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	-
Coordinator of the Course Unit
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	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