International Trade (English) | |||||
Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 |
Course Code: | BBA442 | ||||||||
Course Name: | Customer Relationship Management | ||||||||
Course Semester: |
Spring |
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Course Credits: |
|
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Language of instruction: | EN | ||||||||
Course Requisites: | |||||||||
Does the Course Require Work Experience?: | No | ||||||||
Type of course: | Faculty 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) To have theoretical and practical knowledge at the basic level supported by textbooks, application tools and other resources with current knowledge in the field based on the qualifications gained at the secondary level. | |||||||||||
2) - To gain the ability to use the theoretical and practical knowledge at the basic level at an advanced level or at the same level in the same field. - To be able to interpret and evaluate the data by using the basic knowledge and skills acquired in the field, to identify and analyze the problems, to develop solutions based on evidence. | |||||||||||
3) - To be able to convey his / her thoughts on basic knowledge and skills at the level of written and verbal communication. - To share his / her thoughts and solutions to the problems related to his / her field with experts and non-experts. - To be able to follow information in the field and communicate with colleagues by using a foreign language at least at a level of European Language Portfolio A2 General Level. - To be able to use information and communication technologies together with computer software at the basic level of European Computer Driving License required by the field. | |||||||||||
4) - To be able to evaluate the basic knowledge and skills acquired in the field with a critical approach, to determine and meet the learning needs. - To be able to direct his / her education to an advanced level of education in the same field or to a profession at the same level. - Not to have gained awareness of lifelong learning. | |||||||||||
5) - To have social, scientific, cultural and ethical values in the stages of collecting, applying and announcing the data related to the field. - To have sufficient awareness of the universality of social rights, social justice, quality and cultural values, environmental protection, occupational health and safety. | |||||||||||
6) - To be able to conduct a basic level study independently. - To be able to take responsibility as a team member to solve unforeseen complex problems encountered in the applications related to the field. - To be able to carry out activities for the development of employees working under their responsibility within the framework of a project. | |||||||||||
7) - To have advanced theoretical and practical knowledge supported by textbooks containing current information in the field, application tools and other resources. | |||||||||||
8) To be able to use the advanced theoretical and practical knowledge acquired in the field. - Interpret and evaluate data using the advanced knowledge and skills acquired in the field, identify problems, analyze, develop solutions based on research and evidence. | |||||||||||
9) - To be able to inform the relevant persons and institutions about the related subjects; transfer ideas and solutions to problems in written and orally. - To share his / her thoughts and solutions to the problems related to the field with the experts and non-experts by supporting them with quantitative and qualitative data. -To be able to organize and implement projects and activities for the social environment in which he / she lives with a sense of social responsibility. - To follow the information in his / her field and to communicate with his / her colleagues by using a foreign language at least at the European Language Portfolio B1 General Level. - To be able to use information and communication technologies together with computer software at the Advanced Level of European Computer Driving License required by the field. - To act in accordance with social, scientific, cultural and ethical values in the stages of collecting, interpreting, applying and announcing the data related to the field. - To have sufficient awareness about the universality of social rights, social justice, quality culture and protection of cultural values, environmental protection, occupational health and safety. | |||||||||||
10) - To be able to critically evaluate the advanced knowledge and skills acquired in the field, - Identify learning needs and direct learning. - To develop positive attitudes about lifelong learning. | |||||||||||
11) To act in accordance with social, scientific, cultural and ethical values in the stages of collecting, interpreting, applying and announcing the data related to the field. - To have sufficient awareness about the universality of social rights, social justice, quality culture and protection of cultural values, environmental protection, occupational health and safety | |||||||||||
12) - To be able to conduct an advanced study independently. - To be able to take responsibility as an individual and as a team member to solve unforeseen complex problems encountered in the applications related to the field. - To be able to plan and manage activities for the development of employees working under their responsibility. |
No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
Program Outcomes | Level of Contribution | |
1) | To have theoretical and practical knowledge at the basic level supported by textbooks, application tools and other resources with current knowledge in the field based on the qualifications gained at the secondary level. | |
2) | - To gain the ability to use the theoretical and practical knowledge at the basic level at an advanced level or at the same level in the same field. - To be able to interpret and evaluate the data by using the basic knowledge and skills acquired in the field, to identify and analyze the problems, to develop solutions based on evidence. | |
3) | - To be able to convey his / her thoughts on basic knowledge and skills at the level of written and verbal communication. - To share his / her thoughts and solutions to the problems related to his / her field with experts and non-experts. - To be able to follow information in the field and communicate with colleagues by using a foreign language at least at a level of European Language Portfolio A2 General Level. - To be able to use information and communication technologies together with computer software at the basic level of European Computer Driving License required by the field. | |
4) | - To be able to evaluate the basic knowledge and skills acquired in the field with a critical approach, to determine and meet the learning needs. - To be able to direct his / her education to an advanced level of education in the same field or to a profession at the same level. - Not to have gained awareness of lifelong learning. | |
5) | - To have social, scientific, cultural and ethical values in the stages of collecting, applying and announcing the data related to the field. - To have sufficient awareness of the universality of social rights, social justice, quality and cultural values, environmental protection, occupational health and safety. | |
6) | - To be able to conduct a basic level study independently. - To be able to take responsibility as a team member to solve unforeseen complex problems encountered in the applications related to the field. - To be able to carry out activities for the development of employees working under their responsibility within the framework of a project. | |
7) | - To have advanced theoretical and practical knowledge supported by textbooks containing current information in the field, application tools and other resources. | |
8) | To be able to use the advanced theoretical and practical knowledge acquired in the field. - Interpret and evaluate data using the advanced knowledge and skills acquired in the field, identify problems, analyze, develop solutions based on research and evidence. | |
9) | - To be able to inform the relevant persons and institutions about the related subjects; transfer ideas and solutions to problems in written and orally. - To share his / her thoughts and solutions to the problems related to the field with the experts and non-experts by supporting them with quantitative and qualitative data. -To be able to organize and implement projects and activities for the social environment in which he / she lives with a sense of social responsibility. - To follow the information in his / her field and to communicate with his / her colleagues by using a foreign language at least at the European Language Portfolio B1 General Level. - To be able to use information and communication technologies together with computer software at the Advanced Level of European Computer Driving License required by the field. - To act in accordance with social, scientific, cultural and ethical values in the stages of collecting, interpreting, applying and announcing the data related to the field. - To have sufficient awareness about the universality of social rights, social justice, quality culture and protection of cultural values, environmental protection, occupational health and safety. | |
10) | - To be able to critically evaluate the advanced knowledge and skills acquired in the field, - Identify learning needs and direct learning. - To develop positive attitudes about lifelong learning. | |
11) | To act in accordance with social, scientific, cultural and ethical values in the stages of collecting, interpreting, applying and announcing the data related to the field. - To have sufficient awareness about the universality of social rights, social justice, quality culture and protection of cultural values, environmental protection, occupational health and safety | |
12) | - To be able to conduct an advanced study independently. - To be able to take responsibility as an individual and as a team member to solve unforeseen complex problems encountered in the applications related to the field. - To be able to plan and manage activities for the development of employees working under their responsibility. |
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 |