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Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS ISL 3038 CUSTOMER RELATIONSHIP MANAGEMENT ELECTIVE 3 0 0 5

Offered By

Business Administration

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

ASSOCIATE PROFESSOR PINAR ÖZKAN

Offered to

Business Administration Business Administration (Evening)

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 Creating value for customer 8 Mid-Term Exam 9 Mid-Term Exam 10 Creating and sustaining customer database 11 Customer service: Quality of the service. 12 Customer service: service systems 13 Customer acquisition, customer retention 14 Datamining techniques 15 Measurement of customer relations 16 Creating customer-focused culture and customer-focused evolution management, the future of CRM

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

Power point-supported lecture and case study

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA 1 STT TERM WORK (SEMESTER) 2 MTE MIDTERM EXAM 3 MTEG MIDTERM GRADE STT * 0.50 +MTE * 0.50 4 FIN FINAL EXAM 5 FCG FINAL COURSE GRADE MTEG * 0.40 + FIN * 0.60 6 RST RESIT 7 FCGR FINAL COURSE GRADE (RESIT) MTEG * 0.40 + RST * 0.60

Further Notes About Assessment Methods

None

Assessment Criteria

To be announced.

Language of Instruction

Turkish

Course Policies and Rules

To be announced.

Contact Details for the Lecturer(s)

To be announced.

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 14 3 42 Preparation for midterm exam 1 25 25 Preparation for final exam 1 25 25 Final 1 1 1 Midterm 1 1 1 TOTAL WORKLOAD (hours) 136

Contribution of Learning Outcomes to Programme Outcomes

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