Institute: Vállalkozásmenedzsment Intézet (1084 Budapest, Tavaszmezõ u. 15-17.) Credit: 3
Type of classes: Nappali Language: angol Semester: 2011/12/1
Responsible Teacher: Dr. Parragh Bianka Teacher(s): Dr. Parragh Bianka;
Consultations (total/week): Heti Lectures: 1 Practice lectures: 1 Labs: 0 Consultations: 0
Type of Exam: félévközi jegy
Aim of the subject: The goal of the course is to introduce students to CRM and into the world of handling customer relationships. Customer Relationship Management requires special methods, information, and skills, from which students will receive horizontal as well as vertical views, a global summary and knowledge. The subject is mainly practice-orientated. During the course through a business approach CRM participants will gain an understanding of the advantages of CRM within an organization, and which are those fields where CRM cannot provide any contribution to the company.
Requirements during the semester
(homeworks, essays,
excercises, teamworks,
part and final
oral/written exam etc.):
Participation rules of the classes:

Participation in the tutorial classes is mandatory. Participation in the lectures is recommended.

Condition to receive credit:

For credit, a minimum 40 % of possible points are necessary, otherwise no affirming signature will be issued.
If the student is absent from more than 30 % of the semester’s tutorial classes, the student is not entitled to receive the signature, and will not receive a passing grade. There is no difference between justified and not-justified absences.

Obtaining a semester-confirming signature during the first 10 business days of the examination period:

Submitting corrected or new papers, or obtaining a minimum of 50 % of possible points.

Conditions for receiving grades during the semester:

Work during the semester: As agreed with the professor of the lecture and with the professor of the tutorial classes, in the framework of small groups (2-3 students), reports and presentations must be prepared by the student, after a preliminary consultation and a draft The presentation is due in the second half of the semester.

Obtaining a passing grade during the first 10 work days of the examination:

Submitting corrected or new papers, or obtaining a minimum of 50 % of possible points.

Obtaining exam grades:

Written paper in the examination period. Exams must be attended on a specified examination date. There will be 3 examination dates, one of these in the last week of the examination period. Exam dates and the number of students who can attend each date will be determined by the professor who is responsible for the subject in consultation with the student

Method for calculating the grades:

The final grade of the semester is determined by the exam results or by points acquired through studies: (maximum number of points: 100): The exam has a share of 60 %, work during the semester 40 %:

51 points and above sufficient
63 points and above average
75 points and above good
86 points and above excellent

Week of
Topics of lectures/practices
1. Approaches of Customer Relationship Management. The origins, rise, role and types of CRM.

2. The need for a CRM strategic framework. Business strategy and customer strategy. CRM strategy development.

3. CRM case study.

4. The value creation process.

5. The multi-channel process Channel strategies.

6. CRM case study.

7. The information management process.

8. The performance assessment process.

9. CRM case study.

10. Organizing for CRM implementation.

11. Change management.

12. Project management. Employee engagement.

13. Student presentations (preformance assessment).

14. Student presentations (preformance assessment).

Compulsory literature: Dr. Bianka Parragh (2010): CRM - a digitally available textbook of theory and practice, Óbuda University, VMI

Adrian Payne (Copyright 2008): Handbook of CRM – Achieving Excellence in Customer Management, Published by Enselier

Suggested literature: