The aim of the course is to equip students to appreciate the importance, and understand thedifferent aspects of customer value creation.
Prerequisite(s)
principles of marketing is the previous course that must be taken
Corequisite(s)
none
Special Requisite(s)
attendance and participation
Instructor(s)
Assist. Prof. Dr. Didem Kayalıdereden
Course Assistant(s)
Schedule
monday - 12.00-13.50 - L04
Office Hour(s)
Assist Prof Didem Kayalıdereden room no B803
Teaching Methods and Techniques
-presentations
-case studies
-guest speakers
Principle Sources
- Managing Customer Experience and relatgionship, Daon Peppers and Martha Rogers, Ph.D,John Wiley & Sons, Inc., Hoboken, New Jersey.,2017
Other Sources
--Lecturer notes and presentations will be shared with students
Course Schedules
Week
Contents
Learning Methods
1. Week
Overview and Definition of CRM
Lecturer Presentation, class discussion
2. Week
Key Components and Context of CRM
Lecturer Presentation, class discussion
3. Week
CRM Process- 1
Lecturer Presentation, class discussion
4. Week
CRM Process- 2
Lecturer Presentation, class discussion
5. Week
Customer Value and Value Creation
Lecturer Presentation, class discussion
6. Week
Establishing Succesful Customer Relations
Lecturer Presentation, class discussion
7. Week
midterm break
8. Week
midterm break
9. Week
CRM as a Marketing Tool
Lecturer Presentation, class discussion
10. Week
Customer Loyalty and Satisfaction
Lecturer Presentation, class discussion
11. Week
Complaint Management
Lecturer Presentation, class discussion
12. Week
Case Discussions
Students presentations
13. Week
Case Discussions
Students presentations
14. Week
Final
Exam
15. Week
16. Week
17. Week
Assessments
Evaluation tools
Quantity
Weight(%)
Program Outcomes
PO-1
Comprehends both theoretical and applied subjects in international trade at the advanced level, and uses his/her knowledge when necessary.
PO-2
Analyses basic concepts and data related to International Trade and Economics by scientific methods, interprets those with analytically, and evaluates those with regard to economic issues.
PO-3
Express his/her thoughts, comments and evaluations related to International Trade discipline both in written and oral forms.
PO-4
Defines current problems, and proposes solutions which are supported by evidence and research based quantitative and qualitative data.
PO-5
Inspects how public and private sector enterprises engaged in trade activities operates in practice, and evaluates the continuities and the dynamism in these sectors.
PO-6
Defines and tracks local, regional (such as European Union or Middle East) and global issues from the point of political economics, and relates these issues to each other.
PO-7
Possesses sufficient knowledge in other disciplines related to International Trade (such as Economics, Finance, International Business and Law), and reports this information.
PO-8
Follows publications and research in International Trade, Globalisation and Financial Systems in the English language, and communicates with his/her colleagues internationally.
PO-9
Uses a second language (Russian, Chinese, etc.) at the intermediate level.
PO-10
Possesses ethical principles and scientific values in collection, interpretation and release of data.
Learning Outcomes
LO-1
Discuss the concepts, tools, methods and implications of relationship marketing forcompetitive advantage
LO-2
Explain the concept of Customer Lifetime Value and Customer Life Cycle Management.
LO-3
Analyze operational and analytical CRM data to gain insights about customers for better marketing decisions.
LO-4
Compare and select appropriate tools and software for CRM implementation and discuss the steps in CRM implementation
LO-5
Develop relationship marketing strategy for an organization
