COURSE UNIT TITLE

: GUEST RELATIONS MANAGEMENT

DEGREE PROGRAMMES

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
TUR 3031 GUEST RELATIONS MANAGEMENT COMPULSORY 3 0 0 5

Offered By

Tourism Management

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

PROFESSOR DOCTOR ILKAY TAŞ GÜRSOY

Offered to

Tourism Management

Course Objective

The course aims to provide students with knowledge on fundamental concepts and principles related to customer relationship management, tools used in customer relations management and enable students think creatively in the customer relations field.

Learning Outcomes of the Course Unit

1   Compare strategic, operational and analytical guest relations management concepts
2   Interpret the use of technology and social media in customer service
3   Distinguish the basic elements of a guest relations management plan and effective methods for analyzing customer feedback.
4   Understands the guest in guest relations management

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 Introduction to the course: The rules about lecture and assessment. Guest relations management, customer relations management, (CRM), The relationship guest relations to marketing, sales and front office operations .management, public relations The job description of a guest relations manager: what does guest relations manager do
2 Guest Relations Management: CRM business models Strategic CRM, Analytical CRM, Operational CRM Strategic CRM, Product-oriented- Production-oriented-Sales-oriented- A customer or market-oriented
3 Guest relations management OPERATIONAL CRM Marketing automation-Sales force automation-Service automation
4 Guest relations management ANALYTICAL (OR ANALYTIC) CRM WHERE DOES SOCIAL CRM FIT
5 Tenets of CRM In class article reading: Q&As
6 Evolution and Functions of CRM In class article reading: Q&As
7 CRM in Destination Management The case 1
8 CRM in Destination Management The case 2
9 Managing Service Encounters-Understanding the Guest
10 Providing Customer Service through the Servicescape Elements of the servicescape The strategic role of the servicescape in delivering service Developing servicescapes Servicescapes and consumer behaviour Waiting line strategies COVID-19 and the servicescape
11 Gathering and sharing data about customers Selection of guest relationships management strategy in tourism The Importance of Market Research
12 guest relations management plan
13 Evaluation of guest data/comments/ handling difficult guests
14 Trends in Guest Relations Management

Recomended or Required Reading

Prior, D. D., Buttle, F., & Maklan, S. (2024). Customer Relationship Management: Concepts, Applications and Technologies. Taylor & Francis.
Sadhu, A. K. R., Parfenov, M., Saripov, D., Muravev, M., & Sadhu, A. K. R. (2024). Enhancing Customer Service Automation and User Satisfaction: An Exploration of AI-powered Chatbot Implementation within Customer Relationship Management Systems. Journal of Computational Intelligence and Robotics, 4(1), 103-123.
Ferrer-Estévez, M. and Chalmeta, R. (2023), "Sustainable customer relationship management", Marketing Intelligence & Planning, Vol. 41 No. 2, pp. 244-262. https://doi.org/10.1108/MIP-06-2022-0266.
Sadhu, A. K. R., Parfenov, M., Saripov, D., Muravev, M., & Sadhu, A. K. R. (2024). Enhancing Customer Service Automation and User Satisfaction: An Exploration of AI-powered Chatbot Implementation within Customer Relationship Management Systems. Journal of Computational Intelligence and Robotics, 4(1), 103-123.

Planned Learning Activities and Teaching Methods

Lecture and in class discussions, Q&As, brainstroming

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 VZ Vize
2 FN Final
3 BNS BNS VZ*0.40+FN * 0.60
4 BUT Bütünleme Notu
5 BBN Bütünleme Sonu Başarı Notu VZ*0.40+BUT * 0.60


Further Notes About Assessment Methods

None

Assessment Criteria

The level of understanding of strategic, operational and analytical guest relations management concepts is measured by the level of correct answers given to exam questions.
The level of understanding of technology and social media usage in customer service is measured by the level of correct answers given to exam questions.
The level of understanding of the basic elements of the guest relations management plan and effective methods to analyze customer feedback is measured by the level of correct answers given to exam questions.
The level of understanding of the guest in guest relations management is measured by the level of correct answers given to exam questions.

Language of Instruction

English

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. Tardiness and early departure from lecture will be referred as absenteeism.
4. Using cell-phone for messages or any electronic devices during the course are strictly prohibited.
5. Without the consent of the lecturer, recording of voice, video or photogaph is prohibited

Contact Details for the Lecturer(s)

ilkay.tas@deu.edu.tr

Office Hours

Monday,Tuesday, Wednesday, Thursday, Friday 11.30-13.00

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 14 3 42
Preparations before/after weekly lectures 12 2 24
Preparation for final exam 1 30 30
Preparation for midterm exam 1 15 15
Final 1 1 1
Midterm 1 1 1
TOTAL WORKLOAD (hours) 113

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6PO.7PO.8PO.9PO.10PO.11PO.12
LO.155
LO.255
LO.355
LO.45

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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