Code | Name of the Course Unit | Semester | In-Class Hours (T+P) | Credit | ECTS Credit |
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HIY427 | CUSTOMER RELATIONS 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. EMEL TOZLU ÖZTAY |
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 introduce basic knowledge and skills on customer lifetime value, quality, customer loyalty, planning and application processes in Customer Relations Management, effect of Customer Relations Management on gaining customers and customer retention, evaluation of dimensions of communication with the customer in terms of organizational culture in parallel with Customer Relations Management and Sense of Customer Based Marketing. |
Contents of the Course Unit: | Contents of the course include concepts regarding Customer Relations Management, (communication, quality, customer orientation, customer lifetime value), complaint management, communication with the customer, organizational culture, customer-based marketing, planning and application processes in Customer Relations Management, gaining customers and customer retention strategies, effects of developments in technology on Customer Relations 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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Define basic concepts regarding Customer Relations Management (CRM) |
Relate Customer Relations Management to customer lifetime value, quality and customer loyalty. |
Explain planning and application processes in Customer Relations Management. |
Interpret the relations between Customer Relations Management and Customer Based Marketing. |
WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY |
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Week | Preparatory | Topics(Subjects) | Method |
1 | Reading | Introduction to the goals and syllabus of the course. Informing on the main and supplementary sources to be used in the course, the assessment and evaluation system. General Information about Customer Relations Management | Presentation/Lecture & Question and Answer & Discussion |
2 | Reading | What is Customer Relations Management? Historical Development of It | Presentation/Lecture & Question and Answer & Discussion |
3 | Reading | Basic Concepts in Customer Relations Management (Customer, Communication, Management, Organizational Culture | Presentation/Lecture & Question and Answer & Discussion |
4 | Reading | Relations between Customer Relations and Customer Based Marketing | Presentation/Lecture & Question and Answer & Discussion |
5 | Reading | Communication Types and Tools with Customers | Presentation/Lecture & Question and Answer & Discussion |
6 | Reading | What are Dimensions of Customer Relations Management? (Total Quality Management, Customer Lifetime Value, Loyal Customer Value) | Presentation/Lecture & Question and Answer & Discussion |
7 | Reading | Gaining new customer and customer retention methods in Customer Relations Management | Presentation/Lecture & Question and Answer & Discussion |
8 | - | MID-TERM EXAM | - |
9 | Reading | General Revision | Presentation/Lecture & Question and Answer & Discussion |
10 | Reading | Evaluating questions in the mid-term exam and effects of developments in technology on Customer Relations Management (Data, Big Data, Data Warehouse, Data Mining) Industry 4.0) | Presentation/Lecture & Question and Answer & Discussion |
11 | Reading | Customer Relations Management and Portfolio Management Samples, Problems confronted in Customer Relations Management and solutions for them | Presentation/Lecture & Question and Answer & Discussion |
12 | Reading | Assessment and Evaluation in Customer Relations Management | Presentation/Lecture & Question and Answer & Discussion |
13 | Reading | Sale, Role of Customer Relations Management in service and marketing communication | Presentation/Lecture & Question and Answer & Discussion |
14 | Reading | Customer Complaint Management, Quality Management and Discussion on Customer Relations Management in terms of organizational culture | Presentation/Lecture & Question and Answer & Discussion |
15 | Reading | General Revision | Presentation/Lecture & Question and Answer & Discussion |
16 | - | FINAL EXAM | - |
17 | - | FINAL EXAM | - |
SOURCE MATERIALS & RECOMMENDED READING |
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Odabasi, Y. (2015). Satista ve Pazarlamada Musteri Iliskileri Yonetimi (CRM). Aura, Istanbul |
Kirim, A. (2012). Strateji ve Bire-Bir Pazarlama CRM .Sistem Publications, Istanbul |
Peppers, D.& Rogers, M. (2013). Musteri Iliskileri Yonetimi CRM. (Pinar Sengozer, Trns.) Optimist, Istanbul |
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 |
Explain the basic concepts in the field and the basic disciplines arising from these concepts.
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2 | |||||
2 |
Compare current theories in the field and communication theories.
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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 |
Solve problems related to the field by identifying problems related to the field.
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1 | |||||
2 |
Compares the information and facts in the field with the fields of social sciences such as Sociology, Journalism, Television and Media.
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5 |
SKILLS |
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Cognitive |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
By graduating from this department, conduct analysis in fields like public relations, advertisement and marketing.
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4 | |||||
2 |
Using field knowledge, identify and solve problems related to field.
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1 |
SKILLS |
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Practical |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Apply the projects in line with the field of campaign analysis, in line with the communication plan to be prepared.
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1 | |||||
2 |
By using theoretical and practical knowledge gained in his field, solve the problems of public relations and advertising industry.
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2 |
OCCUPATIONAL |
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Autonomy & Responsibility |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Taking part in public relations campaigns and advertising projects, implements the duties assigned to them within the team.
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2 | |||||
2 |
Create original and innovative strategies by approaching the field dynamics creatively and critically with an integrated viewpoint.
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0 | |||||
3 |
Designs a communication plan by taking responsibility in case of problems related to the field.
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0 |
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 |
Describe creative production, presentation and persuasion techniques to support the professional expertise.
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0 | |||||
2 |
Analyze the developments, changes and innovations in his field and gices an example.
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3 |
OCCUPATIONAL |
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Communication & Social |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Effectively explain his/her opinion in the context of advertising, public relations, marketing, etc. to related persons and institutions in writing and verbal.
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2 | |||||
2 |
Designs projects and activities for the social environment in which they live with the consciousness of social responsibility.
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2 |
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 |
Determine career goals by establishing cooperation with the sector in line with the information he/she has.
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3 | |||||
2 |
Analyze and interpret the social and global impacts of issues related with communication.
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3 | |||||
3 |
Design new knowledge and techniques using technical and theoretical knowledge and skills related to his / her field.
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2 |
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 | 3 | 39 |
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 | 5 | 4 | 20 |
Mid-Term Exam | 1 | 1 | 1 |
Preparation for the Mid-Term Exam | 4 | 6 | 24 |
Short Exam | 0 | 0 | 0 |
Preparation for the Short Exam | 0 | 0 | 0 |
TOTAL | 38 | 0 | 127 |
Total Workload of the Course Unit | 127 | ||
Workload (h) / 25.5 | 5 | ||
ECTS Credits allocated for the Course Unit | 5,0 |