COURSE UNIT TITLE

: CUSTOMER RELATIONS MANAGEMENT

DEGREE PROGRAMMES

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
ELECTIVE

Offered By

Marketing

Level of Course Unit

Short Cycle Programmes (Associate's Degree)

Course Coordinator

ASSOCIATE PROFESSOR SERPIL KESTANE

Offered to

Marketing
Marketing
Marketing
Marketing

Course Objective

The student should be able to communicate with customers according to the goals and strategies of the business and have knowledge about classifying customers according to their characteristics, creating customer value for each class, and managing customer complaints; Within the framework of the knowledge gained on strategic CRM, it is aimed to establish and manage the CRM system in businesses and to actively apply CRM software and programs that are widely used in CRM.

Learning Outcomes of the Course Unit

1   Being able to identify the customer s identity
2   Being able to arrange the client appointments and accept the programme
3   Being able to explain the increase customer satisfaction
4   Being able to create customer value
5   Being able to plan the customer complaint management

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 customer and Classify the customer
2 Concept of CRM and its historical development, E-CRM
3 Communication with the customer
4 Strategic CRM
5 Create the customer value
6 Analytical CRM
7 Customer complaint management
8 Midterm
9 Operational CRM
10 Customer Loyalty Programming
11 Campaign Management
12 Measure customer satisfaction
13 CRM Modelling
14 CRM and Social Media
15 CRM Applications

Recomended or Required Reading

Textbook(s): V.Kumar and W.Reinartz (2018), Customer Relationship Management Concept, Strategy, and Tools, Springer.
Supplementary Book(s): The other Customer Relationship Management books and lecture notes.

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 FN Final
3 FCG FINAL COURSE GRADE VZ*0.40 + FN* 0.60
4 RST RESIT
5 FCGR FINAL COURSE GRADE (RESIT) VZ*0.40 + BUT* 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

70% attention to the course is compulsory

Contact Details for the Lecturer(s)

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

Office Hours

Tuesday and Friday: 15.30-16.30

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 14 2 28
Preparations before/after weekly lectures 5 1 5
Preparation for midterm exam 1 5 5
Preparation for final exam 1 10 10
Midterm 1 1 1
Final 1 1 1
TOTAL WORKLOAD (hours) 50

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.111
LO.211
LO.3111
LO.4111
LO.5111

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

Copyright 2015 DEÜ. BİD

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