Code | Name of the Course Unit | Semester | In-Class Hours (T+P) | Credit | ECTS Credit |
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HTP214 | CUSTOMER RELATIONSHIP MANAGEMENT | 4 | 3 | 2 | 5 |
GENERAL INFORMATION |
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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 SEREN FIRAT |
Instructor(s) of the Course Unit | Lecturer EMİNE ÖZTÜRK |
Course Prerequisite | No |
OBJECTIVES AND CONTENTS |
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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) |
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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 |
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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 |
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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 |
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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 |
The parties involved in the logistics field and recognizes the documents used.
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0 | |||||
2 |
Logistics related to the field of theoretical and practical knowledge is based.
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1 |
KNOWLEDGE |
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Factual |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Transportation is required in the field to explain basic concepts of theoretical and practice-based.
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1 | |||||
2 |
Defines the terminology in the field of logistics.
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1 |
SKILLS |
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Cognitive |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Ability to communicate effectively with colleagues to win.
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4 | |||||
2 |
The ability to use information and communication technology tools to win.
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2 |
SKILLS |
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Practical |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Sectoral legislation will have the ability to understand and practice.
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1 | |||||
2 |
Professional ethical and theoretical gains the ability to use information contained in the application.
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4 |
OCCUPATIONAL |
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Autonomy & Responsibility |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Personal, professional and / or studies evaluating the risks and opportunities related to the field of knowledge and skills, social / cultural / economic value and high thinking / approach / technology / product takes responsibility for the conversion; develop entrepreneurial competencies individually or as a team member.
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5 | |||||
2 |
Bringing innovation to the field of information, ideas, practices or technologies in the implementation of the risks and take responsibility.
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5 |
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 |
By identifying learning needs and learning objectives in line with his responsibilities under the plan activities aimed at improving the performance of individuals and manages.
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4 | |||||
2 |
The acquired advanced knowledge and skills to critically evaluate.
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4 |
OCCUPATIONAL |
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Communication & Social |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
A foreign language (English) at least in the general level of European Language Portfolio B1 monitors developments in the field of using and communicate with colleagues.
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0 | |||||
2 |
European Computer Driving Licence Advanced Level, as defined in the competency using a computer based on the extent required by the field of information and communication technologies are used.
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0 |
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 |
Space-related activities, the universality of social rights, social justice, quality and cultural values, preservation of culture, environmental protection, occupational health and safety issues are executed in accordance with the acquired consciousness.
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5 | |||||
2 |
Related to the field of data collection, interpretation and dissemination stages of implementation and results of the social, scientific, cultural and act in accordance with ethical values.
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5 |
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 | 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 |
Total Workload of the Course Unit | 124 | ||
Workload (h) / 25.5 | 4,9 | ||
ECTS Credits allocated for the Course Unit | 5,0 |