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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 Assoc.Prof. SARP BAĞCAN
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

CONTRIBUTION OF THE COURSE UNIT TO THE PROGRAMME LEARNING OUTCOMES

KNOWLEDGE

Theoretical

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Describe basic communication theories with the knowledge gained in public relations and publicity.
2
List the main features of communication in items.
3
Interpret the basic characteristics of communication and create a creative solution to ensure reconciliation in an existing communication problem.

KNOWLEDGE

Factual

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Use the basic information in the field of Public Relations and Publicity in interdisciplinary studies.
2
Evaluate the knowledge related to social and natural sciences and produce projects in professional life.
3
Tell the basic concepts of public relations and advertising in detail.

SKILLS

Cognitive

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Analyze and evaluate social events at national and international level in the light of current debates.
2
Use the leadership, communication and presentation skills in occupational events.

SKILLS

Practical

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Follow the innovations in the field of communication and important written and oral communication tools related to the field.
2
Write press releases for the purpose of introducing the institution he/she works at or owns.
3
Create communication programs within the public relations and advertising campaign.

OCCUPATIONAL

Autonomy & Responsibility

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Use published domestic and foreign data sources related to public relations and advertising in the field of communication and communication area in his / her own works such as articles and projects.

OCCUPATIONAL

Learning to Learn

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Evaluate the planning processes of past communication programs, public relations and advertising practices.

OCCUPATIONAL

Communication & Social

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Use communication techniques in the right place, environment and time.

OCCUPATIONAL

Occupational and/or Vocational

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Plan communication programs in the awareness of ethical values in the professional work.

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
Total Workload of the Course Unit 125
Workload (h) / 25.5 4,9
ECTS Credits allocated for the Course Unit 5,0