Customer Relations Management
Public Relations and Publicity
Faculty of Communication
First Cycle (Bachelor's Degree)
| Course Unit Title | Course Unit Code | Type of Course Unit | Level of Course Unit | Year of Study | Semester | ECTS Credits |
|---|---|---|---|---|---|---|
| Customer Relations Management | Elective | Bachelor's degree | 2 | Spring | 3 |
Name of Lecturer(s)
Prof. Dr. Nihal TAŞOĞLU
Learning Outcomes of the Course Unit
1) Administers customer relations practices to ensure satisfaction.
2) Uses new strategies for customer complaints.
3) Implements programs to develop customer loyalty.
4) Uses customers data collected by companies for data mining.
5) Uses CRM Software.
Program Competencies-Learning Outcomes Relation
| Program Competencies | ||||||||||||
| 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | ||
| Learning Outcomes | ||||||||||||
| 1 | Low | Middle | Low | Middle | Low | Middle | Middle | Low | Middle | Low | Middle | |
| 2 | Low | Middle | Low | Middle | Low | Middle | Low | Middle | High | Middle | High | |
| 3 | Low | Middle | Middle | Middle | Low | Middle | Low | Middle | Low | Middle | Low | |
| 4 | Low | Middle | Low | Low | Low | Middle | Middle | Middle | Low | Middle | Low | |
| 5 | High | Middle | Low | Low | Middle | Low | Middle | Middle | Low | Middle | Low | |
Mode of Delivery
Face to Face
Prerequisites and Co-Requisites
None
Recommended Optional Programme Components
Integrated Marketing Communication
Course Contents
This course includes customer relationship management (CRM), customer value, customer satisfaction and customer loyalty, database marketing and data mining, complaint management topics.
Weekly Schedule
1) Modern Marketing Concept 4P and 4C2) Postmodern Era and Consumer Culture
3) Relationship Marketing
4) Total Quality Management and Customer Relations
5) CRM Components – People, Process and Technology
6) E-CRM and Call Centers
7) Enterprise Resource Planning (ERP)
8) Midterm Exam
9) Customer Database and Data Mining
10) Customer Value and Classification of Customers According to Their Values
11) Customer Satisfaction and Customer Loyalty
12) CRM Application Phases
13) Complaint Management
14) Social CRM
15) Neuromarketing
16) Final exam
Recommended or Required Reading
1- Çiçek, E. (2017). Pazarlamada ve Rekabette Başarının Anahtarı Müşteri İlişkileri Yönetimi Konya:Eğitim Yay.
2- Demirel, Y. (2017). Müşteri İlişkileri Yönetimi. Ankara: Seçkin Yay.
3- Uyar, A. (2018). Müşteri İlişkileri ve Geleceği. Ankara: Efil Yay.
Planned Learning Activities and Teaching Methods
1) Lecture
2) Question-Answer
3) Discussion
Assessment Methods and Criteria
Contribution of Midterm Examination to Course Grade |
40% |
|---|---|
Contribution of Final Examination to Course Grade |
60% |
Total |
100% |
Language of Instruction
Work Placement(s)
Not Required