This course contains; Who is the customer and the consumer? What are the customer types?,Changing Consumer Needs and New Definition,Changing Marketing Communication Transition from 4P to -4C,Next Generation Communication Tools and usage,How did Customer Experience Management come about? Definition and scope,Workflow Processes (Communication with customers, Customer acquisition and retention, measurement),Workflow Processes (Communication with customers, Customer acquisition and retention, measurement),Customer Experience in Integrated Marketing Communication,Workshop1- Experience with odor,Workshop2- Experience in the hospital,Workshop 3- Experience in living centers,Workshop 4- Experience in public spaces,General Evaluation.
Dersin Öğrenme Kazanımları
Teaching Methods
Assessment Methods
1. Will able to define term of customer experience
16, 9
A
2. Explain the charactersitics of customer experience.
13, 6, 9
A
3. Understand the basics of customer experience
10, 13, 14, 6, 9
A
Teaching Methods:
10: Discussion Method, 13: Case Study Method, 14: Self Study Method, 16: Question - Answer Technique, 6: Experiential Learning, 9: Lecture Method
Assessment Methods:
A: Traditional Written Exam
Course Outline
Order
Subjects
Preliminary Work
1
Who is the customer and the consumer? What are the customer types?
Course concepts can be examined
2
Changing Consumer Needs and New Definition
The book 'Stratejik Communication Man. in New Media' should be read, 1-74
3
Changing Marketing Communication Transition from 4P to -4C
'Marketing 3.0' in the Mebis course file can be read
4
Next Generation Communication Tools and usage
The book 'Strategic Communication Management in New Media' should be read, -174
5
How did Customer Experience Management come about? Definition and scope
The book 'Strategic Communication Management in New Media' should be read, 74-151.
6
Workflow Processes (Communication with customers, Customer acquisition and retention, measurement)
Examination of old research papers in Mebis course files
7
Workflow Processes (Communication with customers, Customer acquisition and retention, measurement)
Examination of old research papers in Mebis course files
8
Customer Experience in Integrated Marketing Communication
Examination of old research papers in Mebis course files
9
Workshop1- Experience with odor
Group work 1
11
Workshop2- Experience in the hospital
Group work 2
12
Workshop 3- Experience in living centers
Group work 3
13
Workshop 4- Experience in public spaces
Group Field studies
14
General Evaluation
Group field study data report preparation
Resources
Lecture notes
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 and theoretical grounds related to the field.
X
2
Determines the facts related to Public Relations and Advertising and analyzes these facts with various dimensions.
X
3
Takes place in companies’ decision making mechanism using his/her expertise; determines problems and offers solutions.
X
4
Performs analysis for corporations and devises plans in order to cater the needs of the corporations.
X
5
Takes responsibility when necessary in the field related projects and proposes solutions to emerging problems.
X
6
Takes place as a member in a project-based teamwork; leads projects and plans events.
X
7
Observes the theoretical and factual problems with scientific methods related to Public Relations and Advertising disciplines and sub-disciplines; analyzes the findings and presents them in scientific publications.
X
8
Has a high awareness towards lifelong learning. Follows the developments, innovations, opinions, methods and techniques regularly and uses them efficiently.
X
9
Uses Turkish language fluently and accurately in scientific and professional works.
X
10
Utilizes new communication technologies efficiently in professional and scientific works and follows the developments in new communication technologies regularly.
X
11
Communicates verbally and in writing using a foreign language at least at the European Language Portfolio B1 General level.
12
Acts in accordance with ethical codes in professional and scientific works.
X
13
Plans social responsibility events and takes a role in implementation process.
X
14
Performs the measurement and evaluation of 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
17
Implements public relations and advertising campaigns in public and private companies using the methods and techniques related to the field.
