Bayburt University Lifelong Learning Programme

Description of Individual Course Units

Course Unit Code	Course Unit Title	Type of Course Unit	Year of Study	Semester	Number of ECTS Credits
SY310.1B	Customer relations management	Elective	3	6	3

Level of Course Unit

First Cycle

Objectives of the Course

Understanding the role of CRM in planning, implementing and controlling effective relational marketing. Calculation of the lifetime value of the customer and explain the usage areas in CRM applications. Demonstrate the role of CRM in acquiring, growing and loyal to customers. Identification of critical success factors in successful CRM applications. Explanation of current and emerging technologies used in CRM applications.

Name of Lecturer(s)

Dr. Öğr. Üyesi Sefa Emre YILMAZEL

Learning Outcomes

1	Understanding the importance of Customer Relationship Management as a marketing strategy.
2	Customer relationship types and strategies are defined.
3	Database-based marketing practices are examined.
4	Loyalty programs are examined.

Mode of Delivery

Normal Education

Prerequisites and co-requisities

Recommended Optional Programme Components

NONE

Course Contents

Explanation of CRM concept based on strategy, organization and information technologies. The course demonstrates the role of CRM in marketing practices and its importance in terms of marketing practices. In addition, explanations are made about concepts such as “customer relationship management (CRM)”, “customer value”, “customer loyalty”, “analytical and operational CRM.

Weekly Detailed Course Contents

Week	Theoretical	Practice	Laboratory
1	Introduction to customer relationship management (CRM)
2	Defining customer relations
3	Planning and implementation of CRM projects
4	Creation, management and use of customer data
5	Customer portfolio management
6	CRM and customer experience
7	Customer acquisition
8	Midterm
9	Customer retention and development strategies
10	Network management in CRM performance
11	Management of supplier and partnership relations
12	Investor and employee relations management
13	CRM information technology
14	CRM information technology II
15	CRM information technology III

Recommended or Required Reading

Customer Relationship Management, Francis Buttle Müşteri İlişkileri Yönetimi, Yavuz Odabaşı

Planned Learning Activities and Teaching Methods

Assessment Methods and Criteria

Term (or Year) Learning Activities	Quantity	Weight
Midterm Examination	1	100
SUM		100
End Of Term (or Year) Learning Activities	Quantity	Weight
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

Work Placement(s)

NONE

Workload Calculation

Activities	Number	Time (hours)	Total Work Load (hours)
Midterm Examination	1	1	1
Final Examination	1	2	2
Attending Lectures	14	2	28
Question-Answer	1	1	1
Team/Group Work	1	1	1
Self Study	10	2	20
Individual Study for Mid term Examination	7	2	14
Individual Study for Final Examination	5	2	10
Oral Examination	1	1	1
TOTAL WORKLOAD (hours)			78

Contribution of Learning Outcomes to Programme Outcomes

	PO 1	PO 2	PO 3	PO 4	PO 5	PO 6	PO 7	PO 8	PO 9	PO 10	PO 11	PO 12	PO 13	PO 14	PO 15
LO1	1	2	2	2	2	1	2	1	2	2	1	1	2	2	1
LO2	1	2	2	2	2	1	2	1	2	2	1	1	2	2	1
LO3	1	2	2	2	3	1	2	1	2	3	2	1	2	2	1
LO4	1	2	2	2	2	1	2	1	2	2	1	1	2	2	1

* Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High