Code | Name of the Course Unit | Semester | In-Class Hours (T+P) | Credit | ECTS Credit |
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YBS318 | CUSTOMER RELATIONSHIP MANAGEMENT | 5 | 3 | 3 | 5 |
GENERAL INFORMATION |
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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 | Prof. ŞENOL DURGUN |
Instructor(s) of the Course Unit | |
Course Prerequisite | No |
OBJECTIVES AND CONTENTS |
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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) |
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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 |
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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 |
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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 |
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Assessment & Grading of In-Term Activities | Number of Activities | Degree of Contribution (%) | Description |
Level of Contribution | |||||
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0 | 1 | 2 | 3 | 4 | 5 |
KNOWLEDGE |
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Theoretical |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Define the basic concepts of economics, administrative and human sciences.
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2 |
Explain the general structure, operation and public policy formation process of administration.
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3 |
Relate the principles and rules of political behavior, behavior and leadership in organizations.
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4 |
Relate the knowledge of ecological, economic and social sustainability with information related to the field.
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KNOWLEDGE |
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Factual |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Use information about his / her field in professional life and everyday life.
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2 |
Use information related to ecological, economic and social sustainability in professional life and everyday life.
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SKILLS |
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Cognitive |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Interpret current political and administrative developments and the functioning of the democratic system by using the knowledge of political science and public administration.
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2 |
Define the basic concepts of management, urbanization, environmental policies, political and legal sciences.
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3 |
Relate professional knowledge of management, urbanization, environmental policies, politics and legal sciences to universal values
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SKILLS |
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Practical |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Compare the administrative structures and country management models by using the theoretical knowledge in the field of political science and public.
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2 |
Organize events between the public, private sector and voluntary organizations.
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OCCUPATIONAL |
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Autonomy & Responsibility |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Collaborate with the people in the field of political science and public administration.
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2 |
By using the accumulation of knowledge in political science and public administration; manage project, event and social responsibility activities.
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OCCUPATIONAL |
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Learning to Learn |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Analyze existing structures with a critical approach based on universal legal norms and administrative structures.
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2 |
Apply the written and unwritten legal rules and ethical codes in his / her personal and professional life.
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OCCUPATIONAL |
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Communication & Social |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Improve himself/herself by following the political and administrative agenda and the written-oral work on the agenda.
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2 |
Debate in the field of political science and public administration with different target groups in multicultural environments.
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OCCUPATIONAL |
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Occupational and/or Vocational |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Taking advantage of the existing history and theoretical knowledge of the field; interpret and analyze current issues, events and problems.
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2 |
Develop original plans and programs to guide the functioning of political and bureaucratic institutions.
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3 |
Develop alternative public policy proposals in the construction and implementation of sustainable and effective public policies.
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4 |
Design reform programs aimed at making and improving the functioning of political and administrative organizations.
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WORKLOAD & ECTS CREDITS OF THE COURSE UNIT |
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Workload for Learning & Teaching Activities |
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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 |
Total Workload of the Course Unit | 125 | ||
Workload (h) / 25.5 | 4,9 | ||
ECTS Credits allocated for the Course Unit | 5,0 |