Information Package / Course Catalogue
Customer Relations Management
Course Code: ULT428
Course Type: Non Departmental Elective
Couse Group: First Cycle (Bachelor's Degree)
Education Language: Turkish
Work Placement: N/A
Theory: 3
Prt.: 0
Credit: 3
Lab: 0
ECTS: 6
Objectives of the Course

The aim of this course is to convey the information about the basic principles, approaches and applications of the customer focused marketing approach to the students.

Course Content

The purpose of Customer Relationship Management is to establish long-term customer relationships and to ensure profitability with customer-oriented strategies. In this context, concepts related to gaining, protecting and growing profitable customers are emphasized in this course.

Name of Lecturer(s)
Learning Outcomes
1.Understanding customer relationship management concepts and methodology
2.Understands the concept of customer satisfaction
3.Learns how to create a loyal customer.
4.Communicates effectively with customers.
5.Measures the level of customer relationships.
6.Reviews of Data Mining Tools
7.Understands Crisis and Complaint Management Strategies
8.Understands the Stages of the Customer Lifecycle
9.Market Segmentation: Identifying Profitable and Unprofitable Customers.
Recommended or Required Reading
1.Müşteri İlişkileri Yönetimi, Metehan Tolon, Mehmet Baş, Cemalettin Aktepe, Detay Yayıncılık: Ankara.
2.Müşteri İlişkileri Yönetimi, Bahar Yaşin, İstanbul Üniversitesi Yayınları (e-kitap)
Weekly Detailed Course Contents
Week 1 - Theoretical
The Concept and Development of Customer Relationship Management
Week 2 - Theoretical
The Core Philosophy of Customer Relationship Management
Week 3 - Theoretical
Operational, Analytical, and Collaborative Customer Relationship Management
Week 4 - Theoretical
The Core Components of CSR
Week 5 - Theoretical
The Concept of Relationships and Relationship Quality
Week 6 - Theoretical
The Advantages and Disadvantages of Customer Relations
Week 7 - Theoretical
Customer Satisfaction, Customer Loyalty, and Business Performance
Week 8 - Theoretical
Customer Lifetime Value
Week 9 - Theoretical
Customer Portfolio Management and Market Segmentation
Week 10 - Theoretical
Data Mining in Customer Relationship Management
Week 11 - Theoretical
Customer Lifecycle Process: Customer Identification and Customer Selection
Week 12 - Theoretical
Customer Lifecycle Process: Customer Acquisition
Week 13 - Theoretical
Customer Lifecycle Process: Customer Retention and Growth
Week 14 - Theoretical
Customer Complaint Management
Assessment Methods and Criteria
Type of AssessmentCountPercent
Midterm Examination1%40
Final Examination1%60
Workload Calculation
ActivitiesCountPreparationTimeTotal Work Load (hours)
Lecture - Theory132365
Individual Work130226
Midterm Examination125126
Final Examination135136
TOTAL WORKLOAD (hours)153
Contribution of Learning Outcomes to Programme Outcomes
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PÇ-5
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PÇ-7
PÇ-8
PÇ-9
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PÇ-13
PÇ-14
PÇ-15
OÇ-1
1
1
1
1
2
3
2
5
1
4
1
1
1
2
3
OÇ-2
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
OÇ-3
5
4
5
5
2
4
2
5
5
2
1
3
5
2
2
OÇ-4
1
1
1
1
1
1
2
2
2
1
2
1
2
1
2
OÇ-5
1
2
2
2
1
1
1
1
1
1
1
1
1
1
1
OÇ-6
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
OÇ-7
2
2
2
2
3
3
3
3
2
2
2
2
2
1
1
OÇ-8
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
OÇ-9
2
2
2
3
2
1
2
1
2
1
2
1
2
1
1
Adnan Menderes University - Information Package / Course Catalogue
2026