Course Code	Semester	Course Name	LE/RC/LA	Course Type	Language of Instruction	ECTS
YM5204		CUSTOMER EXPERIENCE MANAGEMENT	2/0/0	DE	TURKISH	4

Course Goals	Today, customer relationship management is one of the most important factors in the growth and sustainability of an enterprise. With the advancement of information communication technologies, important developments have been made in the design of customer relationship management systems. From technological point of view, these developments allow the customer to be better recognized and communicate with them more effectively, while also giving businesses a great advantage over their competitors.This course aims to understand the processes in a comprehensive way by entering into Customer Relationship Management.
Prerequisite(s)	-
Corequisite(s)	-
Special Requisite(s)	-
Instructor(s)	Lecturer Efe Anğın
Course Assistant(s)
Schedule	-Wednesday, 16.00-17.45, Ataköy Campus, Faculty of Art and Design. AK1C0305
Office Hour(s)	-Wednesday, 13.00-15.00, Ataköy Campus, Faculty of Art and Design. AK1C0305
Teaching Methods and Techniques	It has been planned as Digital Distance Education and will be supported by sectoral E-Webinars that will be given in the Fall Semester with 100% Asynchronous and Synchronous enriched digital method and CATs V3.0 interface. * Digital Education should be added to the weekly program.
Principle Sources	Customer Experience (Kaan Varnalı)  Customer Experience Management (Prof. Dr. Can Erdem - Prof. Dr. Nihat Tavşan) Sectoral Research
Other Sources	-Sectoral research

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

Assessments
Evaluation tools	Quantity	Weight(%)
Midterm(s)	1	30
Homework / Term Projects / Presentations	1	20
Final Exam	1	50

Program Outcomes PO-1 The students will be able to define all kinds of concepts related to communication, new media, art and culture (New media and communication) PO-2 The students will be able to understand the historical developments of communication and new media issues, as cultural, social, and technological change depending on the areas of related changes. They will be able to evaluate the results. PO-3 The students will be able to follow technological, cultural, and social changes and apply them to their fields PO-4 The students will be able to analyze and evaluate the new media and communication issues and criticize them by interpreting their understanding. PO-5 The students will be able to produce scientific content by researching and analyzing theoretical and conceptual issues related to new media and communication fields with a scientific approach PO-6 The students will be able to manage time and resources effectively by improving content production and management skills on digital platforms. PO-7 The students will be able to develop detailed and necessary knowledge in specific areas of expertise such as internet journalism, digital marketing, digital advertising, new media programming, and public relations in social media. PO-8 The students can produce original works in various fields, such as digital animation, digital photography, interactive media design, digital game design, and application design. PO-9 The students will be able to understand artistic works by following current and digital works of art. PO-10 The students will be able to create strategies for institutions in social media platforms and put them into practice. PO-11 The students will be able to put their creative ideas into practice in digital platforms and produce multimedia projects. PO-12 The students will be able to use the necessary tools and equipments in their profession in the right place and at the right time, and relate the theoretical knowledge they have acquired to the sector practices. PO-13 The students will be able to produce by working in a disciplined, planned and creative manner. PO-14 The students will be able to produce projects in various competitions, exhibitions, panels, biennials and seminars etc. in national and international areas. PO-15 The students will be able to provide solutions to the problems encountered in the communication process and will be able to use the initiative related to the topic.

Learning Outcomes LO-1 The students will be able to define the concepts of competitive advantage and customer experience management. LO-2 The students will be able to relate customer experience management processes and information technologies. LO-3 The students will be able to define the customer value management process. LO-4 The students will be able to express customer complaints management. LO-5 The students will be able to explain the processes of marketing activities in customer relationship management.

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

PO 13

PO 14

PO 15

LO 1

LO 2

LO 3

LO 4

LO 5