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COURSE INFORMATION
Course CodeCourse TitleL+P HourSemesterECTS
OTIY 542CUSTOMER RELATIONSHIP MANAGEMENT3 + 02nd Semester7,5

COURSE DESCRIPTION
Course Level Master's Degree
Course Type Elective
Course Objective To understand the role CRM plays in the effective planning, implementation and control of relationship marketing strategies. To understand how customer lifetime value is calculated and used in CRM. To understand how CRM can aid in the attraction, growth and retention of customers. To understand the key factors in the successful implementation of CRM. To understand how CRM is adapting to and leveraging evolving technologies available to customers.
Course Content This course examines the scope of CRM including strategy, organization and information technology. The course summarizes the role and importance of CRM in marketing. It also presents basic definitions to terms like “customer relationship management”, “customer value”, “customer loyalty”, analytical and operational CRM”.
Prerequisites No the prerequisite of lesson.
Corequisite No the corequisite of lesson.
Mode of Delivery Face to Face

COURSE LEARNING OUTCOMES
2Customer relationship types and strategies are identified.
1The importance of relationship with customers as the marketing perspective is comprehended.
3Database marketing implementations are analayzed.
4Loyalty programs are analyzed.

COURSE'S CONTRIBUTION TO PROGRAM
PO 01PO 02PO 03PO 04PO 05PO 06PO 07PO 08PO 09PO 10PO 11PO 12
LO 001 554  45 5 4
LO 00255 45 45 4 4
LO 003545 45 4 4 4
LO 00455 4 54 55 4
Sub Total151910129101214518 16
Contribution453323341504

ECTS ALLOCATED BASED ON STUDENT WORKLOAD BY THE COURSE DESCRIPTION
ActivitiesQuantityDuration (Hour)Total Work Load (Hour)
Course Duration (14 weeks/theoric+practical)14342
Hours for off-the-classroom study (Pre-study, practice)14228
Mid-terms14040
Final examination16060
Presentation / Seminar Preparation12525
Total Work Load

ECTS Credit of the Course






195

7,5
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L+P: Lecture and Practice
PQ: Program Learning Outcomes
LO: Course Learning Outcomes