Information Package / Course Catalogue
Customer Relationship Management
Course Code: LGT163
Course Type: Area Elective
Couse Group: Short Cycle (Associate's Degree)
Education Language: Turkish
Work Placement: N/A
Theory: 2
Prt.: 0
Credit: 2
Lab: 0
ECTS: 3
Objectives of the Course

To train individuals who know customer requirements and needs, to be able to perform Customer Relationship Management process, to know customer classification, Customer Value Management

Course Content

Customer Relationship Management process, customer requirements and needs, types of customers, customer value management, loyalty and satisfaction programs, customer complaint management.

Name of Lecturer(s)
Learning Outcomes
1.Mastering the Customer Relationship Management process
2.Knowing consumer behavior, recognizing customer types and developing appropriate approaches
3.Understanding customer retention and customer acquisition programs
4.Getting to know customer loyalty programs
5.Identifying and selecting appropriate information technologies for the Customer Relationship Management process
6.Knowing the CRM applications of Turkish and World brands
Recommended or Required Reading
1.Yavuz ODABAŞI - Satışta ve Pazarlamada Müşteri İlişkileri Yönetimi Sistem Yayıncılık
2.Arman KIRIM - Strateji ve Birebir Pazarlama (CRM)Sistem Yayıncılık
Weekly Detailed Course Contents
Week 1 - Theoretical
Introduction to customer relationship management (CRM)
Week 2 - Theoretical
Improving customer relations
Week 3 - Theoretical
Customer and consumer concepts
Week 4 - Theoretical
The economic aspect of customer relations
Week 5 - Theoretical
Customer service: Concept of customer service, service quality
Week 6 - Theoretical
Types of relationships and ways to create customer relationships
Week 7 - Theoretical
The ways and importance of gaining and retaining customers
Week 8 - Theoretical
Customer complaint management (quiz)
Week 9 - Theoretical
Integrated CRM strategies
Week 10 - Theoretical
Customer pyramid
Week 11 - Theoretical
Reasons for CRM failure
Week 12 - Theoretical
Evaluation of CRM technology and systems
Week 13 - Theoretical
Approaches to CRM and CRM applications of Turkish and World brands
Week 14 - Theoretical
Approaches to CRM and CRM applications of Turkish and World brands
Assessment Methods and Criteria
Type of AssessmentCountPercent
Assignment1%2.5
Quiz1%2.5
Midterm Examination1%35
Final Examination1%60
Workload Calculation
ActivitiesCountPreparationTimeTotal Work Load (hours)
Lecture - Theory140342
Assignment101313
Individual Work101010
Midterm Examination1415
Final Examination1415
TOTAL WORKLOAD (hours)75
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
OÇ-1
4
3
3
3
4
OÇ-2
4
3
3
3
4
3
OÇ-3
4
3
4
3
3
3
4
OÇ-4
4
3
3
3
3
OÇ-5
3
4
5
3
3
OÇ-6
4
4
3
3
4
3
Adnan Menderes University - Information Package / Course Catalogue
2026