| Teaching Staff
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| Language of Instruction |
Türkçe (Turkish) |
| Type Of Course |
Elective |
| Prerequisites |
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| Recommended Optional Programme Component |
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| Course Objectives |
The aim of this course is to enable students to recognise the concepts of customer relationship management and to demonstrate examples of successful customer relationship management. |
| Course Content |
This course includes an overview of the concepts, methods and tools of customer relationship management. |
| Learning Outcomes (LO) |
The students who attended the course and were successful at the end of semester will acquire the followings;
1- To be able to determine the place and importance of the concept of Customer Relationship Management in marketing science,
2- To know consumer behaviour, to recognise customer types and to develop appropriate approaches,
3- To be able to comprehend customer retention and customer acquisition programmes,
4- To recognise the customer value management process. |
| Mode of Delivery |
Face to face |
| Course Outline |
| Week |
Topics |
| 1. Week |
Customer Relationship Management: Definition, Scope, Importance |
| 2. Week |
Communication with Customers and Its Dimensions |
| 3. Week |
Customer Loyalty and Quality in Services |
| 4. Week |
Strategic Approach in Customer Relations |
| 5. Week |
Customer Relations Planning and Implementation Process |
| 6. Week |
Customer Relationship Management Applications |
| 7. Week |
Customer Relationship Management Applications |
| 8. Week |
MIDTERM EXAM |
| 9. Week |
Problems and Solutions in Customer Relations |
| 10. Week |
Customer acquisition |
| 11. Week |
Customer retention |
| 12. Week |
Measuring customer relations |
| 13. Week |
Organisational culture |
| 14. Week |
FINAL EXAM |
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| Assessment |
| |
Percentage(%) |
| Mid-term (%) |
40 |
| Quizes (%) |
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| Homeworks/Term papers (%) |
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| Practice (%) |
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| Labs (%) |
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| Projects/Field Work (%) |
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| Seminars/Workshops (%) |
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| Final (%) |
60 |
| Other (%) |
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| Total(%) |
100 |
|
| Course Book (s) and/or References |
Demirel, Yavuz (2006) Müşteri İlişkileri Yönetimi ve Bilgi Paylaşımı, Iq Kültür Sanat Yayıncılık Odabaşı, Yavuz (2010) Satışta ve Pazarlamada Müşteri İlişkileri Yönetimi, Sistem Yayıncılık Barutçugil, İsmet (2009) Müşteri İlişkileri ve Satış Yönetimi, Kariyer Yayınları. |
| Work Placement(s) |
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| The Relationship between Program Qualifications (PQ) and Course Learning Outcomes (LO) |
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