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

General course introduction information

Course Code: ISLT442
Course Name: Müşteri İlişkileri Yönetimi
Course Semester: Fall
Course Credits:
Theoretical Practical Credit ECTS
3 0 3 6
Language of instruction: TR
Course Requisites:
Does the Course Require Work Experience?: No
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):






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
2 - Skills
Cognitive - Practical
3 - Competences
Communication and Social Competence
Learning Competence
1) Define customer value and develop CRM tools for selecting profitable customers
2) Explain the systems of CRM, automation applications, and evaluation of CRM applications
3) Explain the importance of ethics and privacy in CRM
4) Understand the new trends in CRM
Field Specific Competence
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

4
Program Outcomes
1) Has the competence to appropriately evaluate signs and symptoms, relate them to diseases and conditions, and integrate them into clinical practices, including up-to-date diagnosis, treatment, and referral processes
2) Possesses the knowledge to identify dental and medical emergencies as well as high-risk and priority situations.
3) Is capable of effectively applying an analytical perspective to the use of traditional and modern tools and equipment, in accordance with up-to-date, evidence-based scientific knowledge.
4) By expressing professional ideas and experiences with all health units of the society, he/she works by taking responsibility and initiative in communication and cooperation towards improving the health level of the society
5) Knows the symptoms, signs, systemic diseases and related oral and dental diseases and applies the necessary precautions by using basic medical science knowledge in patient treatment.
6) Has the knowledge and equipment to take the necessary precautions regarding the health, safety and risks of all employees and patients.
7) Conducts professional practice, research, learning and administrative processes by utilizing information technologies
8) He/she is always open to improving his/her knowledge and skills and has adopted lifelong learning as a principle.
9) Establishes communication with patients and their relatives based on mutual trust, understanding and respect, taking into account social and cultural differences.
10) Communicates effectively and accurately with colleagues and other healthcare professionals in written and verbal form.
11) Has knowledge and equipment about providing preventive and protective oral and dental health services by considering public health, and carries out these practices.
12) Knows his/her duties and responsibilities and performs his/her profession by observing ethical and human values.

Course - Learning Outcome Relationship

No Effect 1 Lowest 2 Low 3 Average 4 High 5 Highest
           
Program Outcomes Level of Contribution
1) Has the competence to appropriately evaluate signs and symptoms, relate them to diseases and conditions, and integrate them into clinical practices, including up-to-date diagnosis, treatment, and referral processes
2) Possesses the knowledge to identify dental and medical emergencies as well as high-risk and priority situations.
3) Is capable of effectively applying an analytical perspective to the use of traditional and modern tools and equipment, in accordance with up-to-date, evidence-based scientific knowledge. 2
4) By expressing professional ideas and experiences with all health units of the society, he/she works by taking responsibility and initiative in communication and cooperation towards improving the health level of the society 2
5) Knows the symptoms, signs, systemic diseases and related oral and dental diseases and applies the necessary precautions by using basic medical science knowledge in patient treatment. 1
6) Has the knowledge and equipment to take the necessary precautions regarding the health, safety and risks of all employees and patients. 2
7) Conducts professional practice, research, learning and administrative processes by utilizing information technologies 3
8) He/she is always open to improving his/her knowledge and skills and has adopted lifelong learning as a principle. 4
9) Establishes communication with patients and their relatives based on mutual trust, understanding and respect, taking into account social and cultural differences. 2
10) Communicates effectively and accurately with colleagues and other healthcare professionals in written and verbal form. 2
11) Has knowledge and equipment about providing preventive and protective oral and dental health services by considering public health, and carries out these practices. 1
12) Knows his/her duties and responsibilities and performs his/her profession by observing ethical and human values. 1

Learning Activity and Teaching Methods

Assessment & Grading Methods and Criteria

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