COURSE SYLLABUS

CUSTOMER RELATIONSHIP MANAGEMENT

1	Course Title:	CUSTOMER RELATIONSHIP MANAGEMENT
2	Course Code:	IIS3207
3	Type of Course:	Optional
4	Level of Course:	First Cycle
5	Year of Study:	3
6	Semester:	5
7	ECTS Credits Allocated:	4
8	Theoretical (hour/week):	3
9	Practice (hour/week) :	0
10	Laboratory (hour/week) :	0
11	Prerequisites:	No
12	Recommended optional programme components:	None
13	Language:	Turkish
14	Mode of Delivery:	Face to face
15	Course Coordinator:	Dr. Ögr. Üyesi FİLİZ EREN BÖLÜKTEPE
16	Course Lecturers:
17	Contactinformation of the Course Coordinator:	Yrd. Doç. Dr. F.Eren BÖLÜKTEPE İnegöl İşletme Fakültesi İşletme Bölümü 224 294 26 95 eboluktepe@uludag.edu.tr
18	Website:
19	Objective of the Course:	The objective of this course is to provide students with an understanding of basic concepts and techniques of customer relationship management (CRM) in a customer oriented perspective.
20	Contribution of the Course to Professional Development

Learning Outcomes:

1	By the end of the course, students will be able to:Explain the basic concepts related to CRM;
2	Explain the relationships between relationship marketing and CRM;
3	Articulate the importance of CRM’ in local and global marketing;
4	Explain the relationships between CRM and customer loyalty;
5	Interpret the principle stages of CRM;
6	have knowledge and skills about design of CRM measurement systems;
7	have knowledge and skills about design of CRM measurement systems;
8	Explain the relationships between organisation culture and customer satisfaction;

22	Course Content:

Week	Theoretical	Practical
1	Basic concepts of CRM: Customer satisfaction, custumer loyalty, customer value
2	Relationship marketing approach and CRM
3	Global and local dimensions of CRM
4	A CRM process framework: Customer choice, segmentatin and positioning
5	Customer acquisition and retention: Communication with customers, technology and organizational implementations
6	Building blocks of CRM databases: Data datamining, models and softwares
7	Building blocks of CRM databases:
8	The importance and use of CRM database technology
9	Building blocks of CRM databases: Statistical techniques
10	Deepening customers relations: Customer needs analysis, cross-selling techniques
11	Measurement of CRM process: Developing the measurement tools for CRM processes
12	Measurement of CRM process: Focus group interview, advisory panel, customers relations survey, benchmarking
13	Organisation culture and change: Creating a customer oriented culture
14	CRM implementations on a sectoral basis in Turkey

23	Textbooks, References and/or Other Materials:
24	Assesment

TERM LEARNING ACTIVITIES	NUMBER	PERCENT
Midterm Exam	1	40
Quiz	0	0
Homeworks, Performances	0	0
Final Exam	1	60
Total	2	100
Contribution of Term (Year) Learning Activities to Success Grade		40
Contribution of Final Exam to Success Grade		60
Total		100
Measurement and Evaluation Techniques Used in the Course
Information

ECTS / WORK LOAD TABLE

CONTRIBUTION OF LEARNING OUTCOMES TO PROGRAMME QUALIFICATIONS

LO: Learning Objectives

PQ: Program Qualifications

Contribution Level:

1 Very Low

2 Low

3 Medium

4 High

5 Very High