Course Objectives: |
The aim of this course is to teach the basic concepts of customer relationship management to the students. Upon completion of the course, the students will have knowledge about the definition of customer relationship management, its purpose, its place in marketing strategy, customer data integration, sales force automation and applications, ethics in customer relationship management, privacy and new applications. |
Course Content: |
Developing marketing strategies and plans; connecting with customers: creating long-term loyalty relationships, building strong brands: identifying market segments and targets, creating brand equity; product and service strategies; pricing strategies; managing marketing channels; elements of integrated marketing communications, digital communications; advertising, sales promotions, events and experiences, and public relations; direct marketing; word of mouth; and personal selling. |
Week |
Subject |
Related Preparation |
1) |
Explanation on Course Syllabus |
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2) |
Basic concepts of marketing
(The subject of marketing, marketing concepts and other concepts related to marketing) |
Discussion video will be sent to students via O'learn |
3) |
Marketing Environment / Capturing Marketing Insights |
Discussion video will be sent to students via O'learn |
4) |
Customer Relationship Management/Basic Concepts |
Discussion video will be sent to students via O'learn. |
5) |
Market Segmentation Strategies and Target Market Selection |
Discussion videos will sent to students via O'learn . |
6) |
Positioning Strategies |
Discussion videos will be sent to students via O'learn. |
7) |
Consumer Behavior |
Discussion videos will be sent to students via O'learn |
8) |
Midterm Exam |
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8) |
• Identification of the target market
• Explanation of allocating to market sections
• Understand target market reach strategies: differentiated, undifferentiated and intensified marketing policy
• Target market appointment |
Reading assignment will be sent to students by email |
9) |
Growth and Competition Strategies |
Discussion video will be sent to students via O'learn |
10) |
Marketing Mix: Product Strategies |
Discussion videos will be sent to students via O'learn. |
11) |
Marketing Mix: Pricing Strategies |
Discussion videos will be sent to students via O'learn. |
12) |
Marketing Mix: Distribution Strategies |
Discussion videos will be sent to students via O'learn |
13) |
Marketing Mix: Promotion Strategies |
Discussion video will be sent to students via O'learn |
14) |
General Evaluation |
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Program Outcomes |
Level of Contribution |
1) |
Learning the facts, concepts and principles related to tourism and hotel management |
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2) |
Having a theoretical and practical knowledge at the basic level related to the field |
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3) |
To be able to make analytical evaluations for tourism and travel sector |
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4) |
Learning the basic laws and regulations and professional standarts that apply regarding the tourism sector in Turkey and physical environment associated with hotel management space, tools, and use acquainted with the technology, applying the ethical values, protecting the natural environment |
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5) |
To be able to work efficiently in the tourism sector |
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6) |
Learning the characteristics of the major tourist destinations to apply this knowledge in the tourism sector for Turkey and worldwide |
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7) |
Organizing, coordinating and developing departments in accommodation organizations |
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8) |
To be able to define and develop sales techniques and income management practices applied in accommodation and food and beverage companies |
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9) |
Demonstrating the ability to apply professional working techniques in food and beverage establishments |
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