New Media
Bachelor	TR-NQF-HE: Level 6	QF-EHEA: First Cycle	EQF-LLL: Level 6

General course introduction information

Course Code:

ISLT442

Course Name:

Customer Relationship Management

Course Semester:

Spring

Course Credits:

Theoretical	Practical	Credit	ECTS
3	0	3	6

Language of instruction:

Course Requisites:

Does the Course Require Work Experience?:

Type of course:

University 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 :

Dr.Öğr.Üyesi EMİNE BAŞAK TAVMAN

Course Lecturer(s):

Dr.Öğr.Üyesi UĞUR TARIK ÖZKUT

Course Assistants:

Course Objective and Content

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.

Learning Outcomes

The students who have succeeded in this course;

Learning Outcomes

1 - Knowledge
Theoretical - Conceptual
1) • Define customer value and developing tools of CRM for selecting profitable customers.
2 - Skills
Cognitive - Practical
1) • Explain the systems of CRM, automation applications and evaluation of CRM applications
3 - Competences
Communication and Social Competence
Learning Competence
Field Specific Competence
1) • Explain the importance of ethics and privacy in CRM
Competence to Work Independently and Take Responsibility

Lesson Plan

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

Sources

Course Notes / Textbooks:	Yavuz Odabaşı (2019). Satışta ve Pazarlamada Müşteri İlişkileri Yönetimi, Sistem Yayıncılık.
References:	Yok

Course-Program Learning Outcome Relationship

Learning Outcomes	1	2	3
Program Outcomes
1) 1. Acquainting oneself with technologic developments which have effect on new media area. 2. Gaining the theoretical infrastructure controling the influence flow within social media, society and digital culture. 3. Implementing digital communication on productive and strategic projects by using the right applications. 4. Wining theoretical and factual infrastructure to use data which can reach the right information in an ethical way.
2) 1.Designing, strategizing and managing related processes as an active actor of the new media at the center of all transformations and changes, especially production, marketing, journalism, social relations. 2.Being able to comprehend the interdisciplinary structure of the new media and the tendency to work with traditional media such as newspapers, radio and TV, and to produce interactive content in this direction. 3.Generating a new generation of news in the context of news gathering and writing transformations; to be a new media correspondent, editor or producer in newspapers, radio or TV institutions carrying publishing activities on the Internet and mobile media. 4.Designing, producing and implementing content for public and private organizations with disciplines as public relations, trade, advertising for effective reach to target audience, productivity and competitive advantage. 5. Solving the crisis based new media at the institutions and to produce parallel strategies to the new situation. 6.Portal management, learning and implementation of stages in web design areas.
3) 1.Entrepreneurship that to be able to present thoughts and creativity in all new media platforms like web, newspaper, blog, e-commerce. 2.Informative, entertaining content production based on social existence, sharing and interaction in social media. 3.To be able to perform the profession as a team member and fulfill the responsibilities, while remaining committed to ethical values. 4.Paying attention to the fair representation of the views of all parties within the framework of accountability, equal approach to the parties and not misleading.
4) 1. Comprehension of media literacy skills in the process of news gathering. 2. Learning how to effectively use and develop new media platforms. 3. Comprehension of conceptual connections between media and politics 4. To be able to understand and question the basic principles of mass communication and the place and importance of mass communication. 5. Developing a perspective of being able to analyze and tired of economic politics, social, political and cultural influences of mass communication.
5) 1. communicating with digital agencies about new media projects in order to be a part of the solution. 2. Sharing the solution suggestions on communication area using qualitative and quantitative research. 3. Organizing and implementing projects and events for one'ssocial environment using the digital communication formats in a creative way.
6) 1. Understanding the basic principles and doctrines of communication and foprming a point of view. 2. Understanding and evaluating theoritical approach on communication. 3. Comprehension of criticism on media theories. 4. In Turkey and in the world assessing industry 4.0 strategies, Making the analysis of the practices. 5. Solving possible crises in the institutions by evaluating all technological, political and economic developments that will affect the new media field and producing parallel strategies to the new situation

Course - Learning Outcome Relationship

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

	Program Outcomes	Level of Contribution
1)	1. Acquainting oneself with technologic developments which have effect on new media area. 2. Gaining the theoretical infrastructure controling the influence flow within social media, society and digital culture. 3. Implementing digital communication on productive and strategic projects by using the right applications. 4. Wining theoretical and factual infrastructure to use data which can reach the right information in an ethical way.
2)	1.Designing, strategizing and managing related processes as an active actor of the new media at the center of all transformations and changes, especially production, marketing, journalism, social relations. 2.Being able to comprehend the interdisciplinary structure of the new media and the tendency to work with traditional media such as newspapers, radio and TV, and to produce interactive content in this direction. 3.Generating a new generation of news in the context of news gathering and writing transformations; to be a new media correspondent, editor or producer in newspapers, radio or TV institutions carrying publishing activities on the Internet and mobile media. 4.Designing, producing and implementing content for public and private organizations with disciplines as public relations, trade, advertising for effective reach to target audience, productivity and competitive advantage. 5. Solving the crisis based new media at the institutions and to produce parallel strategies to the new situation. 6.Portal management, learning and implementation of stages in web design areas.
3)	1.Entrepreneurship that to be able to present thoughts and creativity in all new media platforms like web, newspaper, blog, e-commerce. 2.Informative, entertaining content production based on social existence, sharing and interaction in social media. 3.To be able to perform the profession as a team member and fulfill the responsibilities, while remaining committed to ethical values. 4.Paying attention to the fair representation of the views of all parties within the framework of accountability, equal approach to the parties and not misleading.
4)	1. Comprehension of media literacy skills in the process of news gathering. 2. Learning how to effectively use and develop new media platforms. 3. Comprehension of conceptual connections between media and politics 4. To be able to understand and question the basic principles of mass communication and the place and importance of mass communication. 5. Developing a perspective of being able to analyze and tired of economic politics, social, political and cultural influences of mass communication.
5)	1. communicating with digital agencies about new media projects in order to be a part of the solution. 2. Sharing the solution suggestions on communication area using qualitative and quantitative research. 3. Organizing and implementing projects and events for one'ssocial environment using the digital communication formats in a creative way.
6)	1. Understanding the basic principles and doctrines of communication and foprming a point of view. 2. Understanding and evaluating theoritical approach on communication. 3. Comprehension of criticism on media theories. 4. In Turkey and in the world assessing industry 4.0 strategies, Making the analysis of the practices. 5. Solving possible crises in the institutions by evaluating all technological, political and economic developments that will affect the new media field and producing parallel strategies to the new situation

Learning Activity and Teaching Methods

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

Assessment & Grading Methods and Criteria

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

Assessment & Grading

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

Workload and ECTS Credit Grading

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