The aim of the course it to equip students to appreciate the importance, and understand the different aspects of customer value creation.
In this regard strategies of creating and maintaining succesful and profitable customer relations will be discussed.
Prerequisite(s)
Corequisite(s)
Special Requisite(s)
Instructor(s)
Course Assistant(s)
Schedule
Office Hour(s)
Teaching Methods and Techniques
Principle Sources
Other Sources
Course Schedules
Week
Contents
Learning Methods
1. Week
Evolution of Marketing and Relationship Marketing, Introduction to CRM
Lecturer Presentation, Class Discussion
2. Week
Fundamentals 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 Creation and Value Creation Process
Lecturer Presentation, Class Discussion
6. Week
Creating and Maintaining Successful Customer Relations
Lecturer Presentation, Class Discussion
7. Week
Customer Loyalty and Satisfaction
Lecturer Presentation, Class Discussion
8. Week
Mid-Term Exam
9. Week
CRM as a Marketing Tool
Lecturer Presentation, Class Discussion
10. Week
Case Study
Class Discussion
11. Week
Complaint Management
Student Presentation, Class Discussion
12. Week
Marketing Research and Its Role in CRM
Student Presentation, Class Discussion
13. Week
Relationship Marketing
Student Presentation, Class Discussion
14. Week
Data Mining in CRM
Student Presentation, Class Discussion
15. Week
General Review
16. Week
General Review
17. Week
Final-Exam
Assessments
Evaluation tools
Quantity
Weight(%)
Midterm(s)
1
40
Final Exam
1
60
Program Outcomes
PO-1
Demonstrates a basic level of understanding in related disciplines (such as economics, sociology, psychology, quantitative sciences, etc.) that form a foundation for business administration, and makes use of and applies them to the field of business.
PO-2
Applies mathematical, scientific, and social knowledge to business problems.
PO-3
Demonstrates a basic level of understanding in business functions and management (such as management, production, marketing, accounting, finance, human resources, behavioral sciences, etc.) and interprets the theoretical arguments focusing on interactions between the actors and the cultures in the field.
PO-4
Determines how to use acquired theoretical and practical knowledge and skills related to business in application and field analysis and applies them.
PO-5
Identifies and evaluates the relations in the field of business; describes the problems and presents analytical solutions through modeling and interpreting (critical thinking).
PO-6
Designs a business process in any functional stage that complies with identified objectives.
PO-7
Develop effective business communication skills (written-verbal/formal-informal).
PO-8
Owns effective working skills individually or on a team in business and multidisciplinary fields.
PO-9
Acts with a sense of professional and ethical responsibility.
PO-10
Improves effective verbal and written communication skills in English, and acquires competence in a minimum of one foreign language.
PO-11
Acquires basic knowledge about sustainable business understanding, sustainable business functions, and the concept of sustainability.
PO-12
In line with the requirements of the digital age, they gain experience and knowledge to see and analyze the business as a whole, analyze market behavior, sales, and planning, budget management, financing, create a strategy, read competitor strategies, construct scenarios and performance evaluation skills through teamwork on a virtual simulation program.
PO-13
Having both basic computer usage knowledge and advanced Excel usage knowledge required by the business world for writing formulas, data analysis, modeling, and using macros.
PO-14
Acquires knowledge and skills about current information systems and how to use these systems in business problems.
writing formulas, data analysis, modeling, and using macros.
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