VOCATIONAL SCHOOL
Department of Marketing (Turkish)
HYHY 209 | Course Introduction and Application Information
| 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
|
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| Mode of Delivery | - | |||||
| Teaching Methods and Techniques of the Course | Q&ACritical feedbackLecture / Presentation | |||||
| Course Coordinator | - | |||||
| Course Lecturer(s) | ||||||
| Assistant(s) | - | |||||
| Course Objectives | By examining key issues related to customer expectations and behavior, customer satisfaction, complaint management and customer acquisition knowledge and experience to be able to examine the concepts and ideas related to problems in olmak.havacılık sector, to interpret the data, and develop solutions based on research. |
| Learning Outcomes |
The students who succeeded in this course;
|
| Course Description | CRM and the importance of behavior in flight and service disruptions, online and traditional customer behavior, the cost of customer complaints, problem solving and complaint management |
|
|
Core Courses | |
| Major Area Courses | ||
| Supportive Courses | ||
| Media and Management Skills Courses | ||
| Transferable Skill Courses |
WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES
| 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 | Midterm exam | |
| 8 | Campaign & channel management - Campaign assessment and Opportunity management | Aktepe C., Baş M., & Tolon M. (2015). Müşteri İlişkileri Yönetimi, Detay Yayıncılık, 3. Basım, ISBN: 978-9944-223-81-2. |
| 9 | 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. |
| 10 | 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. |
| 11 | Organizational culture and change – creating a customer-oriented culture | Odabaşı Y. (2019). Satışta ve Pazarlamada Müşteri İlişkileri Yönetimi (CRM), Aura Kitapları, 11. Basım, ISBN: 978-605-103-279-5. |
| 12 | Student Presentations | |
| 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 |
EVALUATION SYSTEM
| 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 |
ECTS / WORKLOAD TABLE
| 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
|
COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP
|
#
|
Program Competencies/Outcomes |
* Contribution Level
|
||||
|
1
|
2
|
3
|
4
|
5
|
||
| 1 | To be able to know the marketing process and its environment by having the theoretical knowledge in marketing. |
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| 2 | To be able to carry out marketing activities within the framework of the relevant legislation provisions by recognizing the documents related to marketing. |
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| 3 | To be able to use the modern techniques, tools and information technologies required for marketing-related applications. |
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| 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. |
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| 5 | To be able to analyse the customer behaviour and use this information at the local and global scenarios. |
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| 6 | To be able to determine and effectively use the marketing related applications for modern techniques, tools and information technologies. |
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| 7 | To be able to communicate effectively in oral and written form. |
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| 8 | To be able to work effectively with multi-disciplinary teams, and apply them in the work environment. |
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| 9 | To have a wide acquaintance with the math skills and statistical knowledge required for the vocational area. |
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| 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. |
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| 11 | To be able to act as an example to the society by the needs of social life and with its attitudes and attitudes. |
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| 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. |
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| 13 | To be able to direct his/her education to a further level of education. |
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*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
