Public Relations and Advertising
Bachelor TR-NQF-HE: Level 6 QF-EHEA: First Cycle EQF-LLL: Level 6

Course Introduction and Application Information

Course Code: HIR403
Course Name: Customer Relationship Management
Semester: Fall
Course Credits:
ECTS
5
Language of instruction: Turkish
Course Condition:
Does the Course Require Work Experience?: No
Type of course: Compulsory Courses
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: Araş. Gör. AZİZ ARSLAN
Course Lecturer(s): Dr. Cem Duran
Course Assistants:

Course Objective and Content

Course Objectives: The aim of this course is to convey the basic principles, approaches and applications of customer-oriented marketing to students with examples.
Course Content: The purpose of Customer Relationship Management is to establish long-term customer relations and develop customer-oriented strategies. In this course, the basic issues of customer relationship management, strategies for acquiring, retaining and growing customers will be explained.

Learning Outcomes

The students who have succeeded in this course;
1) To provide an understanding of customer relationship management issues
2) To give an overview of the marketing framework

Course Flow Plan

Week Subject Related Preparation
1) What is Customer Relationship Management?
2) Historical Development of Customer Relationship Management Concept
3) Customer Relationship Management Concept and Philosophy
4) Customer Relationship Management Architecture
5) Relationship Marketing Concept
6) Advantages of Customer Relationship Management
7) Guest
8) Midterm Exam
9) Customer Lifetime Value
10) Concepts in Customer Relationship Management
11) Customer Portfolio Management and Market Segmentation
12) Data Mining in Customer Relationship Management
13) Customer Complaints Management
14) Customer Experience Management
15) Final Exam

Sources

Course Notes / Textbooks: Satışta ve Pazarlamada Müşteri İlişkileri Yönetimi (CRM) Prof. Dr. Yavuz Odabaşı AURA KİTAPLARI
References: Her hafta verilecek makaleler

Course - Program Learning Outcome Relationship

Course Learning Outcomes

1

2

Program Outcomes
1) They have all the knowledge, skills and competencies required by the profession, with relation to the fields of Public Relations and Advertising and they have the structural features required by the profession. 2 3
2) They have knowledge about fields of brand management, marketing communication, corporate communication and advertising strategy development. They have the ability to create, plan and manage a public relations campaign. 3 2
3) They have knowledge and skills about changing and evolving communication methods and technologies. 2 3
4) Thay have the ability to manage communication between relevant stakeholders and the target group. They develop and implement proper communication strategies and methods according to the communication characteristics of different stakeholders. 2 2
5) By acting on the principle of lifelong learning, they constantly develop themselves not only from in terms of professional knowledge, but also from a culturally and follow the national and international agenda. 3 3
6) They combine different communication areas in a holistic and strategic way. 2 3
7) They use written and verbal communication skills effectively. 2 3
8) They develop and implement strategies by thinking creatively and critically. 2 3
9) They have management skills. 2 3
10) They use research capability effectively. 3 3
11) They have an ethical business understanding and social responsibility. 3 2
12) They have capable of analytical thinking and problem solving. 2 2
13) They have teamwork skills. 3 3
14) They follow developments in their field by using a foreign language at a general level of European Language Portfolio B1 and and communicate with their colleagues. 2 2
15) They use information and communication technologies together with computer software at the advanced level of European Computer Driving License required by the field. 2 3

Course - Learning Outcome Relationship

No Effect 1 Lowest 2 Average 3 Highest
       
Program Outcomes Level of Contribution
1) They have all the knowledge, skills and competencies required by the profession, with relation to the fields of Public Relations and Advertising and they have the structural features required by the profession. 3
2) They have knowledge about fields of brand management, marketing communication, corporate communication and advertising strategy development. They have the ability to create, plan and manage a public relations campaign. 2
3) They have knowledge and skills about changing and evolving communication methods and technologies. 3
4) Thay have the ability to manage communication between relevant stakeholders and the target group. They develop and implement proper communication strategies and methods according to the communication characteristics of different stakeholders. 2
5) By acting on the principle of lifelong learning, they constantly develop themselves not only from in terms of professional knowledge, but also from a culturally and follow the national and international agenda. 2
6) They combine different communication areas in a holistic and strategic way. 3
7) They use written and verbal communication skills effectively. 3
8) They develop and implement strategies by thinking creatively and critically. 3
9) They have management skills. 2
10) They use research capability effectively. 2
11) They have an ethical business understanding and social responsibility. 3
12) They have capable of analytical thinking and problem solving. 2
13) They have teamwork skills. 3
14) They follow developments in their field by using a foreign language at a general level of European Language Portfolio B1 and and communicate with their colleagues. 2
15) They use information and communication technologies together with computer software at the advanced level of European Computer Driving License required by the field. 2

Assessment & Grading

Semester Requirements Number of Activities Level of Contribution
Project 1 % 50
Final 1 % 50
total % 100
PERCENTAGE OF SEMESTER WORK % 50
PERCENTAGE OF FINAL WORK % 50
total % 100

Workload and ECTS Credit Calculation

Activities Number of Activities Workload
Course Hours 16 48
Project 9 26
Homework Assignments 12 36
Final 3 7
Total Workload 117