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CUSTOMER RELATIONS MANAGEMENT PROGRAMME COURSE DESCRIPTION

Code Name of the Course Unit Semester In-Class Hours (T+P) Credit ECTS Credit
UTY422 CUSTOMER RELATIONS MANAGEMENT 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 Live (Online)
Coordinator of the Course Unit Assist.Prof.Dr. LOKMAN KANTAR
Instructor(s) of the Course Unit

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

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 basic concepts related with banking, insurance and finance.
0
2
Relates the theoretical and practical knowledge in the field to economics, business, law, statistics, accounting and marketing
1

KNOWLEDGE

Factual

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Relate banking and insurance applications to financial theories, mathematical and statistical methods.
0
2
Relate the information and facts in the field with other social sciences such as law, sociology, philosophy and history.
0

SKILLS

Cognitive

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Explain the planning and implementation process in banking and insurance transactions.
0
2
Provide solutions for the problems encountered in banking and insurance transactions.
0

SKILLS

Practical

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Use theoretical and practical knowledge in the field of banking and insurance transactions.
0
2
By analyzing economic data accurately, manage savings and portfolio investments to minimize financial risks.
0

OCCUPATIONAL

Autonomy & Responsibility

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
He/She works as a leader or a team member in a teamwork from the planning of the banking transactions to the implementation and performs the task assigned to them within the team.
2

OCCUPATIONAL

Learning to Learn

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Gain the basic knowledge necessary for the planning process of banking and insurance activities and human resources performance management.
2
2
Use the computer programs related with field in banking and insurance transactions.
0

OCCUPATIONAL

Communication & Social

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Cooperate to bring innovative ideas to the stakeholders in the sector using banking insurance-related databases, information and communication technologies.
0
2
Research on scientific, sectoral developments and innovations related to the field with lifelong learning as a principle.
2

OCCUPATIONAL

Occupational and/or Vocational

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Analyze financial data related to his / her field.
0
2
Apply knowledge and skills related to his / her field by taking into account his legal, social and ethical responsibilities.
2

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 2 26
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 7 5 35
Mid-Term Exam 1 1 1
Preparation for the Mid-Term Exam 5 5 25
Short Exam 0 0 0
Preparation for the Short Exam 0 0 0
TOTAL 41 0 130
Total Workload of the Course Unit 130
Workload (h) / 25.5 5,1
ECTS Credits allocated for the Course Unit 5,0