CUSTOMER RELATIONS MANAGEMENT IN BANKING PROGRAMME COURSE DESCRIPTION

Code	Name of the Course Unit	Semester	In-Class Hours (T+P)	Credit	ECTS Credit
BAY315	CUSTOMER RELATIONS MANAGEMENT IN BANKING	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. EMEL TOZLU ÖZTAY
Instructor(s) of the Course Unit
Course Prerequisite	No

OBJECTIVES AND CONTENTS
Objectives of the Course Unit:	Objective of the course is to help students gain the basic knowledge and skills about the customer relations management.
Contents of the Course Unit:	Contents of the course include: Concept of customer relations and its characteristics, Customer behavior and customer satisfaction, Organizational culture and change, Creation of customer satisfaction based culture. Barriers on culture change. Customer oriented change management. Total quality management, customer acquisition and retention in sales and marketing Value generation for customers. Communication with customers, communication model and its elements. Communication forms with customers. Customer service, service quality and system. Measurement of customer relations, comparison. Focus group interviews, consultation panels, critical event technique, customer relations survey.

KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to)
Define customer relation types and strategies
Define the factors affecting customer relations
Discuss the problems encountered in communication during the process of customer relations management
Interpret how to manage customer relations using basic knowledge / skills

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY
Week	Preparatory	Topics(Subjects)	Method
1	Reading the related chapters in the book, following the developments, macro-economic data and markets	Concept of personal sale and relational marketing	Narration Method, Discussion Method, Sample Case Method, Interactive web tools
2	Reading the related chapters in the book, following the developments, macro-economic data and markets	Concept of personal sale and relational marketing	Narration Method, Discussion Method, Sample Case Method, Interactive web tools
3	Reading the related chapters in the book, following the developments, macro-economic data and markets	Personal sale	Narration Method, Discussion Method, Sample Case Method, Interactive web tools
4	Reading the related chapters in the book, following the developments, macro-economic data and markets	Personal sale	Narration Method, Discussion Method, Sample Case Method, Interactive web tools
5	Reading the related chapters in the book, following the developments, macro-economic data and markets	Consumer behavior	Narration Method, Discussion Method, Sample Case Method, Interactive web tools
6	Reading the related chapters in the book, following the developments, macro-economic data and markets	Customer value, customer satisfaction and loyalty	Narration Method, Discussion Method, Sample Case Method, Interactive web tools
7	Reading the related chapters in the book, following the developments, macro-economic data and markets	Customer based measurement methods	Narration Method, Discussion Method, Sample Case Method, Interactive web tools
8	-	MID-TERM EXAM	-
9	Reading the related chapters in the book, following the developments, macro-economic data and markets	Customer relations management applications	Narration Method, Discussion Method, Sample Case Method, Interactive web tools
10	Reading the related chapters in the book, following the developments, macro-economic data and markets	Customer relations management applications	Narration Method, Discussion Method, Sample Case Method, Interactive web tools
11	Reading the related chapters in the book, following the developments, macro-economic data and markets	Customer relations management applications	Narration Method, Discussion Method, Sample Case Method, Interactive web tools
12	Reading the related chapters in the book, following the developments, macro-economic data and markets	Customer relations management applications	Narration Method, Discussion Method, Sample Case Method, Interactive web tools
13	Reading the related chapters in the book, following the developments, macro-economic data and markets	Customer-oriented performance management	Narration Method, Discussion Method, Sample Case Method, Interactive web tools
14	Reading the related chapters in the book, following the developments, macro-economic data and markets	Communication in customer relations management process, elements of communications, problems in customer communication and reasons	Narration Method, Discussion Method, Sample Case Method, Interactive web tools
15	Reading the related chapters in the book, following the developments, macro-economic data and markets	Customer relations management applications	Narration Method, Discussion Method, Sample Case Method, Interactive web tools
16	-	FINAL EXAM	-
17	-	FINAL EXAM	-

SOURCE MATERIALS & RECOMMENDED READING
Odabaşı, Y. (2015), Satışta ve Pazarlamada Müşteri İlişkileri Yönetimi (CRM), İstanbul: Aura Kitapları
C. Aktepe, M.Baş, M. Tolon, (2009), Müşteri İlişkileri Yönetimi, İstanbul: Detay Yayıncılık
Francis B. (2016), Customer Relationship Management: Concepts and Technologies, London: Routledge

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	Explain the basic concepts in the field and the basic disciplines arising from these concepts.				3
2	Compare current theories in the field and communication theories.	0

KNOWLEDGE
Factual
	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.		1
2	Compares the information and facts in the field with the fields of social sciences such as Sociology, Journalism, Television and Media.					4

SKILLS
Cognitive
	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.				3
2	Using field knowledge, identify and solve problems related to field.		1

SKILLS
Practical
	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.	0
2	By using theoretical and practical knowledge gained in his field, solve the problems of public relations and advertising industry.	0

OCCUPATIONAL
Autonomy & Responsibility
	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.	0
2	Create original and innovative strategies by approaching the field dynamics creatively and critically with an integrated viewpoint.	0
3	Designs a communication plan by taking responsibility in case of problems related to the field.	0

OCCUPATIONAL
Learning to Learn
	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.			2
2	Analyze the developments, changes and innovations in his field and gices an example.				3

OCCUPATIONAL
Communication & Social
	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.		1
2	Designs projects and activities for the social environment in which they live with the consciousness of social responsibility.	0

OCCUPATIONAL
Occupational and/or Vocational
	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.			2
2	Analyze and interpret the social and global impacts of issues related with communication.	0
3	Design new knowledge and techniques using technical and theoretical knowledge and skills related to his / her field.	0

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	2	28
Land Surveying	0	0	0
Group Work	0	0	0
Laboratory	0	0	0
Reading	5	3	15
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	5	2	10
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	5	25
Mid-Term Exam	1	1	1
Preparation for the Mid-Term Exam	3	3	9
Short Exam	0	0	0
Preparation for the Short Exam	0	0	0
TOTAL	48	0	131