The course aims to examine the concept of customer relationship management from a theoretical perspective and to convey an integrated customer relationship management knowledge by associating it with examples in terms of practice.
Course Content
This course contains; Introduction to Customer Relationship Management concept,Understandig the concept of Relationship / I,Understandig the concept of Relationship / II,Managing the Customer Life-cycle: Customer Acquisition,Managing the Customer Life-cycle: Customer Retention and Development / I,Managing the Customer Life-cycle: Customer Retention and Development / II,Customer Portfolio Management,How to Deliver Customer-experienced Value,Managing Customer Experience,Marketing Automation,Sales Force Automation,Service Automation,CRM Practises / I,CRM Practises / II.
Dersin Öğrenme Kazanımları
Teaching Methods
Assessment Methods
1. Will be able to implement methods of improving customer relations activities.
10, 12, 13, 16, 9
A
1.1. Explain the concept and characteristics of consumer relations.
10, 12, 13, 16, 9
A
1.2. Apply the activities of ensuring consumer loyalty.
10, 12, 13, 16, 9
A
1.3. Exemplify the methods of ensuring consumer satisfaction.
10, 12, 13, 16, 9
A
2. Will be able to evaluate the activities of attracting and retaining the consumer.
10, 12, 13, 16, 9
A
2.1. Define the model of retaining of the consumer.
10, 12, 13, 16, 9
A
2.2. Develop programs for retaining consumer.
10, 12, 13, 16, 9
A
2.2. Develop programs for retaining consumer.
10, 12, 13, 16, 9
A
2.3. Exemplify consumer complaints
10, 12, 13, 16, 9
A
3. Will be able to explain customer portfolio management and value delivery concepts based on customer value.
10, 12, 13, 16, 9
A
3.1. Define and explain the concept of customer portfolio.
10, 12, 13, 16, 9
A
3.2. Explain customer-experienced value.
10, 12, 13, 16, 9
A
4. Will be able to identify what customer experience is and explain customer experience.
10, 12, 13, 16, 9
A
4.1. Explain customer experience concept.
10, 12, 13, 16, 9
A
4.2. Explain the models related to customer experience.
10, 12, 13, 16, 9
A
5. Will be able to explain the components of operational CRM.
10, 12, 13, 16, 9
A
5.1. Explain the marketing automation.
10, 12, 13, 16, 9
A
5.2. Explain the sales force automation.
10, 12, 13, 16, 9
A
5.3. Explain the service automation.
10, 12, 13, 16, 9
A
Teaching Methods:
10: Discussion Method, 12: Problem Solving Method, 13: Case Study Method, 16: Question - Answer Technique, 9: Lecture Method
Assessment Methods:
A: Traditional Written Exam
Course Outline
Order
Subjects
Preliminary Work
1
Introduction to Customer Relationship Management concept
2
Understandig the concept of Relationship / I
3
Understandig the concept of Relationship / II
4
Managing the Customer Life-cycle: Customer Acquisition
5
Managing the Customer Life-cycle: Customer Retention and Development / I
6
Managing the Customer Life-cycle: Customer Retention and Development / II
7
Customer Portfolio Management
8
How to Deliver Customer-experienced Value
9
Managing Customer Experience
10
Marketing Automation
11
Sales Force Automation
12
Service Automation
13
CRM Practises / I
14
CRM Practises / II
Resources
1. Customer Relationship Management, Concepts and Technologies, Francis Buttle, Stan Maklan, Routledge Yayınevi, 2019
2. Don Peppers, Martha Rogers, Müşteri İlişkileri Yönetimi (CRM), Optimist Yayınları, İstanbul, 2013
3. Odabaşı Y. Satışta ve Pazarlamada Müşteri İlişkileri Yönetimi, Sistem Yayıncılık, İstanbul, 2010.
Course Contribution to Program Qualifications
Course Contribution to Program Qualifications
No
Program Qualification
Contribution Level
1
2
3
4
5
1
Uluslararası lojistik ve tedarik zinciri yönetimi alanında teorik bilgileri tanımlar.
