| Course Unit Code | Course Unit Title | Type of Course Unit | Year of Study | Semester | Number of ECTS Credits | | 190500307110 | CUSTOMER RELATIONS MANAGEMENT | Elective | 4 | 7 | 3 |
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| Level of Course Unit |
| First Cycle |
| Objectives of the Course |
| Understanding the role of CRM in planning, implementation and control in terms of effective relationship marketing. Calculating the lifetime value of the customer and explaining the usage areas in CRM applications. Demonstrating the CRM's role in acquiring, growing and retaining customers. Identification of critical success factors in successful CRM practices. Explaining current and emerging technologies used in CRM practices. |
| Name of Lecturer(s) |
| Dr. Öğr. Üyesi Turgay OYMAN |
| Learning Outcomes |
| 1 | The importance of Customer Relationship Management as a marketing strategy is comprehended. | | 2 | Müşteri ilişkileri türleri ve stratejileri tanımlanır. | | 3 | Database-based marketing applications are examined. | | 4 | Loyalty programs are reviewed. |
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| Mode of Delivery |
| Daytime Class |
| Prerequisites and co-requisities |
| None |
| Recommended Optional Programme Components |
| - |
| Course Contents |
| Explaining the concept of CRM based on strategy, organization and information technologies. The course reveals the role of CRM in marketing practices and its importance in terms of marketing practices. In addition, explanations are made regarding concepts such as "customer relationship management (CRM)", "customer value", "customer loyalty", "analytical and operational CRM". |
| Weekly Detailed Course Contents |
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| 1 | Introduction to customer relationship management (CRM) | | | | 2 | Defining customer relations | | | | 3 | Planning and implementation of CRM projects | | | | 4 | Creation, management and use of customer data | | | | 5 | Management of the customer portfolio | | | | 6 | CRM and customer experience | | | | 7 | The process of creating value for customers | | | | 8 | Customer acquisition | | | | 9 | Customer retention and development strategies | | | | 10 | Network management in CRM performance | | | | 11 | Management of supplier and partnership relations | | | | 12 | Management of investor and employee relations | | | | 13 | CRM information technology | | | | 14 | CRM information technology | | |
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| Recommended or Required Reading |
| YAŞİN, Bahar, Müşteri İlişkileri YÖnetimi |
| Planned Learning Activities and Teaching Methods |
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| Assessment Methods and Criteria | |
| Midterm Examination | 1 | 100 | | SUM | 100 | |
| Final Examination | 1 | 100 | | SUM | 100 | | Term (or Year) Learning Activities | 40 | | End Of Term (or Year) Learning Activities | 60 | | SUM | 100 |
| | Language of Instruction | | Turkish | | Work Placement(s) | | None |
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| Workload Calculation |
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| Midterm Examination | 1 | 1 | 1 |
| Final Examination | 1 | 1 | 1 |
| Attending Lectures | 14 | 3 | 42 |
| Self Study | 1 | 20 | 20 |
| Individual Study for Mid term Examination | 1 | 8 | 8 |
| Individual Study for Final Examination | 1 | 10 | 10 |
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| Contribution of Learning Outcomes to Programme Outcomes |
| LO1 | 4 | 4 | 4 | 4 | 4 | 4 | 4 | 4 | 3 | 3 | 3 | 3 | 3 | 3 | 4 | 4 | 3 | 3 | 4 | 4 | | LO2 | 3 | 3 | 3 | 3 | 4 | 4 | 4 | 4 | 4 | 4 | 4 | 4 | 4 | 4 | 4 | 4 | 4 | 3 | 3 | 3 | | LO3 | 4 | 4 | 4 | 3 | 4 | 4 | 4 | 4 | 4 | 4 | 3 | 3 | 3 | 3 | 3 | 4 | 4 | 3 | 3 | 4 | | LO4 | 4 | 4 | 4 | 4 | 4 | 4 | 4 | 3 | 3 | 3 | 3 | 4 | 4 | 4 | 4 | 4 | 4 | 3 | 3 | 4 |
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| * Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High |
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Iğdır University, Iğdır / TURKEY • Tel (pbx): +90 476
226 13 14 • e-mail: info@igdir.edu.tr
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