Administration in Karvina
Winter 2026
Extent and Intensity
1/1/0. 4 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 14:45–15:30 A412
  • Timetable of Seminar Groups:
INMBPRVZ/01: Wed 15:35–16:20 A412, M. Janáková, P. Žyla
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.

The capacity limit for the course is 24 student(s).
Current registration and enrolment status: enrolled: 21/24, only registered: 4/24
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
The student can demonstrate practical knowledge of using CRM systems and other information technology applications to support customer relationship management with an impact on global markets. Specifically, he/she will explain the methods of appropriate organization and automation of communication with customers for the creation of long-term relationships, expansion into foreign markets and prevention of crises in communication. He/she actively designs, optimizes and controls the environment of selected CRM systems with regard to cultural differences and customs. He/she applies creative thinking to create marketing campaigns using templates and artificial intelligence for more precise targeting of customers using model examples. He/she discusses presentation designs for social networks and analytical aspects of customer relationship management with the support of visualization.
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
  • Specchia, A. (2022). Customer relationship management (CRM) for medium and small enterprises: how to find the right solution for effectively connecting with your customers. Routledge.
  • Galitsky, B. (2020). Artificial Intelligence for Customer Relationship Management: Solving Customer Problems. Springer Nature. https://doi.org/10.1007/978-3-030-61641-0
  • Chlebovský, V. (2017). Management zákaznických řešení. Grada.
    recommended literature
  • Supardin, N., & Supardin, L. (2026). How customer relationship management improves sustainable business strategy: a bibliometric analysis. International Journal of Electronic Customer Relationship Management, 16(1). pp. 95-124.
  • Blokdyk, G. (2021). Electronic customer relationship management E-CRM: complete self-assessment guide. 5STARCooks.
  • Fatouretchi, M., 2019. The Art of CRM: Proven strategies for modern customer relationship management. UK: Packt Publishing.
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 methods. Through team work, students are guided towards cooperative learning.
Assessment methods
active participation in seminars, midterm test, seminar paper and its presentation, exam
Language of instruction
Czech
Teacher's information
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).
The course is also listed under the following terms Winter 2020, Winter 2023, Winter 2024, Winter 2025.
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