ESF:BKH_CHZA Customer behavior - Course Information
BKH_CHZA Customer behavior and customer relationship management
Faculty of Economics and AdministrationAutumn 2023
- Extent and Intensity
- 0/0/0. 6 credit(s). Type of Completion: zk (examination).
- Teacher(s)
- doc. Ing. Alena Klapalová, Ph.D. (lecturer)
Ing. Renata Čuhlová, Ph.D., BA (Hons) (seminar tutor) - Guaranteed by
- doc. Ing. Alena Klapalová, Ph.D.
Department of Business Management – Faculty of Economics and Administration
Contact Person: Vlasta Radová
Supplier department: Department of Business Management – Faculty of Economics and Administration - Timetable
- Fri 20. 10. 12:00–15:50 P304, Fri 24. 11. 16:00–19:50 P304, Sat 16. 12. 12:00–15:50 P304
- Prerequisites
- BKH_ZAMO Marketing in business && FORMA ( K )
Basic marketing knowledge about the needs, wants, the motivation of customers is necessary for an easier understanding of knowledge in this course. - 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
- Business Management (programme ESF, B-PM)
- Course objectives
- The aim of the course is to acquaint students with knowledge of customer behavior and relationship management and gain a deeper insight into the influence of various factors on customer behavior, behavioral models, and also to gain knowledge about methods and techniques that can be used in customer relationship management.
- Learning outcomes
- The student will be after completing the course:
- able to identify factors affecting customer behavior
- understand the nature of individual customer behavior and their relationships
- to know the fundamental theoretical knowledge about customer behavior
- to know and understand the behavior of the customer as a whole and the subprocesses
- be able to apply methods and tools aimed at identifying customer behavior
- be able to apply methods and tools aimed at customer relationship management. - Syllabus
- 1. Customer behavior - introduction
- 2. External factors affecting customer behavior
- 3. Internal factors affecting customer behavior
- 4. Pre-purchase behavior of customer
- 5. Buying behavior of customer
- 6. Purchasing behavior of customer
- 7. Methods and techniques of customer behavior research
- 8. Relationship and experience
- 9. Strategic, tactical, operational, analytical and collaborative customer relationship management
- 10. Customer Relationship Management Strategy and Customer Value Creation
- 11. Customer portfolio management; Managing Acquisition, Maintaining, and Developing a Customer Relationship
- 12. Key Account Management
- 13. Internet and customer relationship management.
- Literature
- recommended literature
- SOLOMON, Michael R. Consumer behavior : buying, having and being. Twelfth edition, global edit. Boston: Pearson, 2018, 623 stran. ISBN 9781292153100. info
- KOUDELKA, Jan. Spotřebitelé a marketing. 1. vydání. Praha: C.H. Beck, 2018, 354 stran. ISBN 9788074006937. info
- LOŠŤÁKOVÁ, Hana. Nástroje posilování vztahů se zákazníky na B2B trhu. První vydání. Praha: Grada Publishing, 2017, 310 stran. ISBN 9788027104192. URL info
- THALER, Richard H. Neočekávané chování : příběh behaviorální ekonomie. Translated by Jan Kalandra. Vydání první. Praha: Argo, 2017, 377 stran. ISBN 9788073638382. info
- VYSEKALOVÁ, Jitka. Chování zákazníka : jak odkrýt tajemství "černé skříňky". 1. vyd. Praha: Grada, 2011, 356 s. ISBN 9788024735283. URL info
- SCHIFFMAN, Leon G., Leslie Lazar KANUK and Joseph WISENBLIT. Consumer behavior : global edition. 10th ed. Boston: Pearson Prentice Hall, 2010, 592 s. ISBN 9780137006700. info
- KOUDELKA, Jan. Spotřební chování. Vyd. 1. Praha: Oeconomica, 2010, 158 s. ISBN 9788024516981. info
- LOŠŤÁKOVÁ, Hana. Diferencované řízení vztahů se zákazníky. 1. vyd. Praha: Grada, 2009, 268 s. ISBN 9788024731551. info
- Virtual social identity and consumer behavior. Edited by Natalie T. Wood - Michael R. Solomon. Armonk, N.Y.: Society for Consumer Psychology, 2009, xv, 230 p. ISBN 0765623951. info
- BUTTLE, F. Customer relationship management :concepts and tools. 1.vyd. Amsterdam: Elsevier, 2004, 359 pp. ISBN 0-7506-5502-X. info
- STORBACKA, Kaj and Jarmo LEHTINEN. Řízení vztahů se zákazníky : (customer relationship management). 1. vyd. Praha: Grada, 2002, 167 s. ISBN 807169813X. info
- Teaching methods
- lectures, discussions, seminar works, and presentations, case studies, essay
- Assessment methods
- The final evaluation will consist of a written test (with a minimum success rate of 60%) and a seminar paper and its presentation and discussion about the topic and content.
There are no specific requirements in this course in the case of a study-abroad trip. It is necessary to study the material in the form of self-study according to the information in the Interactive Curriculum. However, the final exam will be longer and will consist of solving 2 assignments that will be available in the Interactive Curriculum and that students who take the tutorials will complete in the tutorials. - Language of instruction
- Czech
- Further comments (probably available only in Czech)
- Study Materials
The course is taught annually.
Information on the extent and intensity of the course: tutorial 12 hodin.
Information on course enrolment limitations: Minimální počet pro otevření předmětu je 10 zapsaných studentů. / The minimum number of enrolled students to open the course is 10.
- Enrolment Statistics (recent)
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