Course Information
SemesterCourse Unit CodeCourse Unit TitleT+P+LCreditNumber of ECTS Credits
-1HAL219Customer Relations Management3+0+035

Course Details
Language of Instruction Turkish
Level of Course Unit Associate Degree
Department / Program Public Relations
Mode of Delivery Face to Face
Type of Course Unit Elective
Objectives of the Course The aim of this course is to educate individuals who have mastered the concept of customer relationship management, who recognise customer wants and needs, who can apply the customer relationship management process, who know customer value management and customer classification, who know customer acquisition-retention concepts, who have mastered the phenomenon of customer loyalty, who know customer complaints management, who can choose the appropriate information technology in the application process, who have the competence to collect data in the relational marketing process.
Course Content Customer relationship management (CRM) process, customer wants and needs, customer types and behaviours, CRM components, customer value management, customer satisfaction, satisfaction and loyalty programmes, customer complaint management, CRM and information technologies, critical approach to CRM
Course Methods and Techniques Lecture, Question and Answer, Case Study, Homework /Presentation
Prerequisites and co-requisities None
Course Coordinator None
Name of Lecturers Instructor Ebru GÖNÜLAL
Assistants None
Work Placement(s) No

Recommended or Required Reading
Resources Yavuz ODABAŞI- Customer Relations Management in Sales and Marketing
Course s notes
Anlatım, Soru-Cevap, Örnek Olay

Course Category
Social Sciences %30
Field %70

Planned Learning Activities and Teaching Methods
Activities are given in detail in the section of "Assessment Methods and Criteria" and "Workload Calculation"

Assessment Methods and Criteria
In-Term Studies Quantity Percentage
Mid-terms 1 % 35
Assignment 1 % 15
Attendance 1 % 5
Final examination 1 % 45
Total
4
% 100

 
ECTS Allocated Based on Student Workload
Activities Quantity Duration Total Work Load
Course Duration 14 3 42
Hours for off-the-c.r.stud 14 2 28
Assignments 6 3 18
Presentation 6 1 6
Mid-terms 1 15 15
Final examination 1 15 15
Total Work Load   Number of ECTS Credits 5 124

Course Learning Outcomes: Upon the successful completion of this course, students will be able to:
NoLearning Outcomes
1 To understand the basic information about customer relationship management
2 Ability to analyze customer types and customer requests and needs
3 Understanding customer relations practices and approaches
4 To understand the issue of customer complaint management
5 To have information about the criticisms brought to customer relationship management, the reasons for failure and its future
6 To understand the technologies used in customer relationship management


Weekly Detailed Course Contents
WeekTopicsStudy MaterialsMaterials
1 Introduction to Customer Relationship Management
2 Relational marketing approach
3 Customer concept, requirements and needs
4 Economy of Customer Relationship Management
5 CRM components
6 Types of relationship
7 Customer retention
8 Customer complaint management
9 Customer pyramid
10 Customer Value Management
11 CRM Measurement
12 Evaluation of CRM techology and systems
13 Reasons of failure on CRM
14 Future of CRM


Contribution of Learning Outcomes to Programme Outcomes
P1 P2 P3 P4 P5 P6 P7 P8 P9 P10
All 5 2 5 5 5 5 5 5 4 5
C1 5 2 5 5 5 5 5 5 4 5
C2 5 2 5 5 5 5 5 5 4 5
C3 5 2 5 5 5 5 5 5 4 5
C4 5 2 5 5 5 5 5 5 4 5
C5 5 2 5 5 5 5 5 5 4 5
C6 5 2 5 5 5 5 5 5 4 5

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https://obs.gedik.edu.tr/oibs/bologna/progCourseDetails.aspx?curCourse=114707&curProgID=46&lang=en