Information Package / Course Catalogue
Customer Relationship Management
Course Code: TRZM240
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: 2
Objectives of the Course

The aim is to ensure that our students understand that CRM is a customer-centric management strategy; that they are knowledgeable about effective communication, customer value, customer loyalty, and customer satisfaction; that they can establish the connection between customer relationship management and the concept of quality; that they can shape their production and marketing approach according to customer expectations; that they can use accurate information clearly and quickly; that they can determine the appropriate place and timing for the technologies to be used in the CRM process; and that they are solution-oriented individuals with the competence to monitor and evaluate new developments.

Course Content

The concept of customer relations in tourism businesses, customer behavior and satisfaction, customer acquisition and retention strategies, effective communication with customers, and creating a customer satisfaction-oriented culture.

Name of Lecturer(s)
Prof. Pınar ALTIOK GÜREL
Learning Outcomes
1.Evaluating CRM systems
2.Evaluating CRM process
3.Apprehending usage of CRM systems
4.To ensure customer satisfaction
5.To learn customer loyalty
Recommended or Required Reading
1.These documents/lecture notes were prepared by the course instructor, Prof. Dr. Pınar ALTIOK GÜREL, and are used in the course.
2.Pınar Altıok Gürel, (2019), “A New Strategic Awareness for Businesses: Social Customer Relationship Management”, 17th International Turkish World Social Sciences Congress, October 30 - November 1, 2019, Istanbul-Turkey, Full Text Proceedings Book, pp:275-284.
3.Pınar Altıok Gürel, (2021)., “Reflections of Marketing 5.0 Concept on New Marketing Strategies: Gaining Competitive Advantage Through Customer Experience”, Organizational Reflections of Digital Transformation (Different Assessments from the Perspective of Business and Public Administration), CHAPTER IX, pp: 237-271, Necmettin Erbakan University Publications
4.Pınar Altıok Gürel, (2023), “Preview The Future In Customer Relationship Management Strategies: Autonomous Stores”, 5th International Istanbul Modern Scientific Research Congress, July 9-11, 2023, Istanbul, TURKEY, THE BOOK OF FULL TEXTS, pp: 615-647.
5.Taşkın, Erdoğan., “Customer Relations Training”, Papatya Publishing, Istanbul.
6.Odabaşı, Yavuz., “Customer Relationship Management in Sales and Marketing”, Sistem Yayıncılık, Istanbul.
7.Gültekin B., Kement Ü. (2018) Customer Relationship Management, Nobel Publishing.
8.Yıldırım F., Panayırcı C. (2009) CRM Customer Relationship Management and Marketing Communication, Papatya Publishing.
9.Baş M., Tolon M., Aktepe C. (2015) Customer Relationship Management, Detay Publishing.
10.Çiçek E. (2017) The Key to Success in Marketing and Competition: Customer Relationship Management, Eğitim Yayınevi
11.Anderson,Kristin & Carol Kerr., “Customer Relationship Management”, Mc Groww Hill Proffessional, 2001,New York, USA.
12.Harvard Business Review on Customer Relationship Management, Harvard Business School Press., The Harvard Business Review paperback Series, 2001-2002., USA.
Weekly Detailed Course Contents
Week 1 - Theoretical
The Fundamental Elements of Customer Relationships. Definition and differences between customer and consumer, types of customers. The importance of customer relationship management in tourism businesses and what is primarily needed to develop a quality customer relationship policy.
Week 2 - Theoretical
The Requirements of Effective Customer Relationship Management, the Importance of Effective Communication and a Customer-Centric Business Approach, Customer Satisfaction, Customer Contentment
Week 3 - Theoretical
The Importance of Customer Complaints, the Concept of Service Remediation, and the Customer Loyalty Ladder, Key Actions Performed by Customer Relationship Management in Businesses
Week 4 - Theoretical
Understanding the relationship between Customer Relationship Management and Total Quality Management, the importance of this relationship, and linking the Total Quality Culture that should be established in tourism businesses with Customer Relationship Management.
Week 5 - Theoretical
The Concept of Value Creation and Value-Creating Marketing Approach, Customer-Centric Marketing, Data-Driven Marketing, Customer Relationship Management Mechanisms (Internal and External Programs), CRM-Institutionalization Relationship and SMART Approach, CRM-Corporate Intelligence Relationship, Lifetime Customer Value
Week 6 - Theoretical
New Perspectives on the CRM Concept, Key Features of CRM, What a Business Gains When Implementing CRM?, Examining Customer Retention Actions, Using Technology in Customer Relationship Management, Data Mining, Organizational Structure of CRM
Week 7 - Theoretical
Elements Forming the Core Infrastructure of Customer Relationship Management (CRM), CRM Process, Stages, Architecture, and Strategy
Week 8 - Theoretical
Understanding the relationship between innovation and customer relationship management, and aligning innovation processes with customer relationship management-centric processes such as marketing, sales, service, etc. (MIDTERM EXAM)
Week 9 - Theoretical
Future Leaders and Managers - Organizational Structures and Their Relationship with CRM Strategies, CRM-Corporate Culture Relationship, CRM Objectives, Benefits of CRM for Businesses
Week 10 - Theoretical
CRM - Differentiation - Competition - Restructuring - Learning Organization Relationship, Customer Management Systems, Customer Service and Methodology, Customer Service Management and Organization, Customer Focus, Customer Representative Concept, Service Marketing and CRM
Week 11 - Theoretical
Customer Relationship Management (CRM) Model and Implementation Stages
Week 12 - Theoretical
The importance of database-driven marketing and information management for businesses, and what needs to be done in this context within the framework of today's digital transformations.
Week 13 - Theoretical
Dynamic Organization in Customer Relationships, Essential Elements for Effective Organization in Customer Relationship Management, Elements Required to Develop a Customer-Centered Organizational Structure
Week 14 - Theoretical
Recent Developments in Customer Relationship Management Around the World
Assessment Methods and Criteria
Type of AssessmentCountPercent
Midterm Examination1%40
Final Examination1%60
Workload Calculation
ActivitiesCountPreparationTimeTotal Work Load (hours)
Lecture - Theory140228
Midterm Examination110111
Final Examination110111
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
5
OÇ-2
OÇ-3
OÇ-4
OÇ-5
Adnan Menderes University - Information Package / Course Catalogue
2026