CUSTOMER RELATIONS MANAGEMENT PROGRAMME COURSE DESCRIPTION

Code	Name of the Course Unit	Semester	In-Class Hours (T+P)	Credit	ECTS Credit
HIY427	CUSTOMER RELATIONS MANAGEMENT	5	3	3	5

GENERAL INFORMATION
Language of Instruction :	Turkish
Level of the Course Unit :	, TYY: + , EQF-LLL: , QF-EHEA:
Type of the Course :	Elective
Mode of Delivery of the Course Unit	-
Coordinator of the Course Unit
Instructor(s) of the Course Unit
Course Prerequisite	No

OBJECTIVES AND CONTENTS
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)
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
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
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
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	Define the basic concepts of aeronautical standards and rules. (Bloom 1)

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Organize teamwork during the collection, interpretation, announcement and application of data related to the field. (Bloom 6)

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Perform theoretical and practical knowledge related to his/her field in business life using analytical methods and modeling techniques. (Bloom 4)
2	Choose updated documents, modern techniques and tools required for maintenance applications. (Bloom 2)
3	Use maintenance manuals and other sources of information in business life to obtain information about the field
4	Determine the actualities of all technical and administrative documents related with the field. (Bloom 1)

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Use computer software, information and communication technologies at the level required by the field
2	Interpret the sketches, scheme, graphics that describe the subject. (Bloom 2)

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Develop solutions for problems faced during application. (Bloom 6)

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Determine the learning requirements related with his/her field. (Bloom 3)
2	Use the lifelong learning principles in occupational development. (Bloom 3)

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Apply the technical drawing knowledge effectively in business life. (Bloom 3)
2	By informing the relevant persons and institutions about the related field; state his / her thoughts and suggestions for solutions in the field.
3	Debate his/her ideas and solution suggestions with experts by supporting them with quantitative and qualitative data. (Bloom 2)
4	Participate in training related to the field at international level. (Bloom 3)
5	Organize activities for the professional development of employees under his/her responsibility. (Bloom 6).

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Use the knowledge and skills obtained during undergraduate education in work life. (Bloom 3)
2	Solve the problems encountered in his/her field. (Bloom 3)
3	Apply the necessary culture of behavior in the areas of quality management and processes and environmental protection and occupational safety (Bloom 3)
4	Locate the awareness of safety factor to himself and to the team. (Bloom 1

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	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