MARKETING (TURKISH, NONTHESIS, DISTANCE EDUCATION) | |||||
Master | TR-NQF-HE: Level 7 | QF-EHEA: Second Cycle | EQF-LLL: Level 7 |
Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
ISL5254 | Customer Relations Management and Database Marketing | Spring | 3 | 0 | 3 | 8 |
This catalog is for information purposes. Course status is determined by the relevant department at the beginning of semester. |
Language of instruction: | Turkish |
Type of course: | Departmental Elective |
Course Level: | |
Mode of Delivery: | Face to face |
Course Coordinator : | |
Course Lecturer(s): |
Instructor FAHRİ EMRE REÇBER Prof. Dr. YAMAN ÖZTEK Assoc. Prof. METEHAN TOLON Assoc. Prof. FAZLI YILDIRIM |
Recommended Optional Program Components: | None |
Course Objectives: | The objective of this course is to understand the importance of CRM, how it is valuable for strategic marketing planning and having a vision for creative communicating with the customers. |
The students who have succeeded in this course; The students who succeeded in this course; will be able to define the role that CRM plays in modern managerial decision will be able to evaluate CRM strategies in Sales, Marketing and Customer Service Contexts will be able to explain the view of the organization of business and its integration with CRM |
This course covers topics related with customer relationship management .During the courses its targeted to discuss the basic techniques to develop CRM hence the profitability of organizations. Courses wil cover basic concepts of CRM, information technology for CRM, managing CRM and future of CRM for new millennium. |
Week | Subject | Related Preparation |
1) | Basic Concepts in Customer Relationship Management | Weekly Reading |
2) | CRM Value Chain | Weekly Reading |
3) | IT for CRM | Weekly Reading |
4) | Case Analysis | Weekly Reading |
5) | Customer Portfolio Analysis | Weekly Reading |
6) | Building a Customer Database | Weekly Reading |
7) | Midterm | None |
8) | Creating and Managing Networks | Weekly Reading |
9) | Creating Value for Customers | Weekly Reading |
10) | Case Analysis | Weekly Reading |
11) | Integrating CRM Strategies | Weekly Reading |
12) | Organizing for Customer Relationship Management | Weekly Reading |
13) | The Future of CRM | Weekly Reading |
14) | Review of the Semester | Weekly Reading |
Course Notes / Textbooks: | Müşteri İlişkileri yönetimi ile ilgili akademik makaleler ve web siteleri. |
References: | Journals interested in customer relationship management and websites. |
Semester Requirements | Number of Activities | Level of Contribution |
Attendance | 1 | % 10 |
Homework Assignments | 1 | % 10 |
Midterms | 1 | % 30 |
Final | 1 | % 50 |
Total | % 100 | |
PERCENTAGE OF SEMESTER WORK | % 50 | |
PERCENTAGE OF FINAL WORK | % 50 | |
Total | % 100 |
Activities | Number of Activities | Workload |
Course Hours | 14 | 42 |
Application | 13 | 39 |
Study Hours Out of Class | 13 | 78 |
Presentations / Seminar | 1 | 2 |
Homework Assignments | 11 | 33 |
Midterms | 1 | 3 |
Final | 1 | 3 |
Total Workload | 200 |
No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
Program Outcomes | Level of Contribution | |
1) | Being able to develop and deepen their knowledge in the same or a different field at the level of expertise, based on undergraduate level qualifications. | |
2) | To be able to use the theoretical and applied knowledge at the level of expertise acquired in the field of marketing. | |
3) | To be able to develop new strategic approaches for the solution of complex and unpredictable problems encountered in applications related to the field of marketing and to produce solutions by taking responsibility. | |
4) | To be able to critically evaluate the knowledge and skills acquired in the field of marketing expertise and to direct their learning. | |
5) | To be able to systematically convey the current developments in the field of marketing and their own studies to groups in and outside the field, in written, verbal and visual forms, by supporting them with quantitative and qualitative data. | |
6) | To be able to develop strategy, policy and implementation plans in the field of marketing and to evaluate the results obtained within the framework of quality processes. |