Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| CUSTOMER EXPERIENCE MANAGEMENT | - | Fall Semester | 2+1 | 2,5 | 5 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | English |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Elective |
| Course Coordinator | Prof.Dr. Ayşen AKYÜZ |
| Name of Lecturer(s) | Prof.Dr. Ayşen AKYÜZ |
| Assistant(s) | |
| Aim | This course introduces and elaborates the importance of Customer Experience Management for contemporary marketing theory and practice. It will explore the strategies and concepts of customer experience management. Students will learn how to create compelling experiences along the whole process of customer touch-points, the customer journey. I |
| Course Content | This course contains; Introduction to customer experience management,Customer Journey,Customer satisfaction and touchpoint quality,Customer, employee, and technology roles throughout the customer journey,Customer journey mapping,Managing Conflicts,CRM,Group assignments, presentations and discussions,Group assignments, presentations and discussions,Group assignments, presentations and discussions,Group assignments, presentations and discussions,Group assignments, presentations and discussions,Group assignments, presentations and discussions,Group assignments, presentations and discussions. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| Comprehend the importance of customer journey. | 16, 5, 9 | A, E |
| Gain an understanding of the importance and challenges of creating memorable customer experiences | 16, 5, 9 | E |
| Gain an understanding of how to assess customer experiences and how customer experience excellence contributes to sustainable business development | 16, 5, 9 | E |
| Understand customer experience methods and creative tools. | 16, 5, 9 | E |
| Generate solutions to turn customer dissatisfaction into customer satisfaction | 16, 5, 9 | E |
| Teaching Methods: | 16: Question - Answer Technique, 5: Cooperative Learning, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam, E: Homework |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Introduction to customer experience management | |
| 2 | Customer Journey | Reading of the related white paper |
| 3 | Customer satisfaction and touchpoint quality | Reading of the related white paper |
| 4 | Customer, employee, and technology roles throughout the customer journey | Reading of the related article |
| 5 | Customer journey mapping | Reading of the related white paper |
| 6 | Managing Conflicts | Reading of the related article |
| 7 | CRM | Reading of the related article |
| 8 | Group assignments, presentations and discussions | |
| 9 | Group assignments, presentations and discussions | |
| 10 | Group assignments, presentations and discussions | |
| 11 | Group assignments, presentations and discussions | |
| 12 | Group assignments, presentations and discussions | |
| 13 | Group assignments, presentations and discussions | |
| 14 | Group assignments, presentations and discussions |
| Resources |
| No required textbook. The required readings will be furnished before and during the class. |
| Articles, white papers |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Knows the basic concepts of Public Relations and Advertising disciplines and the basic theories of these disciplines. | X | |||||
| 2 | Determines facts related to Public Relations and Advertising and analyzes these facts from various dimensions. | X | |||||
| 3 | Using expert knowledge, takes part in the decision-making mechanisms of businesses, identifies the problems encountered and offers solutions. | X | |||||
| 4 | Carries out analyzes for institutions and prepares a communication plan in line with the needs of the institutions. | X | |||||
| 5 | Solve problems that arise in projects related to the field by taking responsibility when necessary. | X | |||||
| 6 | Takes part in a team established for projects related to the field, leads the project, plans and manages the events. | X | |||||
| 7 | Investigates theoretical and factual problems related to the disciplines and sub-disciplines of Public Relations and Advertising with scientific methods, analyzes the findings and turns them into scientific publications. | X | |||||
| 8 | Adopts the principle of lifelong learning. Regularly follows developments, innovations, ideas, methods and techniques in the field and uses them effectively in his/her own work. | X | |||||
| 9 | Communicates verbally and in writing by using English at least at the European Language Portfolio B2 General Level. | X | |||||
| 10 | Uses new communication technologies effectively in professional and scientific studies and constantly follows the developments in new communication technologies. | X | |||||
| 11 | Plans social responsibility activities and takes part in the realization of these activities. | X | |||||
| 12 | Acts in a way that adheres to ethical codes in professional and scientific work. | X | |||||
| 13 | Carries out various public relations and advertising campaigns in public and private sector organizations, using methods and techniques of Public Relations and Advertising disciplines. | X | |||||
| 14 | Carries out measurement and evaluation of the communication activities. | X | |||||
| 15 | Knowledgeable about occupational health and safety and can use this information when necessary. . | ||||||
| 16 | Sensitive to the environment, the universality of social rights and the protection of cultural values. | X | |||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 40 | |
| Rate of Final Exam to Success | 60 | |
| Total | 100 | |
| ECTS / Workload Table | ||||||
| Activities | Number of | Duration(Hour) | Total Workload(Hour) | |||
| Course Hours | 14 | 3 | 42 | |||
| Guided Problem Solving | 0 | 0 | 0 | |||
| Resolution of Homework Problems and Submission as a Report | 3 | 30 | 90 | |||
| Term Project | 0 | 0 | 0 | |||
| Presentation of Project / Seminar | 3 | 5 | 15 | |||
