| Course Unit Code | Course Unit Title | Type of Course Unit | Year of Study | Semester | Number of ECTS Credits | | UT309B.3 | Customer relations management | Elective | 3 | 5 | 4 |
|
| 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) |
|
| Learning Outcomes |
| 1 | Understanding the importance of Customer Relationship Management as a marketing strategy. | | 2 | Customer relationship types and strategies are defined. |
|
| Mode of Delivery |
| Normal Education |
| Prerequisites and co-requisities |
| none |
| Recommended Optional Programme Components |
|
| Course Contents |
| Within the scope of this course, the applications of Customer Relationship Management and Customer Relationship Management in retail, marketing, sales and service areas are discussed. |
| Weekly Detailed Course Contents |
|
| 1 | Introduction to customer relationship management (CRM) | | | | 2 | Defining customer relations | | | | 3 | Planning and implementation of CRM projects | | | | 4 | Planning and implementation of CRM projects | | | | 5 | Creation, management and use of customer data | | | | 6 | Creation, management and use of customer data | | | | 7 | Customer portfolio management | | | | 8 | Midterm exam | | | | 9 | CRM and customer experience | | | | 10 | The process of creating value for customers | | | | 11 | Network management in CRM performance | | | | 12 | Management of supplier and partnership relations | | | | 13 | Investor and employee relations management | | | | 14 | CRM information technology | | | | 15 | CRM information technology | | | | 16 | Final Exam | | |
|
| Recommended or Required Reading |
| "Satışta ve Pazarlamada Müşteri İlişkileri Yönetimi (CRM)", Prof. Dr. Yavuz Odabaşı, Aura Kitapları - "Müşteri İlişkileri Yönetimi - CRM", Don Peppers , Dr. Martha Rogers, Optimist Yayınları - "Müşteri İlişkileri Yönetimi (Crm)", Kollektif, Nobel Yayın Dağıtım - "Customer Relationship Management: Concept, Strategy, and Tools", V. Kumar ve Werner Reinartz, Springer - "Customer Relationship Management : Concepts And Technologies", Francis Buttle ve Stan Maklan, T&F/Routledge - "Customer Relationship Management: The Foundation of Contemporary Marketing Strategy", Roger J. Baran ve Robert J. Galka, Routledge |
| 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 | 5 | 5 |
| Final Examination | 1 | 5 | 5 |
| Attending Lectures | 14 | 4 | 56 |
| Homework | 12 | 4 | 48 |
|
| Contribution of Learning Outcomes to Programme Outcomes |
| LO1 | 5 | 4 | 4 | 4 | 4 | 3 | 4 | 4 | 4 | 4 | | LO2 | 4 | 5 | 5 | 5 | 4 | 4 | 4 | 4 | 4 | 3 |
|
| * Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High |
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