CUSTOMER RELATIONSHIP MANAGEMENT PROGRAMME COURSE DESCRIPTION

Code	Name of the Course Unit	Semester	In-Class Hours (T+P)	Credit	ECTS Credit
YBS318	CUSTOMER RELATIONSHIP MANAGEMENT	5	3	3	5

GENERAL INFORMATION
Language of Instruction :	Turkish
Level of the Course Unit :	BACHELOR'S DEGREE, TYY: + 6.Level, EQF-LLL: 6.Level, QF-EHEA: First Cycle
Type of the Course :	Elective
Mode of Delivery of the Course Unit	-
Coordinator of the Course Unit	Assist.Prof. NİSA GÜLENER YILDIRIM
Instructor(s) of the Course Unit
Course Prerequisite	No

OBJECTIVES AND CONTENTS
Objectives of the Course Unit:	This course aims to inform students about customer relationship management.
Contents of the Course Unit:	Course basic content; the components and models of customer relationship management, transition to customer relationship management and implementation process, elements of customer relationship management, communication with customers, customer satisfaction, customer loyalty and customer loyalty, and customer complaint management.

KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to)
Explain the components and models of customer relationship management. (Explain) (Bloom’s 2)
Discuss the elements of customer relationship management. (Discuss) (Bloom’s 2)
Compare the concepts of customer satisfaction, customer loyalty and customer loyalty. (Compare) (Bloom’s 2)
Apply customer complaint management processes. (Apply) (Bloom’s 3)
Categorize customer relationship management applications. (Categorize) (Bloom’s 4)

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY
Week	Preparatory	Topics(Subjects)	Method
1	Reading a chapter in the coursebook	The basic concepts of customer relationship management	Lecture & Discussion
2	Reading a chapter in the coursebook	The components and models of customer relationship management	Lecture & Discussion
3	Reading a chapter in the coursebook	Transition to customer relationship management and implementation process	Lecture & Discussion
4	Reading a chapter in the coursebook	Elements of customer relationship management	Lecture & Discussion
5	Reading a chapter in the coursebook	Communication with customers	Lecture & Discussion
6	Reading a chapter in the coursebook	Customer identification, customer selection and customer acquisition	Lecture & Discussion
7	Reading a chapter in the coursebook	Customer retention and extention	Lecture & Discussion
8	-	MID-TERM EXAM	-
9	Reading a chapter in the coursebook	Success and failure in customer relationship management	Lecture & Discussion
10	Reading a chapter in the coursebook	Customer satisfaction, customer commitment, customer loyalty	Lecture & Discussion
11	Reading a chapter in the coursebook	Customer lifetime value	Lecture & Discussion
12	Reading a chapter in the coursebook	Organizational culture and customer relations	Lecture & Discussion
13	Reading a chapter in the coursebook	Customer complaint management	Lecture & Discussion
14	Reading a chapter in the coursebook	Customer relationship management applications	Lecture & Discussion
15	Reading a chapter in the coursebook	Examples of sector applications	Lecture & Discussion
16	-	FINAL EXAM	-
17	-	FINAL EXAM	-

SOURCE MATERIALS & RECOMMENDED READING
Odabasi, Y. (2015). Müsteri Iliskileri Yonetimi. Aura Publications.
Buttle, F. & Maklan, S. (2019). Customer Relationship Management: Concepts and Technologies, 4th Edition, NY: Routledge, Taylor & Francis Group.
Kumar, V. & Reinartz, W. (2018). Customer Relationship Management, Concept, Strategy, and Tools, Springer Texts in Business and Economics.
Baran, R. J. & Galka, R. J. (2017). Customer Relationship Management: The Foundation of Contemporary Marketing Strategy, 2nd Edition, NY: Routledge, Taylor & Francis Group.

ASSESSMENT
Assessment & Grading of In-Term Activities	Number of Activities	Degree of Contribution (%)	Description

Level of Contribution
0	1	2	3	4	5

KNOWLEDGE
Theoretical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Define the basic concepts of economics, administrative and human sciences.
2	Summarize the basic communication theories with information about the field of Radio Television and Cinema.
3	Communicate and explain the current information about communication with communication theories.

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Relate the knowledge and facts in the field of communication with other areas of social sciences such as law, philosophy, economics, politics, and sociology.
2	Explain the structure and operation of the radio, television and cinema industries and use this information in their professional life.

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Using the data sources published in his / her field effectively, he /she conduct research and use the results in his / her studies.
2	Analyze the international media structures and choose the media structure that is appropriate for his/her community.

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Analyze and evaluate social events at national and international level through media practices.

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Apply his / her knowledge about media management and organization in his / her professional life.
2	Propose individual or team solutions for any problems in professional applications and production.

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Follow the developments in the field of communication, the studies related to the field and the mass media tools, and critically discuss the acquired knowledge.
2	Critically interpret the economic, political and sociological dimensions of the media.
3	Recognize universal norms of law and evaluate existing structures in the field of communication in the context of communication law and communication ethics and apply these gains throughout life.

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Conduct literature research in a foreign language related to his/her field.
2	Prepare presentations for the film festival in Turkey and abroad, media organizations and communication symposia by using the communication skills.

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Defend scientific, social and ethical values in his / her field studies.
2	Create film history, script, fiction, audio and video techniques knowledge and designs short or feature film stages.

WORKLOAD & ECTS CREDITS OF THE COURSE UNIT
Workload for Learning & Teaching Activities
Type of the Learning Activites	Learning Activities (# of week)	Duration (hours, h)	Workload (h)
Lecture & In-Class Activities	14	3	42
Preliminary & Further Study	13	2	26
Land Surveying	0	0	0
Group Work	0	0	0
Laboratory	0	0	0
Reading	0	0	0
Assignment (Homework)	0	0	0
Project Work	0	0	0
Seminar	0	0	0
Internship	0	0	0
Technical Visit	0	0	0
Web Based Learning	0	0	0
Implementation/Application/Practice	0	0	0
Practice at a workplace	0	0	0
Occupational Activity	0	0	0
Social Activity	0	0	0
Thesis Work	0	0	0
Field Study	0	0	0
Report Writing	0	0	0
Final Exam	1	1	1
Preparation for the Final Exam	7	5	35
Mid-Term Exam	1	1	1
Preparation for the Mid-Term Exam	5	4	20
Short Exam	0	0	0
Preparation for the Short Exam	0	0	0
TOTAL	41	0	125