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) |
Defines and interprets the concepts in the field of health and health management. |
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2) |
Can specify aim and objectives for organization/institution. Has the ability to transfer them to workers and collegues, to lead people at the workplace and to inspire team spirit. |
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3) |
Analyzes the relationship between organization/ institution’s stakeholders and competitors. Executes the related activities effectively. |
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4) |
Can evaluate the health legislation, laws and regulations based on these and the recent changes.Can prepare the contracts and present solutions related with them. |
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5) |
Has the ability to interpret, analyze, identify the problems and making propositions by using information about health management in her/his decisions, practice and behaviors. |
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6) |
Uses the adequate level of English in order to follow sectoral developments, make scientific research, communicate and to sustain business relationships with the second foreign language. |
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7) |
Uses the computer programs required by the field and information and communication technologies. |
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8) |
Can analyze public health problems, generate solutions according to the needs and accordingly create health education and communication programs. |
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9) |
Acts in accordance with the organization/institution, business, social and scientific ethical values. Has the awareness of cultural values and environmental protection, quality, occupational health and safety issues. |
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