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 |
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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 |
Second 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 |
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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 | | |
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Recommended or Required Reading |
Customer Relationship Management, Francis Buttle
Müşteri İlişkileri Yönetimi, Yavuz Odabaşı |
Planned Learning Activities and Teaching Methods |
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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 | | Work Placement(s) | NONE |
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Workload Calculation |
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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 | 3 | 4 | 12 |
Individual Study for Final Examination | 3 | 4 | 12 |
Oral Examination | 1 | 1 | 1 |
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Contribution of Learning Outcomes to Programme Outcomes |
LO1 | 1 | 2 | 2 | 2 | 2 | 2 | 1 | 2 | 1 | 1 | 1 | 1 | 2 | 2 | 1 | LO2 | 1 | 2 | 2 | 2 | 2 | 2 | 1 | 2 | 2 | 1 | 1 | 1 | 2 | 2 | 1 | LO3 | 1 | 2 | 2 | 2 | 2 | 2 | 1 | 3 | 3 | 1 | 2 | 1 | 2 | 2 | 1 | LO4 | 1 | 2 | 2 | 2 | 2 | 2 | 1 | 2 | 3 | 1 | 1 | 1 | 2 | 2 | 1 |
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* Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High |
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