Business Administration (English) | |||||
Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 |
Course Code: | MNG010 | ||||
Course Name: | Customer Relationship Management | ||||
Semester: |
Fall Spring |
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Course Credits: |
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Language of instruction: | English | ||||
Course Condition: | |||||
Does the Course Require Work Experience?: | No | ||||
Type of course: | Departmental Elective | ||||
Course Level: |
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Mode of Delivery: | Face to face | ||||
Course Coordinator: | Prof. Dr. MİNE MUKADDES AFACAN FINDIKLI | ||||
Course Lecturer(s): | |||||
Course Assistants: |
Course Objectives: | The aim of this course is to introduce to the students the basic concepts of customer relationship management as a business philosophy and technology and teach them to demonstrate examples of successful CRM cases. |
Course Content: | General overview of consumer relationship management concepts and execution of methods and tools for CRM. Making sense of customer relationship management (CRM), the CRM value chain, information technology for CRM, customer portfolio analysis, customer intimacy, creating and managing networks, creating value for customers, managing the customer lifecycle: customer acquisition, customer retention and development, organizing for CRM. |
The students who have succeeded in this course;
1) To explain the importance of analyzing the firm’s business-to-business (B2B) relationships 2) To give examples of different business-to-customer (B2C) customer relationship management (CRM) actions 3) To combine knowledge of the firm’s capabilities, the customer, the typical consumer behaviour in this market and design an appropriate CRM B2C strategy 4) To give examples of different quantitative techniques used to analyze large databases 5) To analyze a customer transaction database and design a set of CRM action recommendations for the firm. |
Week | Subject | Related Preparation |
1) | Introduction, Relationships | |
2) | Relationships (continued) and Planning, Managing Customer-Related Databases | |
3) | Customer Portfolio Management | |
4) | Creating Value for Customers | |
5) | Customer Acquisition and Management | |
6) | B2B Relationship Management | |
7) | Midterm | |
8) | Supplier and Partner Relationships | |
9) | IT for Sales Force Management and Automation | |
10) | Customer Experiences and Designing Services | |
11) | Organizational Issues and CRM | |
12) | How to develop effective CRM projects | |
13) | Student Presentations | |
14) | Student Presentations | |
15) | Final Exam |
Course Notes / Textbooks: | Kumar, V., & Reinartz, W. (2018). Customer relationship management. Springer-Verlag GmbH Germany, part of Springer Nature 2018. |
References: | Raab, G., Ajami, R. A., & Goddard, G. J. (2016). Customer relationship management: A global perspective. CRC Press. Articles given by the lecturer. |
Course Learning Outcomes | 1 |
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3 |
4 |
5 |
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Program Outcomes | ||||||||||||||
1) Using other social sciences and mathematics, they have a broad and interdisciplinary perspective on business and management sciences. | ||||||||||||||
1) Using other social sciences and mathematics, they have a broad and interdisciplinary perspective on business and management sciences. | 1 | 1 | 2 | 2 | 2 | |||||||||
2) They have knowledge and skills about different functions and interactions of the enterprise. | 1 | 1 | 1 | 1 | 2 | |||||||||
3) They can use different theoretical approaches to understanding and solving various business problems. | 1 | 2 | 3 | 3 | 3 | |||||||||
4) Being aware of the needs of society, they use business knowledge to meet these needs. | 3 | 3 | 3 | 2 | ||||||||||
5) They have knowledge depthly about current problems of Turkey and Global Business World’s | 2 | 3 | 3 | 1 | ||||||||||
6) They can determine the objectives of the institution in which they are involved, taking into account the market needs and economic conditions. | 1 | 2 | 3 | 2 | ||||||||||
7) They can solve complex business problems by using various statistical techniques and numerical methods and makes analysis by using statistical programs effectively. | 3 | 2 | ||||||||||||
8) They can use a foreign language at least B1 General Level in terms of European Language Portfolio criteria according to the education level of a foreign language. | 3 | 3 | 3 | 1 | 3 | |||||||||
9) They can develops teamwork, negotiation, leadership and entrepreneurship skills. | 1 | 2 | 2 | 1 | ||||||||||
10) They have the knowledge of universal ethical values, social responsibility awareness and sufficient level of labor law. | 1 | 1 | 1 | |||||||||||
11) They can identify the individual learning needs and carries out studies to correct them by developing positive attitudes about lifelong learning. | 1 | 1 | 1 | 1 | 1 | |||||||||
12) They can express their ideas and solutions both written and orally, and if required they can present and publish them on both national and international platforms. | 2 | 3 | 3 | 1 | 2 | |||||||||
13) They use information and communication technologies together with computer software at the advanced level of European Computer Driving License required by the field. | 1 | 3 |
No Effect | 1 Lowest | 2 Average | 3 Highest |
Program Outcomes | Level of Contribution | |
1) | Using other social sciences and mathematics, they have a broad and interdisciplinary perspective on business and management sciences. | |
1) | Using other social sciences and mathematics, they have a broad and interdisciplinary perspective on business and management sciences. | 2 |
2) | They have knowledge and skills about different functions and interactions of the enterprise. | 1 |
3) | They can use different theoretical approaches to understanding and solving various business problems. | 2 |
4) | Being aware of the needs of society, they use business knowledge to meet these needs. | 2 |
5) | They have knowledge depthly about current problems of Turkey and Global Business World’s | 2 |
6) | They can determine the objectives of the institution in which they are involved, taking into account the market needs and economic conditions. | 2 |
7) | They can solve complex business problems by using various statistical techniques and numerical methods and makes analysis by using statistical programs effectively. | 1 |
8) | They can use a foreign language at least B1 General Level in terms of European Language Portfolio criteria according to the education level of a foreign language. | 3 |
9) | They can develops teamwork, negotiation, leadership and entrepreneurship skills. | 1 |
10) | They have the knowledge of universal ethical values, social responsibility awareness and sufficient level of labor law. | 1 |
11) | They can identify the individual learning needs and carries out studies to correct them by developing positive attitudes about lifelong learning. | 1 |
12) | They can express their ideas and solutions both written and orally, and if required they can present and publish them on both national and international platforms. | 2 |
13) | They use information and communication technologies together with computer software at the advanced level of European Computer Driving License required by the field. | 1 |
Semester Requirements | Number of Activities | Level of Contribution |
Presentation | 1 | % 15 |
Project | 1 | % 20 |
Midterms | 1 | % 25 |
Final | 1 | % 40 |
total | % 100 | |
PERCENTAGE OF SEMESTER WORK | % 60 | |
PERCENTAGE OF FINAL WORK | % 40 | |
total | % 100 |
Activities | Number of Activities | Workload |
Course Hours | 15 | 43 |
Study Hours Out of Class | 11 | 11 |
Presentations / Seminar | 1 | 6 |
Project | 1 | 15 |
Midterms | 1 | 20 |
Final | 1 | 30 |
Total Workload | 125 |