HYHY 209 | Course Introduction and Application Information - Department of Marketing (Turkish)

Course Name

Customer Relations Management

Code	Semester	Theory (hour/week)	Application/Lab (hour/week)	Local Credits	ECTS
HYHY 209	Fall	3	0	3	5

Prerequisites	None
Course Language	Turkish
Course Type	Required
Course Level	Short Cycle
Mode of Delivery	-
Teaching Methods and Techniques of the Course	Q&A Critical feedback Lecture / Presentation
National Occupation Classification	-
Course Coordinator	-
Course Lecturer(s)	Öğr. Gör. Dr. Murat Nazlı
Assistant(s)	-

Course Objectives	To have knowledge and experience in customer satisfaction, complaint management and customer acquisition by examining the basic issues related to customer expectations and behaviors. To be able to examine the concepts and thoughts related to the problems in the aviation and tourism sector, to interpret the data, to develop solutions based on research.
Learning Outcomes	The students who succeeded in this course; will be able to know about customer complaints management. will be able to understand customer value management process. will be able to learn about customer loyalty programs. will be able to recognize the practices and behaviors of flight service failures in aviation sector Will be able to define the responsibilities that are necessary for all the stages of complex and simple operation environment.
Course Description	Customer Relationship Management and its importance, behavior patterns in flight and service disruptions, online and traditional customer behavior, cost of customer complaints, problem solving and complaint management
Related Sustainable Development Goals

Course Category	Core Courses
	Major Area Courses
	Supportive Courses
	Media and Management Skills Courses
	Transferable Skill Courses

Week	Subjects	Related Preparation
1	Course introduction and getting know each other Why do we need CRM – History of CRM- What is CRM, what is not	No preparation needed.
2	Customer satisfaction, Customer-centered approach- Customer-focused goal setting- Customer experience management	Odabaşı Y. (2019). Satışta ve Pazarlamada Müşteri İlişkileri Yönetimi (CRM), Aura Kitapları, 11. Basım, ISBN: 978-605-103-279-5.
3	Strategy & CRM – Customer strategy – Customer Services- CRM strategy	Odabaşı Y. (2019). Satışta ve Pazarlamada Müşteri İlişkileri Yönetimi (CRM), Aura Kitapları, 11. Basım, ISBN: 978-605-103-279-5.
4	CRM value – Customer value – profitable customers– customer life time (CLT)	Odabaşı Y. (2019). Satışta ve Pazarlamada Müşteri İlişkileri Yönetimi (CRM), Aura Kitapları, 11. Basım, ISBN: 978-605-103-279-5.
5	Segmentation and Behavioural segmentation	Doç. Dr. Cemalettin Aktepe, Doç. Dr. Mehmet Baş, Doç. Dr. Metehan Tolon, “Müşteri İlişkileri Yönetimi”, Detay Yayıncılık, 3. Basım, 2015, ISBN: 978-9944-223-81-2. (s.37-41)
6	Customer loyalty, RFM analysis, Customer satisfaction surveys – Cross & Up sales	Odabaşı Y. (2019). Satışta ve Pazarlamada Müşteri İlişkileri Yönetimi (CRM), Aura Kitapları, 11. Basım, ISBN: 978-605-103-279-5.
7	Discussion of research articles, general overview	Google Scholar research
8	Midterm	Aktepe C., Baş M., & Tolon M. (2015). Müşteri İlişkileri Yönetimi, Detay Yayıncılık, 3. Basım, ISBN: 978-9944-223-81-2.
9	Campaign & channel management - Campaign assessment and Opportunity management	Odabaşı Y. (2019). Satışta ve Pazarlamada Müşteri İlişkileri Yönetimi (CRM), Aura Kitapları, 11. Basım, ISBN: 978-605-103-279-5.
10	CRM Systems – Data mining – Selecting right tool & Return of Investment (ROI) – Data analysis	Odabaşı Y. (2019). Satışta ve Pazarlamada Müşteri İlişkileri Yönetimi (CRM), Aura Kitapları, 11. Basım, ISBN: 978-605-103-279-5.
11	Customer complaint & management – Customer retention, Communication	Odabaşı Y. (2019). Satışta ve Pazarlamada Müşteri İlişkileri Yönetimi (CRM), Aura Kitapları, 11. Basım, ISBN: 978-605-103-279-5.
12	Organizational culture and change – creating a customer-oriented culture
13	Student Presentations
14	Student Presentations
15	Review of the semester
16	Final Exam

