Ders Bilgileri

CUSTOMER RELATIONSHIP MANAGEMENT
Kodu	Dönemi	Teori	Uygulama	Ulusal Kredisi	AKTS Kredisi
		Saat / Hafta
İBY485	Fall	2	0	2	4

Ön Koşulu Olan Ders( ler )	None
Dili	en
Türü	Elective
Seviyesi	Bachelor's
Öğretim Elemanı( ları )	Assist. Prof. Dr. Ercan ÇİÇEK
Öğretim Sistemi	Face to Face
Önerilen Hususlar	None
Staj Durumu	None
Amacı	To explain what CRM means to businesses with real world examples and cases on CRM and to describe how CRM can be used to gain competitive advantages in the business world.
İçeriği	Strategic importance of consumer behavior in marketing. Concepts and methods of customer relationship management. Real world applications of CRM.

Dersin Öğrenim Çıktıları

#	Öğrenim Çıktıları
1	Defines the term consumer properly and explains its importance for strategic marketing management
2	Analyzes the similarities and differences between traditional and customer relationship marketing in contemporary markets
3	Analyse and interpret the key disciplines and variables that contribute to customer relationship management
4	Selects, uses and evaluates various techniques to generate customer loyalty
5	Arranges future careers in marketing and management consulting
6	Develops strategies to retain and build relationships with customers
7	Defines what the tools and software available for CRM are
8	Debates on case study analyses related with CRM

Haftalık Ayrıntılı Ders İçeriği

#	Konular	Öğretim Yöntem ve Teknikleri
1	Strategy, organization, marketing	Lectures, discussion
2	Sales, marketing and CRM	Lectures, discussion
3	Consumer behaviour in marketing	Lectures, discussion
4	Relationship marketing, purposes of relationship marketing	Lectures, discussion
5	Added value of customer satisfaction to businesses	Lectures, discussion
6	Customer loyalty	Lectures, discussion
7	Customer complaint management	Lectures, discussion
8	Midterm	Written examination
9	Brand management using CRM	Lectures, discussion
10	Strategic CRM	Lectures, discussion
11	Tools and software for CRM	Lectures, discussion
12	Case study	Discussion
13	Case study	Discussion
14	Homework Presentations	Presentation
15	Homework Presentations	Presentation
16	Final Exam	Written examination

Resources

#	Malzeme / Kaynak Adı	Kaynak Hakkında Bilgi	Referans / Önerilen Kaynak
1	Odabaşı, Y. ve Barış, G. (2006), Tüketici Davranışları, MediaCat Yay., İstanbul.

Ölçme ve Değerlendirme Sistemi

#	Ağırlık	Çalışma Türü	Çalışma Adı
1	0.4	1	1. Mid-Term Exam
2	0.2	13	1. Term Paper
3	0.4	5	Final Exam

Dersin Öğrenim Çıktıları ve Program Yeterlilikleri ile İlişkileri

#	Öğrenim Çıktıları	Program Çıktıları	Ölçme ve Değerlendirme
1	Defines the term consumer properly and explains its importance for strategic marketing management	3	1͵2
2	Analyzes the similarities and differences between traditional and customer relationship marketing in contemporary markets	3͵6	1͵2
3	Analyse and interpret the key disciplines and variables that contribute to customer relationship management	3	1͵2͵3
4	Selects, uses and evaluates various techniques to generate customer loyalty	2	1͵2͵3
5	Arranges future careers in marketing and management consulting	2͵3͵6	1͵2
6	Develops strategies to retain and build relationships with customers	2͵4͵7	1͵2͵3
7	Defines what the tools and software available for CRM are	1͵4	1͵2
8	Debates on case study analyses related with CRM	6͵7͵8	1͵2͵3

Not: Ölçme ve Değerlendirme sütununda belirtilen sayılar, bir üstte bulunan Ölçme ve Değerlerndirme Sistemi başlıklı tabloda belirtilen çalışmaları işaret etmektedir.

İş Yükü Detayları

#	Etkinlik	Adet	Süre (Saat)	İş Yükü
0	Course Duration	14	2	28
1	Course Duration Except Class (Preliminary Study, Enhancement)	14	3	42
2	Presentation and Seminar Preparation	0	0	0
3	Web Research, Library and Archival Work	0	0	0
4	Document/Information Listing	0	0	0
5	Workshop	0	0	0
6	Preparation for Midterm Exam	1	28	28
7	Midterm Exam	1	1	1
8	Quiz	0	0	0
9	Homework	1	10	10
10	Midterm Project	0	0	0
11	Midterm Exercise	0	0	0
12	Final Project	1	0	0
13	Final Exercise	0	0	0
14	Preparation for Final Exam	1	15	15
15	Final Exam	1	1	1
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