Business Administration
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 Econ., Admin. and Social Sciences

Course Code

MKTG 432

Course Title in English

Customer Relationship Management

Course Title in Turkish

Müşteri İlişkileri Yönetimi

Language of Instruction

Type of Course

Flipped Classroom

Level of Course

Advanced

Semester

Fall

Contact Hours per Week

Lecture: 3

Recitation:

Lab:

Other:

Estimated Student Workload

120 hours per semester

Number of Credits

5 ECTS

Grading Mode

Standard Letter Grade

Pre-requisites

MKTG 201 - Marketing

Expected Prior Knowledge

Standard Letter Grade

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 Competences

Upon 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) Has a broad foundation and intellectual awareness with exposure to mathematics, history, economics, and social sciences
2) Demonstrates knowledge and skills in different functional areas of business (accounting, finance, operations, marketing, strategy, and organization) and an understanding of their interactions within various industry sectors
3) Applies theoretical knowledge as well as creative, analytical, and critical thinking to manage complex technical or professional activities or projects
4) Exhibits an understanding of global, environmental, economic, legal, and regulatory contexts for business sustainability
5) Demonstrates individual and professional ethical behavior and social responsibility
6) Demonstrates responsiveness to ethnic, cultural, and gender diversity values and issues
7) Uses written and spoken English effectively (at least CEFR B2 level) to communicate information, ideas, problems, and solutions
8) Demonstrates skills in data and information acquisition, analysis, interpretation, and reporting
9) Displays computer proficiency to support problem solving and decision-making
10) Demonstrates teamwork, leadership, and entrepreneurial skills
11) Displays learning skills necessary for further study with a high degree of autonomy

Relation to Program Outcomes and Competences

N None	S Supportive	H Highly Related

	Program Outcomes and Competences	Level	Assessed by
1)	Has a broad foundation and intellectual awareness with exposure to mathematics, history, economics, and social sciences	S	Participation
2)	Demonstrates knowledge and skills in different functional areas of business (accounting, finance, operations, marketing, strategy, and organization) and an understanding of their interactions within various industry sectors	S	Participation
3)	Applies theoretical knowledge as well as creative, analytical, and critical thinking to manage complex technical or professional activities or projects	N
4)	Exhibits an understanding of global, environmental, economic, legal, and regulatory contexts for business sustainability	N
5)	Demonstrates individual and professional ethical behavior and social responsibility	S	Participation
6)	Demonstrates responsiveness to ethnic, cultural, and gender diversity values and issues	N
7)	Uses written and spoken English effectively (at least CEFR B2 level) to communicate information, ideas, problems, and solutions	H	Exam
8)	Demonstrates skills in data and information acquisition, analysis, interpretation, and reporting	H	Exam
9)	Displays computer proficiency to support problem solving and decision-making	H	Exam
10)	Demonstrates teamwork, leadership, and entrepreneurial skills	S	Participation
11)	Displays learning skills necessary for further study with a high degree of autonomy	N

Prepared by and Date	PETEK TOSUN , December 2018
Course Coordinator	CEYHAN MUTLU
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

Assessment Tools	Count	Weight
Attendance	1	% 10
Quiz(zes)	2	% 10
Presentation	1	% 20
Midterm(s)	1	% 20
Final Examination	1	% 40
TOTAL		% 100

Course Administration

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