| Quiz | 0 | 0 | 0 | |||
| Midterm Exam | 0 | 0 | 0 | |||
| General Exam | 0 | 0 | 0 | |||
| Performance Task, Maintenance Plan | 0 | 0 | 0 | |||
| Total Workload(Hour) | 147 | |||||
| Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(147/30) | 5 | |||||
| ECTS of the course: 30 hours of work is counted as 1 ECTS credit. | ||||||
Detail Informations of the Course
Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| CUSTOMER EXPERIENCE MANAGEMENT | - | Fall Semester | 2+1 | 2,5 | 5 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | English |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Elective |
| Course Coordinator | Prof.Dr. Ayşen AKYÜZ |
| Name of Lecturer(s) | Prof.Dr. Ayşen AKYÜZ |
| Assistant(s) | |
| Aim | This course introduces and elaborates the importance of Customer Experience Management for contemporary marketing theory and practice. It will explore the strategies and concepts of customer experience management. Students will learn how to create compelling experiences along the whole process of customer touch-points, the customer journey. I |
| Course Content | This course contains; Introduction to customer experience management,Customer Journey,Customer satisfaction and touchpoint quality,Customer, employee, and technology roles throughout the customer journey,Customer journey mapping,Managing Conflicts,CRM,Group assignments, presentations and discussions,Group assignments, presentations and discussions,Group assignments, presentations and discussions,Group assignments, presentations and discussions,Group assignments, presentations and discussions,Group assignments, presentations and discussions,Group assignments, presentations and discussions. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| Comprehend the importance of customer journey. | 16, 5, 9 | A, E |
| Gain an understanding of the importance and challenges of creating memorable customer experiences | 16, 5, 9 | E |
| Gain an understanding of how to assess customer experiences and how customer experience excellence contributes to sustainable business development | 16, 5, 9 | E |
| Understand customer experience methods and creative tools. | 16, 5, 9 | E |
| Generate solutions to turn customer dissatisfaction into customer satisfaction | 16, 5, 9 | E |
| Teaching Methods: | 16: Question - Answer Technique, 5: Cooperative Learning, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam, E: Homework |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Introduction to customer experience management | |
| 2 | Customer Journey | Reading of the related white paper |
| 3 | Customer satisfaction and touchpoint quality | Reading of the related white paper |
| 4 | Customer, employee, and technology roles throughout the customer journey | Reading of the related article |
| 5 | Customer journey mapping | Reading of the related white paper |
| 6 | Managing Conflicts | Reading of the related article |
| 7 | CRM | Reading of the related article |
| 8 | Group assignments, presentations and discussions | |
| 9 | Group assignments, presentations and discussions | |
| 10 | Group assignments, presentations and discussions | |
| 11 | Group assignments, presentations and discussions | |
| 12 | Group assignments, presentations and discussions | |
| 13 | Group assignments, presentations and discussions | |
| 14 | Group assignments, presentations and discussions |
| Resources |
| No required textbook. The required readings will be furnished before and during the class. |
| Articles, white papers |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Knows the basic concepts of Public Relations and Advertising disciplines and the basic theories of these disciplines. | X | |||||
| 2 | Determines facts related to Public Relations and Advertising and analyzes these facts from various dimensions. | X | |||||
| 3 | Using expert knowledge, takes part in the decision-making mechanisms of businesses, identifies the problems encountered and offers solutions. | X | |||||
| 4 | Carries out analyzes for institutions and prepares a communication plan in line with the needs of the institutions. | X | |||||
| 5 | Solve problems that arise in projects related to the field by taking responsibility when necessary. | X | |||||
| 6 | Takes part in a team established for projects related to the field, leads the project, plans and manages the events. | X | |||||
| 7 | Investigates theoretical and factual problems related to the disciplines and sub-disciplines of Public Relations and Advertising with scientific methods, analyzes the findings and turns them into scientific publications. | X | |||||
| 8 | Adopts the principle of lifelong learning. Regularly follows developments, innovations, ideas, methods and techniques in the field and uses them effectively in his/her own work. | X | |||||
| 9 | Communicates verbally and in writing by using English at least at the European Language Portfolio B2 General Level. | X | |||||
| 10 | Uses new communication technologies effectively in professional and scientific studies and constantly follows the developments in new communication technologies. | X | |||||
| 11 | Plans social responsibility activities and takes part in the realization of these activities. | X | |||||
| 12 | Acts in a way that adheres to ethical codes in professional and scientific work. | X | |||||
| 13 | Carries out various public relations and advertising campaigns in public and private sector organizations, using methods and techniques of Public Relations and Advertising disciplines. | X | |||||
| 14 | Carries out measurement and evaluation of the communication activities. | X | |||||
| 15 | Knowledgeable about occupational health and safety and can use this information when necessary. . | ||||||
| 16 | Sensitive to the environment, the universality of social rights and the protection of cultural values. | X | |||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 40 | |
| Rate of Final Exam to Success | 60 | |
| Total | 100 | |