COURSE UNIT TITLE

: CUSTOMER RELATIONSHIP MANAGEMENT

DEGREE PROGRAMMES

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
GMS 4004 CUSTOMER RELATIONSHIP MANAGEMENT COMPULSORY 3 0 0 3

Offered By

Gastronomy and Culinary Arts

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

PROFESSOR DOCTOR HÜLYA KURGUN

Offered to

Gastronomy and Culinary Arts

Course Objective

The course aims to provide students with knowledge on fundamental concepts and principles related to customer relationship management, tools used in customer relations management and enable students think creatively in the customer relations field.

Learning Outcomes of the Course Unit

1   Interpreting the development of customer relations in the historical process
2   Describing main concepts related to customer relations
3   Identifying tools and techniques used in customer relations
4   Interpreting sub-stages of customer relations management process
5   Understanding the complaint management process in customer relations

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 Customer concept and its historical evolution
2 Customer relationship management: Conceptual framework
3 Development process of customer relationship management
4 Customer service management, complaint management
5 CRM Stages: Customer Selection
6 CRM Stages: Customer Acquisition
7 CRM Stages: Customer Protection
8 CRM Stages: Customer Deepening
9 CRM Stages: Complaint Management
10 Complaint satisfaction
11 Choosing a complaint management strategy
12 Complaint Management: Complaint promotion and complaint acceptance
13 Complaint Management: Complaint processing and complaint response
14 Social media complaints
15 Final Exam
16 Final Exam

Recomended or Required Reading

Duane E. Sharp, Customer Relationship Management Systems Handbook, Auerbach Publications,2003.
Kristin Anderson and Carol Kerr, Customer Relationship Management, McGraw-Hill, 2008.

Planned Learning Activities and Teaching Methods

1. Lecture
2. Homework
3. Case Study

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 VZ Vize
2 FN Final
3 BNS BNS VZ*0.40+FN * 0.60
4 BUT Bütünleme Notu
5 BBN Bütünleme Sonu Başarı Notu VZ*0.40+BUT * 0.60


*** Resit Exam is Not Administered in Institutions Where Resit is not Applicable.

Further Notes About Assessment Methods

1.Midterm: Midterm consist of chapters in the syllabus and weekly homeworks (%40).
2. Final : Consists of all the chapters in the syllabus and students will be responsible from all case studies and discussions in the class (%60).
3. Resit: The exam will cover all the topics in the course content. Students are also responsible for the discussion, practice and case studies (60%).

Assessment Criteria

Exam papers will be evaluated regarding the level of understanding, as well as defining the causality between the basic concepts and issues of the lecture, ability of giving examples and analytical thought, and using relevant terminology.

Language of Instruction

Turkish

Course Policies and Rules

1. Attending at least 70 percent of lectures is mandatory.
2. Participation in class is compulsory.

Contact Details for the Lecturer(s)

hulya.kurgun@deu.edu.tr

Office Hours

Monday / 09:00-12:00

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 14 3 42
Preparation for midterm exam 1 10 10
Preparation for final exam 1 15 15
Preparations before/after weekly lectures 14 1 14
Final 1 2 2
Midterm 1 2 2
TOTAL WORKLOAD (hours) 85

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6PO.7PO.8PO.9PO.10PO.11PO.12
LO.1111
LO.21
LO.311
LO.41
LO.511

CONTACT INFORMATION
Dokuz Eylül Üniversitesi Cumhuriyet Bulvarı No: 144 35210 Alsancak / İZMİR
Phone: +90(232) 412 12 12 - Fax: +90 (232) 464 81 35

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