SECTION I: GENERAL INFORMATION ABOUT THE COURSE

Course Code	Course Name	Year	Semester	Theoretical	Practical	Credit	ECTS
MBM7108	Customer Relationship Management	1	Fall	3	0	3	6

Course Type :	Elective Course III
Cycle:	Master      TQF-HE:7. Master`s Degree      QF-EHEA:Second Cycle      EQF-LLL:7. Master`s Degree
Language of Instruction:	English
Prerequisities and Co-requisities:	N/A
Mode of Delivery:	Face to face
Name of Coordinator:	Dr. Öğr. Üyesi SARP GÜNERİ
Dersin Öğretim Eleman(lar)ı:	Dr. Öğr. Üyesi SARP GÜNERİ
Dersin Kategorisi:	Programme Specific

SECTION II: INTRODUCTION TO THE COURSE

Course Objectives & Content

Course Objectives:

The aim of the Customer Relationship Management course is to impart to students knowledge of the fundamental principles, theories, and applications of a customer-centric marketing approach, which is crucial for the sustainability of businesses.

Course Content:

This course covers Customer Relationship Management (CRM) and its levels: strategic CRM, operational CRM, and analytical CRM. First, the role of relationships in CRM, the customer lifecycle, customer acquisition, customer retention, customer portfolio management, customer experience, and customer experience management will be examined. Following this, the architecture of CRM and the process of developing sustainable relationships with customers will be explained. Within this framework, comprehensive topics, concepts, approaches, and methods in strategic, operational, and analytical CRM will be discussed in depth. To ensure a better understanding of customer identification, acquisition, and retention, case studies will be included and thoroughly examined, particularly in the operational and analytical CRM areas.

Course Specific Rules

Student participation will be encouraged in class. All kinds of ideas can be expressed within the framework of respect for classmates and the instructor.

Course Learning Outcomes (CLOs)

Course Learning Outcomes (CLOs) are those describing the knowledge, skills and competencies that students are expected to achieve upon successful completion of the course. In this context, Course Learning Outcomes defined for this course unit are as follows:

Knowledge (Described as Theoritical and/or Factual Knowledge.)

1) Can define the basic principles of a customer-centric marketing approach.

2) Can discuss the importance of customer-centric thinking for sustainable business profitability.

3) Adopts a customer-centric approach in its marketing practices.

4) Can understand customer retention and lost customer recovery programs.

5) Is familiar with the customer value management process.

6) Can explain customer portfolio management and the concept of value delivery based on customer value.

Skills (Describe as Cognitive and/or Practical Skills.)

1) Can implement all processes of strategic customer relationship management.

Competences (Described as "Ability of the learner to apply knowledge and skills autonomously with responsibility", "Learning to learn"," Communication and social" and "Field specific" competences.)

Weekly Course Schedule

Week	Subject	Materials Sharing *
		Related Preparation	Further Study
1)	Introduction to Customer Relationship Management
2)	Understanding Relationships
3)	Managing the Customer Lifecycle - Customer Acquisition
4)	Managing the Customer Lifecycle - Customer Retention and Development
5)	Customer Portfolio Management
6)	How to Deliver Customer-Experienced Value - I
7)	How to Deliver Customer-Experienced Value - II

*These fields provides students with course materials for their pre- and further study before and after the course delivered.

Recommended or Required Reading & Other Learning Resources/Tools

Course Notes / Textbooks:	Customer Relationship Management - Concepts and Technologies, Third Edition, Buttle, F. & Maklan, S. Routledge, Taylor and Francis Group. Materyal
References:	Customer Relationship Management - Concepts and Technologies, Third Edition, Buttle, F. & Maklan, S. Routledge, Taylor and Francis Group. Materyal

DERS ÖĞRENME ÇIKTILARI - PROGRAM ÖĞRENME ÇIKTILARI İLİŞKİSİ

Contribution of The Course Unit To The Programme Learning Outcomes

Ders Öğrenme Çıktıları (DÖÇ)	1	2	4	5	6	7	3
Program Öğrenme Çıktıları (PÖÇ)
1) Explains the fundamental and theoretical knowledge required for business management.
2) Approaches problems encountered in the field of business administration with an analytical mindset and produces solutions.
3) Develops problem-solving and decision-making abilities through individual and team work.
4) Has the ability to manage employees and processes in a dynamic business environment.
5) Evaluates existing norms and standards in tasks undertaken with a critical perspective, and develops innovative and entrepreneurial ideas.
6) Enhances professional-level competencies beyond undergraduate qualifications in accordance with the expectations of the business world and society, as well as the institutional outcomes defined by our university, and applies them in professional or academic life.
7) Possesses cultural awareness and conveys it to groups both within and outside the field.

SECTION III: RELATIONSHIP BETWEEN COURSE UNIT AND COURSE LEARNING OUTCOMES (CLOs)

Level of Contribution of the Course to PLOs

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

	Programme Learning Outcomes	Contribution Level (from 1 to 5)
1)	Explains the fundamental and theoretical knowledge required for business management.
2)	Approaches problems encountered in the field of business administration with an analytical mindset and produces solutions.
3)	Develops problem-solving and decision-making abilities through individual and team work.
4)	Has the ability to manage employees and processes in a dynamic business environment.
5)	Evaluates existing norms and standards in tasks undertaken with a critical perspective, and develops innovative and entrepreneurial ideas.
6)	Enhances professional-level competencies beyond undergraduate qualifications in accordance with the expectations of the business world and society, as well as the institutional outcomes defined by our university, and applies them in professional or academic life.
7)	Possesses cultural awareness and conveys it to groups both within and outside the field.

SECTION IV: TEACHING-LEARNING & ASSESMENT-EVALUATION METHODS OF THE COURSE

Teaching & Learning Methods of the Course

(All teaching and learning methods used at the university are managed systematically. Upon proposals of the programme units, they are assessed by the relevant academic boards and, if found appropriate, they are included among the university list. Programmes, then, choose the appropriate methods in line with their programme design from this list. Likewise, appropriate methods to be used for the course units can be chosen among those defined for the programme.)

Teaching and Learning Methods defined at the Programme Level	Teaching and Learning Methods Defined for the Course

Assessment & Evaluation Methods of the Course

(All assessment and evaluation methods used at the university are managed systematically. Upon proposals of the programme units, they are assessed by the relevant academic boards and, if found appropriate, they are included among the university list. Programmes, then, choose the appropriate methods in line with their programme design from this list. Likewise, appropriate methods to be used for the course units can be chosen among those defined for the programme.)

Aassessment and evaluation Methods defined at the Programme Level	Assessment and Evaluation Methods defined for the Course

Contribution of Assesment & Evalution Activities to Final Grade of the Course

Measurement and Evaluation Methods	# of practice per semester	Level of Contribution
Midterms	1	% 40.00
Semester Final Exam	1	% 60.00
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 40
PERCENTAGE OF FINAL WORK		% 60
Total		% 100

SECTION V: WORKLOAD & ECTS CREDITS ALLOCATED FOR THE COURSE