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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 : , TYY: + , EQF-LLL: , QF-EHEA:
Type of the Course : Elective
Mode of Delivery of the Course Unit Face to face
Coordinator of the Course Unit
Instructor(s) of the Course Unit

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

CONTRIBUTION OF THE COURSE UNIT TO THE PROGRAMME LEARNING OUTCOMES

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)
0

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)
0

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)
0
2
Choose updated documents, modern techniques and tools required for maintenance applications. (Bloom 2)
0
3
Use maintenance manuals and other sources of information in business life to obtain information about the field
0
4
Determine the actualities of all technical and administrative documents related with the field. (Bloom 1)
0

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
0
2
Interpret the sketches, scheme, graphics that describe the subject. (Bloom 2)
0

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)
0

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)
0
2
Use the lifelong learning principles in occupational development. (Bloom 3)
2

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)
0
2
By informing the relevant persons and institutions about the related field; state his / her thoughts and suggestions for solutions in the field.
0
3
Debate his/her ideas and solution suggestions with experts by supporting them with quantitative and qualitative data. (Bloom 2)
2
4
Participate in training related to the field at international level. (Bloom 3)
0
5
Organize activities for the professional development of employees under his/her responsibility. (Bloom 6).
0

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
2
Solve the problems encountered in his/her field. (Bloom 3)
0
3
Apply the necessary culture of behavior in the areas of quality management and processes and environmental protection and occupational safety (Bloom 3)
0
4
Locate the awareness of safety factor to himself and to the team. (Bloom 1
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
Total Workload of the Course Unit 131
Workload (h) / 25.5 5,1
ECTS Credits allocated for the Course Unit 5,0