CKH_CHZS Customer and consumer behavior, CRM and complaints and grievances management

Faculty of Economics and Administration
Autumn 2020
Extent and Intensity
0/0/0. 8 credit(s). Type of Completion: zk (examination).
Teacher(s)
doc. Ing. Miloslava Chovancová, CSc. (lecturer)
doc. Ing. Alena Klapalová, Ph.D. (lecturer)
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
Tue 6. 10. 13:00–16:40 S315, Thu 5. 11. 8:00–11:40 S315, 12:15–15:55 S315
Prerequisites
( TYP_STUDIA ( C ) && OBOR ( EMAOB ))
basic knowledge of marketing
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 develop students' knowledge in the theory of consumer (and customer) behavior and their application, especially in marketing decisions. Topics include key factors that create and influence customer and consumer behavior, such as perception, learning, motivation, persuasion, decision making, communication and cultural influences, related a priori to their response to elements of the marketing mix within marketing management, including the latest trends such as the use of social networking and influencer marketing in this area. Students will also get acquainted with the basic aspects of customer relationship management (CRM) and also with the basic knowledge and processes of managing warranty claims and complaints. The course extends and deepens knowledge of marketing.
Learning outcomes
After completing the course the student will (be):
- able to describe the factors that influence consumers (and customers) in purchasing behavior, including behavior on social networks;
- understand the partial aspects and elements of consumer behavior processes;
- have increased cultural sensitivity due to the understanding of the links between culture and consumer (customer) behavior
- know the importance and methods of resolving complaints and grievances of consumers (customers);
- able to work with knowledge of customer relationship management in terms of consumer behavior;
- apply the acquired knowledge to a practical problem.
Syllabus
  • Consumer (customer) behavior: changes and challenges;
  • Consumer motivation, personality and consumer behavior;
  • Consumer perception and learning of consumers;
  • Forming consumer attitudes and changing them;
  • Family and its inclusion in the social class;
  • The influence of culture and subculture on consumer behavior;
  • Cross-cultural behavior: an international perspective;
  • Consumer decision-making; Consumer (customer) behavior: changes and challenges
  • Consumer motivation, personality and consumer behavior
  • Consumer perception and learning of consumers
  • Forming consumer attitudes and changing them
  • Family and its inclusion in the social class
  • The influence of culture and subculture on consumer behavior
  • Cross-cultural behavior: an international perspective
  • Consumer decision-making;
  • Consumer behavior and social media and networks;
  • Customer relationship management (CRM);
  • Complaints and grievances management;
  • New trends in consumer behavior - shared economy; internet of things; product as a service ...
Literature
    required literature
  • KOUDELKA, Jan. Spotřebitelé a marketing. 1. vydání. Praha: C.H. Beck. 354 stran. ISBN 9788074006937. 2018. info
  • ŠKAPA, Radoslav. Reklamační politika a její ekonomické souvislosti (Return policy and its economic issues). 1st ed. Brno: Masarykova univerzita. 190 pp. e-book. ISBN 978-80-210-6204-7. 2012. Čítárna Munispace info
    recommended literature
  • HOYER, Wayne D., Deborah J. MACINNIS and Rik G. M. PIETERS. Consumer behavior. 7th edition. Boston: Cengage Learning. xviii, 525. ISBN 9781305507272. 2018. info
  • SOLOMON, Michael R. Consumer behavior : buying, having and being. Twelfth edition, global edit. Boston: Pearson. 623 stran. ISBN 9781292153100. 2018. info
  • BACKALER, J. and P. SHANKMAN. Digital Influence: Unleash the Power of Influencer Marketing to Accelerate Your Global Business Hardcover. Cham: Palgrave Macmillan. ISBN 978-3-319-78395-6. 2018. info
  • KARDES, Frank R., Maria L. CRONLEY and Thomas W. CLINE. Consumer behavior. Second edition. Australia: Cengage. xxii, 550. ISBN 9789386668523. 2015. info
  • PETER, J. Paul and Jerry C. OLSON. Consumer behavior & marketing strategy. Ninth edition. Boston: Mc Graw- Hill. xix, 554. ISBN 9780071267816. 2010. info
  • BROWN, D. and N. HAYES. Influencer Marketing: Who Really Influences Your Customers? Burlington: Routledge. ISBN 978-0-7506-8600-6. 2008. info
  • LEHTINEN, Jarmo. Aktivní CRM : řízení vztahů se zákazníky. 1. vyd. Praha: Grada. 158 s. ISBN 9788024718149. 2007. info
Teaching methods
lectures, class discussion, reading, homework - seminar work
Assessment methods
The course ends with a final test. In order to obtain credits, it is also necessary to prepare one individual seminar paper on the design of topics. The scope and other requirements will be specified by the teachers at the beginning of the course.
Language of instruction
Czech
Further comments (probably available only in Czech)
The course is taught only once.
Information on the extent and intensity of the course: tutorial 20 hodin.
The course is also listed under the following terms Autumn 2022.
  • Enrolment Statistics (Autumn 2020, recent)
  • Permalink: https://is.muni.cz/course/econ/autumn2020/CKH_CHZS