Course Code	Semester	Course Name	LE/RC/LA	Course Type	Language of Instruction	ECTS
MHT3001	3	Customer Relationship Management	3/0/0	CC		3

Course Goals	To analyze the customer with different needs and expectations correctly, to understand the necessary methods in establishing interactive communication with customers through digital methods together with globalization, to provide students with a broad perspective by drawing attention to the importance of relational marketing and consumer-centered applications.
Prerequisite(s)	-
Corequisite(s)	-
Special Requisite(s)	-
Instructor(s)	Lecturer Emine Anık
Course Assistant(s)
Schedule	Monday, 16:00-18:50, 2A01, Incırlı Campus
Office Hour(s)	CATS Meeting
Teaching Methods and Techniques	This course was planned as formal, but after the developments in the pandemic process, it was decided to continue the course with the Digital Distance Education method within the framework of the recommendations of YÖK. The theoretical part of the course will be given 100% Asynchronous and Synchronously enriched digital method with CATs V3.0 interface and will be supported by sectoral E-Webinars. Those who can be given from the Applied parts of the course will be given again by the Digital Distance Education method, and the applications that cannot be given will be given with the hybrid method alternately watched with the optional appointment method over the CATs V3.0 system in the Fall Semester according to the developments in the pandemic process.
Principle Sources	Yavuz Odabaşı, Pazarlama İletişimi Yönetimi, Mediacat Yayıncılık Hülya Bakırtaş, Müşteri İlişkileri Yönetimi, Ekin Yayıncılık.
Other Sources	lecture note, thesis, article

Course Schedules
Week	Contents	Learning Methods
1. Week	Introduction to Customer Relationship Management	Presentation and expression
2. Week	Objectives and Characteristics of Customer Relationship Management	Presentation and expression
3. Week	Digitalization in Customer Relationship Management Process	Presentation and expression
4. Week	Experience Concept and Customer Experience	Presentation and expression
5. Week	Sections of Customer Experience	Presentation and expression
6. Week	Experiential Marketing Communication	Presentation and expression
7. Week	General Reviev	Presentation and expression
8. Week	Customer loyalty	Presentation and expression
9. Week	Mapping the Customer Journey	Presentation and expression
10. Week	Customer Complaints Management	Presentation and expression
11. Week	Next Generation Customer Relationship Management - Social CRM	Presentation and expression
12. Week	Customer Experience Trends in the Digital World	Presentation and expression
13. Week	Customer Experience Trends in the Digital World	Presentation and expression
14. Week	General Evaluation	Presentation and expression
15. Week	Final Exam	Final Exam
16. Week	Final Exam	Final Exam
17. Week	Final Exam	Final Exam

Assessments
Evaluation tools	Quantity	Weight(%)
Homework / Term Projects / Presentations	1	40
Final Exam	1	60

Program Outcomes PO-1 P O 1. To have basic knowledge about Public Relations and Advertising PO-2 P O 2. To have basic knowledge about Human Resources PO-3 P O 3. To have basic knowledge about Marketing PO-4 P O 4. To have basic knowledge about Aesthetic Arts and Fine Arts PO-5 P O 5. To have basic knowledge about information technology PO-6 P O 6. To have basic knowledge about Law PO-7 P O 7. To have basic knowledge about Project Management PO-8 P O 8. To have knowledge on Atatürk Principles and Revolution History PO-9 P O 9. To have professional English on Communication PO-10 P O 10. To have knowledge about effective Turkish Language PO-11 P O 11.To have knowledge about communication PO-12 P 0 12.To have knowledge about business functions

Learning Outcomes LO-1 To have mastered the Customer Relationship Management process LO-2 Knowing consumer behaviors. LO-3 Understand customer retention and lost customer acquisition programs. LO-4 Recognizing the customer value management process LO-5 Recognizing customer loyalty programs

Course Assessment Matrix:

PO 1

PO 2

PO 3

PO 4

PO 5

PO 6

PO 7

PO 8

PO 9

PO 10

PO 11

PO 12

LO 1

LO 2

LO 3

LO 4

LO 5