| Course Objectives: |
This course aims to provide the students to learn the methods of increasing the customer satisfaction and understanding of customer satisfaction principle which is one of the main elements of total quality management, customer concept, characteristics and classification, changes in marketing concept, relational marketing strategies, reasons for failure in customer relations, acquire the customer and grasp the holding. |
| Course Content: |
Customer relationship concept and its properties. Customer behavior and customer satisfaction. Organizational culture and change. Customer satisfaction focused culture creation. Barriers to cultural change. Customer-focused change management. Total quality management in sales and marketing. customer acquisition and retention. Creating value for the customer. Communication with customers, communication model and subjects. Forms of communication with customers. Customer service, service quality and system. Customer relationship measurement, benchmarking. Focus group interviews, counseling panels, critical event technique, customer relationship questionnaire. |
| Week |
Subject |
Related Preparation |
| 1) |
Introduction to Customer Relationship Management, Definition, Objectives, Stages |
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| 2) |
Customer Satisfaction, Definition, Determination Satisfactory Customer Behaviors |
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| 3) |
Customer loyalty, loyalty effects, customer loyalty creation tactics Advantages of loyal customer |
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| 4) |
Customer Relationship Management and Relational Marketing Objectives and Benefits of Relational Marketing |
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| 5) |
Customer Value, Customer Lifetime Value |
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| 6) |
Customer Relations Management Process Communication Process and Communication Elements Problems and Causes in Customer Communication |
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| 7) |
The Importance and Benefits of Customer Service The Customer's Life Cycle |
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| 8) |
Midterm exam |
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| 9) |
Customer Service in Customer Relationship Management Steps to be Taken in Customer Winning Process |
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| 10) |
Customer Retention and Winning Process and Direct Marketing |
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| 11) |
Customer Relationship Management and Technology |
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| 12) |
Measuring Customer Relations Focus Group Talks |
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| 13) |
Consumer Panels, Critical Event Technique |
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| 14) |
Customer Relationship Survey |
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| 15) |
Final exam |
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Program Outcomes |
Level of Contribution |
| 1) |
To have basic theoretical and applied knowledge supported by textbooks containing up-to-date information in the field, application tools and other resources based on the qualifications gained at secondary education level. |
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| 1) |
Qualifications gained at secondary education level based on updated information, practice textbooks, equipment and other resources which are supported with basic theoretical and practical knowledge. The basic level in the field of theoretical and practical knowledge to a higher education level in the same field, or the ability to use skills in an area that is on the same level. |
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| 3) |
In the field of basic level independently. -Field encountered in applications related to solve complex and unpredictable problems take responsibility as a team member. -Within the framework of a project activities towards the development of the ability to conduct.
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| 4) |
The basic level knowledge and skills acquired in the field to be able to evaluate critically, determine and respond to learning needs. -A higher education level in the same field of Study or an occupation in the same level. -Lifelong learning gained consciousness. |
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| 5) |
In the field with their thoughts and suggestions for solutions to the problems professionals and non-professionals. -A foreign language at least at the General level A2 of the European language portfolio monitor the developments in the field using and communicate with colleagues. -At least a minimum level of European computer driving license basic level software in conjunction with the information and communication technologies kullanabilm
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| 6) |
Collection of data related to the field, and announcement of the results of the stages of the social, scientific, cultural and ethical values. -Universality of social rights, social justice, quality and cultural values with environmental protection, occupational health and safety issues have sufficient consciousness.
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ISTANBUL OKAN UNIVERSITY INFORMATION PACKAGE / COURSE CATALOGUE
