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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 : 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 -
Coordinator of the Course Unit Assoc.Prof. HAKAN ÖZCAN
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

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.
1
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.
1

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.
2
2
Provide solutions for the problems encountered in banking and insurance transactions.
2

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.
1
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.
5

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.
4
2
Use the computer programs related with field in banking and insurance transactions.
1

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.
5

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.
5

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