COURSE UNIT TITLE

: E-CRM

DEGREE PROGRAMMES

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
ETC 5011 E-CRM ELECTIVE 3 0 0 5

Offered By

Electronic Trade

Level of Course Unit

Second Cycle Programmes (Master's Degree)

Course Coordinator

ASSOCIATE PROFESSOR SERPIL KESTANE

Offered to

Electronic Trade

Course Objective

The aim of this course is to teach the students firstly CRM and related concepts. Providing information about the e-CRM activities that businesses apply. In addition, students to gain experience in CRM strategy and applications.

Learning Outcomes of the Course Unit

1   To be able to define concepst of CRM and eCRM
2   Describes how to develop CRM strategy
3   List activities used in CRM implementation
4   List the various CRM activities, processes and how IT systems are being used for implementation
5   Planning management of Customer complaints

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 The concept of CRM and eCRM
2 Information CRM process
3 Key eCRM features
4 Evolving to eCRM
5 eCRM assesment
6 E CRM Modelling
7 eCRM Strategy Alignment
8 Midterm exam
9 eCRM architecture
10 Create the customer value and customer value metrics
11 Data Integration
12 Datawarehouse implementation
13 Campaign management and Loyalty programs
14 Planning Management of customer complaint
15 Technological and business ıssues involved.

Recomended or Required Reading

Yavuz Odabaşı, Satış ve Pazarlamada Müşteri Ilişkileri Yönetimi, Istanbul: Sistem Yayıncılık, 2010
Adrian Payne, HANDBOOK OF CRM: Achieving Excellence in Customer Management, Elsevier,
Don Peppers, Martha Rogers, Managing Customer Relationships: A Strategic Framework, John Wiley & Sons, Inc
Buttle, Francis. (2009). Customer Relationship Management, (2nd Edition). Elsevier Publishing
Don Peppers and Martha Rogers (2010), Managing Customer Relationships: A Strategic Framework, John Wiley & Sons, Inc
Analytical CRM . SAP. Retrieved December 26, 2009 from http://www.sap.com/solutions/business-suite/crm/pdf/AnalyticalCRM_50046585.pdf

Planned Learning Activities and Teaching Methods

Description of the subject, question and answer, individual learning methods and techniques.

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 MTE MIDTERM EXAM
2 FCG FINAL COURSE GRADE
3 FCGR FINAL COURSE GRADE MTE * 0.40 + FCG* 0.60
4 RST RESIT
5 FCGR FINAL COURSE GRADE (RESIT) MTE * 0.40 + RST* 0.60


Further Notes About Assessment Methods

None

Assessment Criteria

The five learning outcomes will be assessed by midterm and final exams

Language of Instruction

Turkish

Course Policies and Rules

1. Attending at least 70 percent of lectures is mandatory.
2. Plagiarism of any type will result in disciplinary action.
3. Students are expected tp participate actively in class discussions.
4. Students are expected to attend to classes on time.

Contact Details for the Lecturer(s)

e-mail: serpil.kestane@deu.edu.tr
tel: 0 232 3012559

Office Hours

To be announced.

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 14 3 42
Preparations before/after weekly lectures 13 3 39
Preparation for midterm exam 1 15 15
Preparation for final exam 1 20 20
Midterm 1 1 1
Final 1 1 1
TOTAL WORKLOAD (hours) 118

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6PO.7PO.8PO.9PO.10PO.11PO.12PO.13PO.14PO.15
LO.11
LO.21111
LO.311
LO.4111
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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