COURSE UNIT TITLE

: CUSTOMER RELATION AND SERVICES MANAGEMENT

DEGREE PROGRAMMES

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
ENM 5006 CUSTOMER RELATION AND SERVICES MANAGEMENT ELECTIVE 3 0 0 8

Offered By

Graduate School of Natural and Applied Sciences

Level of Course Unit

Second Cycle Programmes (Master's Degree)

Course Coordinator

PROFESSOR HASAN SELIM

Offered to

ENGINEERING MANAGEMENT- NON THESIS (EVENING PROGRAM)

Course Objective

Customer Relation and Services Management examines the entire scope of the subjects including strategy, organization, marketing and information technology. This course blends together theory and practice to achieve a thorough discussion of CRM, thus helping the students to answer questions such as What should our business strategy be and How do we translate CRM business strategy into marketing .

Learning Outcomes of the Course Unit

1   Understand the basic concepts of CRM, strategy, marketing, information technology
2   Understand the concepts of Analytical CRM, data mining, Segmentation, Lifetime value, Operational CRM
3   Explain the Strategy and Organization of CRM
4   Perform data analyses and data mining
5   Apply CRM tools and approaches in real world settings

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 Introduction; Definitions, CRM as a business strategy, Elements of CRM, CRM Processes and systems, Entrance, applications and success of CRM
2 Strategy and Organization of CRM; Customer-supplier relationships, History, Description of customer-supplier relationships, The dynamic in relationships, Communities
3 CRM as an integral business strategy; The nature of the CRM strategy, The context of the CRM strategy, The results of a successful CRM strategy
4 The relationship-oriented organization; Mission, Culture, Structure, People, Communication and information
5 CRM Marketing Aspects; Customer knowledge; The value of customer knowledge, The utilization of data as an asset, From data to customer knowledge, Communications and multi-channels; Customers and the use of the channels, Influence of the channels on pricing and the formation of relationships
6 The relationship policy; Improvement of the size and quality of the customer database, Relationship policy per segment, Relationship policy by relationship phase, Translating the relationship policy into contact moments, Loyalty programs
7 Analytical CRM; Relationship data management; Customer identification, Expanding the size of the customer database, Customer profiling
8 Data analyses and data mining; Experiences with data analysis, The analysis process, Data mining
9 Segmentation and selections; Segmentation study as input for the formulation of the marketing strategy, Segmentation research used in compiling the list
10 Reporting results; Lifetime value, Alternatives for lifetime value, Balanced score card
11 Midterm exam
12 Operational CRM; Call centre management, Determining the service level, Capacity planning, Managing the quality of contacts, Key performance indicators
13 Presentations
14 Presentations

Recomended or Required Reading

Ed Peelen. Customer Relationship Management. Financial Times Press, Pearson Education, 2005.

Planned Learning Activities and Teaching Methods

Principal methods of teaching will be lectures and case discussions. The students are expected to prepare and make presentations on selected topics.

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 MTE MIDTERM EXAM
2 ASG ASSIGNMENT
3 FIN FINAL EXAM
4 FCG FINAL COURSE GRADE MTE * 0.25 + ASG *0.25 +FIN *0.50
5 RST RESIT
6 FCGR FINAL COURSE GRADE (RESIT) MTE * 0.25 + ASG *0.25 +RST *0.50


Further Notes About Assessment Methods

None

Assessment Criteria

To be announced.

Language of Instruction

English

Course Policies and Rules

To be announced.

Contact Details for the Lecturer(s)

Tel: 0232 3017618, hasan.selim@deu.edu.tr

Office Hours

To be announced.

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 13 3 39
Preparations before/after weekly lectures 13 7 91
Preparation for midterm exam 1 15 15
Preparation for final exam 1 25 25
Preparing presentations 1 25 25
Final 1 3 3
Midterm 1 2 2
TOTAL WORKLOAD (hours) 200

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6PO.7PO.8PO.9PO.10
LO.13355455
LO.244434455
LO.32445324
LO.423342233
LO.55554345

CONTACT INFORMATION
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Phone: +90(232) 412 12 12 - Fax: +90 (232) 464 81 35

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