Information Package / Course Catalogue
Customer Relationship Management
Course Code: MVU154
Course Type: Non Departmental Elective
Couse Group: Short Cycle (Associate's Degree)
Education Language: Turkish
Work Placement: N/A
Theory: 2
Prt.: 0
Credit: 2
Lab: 0
ECTS: 2
Objectives of the Course

To enable the student to communicate with customers according to the goals and strategies of the business and to help classify customers according to their characteristics.

Course Content

Understanding today's changing and inquisitive customer profile; thus, developing strategies to retain customers.

Name of Lecturer(s)
Ins. Zühal MOLLAOĞULLARI
Learning Outcomes
1.Recognizing the concept of customer
2.Creating a customer profile
3.Determining customer needs
4.Customer satisfaction
5.Retaining customers and increasing customer profitability
Recommended or Required Reading
1.YAVUZ ODABAŞI Customer Relationship Management in Sales and Marketing,
Weekly Detailed Course Contents
Week 1 - Theoretical
Fundamentals of Customer Relationship Management
Week 2 - Theoretical
Definition and Development of Marketing, Production Concept, Product Concept,
Week 3 - Theoretical
The Concept and Basic Philosophy of CRM
Week 4 - Theoretical
Classification of customers,
Week 5 - Theoretical
Customer Relationship Management Architecture: Operational, Analytical and Collaborative CRM
Week 6 - Theoretical
Customer-Focused and Customer Value-Based Organizational Structure within the Framework of Customer Relationship Management
Week 7 - Theoretical
The Concept of Relationships, Advantages and Disadvantages of Customer Relationships
Week 8 - Theoretical
Creating customer value
Week 9 - Theoretical
Customer Satisfaction, Customer Loyalty and Business Performance
Week 10 - Theoretical
Measuring customer satisfaction and Customer Lifetime Value
Week 11 - Theoretical
Interpret information about traditional and online consumer behavior
Week 12 - Theoretical
Customer lifecycle process: customer identification, customer selection, customer acquisition, customer retention and growth.
Week 13 - Theoretical
Data Mining in Customer Relationship Management
Week 14 - Theoretical
Customer complaints management
Assessment Methods and Criteria
Type of AssessmentCountPercent
Midterm Examination1%40
Final Examination1%60
Workload Calculation
ActivitiesCountPreparationTimeTotal Work Load (hours)
Lecture - Theory152030
Lecture - Practice8018
Midterm Examination1516
Final Examination1516
TOTAL WORKLOAD (hours)50
Contribution of Learning Outcomes to Programme Outcomes
PÇ-1
PÇ-2
PÇ-3
PÇ-4
PÇ-5
PÇ-6
PÇ-7
PÇ-8
PÇ-9
PÇ-10
PÇ-11
PÇ-12
PÇ-13
PÇ-14
PÇ-15
OÇ-1
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
OÇ-2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
OÇ-3
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
OÇ-4
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
OÇ-5
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
Adnan Menderes University - Information Package / Course Catalogue
2026