Course Notes/Textbooks

Prof. Dr. Yavuz Odabaşı , Satışta ve Pazarlamada Müşteri İlişkileri Yönetimi (CRM), Aura Kitapları, 9.Edition, 2015, ISBN: 6051032795.

Doç. Dr. Cemalettin Aktepe, Doç. Dr. Mehmet Baş, Doç. Dr. Metehan Tolon, “Müşteri İlişkileri Yönetimi”, Detay Yayıncılık, 3. Basım, 2015, ISBN: 978-9944-223-81-2.

Suggested Readings/Materials

Course notes

International Journal of Customer Relationship Marketing and Management (IJCRMM)

Semester Activities	Number	Weigthing
Participation	1	10
Laboratory / Application
Field Work
Quizzes / Studio Critiques
Portfolio
Homework / Assignments
Presentation / Jury	1	20
Project
Seminar / Workshop
Oral Exams
Midterm	1	30
Final Exam	1	40
Total

Weighting of Semester Activities on the Final Grade	3	60
Weighting of End-of-Semester Activities on the Final Grade	1	40
Total

Semester Activities	Number	Duration (Hours)	Workload
Theoretical Course Hours (Including exam week: 16 x total hours)	16	3	48
Laboratory / Application Hours (Including exam week: '.16.' x total hours)	16		0
Study Hours Out of Class	16	2	32
Field Work			0
Quizzes / Studio Critiques			0
Portfolio			0
Homework / Assignments			0
Presentation / Jury	1	15	15
Project			0
Seminar / Workshop			0
Oral Exam			0
Midterms	1	25	25
Final Exam	1	30	30
		Total	150

#	Program Competencies/Outcomes	* Contribution Level
#	Program Competencies/Outcomes	1	2	3	4	5
1	To be able to know the marketing process and its environment by having the theoretical knowledge in marketing.	-	-	-	-	-
2	To be able to carry out marketing activities within the framework of the relevant legislation provisions by recognizing the documents related to marketing.	-	-	-	-	-
3	To be able to use the modern techniques, tools and information technologies required for marketing-related applications.	-	-	-	-	-
4	To be aware of the sales organizations, sales management and sales techniques and manage the sales process and solve the possible problems that may arise.	-	-	-	-	-
5	To be able to analyse the customer behaviour and use this information at the local and global scenarios.	-	-	-	-	-
6	To be able to determine and effectively use the marketing related applications for modern techniques, tools and information technologies.	-	-	-	-	-
7	To be able to communicate effectively in oral and written form.	-	-	-	-	-
8	To be able to work effectively with multi-disciplinary teams, and apply them in the work environment.	-	-	-	-	-
9	To have a wide acquaintance with the math skills and statistical knowledge required for the vocational area.	-	-	-	-	-
10	To be able to follow the information in the field and communicate with colleagues by using English at the general level of European Language Portfolio A2.	-	-	-	-	-
11	To be able to act as an example to the society by the needs of social life and with its attitudes and attitudes.	-	-	-	-	-
12	To have the ability of occupational information synthesizing, analysing, interpreting, questioning, criticism, and to understand the professional legal regulations to adopt a lifelong learning approach accordingly.	-	-	-	-	-
13	To be able to direct his/her education to a further level of education.	-	-	-	-	-

HYHY 209 | Course Introduction and Application Information

WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

EVALUATION SYSTEM

ECTS / WORKLOAD TABLE

COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP

NEWSALL NEWS

Remarkable stats in e-commerce

NEW GÜZELBAHÇE CAMPUS

GLOBAL CAREER

CONTRIBUTION TO SCIENCE

VALUING PEOPLE

BENEFIT TO SOCIETY