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. HABİBE GÜNGÖR
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	Explain the historical development process of Aviation Management
2	Use computer programs related to Aviation Transportation
3	Define basic concepts related with aviation management.

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Relate the information and facts in the field with other social sciences such as law, sociology, philosophy and history.
2	Classify the relationship between the basic functions of the business and the interactions between these functions.
3	Apply knowledge and skills related to his / her field by considering the legal aspect of occupational health and safety.
4	Explain the concepts of entrepreneurship and innovation with the field.

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Manage operational activities related to the airline.
2	Gain lifelong learning skills and use knowledge of the field in the business life with the awareness of social responsibility.

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Prepare written agreements with relevant institutions in accordance with the legislation.
2	Perform the theoretical and practical knowledge related to the field with appropriate analytical methods and modeling techniques in business life.
3	Cooperate with stakeholders related to air transport.
4	Develop the modern techniques and tools necessary for applications related to the field.
5	Manage all phases from planning to implementation of aviation operations as a member of a team.

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Execute a study in his/her field independently.
2	Decide as an individual or a team member to solve the problems encountered in applications related to the field.

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Evaluate advanced knowledge and skills in his/her field with a critical approach.
2	Apply activities to improve his/her performance and his / her responsibility in line with the learning objectives by determining the learning needs.

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Communicate with people and institutions related to the field in writing and verbally.
2	Explain his/her thoughts on the issues related to the field and suggestions for solutions to the problems by the related departments by using supporting quantitative and qualitative data.
3	Organize projects and activities for the social environment with social responsibility consciousness and to be able to apply those.

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Manage airports and terminal operations efficiently using aviation and business information.

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