CUSTOMER RELATIONSHIP MANAGEMENT PROGRAMME COURSE DESCRIPTION

Code	Name of the Course Unit	Semester	In-Class Hours (T+P)	Credit	ECTS Credit
LJP156	CUSTOMER RELATIONSHIP MANAGEMENT	2	2	2	4

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	Assist.Prof. MURAT BAŞAL
Instructor(s) of the Course Unit	Lecturer EMİNE ÖZTÜRK KOÇALİ
Course Prerequisite	No

OBJECTIVES AND CONTENTS
Objectives of the Course Unit:	To convey information on the basic principles, approaches and applications of the customer-focused 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 to Customer Relations - Acquiring, Retaining Customers and Creating Customer Lifetime Value - 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 Applications - Case Studies

KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to)
Explains the definition and concept of customer relationship management.
Reveals misconceptions about customer relationship management.
Explains the importance of listening in resolving communication barriers with customers.
Explains the concepts of customer loyalty and quality in customer relationships.
Relate strategic issues to customer relations.
Learn about customer objections and how to address them.
Understand the characteristics of customers who complain.
Learn about the competitive advantages that customer relationship management can provide businesses.
Gain an understanding of the relationship between CRM and total quality management, data-based marketing, market orientation, organizational culture, and public relations.
Understand the relationship between customer relationship management and e-commerce.
Know the techniques used to measure customer relationships.

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY
Week	Preparatory	Topics(Subjects)	Method
1	Reading Lecture Notes	Introduction to Customer Relationship Management	Lecture, Discussion
2	Reading Lecture Notes	Communication with Customers and Its Dimensions	Lecture, Discussion
3	Reading Lecture Notes	Customer Loyalty and Quality in Services	Lecture, Discussion
4	Reading Lecture Notes	Strategic Approach to Customer Relations	Lecture, Discussion
5	Reading Lecture Notes	Customer Acquisition, Retention and Creation of Customer Lifetime Value	Lecture, Discussion
6	Reading Lecture Notes	Customer Objections and Complaint Management	Lecture, Discussion
7	Reading Lecture Notes	The Relationship of Customer Relationship Management with Other Concepts	Lecture, Discussion
8	-	MID-TERM EXAM	-
9	Reading Lecture Notes	Customer Relationship Management and E-Commerce	Lecture, Discussion
10	Reading Lecture Notes	Measuring Customer Relationships	Lecture, Discussion
11	Reading Lecture Notes	Customer Relationship Management Industry Applications	Lecture, Discussion
12	Reading Lecture Notes	Customer Relationship Management Industry Applications	Lecture, Discussion
13	Reading Lecture Notes	Case Studies in Global Businesses	Lecture, Discussion
14	Reading Lecture Notes	Case Studies in National Enterprises	Lecture, Discussion
15	Reading Lecture Notes	General Evaluation	Lecture, Discussion
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 Yayını
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	Examination Method
Mid-Term Exam	1	50		Classical Exam
Final Exam	1	50		Classical Exam
TOTAL	2	100

Level of Contribution
0	1	2	3	4	5

KNOWLEDGE
Theoretical
	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.					4
2	Logistics related to the field of theoretical and practical knowledge is based.					4

KNOWLEDGE
Factual
	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.						5
2	Defines the terminology in the field of logistics.						5

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Ability to communicate effectively with colleagues to win.					4
2	The ability to use information and communication technology tools to win.					4

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Sectoral legislation will have the ability to understand and practice.					4
2	Professional ethical and theoretical gains the ability to use information contained in the application.					4

OCCUPATIONAL
Autonomy & Responsibility
	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.					4
2	Bringing innovation to the field of information, ideas, practices or technologies in the implementation of the risks and take responsibility.					4

OCCUPATIONAL
Learning to Learn
	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.					4
2	The acquired advanced knowledge and skills to critically evaluate.					4

OCCUPATIONAL
Communication & Social
	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.	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.	0

OCCUPATIONAL
Occupational and/or Vocational
	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.					4
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​​.					4

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	2	28
Preliminary & Further Study	14	2	28
Land Surveying	0	0	0
Group Work	8	2	16
Laboratory	0	0	0
Reading	14	1	14
Assignment (Homework)	8	2	16
Project Work	0	0	0
Seminar	1	2	2
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	0	0	0
Mid-Term Exam	1	1	1
Preparation for the Mid-Term Exam	0	0	0
Short Exam	0	0	0
Preparation for the Short Exam	0	0	0
TOTAL	61	0	106