At the end of this course, the students; 1) Knows the concept of marketing. 2) Explain the concept of customer relationship management. 3) Explains the concepts of customer satisfaction, loyalty and value. 4) Knows the concepts of service and service marketing, explains customer service. 5) Explain the concepts related to customer relationship management. 6) Express how customer relationship management can be measured. 7) Explains the concepts of brand and brand value.
MODE OF DELIVERY
Face to face
PRE-REQUISITES OF THE COURSE
No
RECOMMENDED OPTIONAL PROGRAMME COMPONENT
No
COURSE DEFINITION
It is important to respond to the rapidly changing demands and expectations of today's customers. Within the scope of this course, it is aimed to provide our students with theoretical gains regarding the effective and efficient management of customers and customer relations.
COURSE CONTENTS
WEEK
TOPICS
1st Week
The concept of marketing
2nd Week
Customer relationship management concepts, objectives, stages, principles of success, benefits
3rd Week
Customer satisfaction
4th Week
Customer loyalty, customer relations and relational marketing
5th Week
Customer value
6th Week
Communation the customer relationship management process
7th Week
Service marketing
8th Week
Midterm Exam
9th Week
Customer service
10th Week
Direct marketing, call centers, customer retention and win process, customer relationship management and technology
11th Week
Customer relationship management and advertising, public relations, personal selling and price
12th Week
Measurement of customer relationship management
13th Week
Benchmarking
14th Week
Concept of brand and brand value, word of mouth marketing
RECOMENDED OR REQUIRED READING
Koçel, T. (2003).İşletme Yöneticiliği. Beta Yayıncılık, İstanbul. Odabaşı Y., Gülfidan B. (2015). Tüketici Davranışları. Mediacat Yayıncılık. Kavak, B., Eryiğit C, Tektaş Ö. (2016). Pazarlamada Ürün. Siyasal Kitabevi.
