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 | Assoc.Prof. BÜLENT İLHAN |
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. (Bloom 1)
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2 |
Evaluate the economic environment and overall sustainability of firms. (Bloom 4)
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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 |
Relate principles and concepts of economics and finance with other disciplines. (Bloom 4)
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2 |
Define principles, concepts, methods and theories related with economics and finance. (Bloom 1)
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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 the charts and tables related to the field. (Bloom 2)
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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 |
Evaluate the theoretical models of economic policies which have direct or indirect effects by using the facts and dynamics of the economic system.(Bloom 4)
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2 |
Analyze economic and financial reports. ((bloom 4)
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3 |
Use basic mathematics, statistics and econometric methods and tools to solve economic and financial problems. (Bloom 3)
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4 |
Interpret the operation of current economic, political and social events by using institutional information related with Economics and Finance.(Bloom 2)
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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 |
Organize economic and financial activities in humanitarian and social terms with adherence to ethics. (Bloom 4).
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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 |
Develop a critical perspective on national and international economic, political, social, financial and development problems. (bloom 6)
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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 |
Follow the agenda on economics, politics and social issues and improve himself/ herself. (bloom 6)
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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 |
Analyze current issues and problems by using the structure and properties of Macro and Microeconomics and variables. (Bloom 4)
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2 |
Evaluate the effectiveness of the general economic system and public policies and their effects on markets and basic economic variables.(Bloom 4)
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3 |
Analyze the cause and effect relationships between the relevant economic variables. (Bloom 4)
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4 |
Evaluate the expected trends and portfolio analyzes in interest and exchange rates within the framework of the general financial system. (Bloom 4)
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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 |