| Course Type | Elective Course |
|---|
| Course Level | Associate Degree |
|---|
| Year of Study | - |
|---|
| Semester | - |
|---|
| ECTS | 5 |
|---|
| Name of Lecturer(s) |
- |
| Learning Outcomes |
At the end of this course, the students;
- Knows the concept of marketing.
- Explains the concept of customer relationship management.
- Customer; explains the concepts of satisfaction, loyalty and value.
- Knows the concepts of service and service marketing, explains customer service.
- Explains the concepts related to customer relationship management.
- Expresses how customer relationship management can be measured.
- Explains the concepts of brand and brand value.
|
| Mode of Delivery | Face to face |
|---|
| Prerequisites | No |
|---|
| Recommended Optional Programme Components | No |
|---|
| Course Description | It is important to respond to the rapidly changing demands and expectations of today's customers. Within the scope of this course, it is aimed to provide our students with theoretical gains regarding the effective and efficient management of customers and customer relations. |
|---|
| Course Contents |
| WEEK |
TOPICS |
|
1st Week |
The concept of marketing |
|
2nd Week |
Customer relationship management concepts, objectives, stages, principles of success, benefits |
|
3rd Week |
Customer satisfaction |
|
4th Week |
Customer loyalty, customer relations and relational marketing |
|
5th Week |
Customer value |
|
6th Week |
Communation the customer relationship management process |
|
7th Week |
Service marketing |
|
8th Week |
Midterm Exam |
|
9th Week |
Customer service |
|
10th Week |
Direct marketing, call centers, customer retention and win process, customer relationship management and technology |
|
11th Week |
Customer relationship management and advertising, public relations, personal selling and price |
|
12th Week |
Measurement of customer relationship management |
|
13th Week |
Benchmarking |
|
14th Week |
Concept of brand and brand value, word of mouth marketing |
|
| Recommended or Required Reading | Koçel, T. (2003).İşletme Yöneticiliği. Beta Yayıncılık, İstanbul.
Odabaşı Y., Gülfidan B. (2015). Tüketici Davranışları. Mediacat Yayıncılık.
Kavak, B., Eryiğit C, Tektaş Ö. (2016). Pazarlamada Ürün. Siyasal Kitabevi.
|
|---|
| Planned Learning Activities and Teaching Methods |
- Discussion
- Questions/Answers
- Case Study
- Problem Solving
|
|---|
| Assessment Methods and Criteria |
|
Quantity |
Percentage (%) |
| Mid-term |
1 |
40 |
| Total(%) |
|
40 |
| Contribution of In-term Studies to Overall Grade(%) |
|
40 |
| Contribution of Final Examination to Overall Grade(%) |
|
60 |
| Total(%) |
|
100 |
|
| ECTS Allocated Based on Student Workload |
| Activities |
Quantity |
Duration (Hour) |
Total Workload (Hour) |
| Midterm exam |
1 |
1 |
1 |
| Preparation for Quiz |
|
|
|
| Individual or group work |
14 |
3 |
42 |
| Preparation for Final exam |
14 |
3 |
42 |
| Course hours |
14 |
3 |
42 |
| Preparation for Midterm exam |
7 |
3 |
21 |
| Laboratory (including preparation) |
|
|
|
| Final exam |
1 |
1 |
1 |
| Homework |
|
|
|
| Total Work Load | 149 |
| Total Work Load / 30 (h) | 4.96 |
| ECTS Credit of the Course | 5 |
|
| Language of Instruction | Turkish |
|---|
| Work Placement(s) | No |
|---|