X
2
Uluslararası lojistik ve tedarik zinciri yönetimi alanında gerekli matematiksel ve istatistiki yöntemleri anlatır.
X
3
Uluslararası lojistik ve tedarik zinciri yönetimi alanında gerekli en az bir bilgisayar programını kullanır.
X
4
Uluslararası lojistik ve tedarik zinciri yönetimi alanında gerekli olan mesleki yabancı dil yeterliliğini gösterir.
5
Alanına dair projeler hazırlar ve takım çalışmalarını yönetir.
6
Mesleki alanda yaşam boyu öğrenmenin bilinciyle uluslararası lojistik ve tedarik zinciri yönetimi alanında gelişmeleri izleyerek kendini sürekli yenileyip edindiği bilgi ve becerileri eleştirel olarak değerlendirir.
X
7
Uluslararası lojistik ve tedarik zinciri yönetimi alanında teorik ve uygulamaya yönelik bilgileri kullanır.
X
8
En az A1 düzeyinde bir yabancı dili kullanarak güncel teknolojileri takip eder, sözlü/yazılı iletişim kurar.
9
Örgüt/kurumsal, iş ve toplumsal etik değerlerini benimser ve kullanır.
10
Topluma hizmet duyarlılığı çerçevesinde, sosyal sorumluluk ilkelerini benimser ve gerektiğinde inisiyatif alır.
11
Disiplinler arası çalışmalar yürütebilmek için farklı disiplinlerde temel bilgileri ve verileri analiz ederek alanında kullanır.
X
12
Uluslararası lojistik ve tedarik zinciri yönetimi sektörlerindeki sorunlar karşısında hem mikro hem makro çerçevede uygun öneriler sunar.
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
2
28
Guided Problem Solving
14
3
42
Resolution of Homework Problems and Submission as a Report
1
10
10
Term Project
0
0
0
Presentation of Project / Seminar
1
10
10
Quiz
1
10
10
Midterm Exam
1
20
20
General Exam
1
30
30
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 RELATIONSHIP MANAGEMENT
-
Fall Semester
3+0
3
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. Fatih PINARBAŞI
Name of Lecturer(s)
Assist.Prof. Fatma Betül ORTAKÖY
Assistant(s)
Asst. Prof. Dr. Bilge Karamehmet Altuntaş
Aim
The course aims to examine the concept of customer relationship management from a theoretical perspective and to convey an integrated customer relationship management knowledge by associating it with examples in terms of practice.
Course Content
This course contains; Introduction to Customer Relationship Management concept,Understandig the concept of Relationship / I,Understandig the concept of Relationship / II,Managing the Customer Life-cycle: Customer Acquisition,Managing the Customer Life-cycle: Customer Retention and Development / I,Managing the Customer Life-cycle: Customer Retention and Development / II,Customer Portfolio Management,How to Deliver Customer-experienced Value,Managing Customer Experience,Marketing Automation,Sales Force Automation,Service Automation,CRM Practises / I,CRM Practises / II.
