BKH_CHZA Customer behavior and customer relationship management

Faculty of Economics and Administration
Autumn 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
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.
The course is also listed under the following terms Autumn 2022.
  • Enrolment Statistics (recent)
  • Permalink: https://is.muni.cz/course/econ/autumn2023/BKH_CHZA