Information Package / Course Catalogue - Adnan Menderes University

General Information Unit Staff Academic Information Programme Outcomes Course Structure Diagram Contact Information

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Customer Relations Management

Course Code	: EF257
Course Type	: Area Elective
Couse Group	: First Cycle (Bachelor's Degree)
Education Language	: Turkish
Work Placement	: N/A

Theory	: 3
Prt.	: 0
Credit	: 3
Lab	: 0
ECTS	: 5

Objectives of the Course

The aim of this course is to introduce to the students the concepts of customer relationship management as a business philosophy and technology.

Course Content

Making sense of customer relationship management (CRM), the CRM value chain, information technology for CRM, customer portfolio analysis, customer intimacy, creating and managing networks, creating value for customers, managing the customer lifecycle: customer acquisition, customer retention and development, organizing for CRM.

Name of Lecturer(s)

Prof. Fatma ÇAKIR

Learning Outcomes

1.	Students will analyse the processes of customer relationship management.
2.	Students will analyse the customer relationship management processes feedbacks.
3.	Students will hanve an understanding of the importance of the customer relationship management.
4.	Database-based marketing practices are examined.
5.	Customer relationship types and strategies are defined.

Recommended or Required Reading

1.	Adrian Payne, HANDBOOK OF CRM: Achieving Excellence in Customer Management, Elsevier,
2.	Don Peppers, Martha Rogers, Managing Customer Relationships: A Strategic Framework, John Wiley & Sons, Inc

Weekly Detailed Course Contents

Week 1 - Theoretical

Introduction to the course

Week 2 - Theoretical

Strategic framework for CRM

Week 3 - Theoretical

Developing strategy

Week 4 - Theoretical

multi-channel integration process

Week 5 - Theoretical

information management process

Week 6 - Theoretical

Performance evaluation process

Week 7 - Theoretical

Defining customers

Week 8 - Theoretical

Integration with customers

Week 9 - Theoretical

Integration with customers

Week 10 - Theoretical

customer relationship management tools

Week 11 - Theoretical

Privacy and customer feedback

Week 12 - Theoretical

Mass adaptation

Week 13 - Theoretical

Evaluation of CRM

Week 14 - Theoretical

general assessment

Assessment Methods and Criteria

Type of Assessment	Count	Percent
Midterm Examination	1	%40
Final Examination	1	%60

Workload Calculation

Activities	Count	Preparation	Time	Total Work Load (hours)
Lecture - Theory	14	2	3	70
Assignment	4	2	2	16
Individual Work	10	1	1	20
Midterm Examination	1	8	1	9
Final Examination	1	9	1	10
TOTAL WORKLOAD (hours)				125

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
OÇ-1	4	5	4	3	3	4	2	2	5
OÇ-2	4	3	3	4	5	5	5	5	4
OÇ-3	5	4	4	5	3	4	5	4	4
OÇ-4	4	5	5	5	5	5	5	2	4
OÇ-5

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