ESF:MKH_RIHO Customer Value - Course Information

MKH_RIHO Value Management

Extent and Intensity

0/0/0. 4 credit(s). Type of Completion: zk (examination).

Teacher(s)

Ing. Viliam Záthurecký, MBA, Ph.D. (lecturer)

Guaranteed by

Ing. Viliam Záthurecký, MBA, 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

Sat 24. 9. 16:20–19:35 P104, Sat 15. 10. 16:20–19:35 P104, Sat 26. 11. 16:20–19:35 P104

Prerequisites

The aim of this course is to acquaint students with functions, substance and methods of ensuring value for customer. The course is focused mainly on the definition of a satisfied and buying customer, knowledge of customer's real requirements and needs. This is value for customer; its maximum level is a key to success in business. The level of value for customer is measured by the ratio of the benefit to the cost, or to the price necessary to achieve and utilize it. Attention is also paid to the description of the essence and possibilities of applications of all the formulation methods and evaluation of what a manufacturer and entrepreneur should be aware of in order to meet the conditions for sustainable growth of value for customer in terms of feasible influencing of facts and phenomena. They are namely methods that acquaint students with an effective way of increasing the value for customer in terms of meeting internal and external needs, to analyze the value for customer and to predict its future development, understand the concepts for commercial success, to understand the position of value in the internal producer’s life and to transfer this phenomenon to the development and application of value for customer outwardly. The course consists of lectures and seminars. The aim of seminars is to practice creating value for customer via case studies.

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

The aim of this course is to acquaint students with functions, substance and methods of ensuring value for customer. The course focuses mainly on the definition of a satisfied and buying customer, knowledge of customer's real requirements and needs. This is the value for customer; its maximum level is a key to success in business. The level of value for customer is measured by the ratio of the benefit to the cost, or to the price necessary to achieve and utilize it. Attention is also paid to the description of the essence and possibilities of applications of all the formulation methods and evaluation of what the manufacturer and entrepreneur should be aware of in order to meet conditions for sustainable growth of value for customer in terms of feasible influencing of facts and phenomena. At the end of the course students will be able to understand and explain the basic concepts of creating value for customer, to explain the difference between the value for customer and utility for customer, they will be able to explain and justify the cost benefit ratio, or the price necessary to achieve and use it. Students will be able to fully explain the rational nature of this extremely modern object, which is a combination of innovative activities and capabilities of the corporate process to generate a clear competitive advantage in the structural type of functional attributes of perfection.

Syllabus

• 1. Value for customer, categories of value for customer. Maximalization of value for customer. Value for customer and commercial success, role of value for customer in fulfilling the missions and meeting goals of a company, value for customer at the age of globalization and new economy, history and practical use of value for customer, value culture, definition or economic formulation of the ration of utility costs to the whole value for customer. 2. Restructuring of the production function of a company, fundamentals of and reasons for restructuring, life cycle of a company, strategy of prosperity, revitalization and recovery of a company, conditions for successful restructuring. 3. Innovation of the company’s production function, innovation as a factor of development, classic authors of innovation - Schumpeter, Valenta, impulses for innovation (needs, strategy of perception of product’s innovation), innovation management, objects of innovation management, levels of innovation management, system approach in innovation management, basic approaches in innovation management. 4.,5. Methodology of increasing value for customer, management of value as a managerial discipline, characteristics and principles of management of value, its use in a company, management of value as a branch and a system, general and constructive theory of management of value, value analysis, projection, strategy of product value 6.,7.,8. Case studies of management of value, case studies from practice, value projection in practice. 9.,10. Organization and management of value - implementation, training and organization of value managers in company, status and qualification of value managers, principles of team work in management of value, implementation of projects of management of value, motivation in management of value. Thematic plan of seminars (per weeks): 11,12,13,14. Seminars for the case studies presentation. During seminars, case studies of management of value will be presented and discussed. They will follow a given structure. It is recommended to make an example of management of value.

Literature

• VEBER, Jaromír. Management :základy, prosperita, globalizace. Vyd. 1. Praha: Management Press, 2006, 700 s. ISBN 80-7261-029-5. info
• VLČEK, Radim. Hodnota pro zákazníka. Vyd. 1. Praha: Management Press, 2002, 443 s. ISBN 80-7261-068-6. info
• VODÁČEK, Leo and Oľga VODÁČKOVÁ. Management :teorie a praxe v informační společnosti. 4. rozš. vyd. Praha: Management Press, 2001, 314 s. ISBN 80-7261-041-4. info
• STADLER, Susanne. Strategický management :nástroje, aplikace. Translated by Magda Schulmeisterová. 1. vyd. Brno: Masarykova univerzita, 2000, 258 s. ISBN 802102304X. info

Teaching methods

Preparing for the successful completion of this course is to prepare and create a specific case studies on inovation analysis of the selected company, followed by the presentation, where is the defense before the commission of teachers. Any copying, keeping a record of tests or carrying the tests out, using forbidden aids including any communication devices or any other breach of objectivity of the exam is regarded as a failure to meet the obligations of the subject and as a serious breach of study regulations. As a consequence, the teacher grades the student with "F" and the dean is allowed to initiate a disciplinary action, which might lead to the termination of the studies.

Assessment methods

Attendance at lectures is not compulsory except the one in which students will present their papers (POT). Students are obliged to present 1 seminar paper (POT) as a teamwork in the semester - the topic is an analysis of creating value for customers and innovation management in a selected firm. The team will consist of 2 students; the quality of the seminar paper will be taken into account in the final evaluation. The division into teams will be carried out in the first two lectures when students will be able to sign up for the topics and agree on a specific date of their presentation. Dates of presentations will follow the schedule of lectures and seminars. It is not necessary to send the written part of the presentation to the teacher, the presentation itself must be made in MS PowerPoint. Failure to keep the date of the presentation without a proper excuse means that the condition for taking the exam have not been fulfilled. The course finishes with an exam in the form of colloquium. For successful completion, students must present a seminar paper in team via a PP presentation and its interpretation. During the semester, students will not write any test, but students are recommended to check the acquired knowledge in self-correction tests listed for each chapter. Any copying, recording or leaking tests, use of unauthorized tools, aids and communication devices, or other disruptions of objectivity of exams (credit tests) will be considered non-compliance with the conditions for course completion as well as a severe violation of the study rules. Consequently, the teacher will finish the exam (credit test) by awarding grade "F" in the Information System, and the Dean will initiate disciplinary proceedings that may result in study termination.

Language of instruction

Czech

Further comments (probably available only in Czech)

Study Materials
The course is taught annually.
Information on course enrolment limitations: Předmět nebude v semestru vypsán, pokud se nezhapíše minimálně 10 studentů.

Information about innovation of course.

This course has been innovated under the project "Inovace studia ekonomických disciplín v souladu s požadavky znalostní ekonomiky (CZ.1.07/2.2.00/28.0227)" which is cofinanced by the European Social Fond and the national budget of the Czech Republic.

• Enrolment Statistics (Autumn 2016, recent)
  
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