Dersin Öğrenme Kazanımları
Teaching Methods
Assessment Methods
1. Will be able to implement methods of improving customer relations activities.
10, 12, 13, 16, 9
A
1.1. Explain the concept and characteristics of consumer relations.
10, 12, 13, 16, 9
A
1.2. Apply the activities of ensuring consumer loyalty.
10, 12, 13, 16, 9
A
1.3. Exemplify the methods of ensuring consumer satisfaction.
10, 12, 13, 16, 9
A
2. Will be able to evaluate the activities of attracting and retaining the consumer.
10, 12, 13, 16, 9
A
2.1. Define the model of retaining of the consumer.
10, 12, 13, 16, 9
A
2.2. Develop programs for retaining consumer.
10, 12, 13, 16, 9
A
2.2. Develop programs for retaining consumer.
10, 12, 13, 16, 9
A
2.3. Exemplify consumer complaints
10, 12, 13, 16, 9
A
3. Will be able to explain customer portfolio management and value delivery concepts based on customer value.
10, 12, 13, 16, 9
A
3.1. Define and explain the concept of customer portfolio.
10, 12, 13, 16, 9
A
3.2. Explain customer-experienced value.
10, 12, 13, 16, 9
A
4. Will be able to identify what customer experience is and explain customer experience.
10, 12, 13, 16, 9
A
4.1. Explain customer experience concept.
10, 12, 13, 16, 9
A
4.2. Explain the models related to customer experience.
10, 12, 13, 16, 9
A
5. Will be able to explain the components of operational CRM.
10, 12, 13, 16, 9
A
5.1. Explain the marketing automation.
10, 12, 13, 16, 9
A
5.2. Explain the sales force automation.
10, 12, 13, 16, 9
A
5.3. Explain the service automation.
10, 12, 13, 16, 9
A
Teaching Methods:
10: Discussion Method, 12: Problem Solving Method, 13: Case Study Method, 16: Question - Answer Technique, 9: Lecture Method
Assessment Methods:
A: Traditional Written Exam
Course Outline
Order
Subjects
Preliminary Work
1
Introduction to Customer Relationship Management concept
2
Understandig the concept of Relationship / I
3
Understandig the concept of Relationship / II
4
Managing the Customer Life-cycle: Customer Acquisition
5
Managing the Customer Life-cycle: Customer Retention and Development / I
6
Managing the Customer Life-cycle: Customer Retention and Development / II
7
Customer Portfolio Management
8
How to Deliver Customer-experienced Value
9
Managing Customer Experience
10
Marketing Automation
11
Sales Force Automation
12
Service Automation
13
CRM Practises / I
14
CRM Practises / II
Resources
1. Customer Relationship Management, Concepts and Technologies, Francis Buttle, Stan Maklan, Routledge Yayınevi, 2019
2. Don Peppers, Martha Rogers, Müşteri İlişkileri Yönetimi (CRM), Optimist Yayınları, İstanbul, 2013
3. Odabaşı Y. Satışta ve Pazarlamada Müşteri İlişkileri Yönetimi, Sistem Yayıncılık, İstanbul, 2010.
Course Contribution to Program Qualifications
Course Contribution to Program Qualifications
No
Program Qualification
Contribution Level
1
2
3
4
5
1
Uluslararası lojistik ve tedarik zinciri yönetimi alanında teorik bilgileri tanımlar.
X
2
Uluslararası lojistik ve tedarik zinciri yönetimi alanında gerekli matematiksel ve istatistiki yöntemleri anlatır.
X
3
Uluslararası lojistik ve tedarik zinciri yönetimi alanında gerekli en az bir bilgisayar programını kullanır.
X
4
Uluslararası lojistik ve tedarik zinciri yönetimi alanında gerekli olan mesleki yabancı dil yeterliliğini gösterir.
5
Alanına dair projeler hazırlar ve takım çalışmalarını yönetir.
6
Mesleki alanda yaşam boyu öğrenmenin bilinciyle uluslararası lojistik ve tedarik zinciri yönetimi alanında gelişmeleri izleyerek kendini sürekli yenileyip edindiği bilgi ve becerileri eleştirel olarak değerlendirir.
X
7
Uluslararası lojistik ve tedarik zinciri yönetimi alanında teorik ve uygulamaya yönelik bilgileri kullanır.
X
8
En az A1 düzeyinde bir yabancı dili kullanarak güncel teknolojileri takip eder, sözlü/yazılı iletişim kurar.
9
Örgüt/kurumsal, iş ve toplumsal etik değerlerini benimser ve kullanır.
10
Topluma hizmet duyarlılığı çerçevesinde, sosyal sorumluluk ilkelerini benimser ve gerektiğinde inisiyatif alır.
11
Disiplinler arası çalışmalar yürütebilmek için farklı disiplinlerde temel bilgileri ve verileri analiz ederek alanında kullanır.
X
12
Uluslararası lojistik ve tedarik zinciri yönetimi sektörlerindeki sorunlar karşısında hem mikro hem makro çerçevede uygun öneriler sunar.
