COURSE INFORMATION
Course Title: CUSTOMER RELATIONSHIP MANAGEMENT
Code Course Type Regular Semester Theory Practice Lab Credits ECTS
BUS 348 D 6 3 0 0 3 6
Academic staff member responsible for the design of the course syllabus (name, surname, academic title/scientific degree, email address and signature) NA
Lecturer (name, surname, academic title/scientific degree, email address and signature) and Office Hours: Teoman Duman , Dr.Teoman Duman
Second Lecturer(s) (name, surname, academic title/scientific degree, email address and signature) and Office Hours: NA
Teaching Assistant(s) and Office Hours: NA
Language: English
Compulsory/Elective: Elective
Classroom and Meeting Time:
Course Description: This course is designed to offer students customer relationship management theory and practice. The course is an upper level undergraduate course in which students learn details of customer relationship management models and real-world applications in businesses.
Course Objectives: The course has two main objectives: One is to have students comprehend the concepts and models of customer relationship management. The second is to have them gain skills of using and managing customer relationship management systems for businesses
COURSE OUTLINE
Week Topics
1 Course introduction Chapter 1: Introduction to CRM
2 Chapter 2: Understanding relationships; Establishment of CRM project groups
3 Chapter 3: Managing the customer lifecycle – customer acquisition Group meetings to identify and visit businesses
4 CRM project discussion with groups; Finalization of groups and the businesses; Learning about business offerings and customer base.
5 Chapter 4: Managing the customer lifecycle – customer retention and development
6 Chapter 5: Customer Portfolio Management
7 Midterm exams
8 Chapter 6: How to deliver customer experienced value Lab session: Demo CRM
9 Chapter 7: Managing customer experience Lab session: Demo CRM
10 Chapter 8: Sales force automation Lab session: Demo CRM
11 Chapter 9: Marketing automation
12 Chapter 10: Service automation Chapter 11: Developing and managing customer related databases - Eliminated Guest lecturer: Data mining demonstration session
13 Chapter 13: Planning to succeed - Eliminated Chapter 14: Implementing CRM - Eliminated Chapter 12: Using customer-related data Chapter 15: The future
14 Final exams
Prerequisite(s): None
Textbook: Buttle, F. and Maklan, S. (2015). Customer Relationship Management: Concepts and Technologies. 3rd ed. Routledge: New York, NY, USA.
Other References: Peelen, E. and Beltman, R. (2013). Customer Relationship Management. 2nd ed. Pearson: Harlow, UK.
Laboratory Work: Yes
Computer Usage: Yes
Others: No
COURSE LEARNING OUTCOMES
1 Evaluate and comment on customer relationship management concepts and theories
2 Recognize customer relationship management systems used in businesses
3 Devise a CRM strategy for a business
4 Functionally use a CRM software
5 Analyze basic CRM data and report findings to the management
COURSE CONTRIBUTION TO... PROGRAM COMPETENCIES
(Blank : no contribution, 1: least contribution ... 5: highest contribution)
No Program Competencies Cont.
Bachelor in Banking and Finance (3 years) Program
1 The students are gained the ability to look at the problems of daily life from a broader perspective. They gain the needed skills not only to understand economic problems in banking and finance but also to construct a model and defend in meaningful way. 5
2 They have knowledge about the finance and banking. 1
3 They have knowledge about the money and banking. 1
4 They have knowledge about the international finance and banking. 1
5 They have ability to use mathematical and statistical methods in banking and finance. 1
6 They know how to use computer programs in both daily office usage and statistical data evaluations in banking and finance department. 4
7 They have necessary banking and finance skills that needed in private and public sector. 1
8 They are intended to be specialist in one of departmental fields that they choose from the list of general economics, finance economics, public finance, corporate finance, finance management, international finance markets and institutions, banking and central banking, international finance and banking, money and banking, international trade and banking. 1
9 They have ability to utilize fundamental economic theories and tools to solve economic problems in banking and finance. 1
10 They are aware of the fact that banking and finance is a social science and they respect the social perspectives and social values of the society’s ethics. 1
COURSE EVALUATION METHOD
Method Quantity Percentage
Midterm Exam(s)
1
20
Presentation
1
10
Project
1
30
Final Exam
1
35
Attendance
5
Total Percent: 100%
ECTS (ALLOCATED BASED ON STUDENT WORKLOAD)
Activities Quantity Duration(Hours) Total Workload(Hours)
Course Duration (Including the exam week: 16x Total course hours) 16 3 48
Hours for off-the-classroom study (Pre-study, practice) 16 2 32
Mid-terms 1 25 25
Assignments 1 15 15
Final examination 1 15 15
Other 1 15 15
Total Work Load:
150
Total Work Load/25(h):
6
ECTS Credit of the Course:
6