Course Objectives: |
The aim of this course is to teach the basic concepts of customer relationship management to the students. Upon completion of the course, the students will have knowledge about the definition of customer relationship management, its purpose, its place in marketing strategy, customer data integration, sales force automation and applications, ethics in customer relationship management, privacy and new applications. |
Course Content: |
Developing marketing strategies and plans; connecting with customers: creating long-term loyalty relationships, building strong brands: identifying market segments and targets, creating brand equity; product and service strategies; pricing strategies; managing marketing channels; elements of integrated marketing communications, digital communications; advertising, sales promotions, events and experiences, and public relations; direct marketing; word of mouth; and personal selling. |
Week |
Subject |
Related Preparation |
1) |
Explanation on Course Syllabus |
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2) |
Basic concepts of marketing
(The subject of marketing, marketing concepts and other concepts related to marketing) |
Discussion video will be sent to students via O'learn |
3) |
Marketing Environment / Capturing Marketing Insights |
Discussion video will be sent to students via O'learn |
4) |
Customer Relationship Management/Basic Concepts |
Discussion video will be sent to students via O'learn. |
5) |
Market Segmentation Strategies and Target Market Selection |
Discussion videos will sent to students via O'learn . |
6) |
Positioning Strategies |
Discussion videos will be sent to students via O'learn. |
7) |
Consumer Behavior |
Discussion videos will be sent to students via O'learn |
8) |
Midterm Exam |
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8) |
• Identification of the target market
• Explanation of allocating to market sections
• Understand target market reach strategies: differentiated, undifferentiated and intensified marketing policy
• Target market appointment |
Reading assignment will be sent to students by email |
9) |
Growth and Competition Strategies |
Discussion video will be sent to students via O'learn |
10) |
Marketing Mix: Product Strategies |
Discussion videos will be sent to students via O'learn. |
11) |
Marketing Mix: Pricing Strategies |
Discussion videos will be sent to students via O'learn. |
12) |
Marketing Mix: Distribution Strategies |
Discussion videos will be sent to students via O'learn |
13) |
Marketing Mix: Promotion Strategies |
Discussion video will be sent to students via O'learn |
14) |
General Evaluation |
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Program Outcomes |
Level of Contribution |
1) |
Discloses basic knowledge of international logistics, including development process, new and determinative concepts, scientific methodology, theory and models of logistics discipline. |
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2) |
Uses appropriate tools and analytical techniques to collect and analyze quantitative and qualitative data in relevant areas, interpret the results and suggest solutions. |
1 |
3) |
Designs a logistics system that will support the business mission and objectives. |
1 |
4) |
Identifies uncertainties in the logistics and supply chain processes and takes measures to mitigate risks. |
2 |
5) |
Can discover and create entrepreneurial opportunities and experience to successfully build and develop self-employment. |
3 |
6) |
Analyzes the complex and rapidly changing conditions, the dynamics of the national / international business world, the relevant international logistics and supply chain environment |
3 |
7) |
Can translate and explain the contents of documents written in English related to the field. |
3 |
8) |
Communicates in written and spoken English with people of different social backgrounds, has global competence in tracking and interpreting global dynamics in logistics and supply chain fields. |
4 |
9) |
Can demonstrate personal, professional, social and work ethic standards, assesses the ethical dimensions of the various applications in relevant fields, and becomes aware of the importance of ethical behavior in the process of collecting value added. |
3 |