Information Package / Course Catalogue
Human Resources and Customer Relationship Management
Course Code: EMY006
Course Type: Required
Couse Group: Short Cycle (Associate's Degree)
Education Language: Turkish
Work Placement: N/A
Theory: 3
Prt.: 0
Credit: 3
Lab: 0
ECTS: 3
Objectives of the Course

The aim of this course is to enable students to evaluate human resources management and customer relationship management together in real estate businesses.

Course Content

The course covers recruitment, task distribution, training, performance management, motivation, team management, customer needs analysis, effective communication, complaint management, CRM systems, and customer loyalty.

Name of Lecturer(s)
Learning Outcomes
1.The student explains the concepts of human resource management and customer relationship management.
2.The student understands task distribution, recruitment, and training processes in real estate businesses.
3.The student evaluates agent performance, motivation, and team management criteria.
4.The student uses customer needs analysis, effective communication, and complaint management skills.
5.The student prepares a human resources and customer relationship plan for a sample real estate office.
Recommended or Required Reading
1.Instructor’s Lecture Notes
Weekly Detailed Course Contents
Week 1 - Theoretical
Introduction to Human Resources and Customer Relationship Management: Human resource management, customer relationship management, and the importance of these two areas for real estate businesses are explained.
Week 2 - Theoretical
Human Resources Structure in Real Estate Businesses: The roles of real estate office owners, office managers, real estate agents, sales support staff, and administrative personnel are discussed.
Week 3 - Theoretical
Recruitment and Staff Selection: Selecting the right personnel in the real estate sector, preparing job descriptions, candidate evaluation, interviews, and onboarding processes are explained.
Week 4 - Theoretical
Training and Professional Development: The importance of continuous training for real estate agents in sales, marketing, land registry, zoning, legislation, communication, and digital tools is explained.
Week 5 - Theoretical
Performance Management: Performance criteria such as sales targets, number of portfolios, customer meetings, listing quality, closed transactions, and customer satisfaction are examined.
Week 6 - Theoretical
Motivation and Team Management: Motivation methods, commission systems, internal communication, leadership, cooperation, and conflict management in real estate offices are discussed.
Week 7 - Practice
Human Resources Case Study: Students are asked to make a short evaluation on staff selection, task distribution, or performance problems in a sample real estate office.
Week 8 - Theoretical
Introduction to Customer Relationship Management: The concepts of customer, customer expectations, customer satisfaction, customer loyalty, and trust relationships in the real estate sector are explained.
Week 9 - Theoretical
Customer Needs Analysis: The expectations of different customer groups such as buyers, sellers, tenants, investors, and landowners, as well as needs analysis methods, are discussed.
Week 10 - Theoretical
Effective Communication and Customer Meetings: First contact, phone conversations, face-to-face communication, active listening, asking the right questions, and trustworthy agent behavior are explained.
Week 11 - Theoretical
Complaint Management and Difficult Customers: Handling customer complaints, managing objections, crisis communication, resolving misunderstandings, and preventing customer loss are covered.
Week 12 - Theoretical
CRM Systems and Digital Customer Tracking: Customer records, meeting notes, request tracking, portfolio matching, reminders, and the use of digital CRM software are explained.
Week 13 - Theoretical
Customer Loyalty, Referrals, and Long-Term Relationship Management: After-sales communication, creating referral customers, repeat transactions, trust-based relationships, and corporate reputation are discussed.
Week 14 - Theoretical
General Review and Practical Office Management Scenario: The semester topics are reviewed; students are asked to prepare a human resources and customer relationship plan for a sample real estate office.
Assessment Methods and Criteria
Type of AssessmentCountPercent
Assignment1%5
Quiz1%5
Midterm Examination1%30
Final Examination1%60
Workload Calculation
ActivitiesCountPreparationTimeTotal Work Load (hours)
Lecture - Theory140342
Assignment1022
Quiz1099
Midterm Examination101414
Final Examination1088
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
OÇ-1
2
3
2
3
2
5
2
4
5
1
1
2
3
OÇ-2
3
1
3
2
5
4
5
2
3
2
1
4
5
OÇ-3
4
2
3
2
5
4
5
2
3
2
1
2
3
OÇ-4
2
1
2
1
3
2
5
2
1
4
2
2
3
OÇ-5
3
5
2
3
2
5
4
1
2
3
2
2
3
Adnan Menderes University - Information Package / Course Catalogue
2026