Information Package / Course Catalogue
| Psychology | |||||
| Bachelor | Length of the Programme: 4 | Number of Credits: 240 | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF: Level 6 |
Ders Genel Tanıtım Bilgileri
| School/Faculty/Institute | Faculty of Economics, Administrative and Social Sciences | ||||
| Course Code | MKTG 432 | ||||
| Course Title in English | Customer Relationship Management | ||||
| Course Title in Turkish | Müşteri İlişkileri Yönetimi | ||||
| Language of Instruction | EN | ||||
| Type of Course | Flipped Classroom | ||||
| Level of Course | Advanced | ||||
| Semester | Fall | ||||
| Contact Hours per Week |
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| Estimated Student Workload | 120 hours per semester | ||||
| Number of Credits | 5 ECTS | ||||
| Grading Mode | Standard Letter Grade | ||||
| Pre-requisites |
MKTG 201 - Marketing |
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| Expected Prior Knowledge | None | ||||
| Co-requisites | None | ||||
| Registration Restrictions | Only Undergraduate Students | ||||
| Overall Educational Objective | To learn the basics of customer relationship management process and interpret its relation with marketing strategy. | ||||
| Course Description | Customer-orientation and implementing an efficient customer relationship management process is very important for an organization to reach its goals. In dynamic markets where competition is intense, an efficient customer management system is essential. The purpose of this course is to develop a comprehensive understanding about customer relationship management (CRM), which is a process that enables to build customer trust and sustainable customer relationships. | ||||
| Course Description in Turkish | İşletmelerin müşterileri faaliyetlerinin merkezine koyması ve müşteri ilişkilerini etkin şekilde yönetebilmesi, işletme hedeflerine ulaşılmasını sağlayan en önemli faktörlerdendir. Rekabetin giderek arttığı, çevresel değişimin yüksek olduğu dinamik pazarlarda, müşteri ilişkileri yönetimi daha da önem kazanmıştır. Bu dersin amacı, işletmelerin müşterileriyle sürdürülebilir ve güvene dayalı ilişkiler geliştirmesini sağlayan müşteri ilişkileri yönetimine ilişkin temel dinamiklerin öğrencilere kazandırılmasıdır. |
Course Learning Outcomes and CompetencesUpon successful completion of the course, the learner is expected to be able to:1) appreciate the importance of customer relationship management for organizations 2) analyze elements of an effective CRM system 3) understand the dynamics of CRM 4) design simple campaigns by using CRM elements. |
| Program Learning Outcomes/Course Learning Outcomes | 1 | 2 | 3 | 4 |
|---|---|---|---|---|
| 1) Thorough knowledge of the major concepts, theoretical perspectives, empirical findings, and historical trends in psychology. | ||||
| 2) Understanding of and ability to apply essential research methods in psychology, including research design, data analysis, and data interpretation. | ||||
| 3) Competence to use critical and creative thinking, skeptical inquiry and a scientific approach to solving problems related to behavior and mental processes. | ||||
| 4) Understanding and ability to apply psychological principles, skills and values in personal, social, and organizational contexts. | ||||
| 5) Ability to weigh evidence, to tolerate ambiguity, and to reflect other values that underpin psychology as a discipline. | ||||
| 6) Internalization and dissemination of professional ethical standards. | ||||
| 7) Demonstration of competence in information technologies, and the ability to use computer and other technologies for purposes related to the pursuit of knowledge in psychology and the broader social sciences. | ||||
| 8) Skills to communicate the knowledge of psychological science effectively, in a variety of formats, in both Turkish and in English (in English, at least CEFR B2 level). | ||||
| 9) Recognition, understanding, and respect for the complexity of sociocultural and international diversity. | ||||
| 10) Recognition for the need for, and the skills to pursue, lifelong learning, inquiry, and self-improvement. | ||||
| 11) Ability to formulate critical hypotheses based on psychological theory and literature, and design studies to test those hypotheses. | ||||
| 12) Ability to acquire knowledge independently, and to plan one’s own learning. | ||||
| 13) Demonstration of advanced competence in the clarity and composition of written work and presentations. |
Relation to Program Outcomes and Competences
| N None | S Supportive | H Highly Related |
| Program Outcomes and Competences | Level | Assessed by | |
