CUSTOMER RELATIONSHIP MANAGEMENT PROGRAMME COURSE DESCRIPTION

Code	Name of the Course Unit	Semester	In-Class Hours (T+P)	Credit	ECTS Credit
HTP214	CUSTOMER RELATIONSHIP MANAGEMENT	4	3	2	5

GENERAL INFORMATION
Language of Instruction :	Turkish
Level of the Course Unit :	ASSOCIATE DEGREE, TYY: + 5.Level, EQF-LLL: 5.Level, QF-EHEA: Short Cycle
Type of the Course :	Compulsory
Mode of Delivery of the Course Unit	-
Coordinator of the Course Unit	Lecturer ATİLLA AKALIN
Instructor(s) of the Course Unit	Lecturer ATİLLA AKALIN
Course Prerequisite	No

OBJECTIVES AND CONTENTS
Objectives of the Course Unit:	It is the transfer of information about the basic principles, approaches and applications of the customer-oriented marketing approach.
Contents of the Course Unit:	Introduction to Customer Relationship Management - Communication with Customers and Its Dimensions - Customer Loyalty and Quality in Services - Strategic Approach in Customer Relationships - Customer Acquisition, Retention and Customer Lifetime Value Creation - Customer Objections and Complaint Management - Relationship of Customer Relationship Management with Other Concepts - Customer Relationship Management and E-Commerce - Measuring Customer Relationships - Customer Relationship Management Industry Practices - Case Studies

KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to)
Explain the definition and concept of customer relationship management.
It reveals misconceptions about customer relationship management.
Explain the importance of listening in resolving communication barriers with customers.
Explain the concepts of customer loyalty and quality in customer relations.
Relates strategic issues with each other in terms of customer relations.
Learns information about customer objections and meeting.
The complainant knows the characteristics of the customer.
Gains information about the competitive advantages that customer relationship management can provide to businesses.
Have an idea about the relationship of CRM with total quality management, data-based marketing, market orientation, organizational culture and public relations
Understands the relationship between customer relationship management and e-commerce.
Knows the techniques used in the measurement of customer relations.

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY
Week	Preparatory	Topics(Subjects)	Method
1	Related Reading	Introduction to Customer Relationship Management	Lecture, Question and Answer
2	Related Reading	Communication with Customers and Dimensions	Lecture, Question and Answer, Practice, Discussion Method
3	Related Reading	Customer Loyalty and Quality in Services	Lecture, Question and Answer, Practice, Discussion Method
4	Related Reading	Strategic Approach in Customer Relations	Lecture, Question and Answer, Practice, Discussion Method
5	Related Reading	Customer Acquisition, Retention, and Creating Customer Lifetime Value	Lecture, Question and Answer, Practice, Discussion Method
6	Related Reading	Customer Objections and Complaint Management	Lecture, Question and Answer, Practice, Discussion Method
7	Related Reading	Relationship of Customer Relationship Management with Other Concepts	Lecture, Question and Answer, Practice, Discussion Method
8	-	MID-TERM EXAM	-
9	Related Reading	Customer Relationship Management and E-Commerce	Lecture, Question and Answer, Practice, Discussion Method
10	Related Reading	Measuring Customer Relations	Lecture, Question and Answer, Practice, Discussion Method
11	Related Reading	Customer Relationship Management Industry Practices	Lecture, Question and Answer, Practice, Discussion Method
12	Related Reading	Case Studies	Lecture, Question and Answer, Practice, Discussion Method
13	Related Reading	Case Studies	Lecture, Question and Answer, Practice, Discussion Method
14	Related Reading	Case Studies	Lecture, Question and Answer, Practice, Discussion Method
15	_	An overview	Lecture, Question and Answer
16	-	FINAL EXAM	-
17	-	FINAL EXAM	-

SOURCE MATERIALS & RECOMMENDED READING
Ünal, S. (2020). Müşteri İlişkileri Yönetimi, Atatürk Üniversitesi Açıköğretim Fakültesi Yayını
Timur, N. ve Barış, G. (2019). Müşteri İlişkileri Yönetimi, Anadolu Üniversitesi Açıköğretim Fakültesi Yayın
Odabaşı, Y. (2019). Satışta ve Pazarlamada Müşteri İlişkileri Yönetimi, Aura Kitapçılığı
Odabaşı, Y. (2013). Kalıcı Başarı İçin Müşteri Hizmetleri, MediaCat Kitapları
Demirel, Y. (2017). Müşteri İlişkileri Yönetimi, Seçkin Yayıncılık
Sasık, T. B. (2018). Fanatik Müşteri Yaratmanın Yolları, Ceres Yayınları
Durukal, E. ve Armağan, E. (2019). E-CRM, The Kitap

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	Communication Science explains the basic concepts of public relations and associate them with the theoretical foundation of Communication Sciences.				3

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Sosyloj and statistical issues related to their branches as they have in the theoretical and practical information solutions for public relations use.				3

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Analyzes the social requirements and in accordance with the requirements of applications under realistic models of communication design.				3
2	A specific conceptual model using the methods of modern public relations knows.				3

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Existing applications in the field of Public Relations analyze, evaluate and develop applications for their development.			2
2	PR issues involved in the field selects the appropriate research methods and techniques, apply.				3
3	PR modern techniques and tools necessary for the application selects and uses effective.				3

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Research design and methods, surveys, collecting data, analyzing the results, evaluation of consciousness and responsibility to have.				3
2	May carry out work effectively as an individual.				3
3	Ability to work effectively within a team and take responsibility shows.				3

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Conscious of the necessity of lifelong learning, science and technology developments can be followed through the mass media and can renew themselves.				3
2	Project management, workplace practices, employee health, environmental and safety issues is conscious.				3
3	Social Responsibility solutions and applications are aware of the universal and social effects and is aware of the importance of this issue.				3

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Oral or written, express a problem and can communicate effectively and have at least one foreign language.				3

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Contact management, supervision, development and safety / reliability knowledgeable about and be able to apply this information in the study.				3
2	With professional and ethical responsibility of spreading awareness in the society has this responsibility.				3

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	14	3	42
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	3	10	30
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	2	2	4
Mid-Term Exam	1	1	1
Preparation for the Mid-Term Exam	2	2	4
Short Exam	0	0	0
Preparation for the Short Exam	0	0	0
TOTAL	37	0	124