| Course Unit Code | Course Unit Title | Type of Course Unit | Year of Study | Semester | Number of ECTS Credits | | 190500207105 | CUSTOMER RELATIONSHIP | Elective | 4 | 7 | 3 |
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| Level of Course Unit |
| First Cycle |
| Objectives of the Course |
| To understand the role CRM plays in the effective planning, implementation and control of relationship marketing strategies. To understand how customer lifetime value is calculated and used in CRM. To understand how CRM can aid in the attraction, growth and retention of customers. To understand the key factors in the successful implementation of CRM. To understand how CRM is adapting to and leveraging evolving technologies available to customers. |
| Name of Lecturer(s) |
| Dr. Öğr. Üyesi Turgay OYMAN |
| Learning Outcomes |
| 1 | The importance of relationship with customers as the marketing perspective is comprehended. | | 2 | Customer relationship types and strategies are identified. | | 3 | Database marketing implementations are analayzed. | | 4 | Loyalty programs are analyzed. |
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| Mode of Delivery |
| Daytime Class |
| Prerequisites and co-requisities |
| no prerequisites |
| Recommended Optional Programme Components |
| - |
| Course Contents |
| This course examines the scope of CRM including strategy, organization and information technology. The course summarizes the role and importance of CRM in marketing. It also presents basic definitions to terms like “customer relationship management”, “customer value”, “customer loyalty”, analytical and operational CRM”. |
| Weekly Detailed Course Contents |
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| 1 | Introduction to CRM | | | | 2 | Understanding relationships | | | | 3 | Planning and implementing CRM projects | | | | 4 | Developing, managing and using customer data | | | | 5 | Customer portfolio management | | | | 6 | CRM and customer experience | | | | 7 | Creating value for customers | | | | 8 | Customer Acquisition | | | | 9 | Customer retention and development | | | | 10 | Managing networks for CRM performance | | | | 11 | Managing supplier and partner relationships | | | | 12 | Managing investor and employee relationships | | | | 13 | Information technology for CRM | | | | 14 | Information technology for CRM | | |
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| Recommended or Required Reading |
| Müşteri İlişkileri Yönetimi, Yavuz Odabaşı |
| 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) | | Non |
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| Workload Calculation |
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| Midterm Examination | 1 | 1 | 1 |
| Final Examination | 1 | 2 | 2 |
| Attending Lectures | 14 | 3 | 42 |
| Individual Study for Mid term Examination | 7 | 3 | 21 |
| Individual Study for Final Examination | 7 | 4 | 28 |
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| Contribution of Learning Outcomes to Programme Outcomes |
| LO1 | 5 | 5 | 5 | 3 | 4 | 4 | 4 | 4 | 4 | 5 | 5 | 5 | 5 | 5 | 5 | 3 | 5 | | | 4 | 5 | 2 | 4 | | 5 | 5 | 3 | | LO2 | 5 | 5 | 5 | 3 | 4 | 5 | 4 | 4 | 4 | 5 | 5 | 5 | 5 | 5 | 5 | 3 | 5 | | | 4 | 5 | 2 | 4 | | 5 | 5 | 3 | | LO3 | 5 | 5 | 5 | 3 | 4 | 5 | 4 | 4 | 4 | 5 | 5 | 5 | 5 | 5 | 5 | 3 | 5 | | | 4 | 5 | 2 | 4 | | 5 | 5 | 3 | | LO4 | 5 | 5 | 5 | 3 | 4 | 5 | 4 | 4 | 4 | 5 | 5 | 5 | 5 | 5 | 5 | 3 | 5 | | | 4 | 5 | 2 | 4 | | 5 | 5 | 3 |
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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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