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Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS IPL 5023 CUSTOMER RELATIONSHIPS MANAGEMENT ELECTIVE 3 0 0 5

Offered By

Marketing Management

Level of Course Unit

Second Cycle Programmes (Master's Degree)

Course Coordinator

ASSOCIATE PROFESSOR PINAR ÖZKAN

Offered to

Marketing Management

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 Communication Process and Communication Elements in Customer Relationship Management Process, Problems and Causes in Customer Communication 9 CRM and technology 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

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 MTE MIDTERM EXAM 2 STT TERM WORK (SEMESTER) 3 FIN FINAL EXAM 4 FCG FINAL COURSE GRADE MTE * 0.30 + STT * 0.30 + FIN* 0.40 5 RST RESIT 6 FCGR FINAL COURSE GRADE (RESIT) MTE * 0.30 + STT * 0.30 + RST* 0.40

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 18 18 Preparation for final exam 1 20 20 Preparing assignments 1 10 10 Preparing presentations 1 2 2 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 LO.1 1 1 LO.2 1 1 1 LO.3 1 1 1 LO.4 1 1 LO.5 1 1