Logistics and Transportation | |||||
Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 |
Course Code: | ISLT442 | ||||||||
Course Name: | Customer Relationship Management | ||||||||
Course Semester: |
Spring |
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Course Credits: |
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Language of instruction: | TR | ||||||||
Course Requisites: | |||||||||
Does the Course Require Work Experience?: | No | ||||||||
Type of course: | Department Elective | ||||||||
Course Level: |
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Mode of Delivery: | Face to face | ||||||||
Course Coordinator : | Dr.Öğr.Üyesi EMİNE BAŞAK TAVMAN | ||||||||
Course Lecturer(s): |
Dr.Öğr.Üyesi UĞUR TARIK ÖZKUT |
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Course Assistants: |
Course Objectives: | The aim of this course is to explain students the fundamental principles and concepts of customer relationship management. Upon successful completion of this class, students will have knowledge of definition, purpose and role of CRM in marketing, customer data integration, sales force automation and applications, ethics, privacy and recent practices in CRM. |
Course Content: | Maximizing profitability; customer selection metrics; managing customer profitability; maximizing customer profitability; managing loyalty and profitability simultaneously; optimal allocation of resources across marketing and communication strategies; choosing the right product to the right customer at the right time; preventing attrition of customers; managing multichannel shoppers; linking investments in branding to customer profitability; acquiring profitable customers; managing customer referral behavior; organizational and implementation challenges; the future of customer management. |
The students who have succeeded in this course;
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Week | Subject | Related Preparation |
1) | • Define customer relationship management (CRM) • Discuss the purposes and uses of CRM • Explain the components of CRM • Discuss the important concepts that are related to CRM | |
2) | • Discuss the occurence, development, and importance of CRM • Discuss CRM success and failure examples • Describe the challenges of CRM and the tools that can be used to solve the problems • Explain how to expand CRM applications | Homework: to be posted by email |
3) | • Discuss the occurence, development, and importance of relationship marketing • Explain the characteristics of relationships in marketing • Discuss the connection of relationship marketing with CRM practices | Homework: to be posted by email |
4) | • Discuss the role of human resources in CRM strategy development • Explain company environment and culture • Discuss value chain and its role in CRM strategy | Homework: to be posted by email |
5) | • Discuss the management of customer relationships • Define customer integration problem and its effects on marketing strategy • Explain customer database integration | Homework: to be posted by email |
6) | midterm exam | |
7) | • Discuss the transformation of technology • Explain the technological improvements in marketing • Define recent technological applications • Discuss success stories for technological practices and CRM | |
8) | • Define database • Explain the acquisition and transformation of customer database • Discuss datamining • Explain CRM and database management | Homework: to be posted by email |
9) | • Explain the challenges of sales management • Discuss the changes in sales and CRM applications • Explain sales process and its role in CRM • Discuss the interdependence of sales and customer relationship | Homework: to be posted by email |
10) | • Explain the importance of technology in sales • Discuss the importance of gaining customer information • Explain sales force communication • Define sales force automation technology • Explain CRM systems and automation applications | Homework: to be posted by email |
11) | • Explain customer-company profit chain: satisfaction, loyalty and profitability • Define service quality and customer satisfaction • Explain customer loyalty | Homework: to be posted by email |
12) | • Define marketing automation • Explain the role of CRM in marketing automation • Explain marketing automation software and marketing communication • Discuss the integration of CRM with marketing automation | Homework: to be posted by email |
13) | • Discuss the calculation of CRM return on investment • Define CRM systems and softwares for effectiveness • Describe CRM matrics: factors to be monitored and measured | Homework: to be posted by email |
14) | • Describe customer privacy and ethics in CRM • Explain the importance of ethics in CRM • Discuss the future of CRM and recent issues | Homework: to be posted by email |
15) | • Final exam |
Course Notes / Textbooks: | Yavuz Odabaşı (2019). Satışta ve Pazarlamada Müşteri İlişkileri Yönetimi, Sistem Yayıncılık. |
References: | Yok |
Learning Outcomes | 1 |
2 |
3 |
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Program Outcomes | |||||||||||||||||
1) Discloses basic knowledge of international logistics, including development process, new and determinative concepts, scientific methodology, theory and models of logistics discipline. | |||||||||||||||||
