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 | HIT208 | Elective | Bachelor's degree | 2 | Spring | 4 |
Name of Lecturer(s)
Associate Prof. Dr. Nihal TAŞOĞLU
Learning Outcomes of the Course Unit
1) Recognizes the term of “customer-centered”
2) Comprehends the importance of customer satisfaction.
3) Defines customer loyalty term.
4) Recognizes databases
5) Recognizes relationship marketing
Program Competencies-Learning Outcomes Relation
| Program Competencies | ||||||||||
| 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | ||
| Learning Outcomes | ||||||||||
| 1 | Middle | Middle | High | High | Middle | High | Middle | High | Middle | |
| 2 | Middle | High | Middle | High | Middle | High | Middle | High | High | |
| 3 | Middle | High | Middle | High | High | Middle | High | Middle | High | |
| 4 | Middle | High | Middle | High | Middle | High | Middle | High | Middle | |
| 5 | Middle | High | Middle | High | Middle | High | High | Middle | Middle | |
Mode of Delivery
Face to Face
Prerequisites and Co-Requisites
None
Recommended Optional Programme Components
Direct Sales and Communication
Course Contents
• In this course customer and consumer consept, internal and external customer, relationship marketing, database marketing, customer value, customer satisfaction, customer loyalty, data mining issues will be examined.
Weekly Schedule
1) Customer relations in modern marketing2) Evolution from mass marketing to one-to-one marketing.
3) Improvement of information technologies.
4) Evolution of product-centered to customer-centered approach
5) Relationship marketing
6) Relations with employees.
7) Relations with suppliers and retailers
8) Mid-term Exam
9) Relations with external customers
10) Database marketing and data-mining.
11) Customer relationship marketing
12) Customer value
13) Customer’s life time value
14) Growing share of customer
15) Customer satisfaction and loyalty.
16) Final exam
Recommended or Required Reading
1- Payne, Adrian. (2005). Handbook of CRM. Oxford: Butterworth-Heinemann
Kotler, Philip. (2004). Soru ve Cevaplarla Günümüzde Pazarlamanın Temelleri. İstanbul: Optimist Yay.
Odabaşı, Yavuz. (2007). Satışta ve Pazarlamada Müşteri İlişkileri Yönetimi. İstanbul: Sistem Yay.
Baş, Mehmet, Tolon, Metehan, Aktepe, Cemalettin. (2015). Müşteri İlişkileri Yönetimi. Ankara: Detay Yayıncılık
Planned Learning Activities and Teaching Methods
1) Lecture
2) Question-Answer
3) Discussion
4) Role Playing
5) Group Study
6) Brain Storming
7) Case Study
8) Lab / Workshop
9) Self Study
10) Problem Solving
Assessment Methods and Criteria
Contribution of Midterm Examination to Course Grade |
30% |
|---|---|
Contribution of Final Examination to Course Grade |
70% |
Total |
100% |
Language of Instruction
Turkish
Work Placement(s)
Not Required