| Course Unit Code | Course Unit Title | Type of Course Unit | Year of Study | Semester | Number of ECTS Credits | | YRL211.4B2 | Customer relations management | Elective | 2 | 3 | 3 |
|
| Level of Course Unit |
| Short Cycle |
| Objectives of the Course |
| The aim of this course is to explain how to behave according to different types of customers, to create customer value, to learn the technique of sustaining value, measuring satisfaction and to manage customer complaints |
| Name of Lecturer(s) |
| Öğr. Gör. İnci SEÇKİN AĞIRBAŞ |
| Learning Outcomes |
| 1 | To explain the ability to identify and manage customer relationships | | 2 | Ability to design customer acquisition and retention efforts | | 3 | Learns techniques for measuring customer relations | | 4 | Have the skills to create a customer-oriented corporate culture. | | 5 | Gains knowledge about customer strategies in the customer relationship management process. |
|
| Mode of Delivery |
| Normal Education |
| Prerequisites and co-requisities |
| None |
| Recommended Optional Programme Components |
| None |
| Course Contents |
| In this course, current examples and methods of customer relationship management are given. |
| Weekly Detailed Course Contents |
|
| 1 | Definition of Customer Relationship Management, objectives, stages, Contribution to marketing activities | | | | 2 | customer satisfaction, Customer loyalty | | | | 3 | Customer Relationship Management and Relationship Marketing | | | | 4 | Strategies according to customer type, Customer value | | | | 5 | Communication in the Customer Relationship Management Process | | | | 6 | Customer and corporate communication | | | | 7 | Midterm | | | | 8 | Customer Service in Customer Relationship Management | | | | 9 | Customer acquisition and retention efforts | | | | 10 | Success principles in Customer Relationship Management | | | | 11 | Public Relations in Customer Relationship Management | | | | 12 | Customer satisfaction measurement | | | | 13 | Customer satisfaction measurement | | | | 14 | Organizational Culture and change, Customer-oriented change management | | | | 15 | Organizational Culture and change, Customer-oriented change management | | | | 16 | Final Exam | | |
|
| Recommended or Required Reading |
| Baş, m., Tolon, m., Aktepe,C., (2013). Müşteri İlişkileri Yönetimi. Detay yayıncılık.Ankara.; Odabaşı Y., (2019).Satışta ve Pazarlamada Müşteri İlişkileri Yönetimi. Agora Kitaplığı. İstanbul. |
| Planned Learning Activities and Teaching Methods |
|
| Assessment Methods and Criteria | |
| Midterm Examination | 1 | 100 | | SUM | 100 | |
| Final Examination | 1 | 100 | | SUM | 100 | | Term (or Year) Learning Activities | 40 | | End Of Term (or Year) Learning Activities | 60 | | SUM | 100 |
| | Language of Instruction | | Turkish | | Work Placement(s) | | None |
|
| Workload Calculation |
|
| Midterm Examination | 1 | 1 | 1 |
| Final Examination | 1 | 1 | 1 |
| Attending Lectures | 14 | 1 | 14 |
| Question-Answer | 14 | 2 | 28 |
| Individual Study for Mid term Examination | 1 | 15 | 15 |
| Individual Study for Final Examination | 1 | 20 | 20 |
|
| Contribution of Learning Outcomes to Programme Outcomes |
| LO1 | 2 | 5 | 3 | 3 | 3 | 3 | 3 | 4 | 3 | 2 | 3 | 3 | 3 | 2 | 2 | 2 | | LO2 | 2 | 2 | 1 | 3 | 3 | 2 | 2 | 2 | 2 | 3 | 2 | 1 | 2 | 3 | 3 | 3 | | LO3 | 2 | 2 | 3 | 2 | 2 | 2 | 2 | 2 | 3 | 3 | 2 | 2 | 2 | 2 | 2 | 3 | | LO4 | 2 | 3 | 2 | 2 | 3 | 2 | 3 | 2 | 3 | 3 | 3 | 3 | 3 | 3 | 2 | 3 | | LO5 | 3 | 3 | 3 | 3 | 3 | 2 | 2 | 2 | 3 | 3 | 3 | 3 | 3 | 2 | 2 | 3 |
|
| * Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High |
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