| 1) | Thorough knowledge of the major concepts, theoretical perspectives, empirical findings, and historical trends in psychology. | N | |
| 2) | Understanding of and ability to apply essential research methods in psychology, including research design, data analysis, and data interpretation. | N | |
| 3) | Competence to use critical and creative thinking, skeptical inquiry and a scientific approach to solving problems related to behavior and mental processes. | H | Exam,HW,Participation |
| 4) | Understanding and ability to apply psychological principles, skills and values in personal, social, and organizational contexts. | N | |
| 5) | Ability to weigh evidence, to tolerate ambiguity, and to reflect other values that underpin psychology as a discipline. | N | |
| 6) | Internalization and dissemination of professional ethical standards. | N | |
| 7) | Demonstration of competence in information technologies, and the ability to use computer and other technologies for purposes related to the pursuit of knowledge in psychology and the broader social sciences. | N | |
| 8) | Skills to communicate the knowledge of psychological science effectively, in a variety of formats, in both Turkish and in English (in English, at least CEFR B2 level). | N | |
| 9) | Recognition, understanding, and respect for the complexity of sociocultural and international diversity. | S | Participation |
| 10) | Recognition for the need for, and the skills to pursue, lifelong learning, inquiry, and self-improvement. | S | HW,Participation |
| 11) | Ability to formulate critical hypotheses based on psychological theory and literature, and design studies to test those hypotheses. | N | |
| 12) | Ability to acquire knowledge independently, and to plan one’s own learning. | S | Exam,HW |
| 13) | Demonstration of advanced competence in the clarity and composition of written work and presentations. | H | Exam,HW |
| Prepared by and Date | , December 2018 |
| Course Coordinator | ŞİRİN GİZEM KÖSE |
| Semester | Fall |
| Name of Instructor |
Course Contents
| Week | Subject |
| 1) | Introduction to CRM |
| 2) | CRM as an Integral Part of Business Strategy |
| 3) | Relationship Marketing |
| 4) | The Customer Value Proposition |
| 5) | Developing Customer Knowledge Customer Data Management |
| 6) | Data Mining & Data Analysis |
| 7) | Segmentation |
| 8) | Managing Customers Customer Retention |
| 9) | Customer Attrition and Win-back Actions |
| 10) | Customer Management Consumer Complaining Behavior |
| 11) | CRM Systems and Implementation Contact Center Management |
| 12) | Personal Selling Verbal and Non-Verbal Communication Skills |
| 13) | CRM and Management Information Systems |
| 14) | Future Perspectives Customer Privacy Ethics |
| 15) | Final Examination Period |
| 16) | Final Examination Period |
| Required/Recommended Readings | TEXTBOOK | |||||||||||||||||||||
| Teaching Methods | The instructor will summarize and explain the key concepts regarding each week’s topic. Students are expected to actively participate in class discussions. Mid-term and final exams will mostly consist of essay questions that will attempt to test the ability to organize, synthesize, and apply the topics and related materials previously covered in the class. With case studies and real-life examples, the students will have the chance to expand their perspectives of brand management. Students are expected to share their opinions, ideas and questions in class. | |||||||||||||||||||||
| Homework and Projects | Students will make a group presentation. The details of the term project will be announced by the instructor. | |||||||||||||||||||||
| Laboratory Work | None | |||||||||||||||||||||
| Computer Use | Personal notebook | |||||||||||||||||||||
| Other Activities | Students’ free contribution to class is highly recommended. Students may share interesting examples of CRM applications or campaigns in class. Students are also expected to make comments regarding ethical business applications regarding CRM. | |||||||||||||||||||||
| Assessment Methods |
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| Course Administration |
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ECTS Student Workload Estimation
| Activity | No/Weeks | Hours | Calculation | ||||
| No/Weeks per Semester | Preparing for the Activity | Spent in the Activity Itself | Completing the Activity Requirements | ||||
| Course Hours | 14 | 1.5 | 3 | 1 | 77 | ||
| Presentations / Seminar | 3 | 6 | 2 | 24 | |||
| Midterm(s) | 1 | 6 | 2 | 8 | |||
| Final Examination | 1 | 8 | 3 | 11 | |||
| Total Workload | 120 | ||||||
| Total Workload/25 | 4.8 | ||||||
| ECTS | 5 | ||||||