Electronic Customer Relations Management
Information Technology and Communication
Institute of Social Sciences
Second Cycle (Master's Degree)
| Course Unit Title | Course Unit Code | Type of Course Unit | Level of Course Unit | Year of Study | Semester | ECTS Credits |
|---|---|---|---|---|---|---|
| Electronic Customer Relations Management | BTI114 | Elective | Master's degree | 1 | Spring | 6 |
Name of Lecturer(s)
Associate Prof. Dr. Nihal TAŞOĞLU
Learning Outcomes of the Course Unit
1) Recognizes the customer relations term.
2) relates the concepts of customer value, customer satisfaction and customer loyalty.
3) knows the dynamics of relational marketing.
4) recognizes database marketing and technologies.
5) Recognizes CRM software.
Program Competencies-Learning Outcomes Relation
Bölümün/programın program yeterlilikleri sistemde olmadığından ilişkilendirme işlemi yapılamamıştır.
Mode of Delivery
Face to Face
Prerequisites and Co-Requisites
None
Recommended Optional Programme Components
Financial Public Relations
Course Contents
Terms related CRM, customer satisfaction, customer value and loyalty, electronic customer relationship management (E-CRM) applications and softwares are the content of this course.
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 Relations with suppliers and retailers
7) Database marketing and data-mining.
8) Mid-term exam
9) Information technologies E-commerce
10) Customer value in E-CRM. Customer’s life time value in E-CRM
11) Customer satisfaction and loyalty in E-CRM.
12) CRM software
13) Operational CRM products – for improving customer service, online marketing, automating salesforce, etc.
14) Analytical CRM products – for building data warehouses, improving relationships, analysing data,
15) Software cases
16) final exam
Recommended or Required Reading
1- Dotun Adebanjo(2003). Classifying and selecting e?CRM applications: an analysis?based proposal Published by MCB UP Ltd
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) Case Study
5) Self Study
Assessment Methods and Criteria
Contribution of Semester Studies to Course Grade |
40% |
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Contribution of Final Examination to Course Grade |
60% |
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Total | 100% | ||||||||||||||
Language of Instruction
Turkish
Work Placement(s)
Not Required