Institute: Vállalkozásmenedzsment Intézet (1084 Budapest, Tavaszmezõ u. 15-17.) Credit: 2
Type of classes: Nappali Language: angol Semester: 2014/15/1
Level: ERASMUS; Műszaki menedzser BSc alapszak;
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: vizsga
Aim of the subject: Acquiring CRM theory and practice. In less than a decade Customer Relationship Management (CRM)has escaletad into a topic of major importance. CRM builds especially on the principles of relationship marketing.
Requirements during the semester
(homeworks, essays,
excercises, teamworks,
part and final
oral/written exam etc.):
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.

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

Presentation, exercises 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.
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. Data mining. The multi-channel process. Channel strategies.
5. CRM case study. (Text understanding exercise)
6. CRM case study. (Text understanding exercise)
7. Value creation process.
8. The performance assesment process. Balace Score Card.

9. Student presentations.
10. Student presentations.
11. Organizing for CRM implementation.
12. Change- and projekt management. Summary.
13. Written examination.
14. Written examination.
Type of evaluation,
repetition, calculation
of grade, etc.
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.

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
Compulsory literature: Dr. Parragh Bianka (2010): CRM digitally textbook, Óbuda University, VMI
Adrian Payne (2007): Handbook of CRM – Achieving Excellence in Customer Management, Elsevier
Suggested literature: Cristopher, M. G., Payne, A. F. T. and Ballantyne, D. F. (2002), Relationship Marketing: Creating Stakeholder Value. Oxford: Butterwoorth-Heinemann
Methods of
quality assurance
of the subject :