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
4
5
20
Resolution of Homework Problems and Submission as a Report
1
18
18
Term Project
0
0
0
Presentation of Project / Seminar
0
0
0
Quiz
0
0
0
Midterm Exam
1
30
30
General Exam
1
40
40
Performance Task, Maintenance Plan
0
0
0
Total Workload(Hour)
150
Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(150/30)
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
Turkish
Course Level
First Cycle (Bachelor's Degree)
Course Type
Elective
Course Coordinator
Assist.Prof. Saadet UĞURLU
Name of Lecturer(s)
Assist.Prof. Saadet UĞURLU
Assistant(s)
Assist. Prof. Dr. Saadet UĞURLU
Aim
Course Content
This course contains; Who is the customer and the consumer? What are the customer types?,Changing Consumer Needs and New Definition,Changing Marketing Communication Transition from 4P to -4C,Next Generation Communication Tools and usage,How did Customer Experience Management come about? Definition and scope,Workflow Processes (Communication with customers, Customer acquisition and retention, measurement),Workflow Processes (Communication with customers, Customer acquisition and retention, measurement),Customer Experience in Integrated Marketing Communication,Workshop1- Experience with odor,Workshop2- Experience in the hospital,Workshop 3- Experience in living centers,Workshop 4- Experience in public spaces,General Evaluation.
Dersin Öğrenme Kazanımları
Teaching Methods
Assessment Methods
1. Will able to define term of customer experience
16, 9
A
2. Explain the charactersitics of customer experience.
13, 6, 9
A
3. Understand the basics of customer experience
10, 13, 14, 6, 9
A
Teaching Methods:
10: Discussion Method, 13: Case Study Method, 14: Self Study Method, 16: Question - Answer Technique, 6: Experiential Learning, 9: Lecture Method
Assessment Methods:
A: Traditional Written Exam
Course Outline
Order
Subjects
Preliminary Work
1
Who is the customer and the consumer? What are the customer types?
Course concepts can be examined
2
Changing Consumer Needs and New Definition
The book 'Stratejik Communication Man. in New Media' should be read, 1-74
3
Changing Marketing Communication Transition from 4P to -4C
'Marketing 3.0' in the Mebis course file can be read
4
Next Generation Communication Tools and usage
The book 'Strategic Communication Management in New Media' should be read, -174
5
How did Customer Experience Management come about? Definition and scope
The book 'Strategic Communication Management in New Media' should be read, 74-151.
6
Workflow Processes (Communication with customers, Customer acquisition and retention, measurement)
Examination of old research papers in Mebis course files
7
Workflow Processes (Communication with customers, Customer acquisition and retention, measurement)
Examination of old research papers in Mebis course files
8
Customer Experience in Integrated Marketing Communication
Examination of old research papers in Mebis course files
9
Workshop1- Experience with odor
Group work 1
11
Workshop2- Experience in the hospital
Group work 2
12
Workshop 3- Experience in living centers
Group work 3
13
Workshop 4- Experience in public spaces
Group Field studies
14
General Evaluation
Group field study data report preparation
Resources
Lecture notes
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 and theoretical grounds related to the field.
X
2
Determines the facts related to Public Relations and Advertising and analyzes these facts with various dimensions.
X
3
Takes place in companies’ decision making mechanism using his/her expertise; determines problems and offers solutions.
X
4
Performs analysis for corporations and devises plans in order to cater the needs of the corporations.
X
5
Takes responsibility when necessary in the field related projects and proposes solutions to emerging problems.
X
6
Takes place as a member in a project-based teamwork; leads projects and plans events.
X
7
Observes the theoretical and factual problems with scientific methods related to Public Relations and Advertising disciplines and sub-disciplines; analyzes the findings and presents them in scientific publications.
X
8
Has a high awareness towards lifelong learning. Follows the developments, innovations, opinions, methods and techniques regularly and uses them efficiently.
X
9
Uses Turkish language fluently and accurately in scientific and professional works.
X
10
Utilizes new communication technologies efficiently in professional and scientific works and follows the developments in new communication technologies regularly.
X
11
Communicates verbally and in writing using a foreign language at least at the European Language Portfolio B1 General level.
12
Acts in accordance with ethical codes in professional and scientific works.
X
13
Plans social responsibility events and takes a role in implementation process.
X
14
Performs the measurement and evaluation of 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
17
Implements public relations and advertising campaigns in public and private companies using the methods and techniques related to the field.
