Istanbul Health and Technology University INFORMATION PACKAGE / COURSE CATALOGUE
| Engineering Management (With Thesis) | |||||
| Master | TR-NQF-HE: Level 7 | QF-EHEA: Second Cycle | EQF-LLL: Level 7 | ||
Course General Introduction Information
| Course Code: | MHY506 | ||||
| Course Name: | Customer relations management | ||||
| Course Semester: | Spring | ||||
| Course Credits: |
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| Language of instruction: | TR | ||||
| Course Requirement: | |||||
| Does the Course Require Work Experience?: | No | ||||
| Type of course: | Area Ellective | ||||
| Course Level: |
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| Mode of Delivery: | Face to face | ||||
| Course Coordinator : | Ar.Gör. HAZAL YAREN YALIRSU | ||||
| Course Lecturer(s): | Dr.Öğretim Üyesi Irmak Bakioğlu | ||||
| Course Assistants: |
Course Purpose and Content
| Course Objectives: | The objective of this course is to enable students to understand customer relationships, learn how to manage customer data, and use CRM technologies strategically to improve customer satisfaction and business performance |
| Course Content: | This course introduces customer-centric business strategies, concepts, technologies, and applications of Customer Relationship Management (CRM). It covers the strategic, operational, and analytical aspects of CRM and explores effective CRM practices to enhance customer satisfaction, loyalty, and retention. |
Learning Outcomes
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The students who have succeeded in this course;
1) Explain the core concepts and importance of CRM. 2) Develop and implement CRM strategies. 3) Collect, analyze, and utilize customer data effectively 4) Use CRM software and technologies. 5) Evaluate different CRM applications (operational, analytical, and social CRM). |
Course Flow Plan
| Week | Subject | Related Preparation |
| 1) | Introduction and Overview of CRM • What is CRM? • Importance and Objectives of CRM • Organizational Benefits of CRM • History and Evolution of CRM | |
| 2) | CRM Strategy • Key Elements of a CRM Strategy • Customer-Centricity and Strategic Management • CRM Strategy Development Process | |
| 3) | Customer Data Management • Types of Customer Data • Sources of Customer Data • Data Quality and Data Cleansing Processes | |
| 4) | Customer Segmentation • Why is Customer Segmentation Important? • Segmentation Criteria • Segmentation Tools and Techniques | |
| 5) | CRM Technologies and Infrastructure • CRM Software and Platforms • Classification of CRM Technologies • Criteria for CRM Software Selection | |
| 6) | Operational CRM • Sales Automation • Marketing Automation • Service Automation | |
| 7) | Analytical CRM • Core Concepts of Analytical CRM • Customer Analytics and Reporting • Predictive Analytics Applications | |
| 8) | Social CRM • Social Media and CRM • Social CRM Strategies • Success Stories in Social CRM | |
| 9) | Customer Experience Management (CEM) • What is Customer Experience? • Experience Mapping and Customer Journey • Linking CEM and CRM | |
| 10) | Customer Loyalty and Retention • What is Customer Loyalty? • Customer Loyalty Programs • Measuring Customer Retention | |
| 11) | CRM Project Management • Planning CRM Projects • CRM Implementation Processes • Risk Management and Reasons for Failures | |
| 12) | B2B and B2C CRM Applications • B2B CRM: Differences and Applications • B2C CRM: Differences and Applications • CRM Usage Scenarios | |
| 13) | CRM Performance Measurement • Measuring CRM Success • ROI Calculations • CRM Performance Metrics | |
| 14) | Future Trends and Closing • The Future of CRM and Emerging Technologies • Artificial Intelligence, Machine Learning, and CRM • Final Review, Project Presentations, and Course Closing |
Sources
| Course Notes / Textbooks: | Buttle, Francis and Maklan, Stan (2023). Customer Relationship Management: Concepts and Technologies (2nd Edition). |
| References: | Buttle, Francis and Maklan, Stan (2023). Customer Relationship Management: Concepts and Technologies (2nd Edition). |
Course - Learning Outcome Relationship
| No Effect | 1 Lowest | 2 Medium | 3 Highest |
| Program Outcomes | Level of Contribution |
Learning Activity and Teaching Methods
Measurement and Evaluation Methods and Criteria
Assessment & Grading
| Semester Requirements | Number of Activities | Level of Contribution |
| Homework Assignments | 1 | % 20 |
| Midterms | 1 | % 20 |
| Final | 1 | % 60 |
| total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 40 | |
| PERCENTAGE OF FINAL WORK | % 60 | |
| total | % 100 | |