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	Assist.Prof. HANDE ULUSOY
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	Interpret basic concepts, fields of study, theories and approaches in media.	0
2	Describe current information in the field by relating them with communication theories.	0
3	Explain basic concepts regarding communication sciences.	0

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Interpret current events, political, cultural and economic developments by using the theoretical knowledge gained in the field within a critical context.	0
2	Associate knowledge and facts in the field with Law, Sociology, Advertisement, Cinema and Economy.	0

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Identify new strategy and methods for the technical infrastructure and content of the types of television news and programs.	0
2	Assemble theoretical knowledge gained in the field to the technology in present day.		1

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Create creative contents in the field.	0
2	Interpret theoretical and applied knowledge gained in the field.		1

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Create TV Programs for several audiences by sharing the knowledge and experiences on it.	0
2	Perform as a leader or a team member in teamwork from the news production to presentation stage by fulfilling assigned tasks.	0

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Identify basic knowledge regarding the production stages of media and technical infrastructure and creative approaches.	0
2	Research for developments, changes and innovations in the field by taking the lifelong learning as a principle.	0

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Create new ideas and new products in collaboration with the stakeholders in the field of programming and journalism.	0
2	Organize projects and activities for the social environment with the awareness of social responsibility following the national and international cases.	0
3	Explain written, verbal and visual studies in the field by following the agenda.	0

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Apply knowledge and skills gained in the field by taking legal, social and ethical responsibilities into consideration.		1
2	Show skills as in using camera, editorial process control, team leadership and producing creative content that are features of a professional.	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