1) Explains the essential body of knowledge in the area of logistics and transportation, including evolution of the discipline, the state-of-the-art concepts, scientific methodology, theories and models. | |||||||||||||||||
2) Uses appropriate tools and analytical techniques to collect and analyze quantitative and qualitative data in relevant areas, interpret the results and suggest solutions. | |||||||||||||||||
2) Uses appropriate tools and analytical techniques to collect and analyze quantitative and qualitative data in relevant areas, interpret the results and suggest solutions. | |||||||||||||||||
3) Designs a logistics system that will support the business mission and objectives. | |||||||||||||||||
3) Designs a logistics system that will support the business mission and objectives. | |||||||||||||||||
4) Designs logistics system that will support business mission and objectives | |||||||||||||||||
4) Identifies uncertainties in the logistics and supply chain processes and takes measures to mitigate risks. | |||||||||||||||||
5) Discover and create entrepreneurial opportunities and expertise to successfully establish and develop their own ventures. | |||||||||||||||||
5) Can discover and create entrepreneurial opportunities and experience to successfully build and develop self-employment. | |||||||||||||||||
6) Analyzes the complex and rapidly changing conditions, the dynamics of the national / international business world, the relevant international logistics and supply chain environment | |||||||||||||||||
6) Analyze complex and rapidly changing conditions and dynamics of national/international business world and related international logistics and supply chain environment | |||||||||||||||||
7) Can translate and explain the contents of documents written in English related to the field. | |||||||||||||||||
7) Can translate and explain the contents of documents written in English related to the field. | |||||||||||||||||
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 areas. | |||||||||||||||||
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. | |||||||||||||||||
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. | |||||||||||||||||
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. |
No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
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. | |
1) | Explains the essential body of knowledge in the area of logistics and transportation, including evolution of the discipline, the state-of-the-art concepts, scientific methodology, theories and models. | |
2) | Uses appropriate tools and analytical techniques to collect and analyze quantitative and qualitative data in relevant areas, interpret the results and suggest solutions. | |
2) | Uses appropriate tools and analytical techniques to collect and analyze quantitative and qualitative data in relevant areas, interpret the results and suggest solutions. | |
3) | Designs a logistics system that will support the business mission and objectives. | |
3) | Designs a logistics system that will support the business mission and objectives. | |
4) | Designs logistics system that will support business mission and objectives | |
4) | Identifies uncertainties in the logistics and supply chain processes and takes measures to mitigate risks. | |
5) | Discover and create entrepreneurial opportunities and expertise to successfully establish and develop their own ventures. | |
5) | Can discover and create entrepreneurial opportunities and experience to successfully build and develop self-employment. | |
6) | Analyzes the complex and rapidly changing conditions, the dynamics of the national / international business world, the relevant international logistics and supply chain environment | |
6) | Analyze complex and rapidly changing conditions and dynamics of national/international business world and related international logistics and supply chain environment | |
7) | Can translate and explain the contents of documents written in English related to the field. | |
7) | Can translate and explain the contents of documents written in English related to the field. | |
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 areas. | |
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. | |
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. | |
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. |
Field Study | |
Expression | |
Brainstorming/ Six tihnking hats | |
Individual study and homework | |
Lesson | |
Group study and homework | |
Reading | |
Homework | |
Problem Solving | |
Q&A / Discussion | |
Technical Tour | |
Case Study |
Written Exam (Open-ended questions, multiple choice, true-false, matching, fill in the blanks, sequencing) | |
Oral Examination | |
Homework | |
Application | |
Individual Project | |
Group project | |
Reporting | |
Case study presentation |
Semester Requirements | Number of Activities | Level of Contribution |
Attendance | 1 | % 10 |
Homework Assignments | 1 | % 20 |
Midterms | 1 | % 30 |
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 | 45 |
Study Hours Out of Class | 14 | 89 |
Quizzes | 13 | 26 |
Midterms | 1 | 8 |
Final | 1 | 14 |
Total Workload | 182 |