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
UAT 4020 CUSTOMER RELATIONS MANAGEMENT ELECTIVE 3 0 0 3

Offered By

International Trade

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

ASSOCIATE PROFESSOR SERPIL KESTANE

Offered to

International Trade

Course Objective

Aims to information on the basics and implementation of consumer-oriented marketing firms, giving the center area of consumer satisfaction with an application role in determining the success of CRM in many industries today

Learning Outcomes of the Course Unit

1   To be able to identify place and importance of CRM concept in marketing science
2   To be able to explain the contribution to marketing success of customer acquisition and retention concept
3   To be able to present the contribution of customer services to customer satisfaction and customer-focused management system
4   To be able to develop customer relations and establish an effective customer relation
5   To be able to identify the main lines of relation with customers and customer service system

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 Place and importance of customer relations in marketing science
2 Customer satisfaction
3 Customer lifetime value
4 The concept of customer relation and its features
5 Planning of customer relation management program
6 Choosing the tools of customer relation management
7 Choosing the tools of customer relation management
8 Midterm Exam
9 Creating value for customer
10 Creating and sustaining customer database
11 Customer service: Quality of the service. Customer service: service systems
12 Customer acquisition, customer retention and datamining techniques
13 Measurement of customer relations
14 Creating customer-focused culture and customer-focused evolution management, the future of CRM
15 An overview

Recomended or Required Reading

Demirel, Yavuz (2006) Müşteri Ilişkileri Yönetimi ve Bilgi Paylaşımı, Iq Kültür Sanat Yayıncılık
Odabaşı, Yavuz (2010) Satışta ve Pazarlamada Müşteri Ilişkileri Yönetimi, Sistem Yayıncılık
Barutçugil, Ismet (2009) Müşteri Ilişkileri ve Satış Yönetimi, Kariyer Yayınları

Planned Learning Activities and Teaching Methods

Lecture by instructor, class discussion conducted by instructor, problem solving or case studies, question and answer teaching method

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 MTE MIDTERM EXAM
2 FIN FINAL EXAM
3 FCG FINAL COURSE GRADE MTE * 0.40 + FIN * 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

Skill in analysis, synthesis and critical thinking; skill in problem solving; skill in application via midterm and final exams

Language of Instruction

Turkish

Course Policies and Rules

The Regulation of Dokuz Eylul University on Education and Examination in Associate's and Bachelor's Degrees
The Codes of Practice of School of Applied Sciences on Education and Examination

Contact Details for the Lecturer(s)

e-mail adress of the lecturer

Office Hours

Lecture day, between the hours of 12:30-13:00

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 14 3 42
Preparations before/after weekly lectures 10 2 20
Preparation for midterm exam 1 10 10
Preparation for final exam 1 10 10
Final 1 2 2
Midterm 1 2 2
TOTAL WORKLOAD (hours) 86

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6PO.7PO.8PO.9PO.10PO.11PO.12PO.13PO.14
LO.154511431212111
LO.254511431212111
LO.354511431213331
LO.454511431213331
LO.554511431213331

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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