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	Explain the basic concepts of Social Service, working fields and application frameworks.	0
2	Uses up-to-date information on Social Service field by associating it with the theory and application information of Social Service.	0

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Establish the link between the application frameworks of Social Service.	0
2	Evaluate the developments in the field of migration, globalization and human rights in the new world by using the theoretical knowledge in the field.	0

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Using the research methods related to the field of Social Service, concludes scientific conclusions about social problems.	0
2	Examine the spatial legislation of Social Service and develop new strategies for implementation.	0

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Solve the problems specific to the field of Social Service according to scientific data.	0
2	Conduct trainings for individual, family and society by using advanced theoretical and practical knowledge in the field of Social Service.	0

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Develop his / her competence in this area by taking the leadership role in working with individuals, groups and society and taking responsibility as a team member.	0

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Describes a life worthy of dignity of the person who is the subject of social service science.	0

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Configures the communication between institutions in order to solve the problems.			2
2	Uses the educational role in the social service area.	0
3	Produces projects that will increase the consciousness level of the society.		1

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Collaborate with other professionals in the work team through an interdisciplinary approach at the stage of Social Service intervention	0
2	Acts as a social worker in accordance with the laws, regulations and professional ethics rules.	0
3	Organize their work in accordance with their rights and responsibilities as an individual.		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	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