Business Administration (English) Preview
Bachelor	TR-NQF-HE: Level 6	QF-EHEA: First Cycle	EQF-LLL: Level 6

Course Introduction and Application Information

Course Code:

MNG010

Course Name:

Customer Relationship Management

Semester:

Spring

Course Credits:

ECTS

Language of instruction:

English

Course Condition:

Does the Course Require Work Experience?:

Type of course:

Departmental Elective

Course Level:

Bachelor

TR-NQF-HE:6. Master`s Degree

QF-EHEA:First Cycle

EQF-LLL:6. Master`s Degree

Mode of Delivery:

Face to face

Course Coordinator:

Prof. Dr. MİNE MUKADDES AFACAN FINDIKLI

Course Lecturer(s):

Course Assistants:

Course Objective and Content

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.

Learning Outcomes

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.

Course Flow Plan

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

Sources

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 - Program Learning Outcome Relationship

Course Learning Outcomes	1	2	3	4	5
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

Course - Learning Outcome Relationship

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

Assessment & Grading

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

Workload and ECTS Credit Calculation

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