DEPARTMENT OF INDUSTRIAL ENGINEERING (ENGLISH)
Qualification Awarded	Program Süresi	Toplam Kredi (AKTS)	Öğretim Şekli	Yeterliliğin Düzeyi ve Öğrenme Alanı
Bachelor's (First Cycle) Degree	4	240	FULL TIME	TYÇ, TR-NQF-HE, EQF-LLL, ISCED (2011):Level 6 QF-EHEA:First Cycle TR-NQF-HE, ISCED (1997-2013): 44,52

Ders Genel Tanıtım Bilgileri

Course Code:

5010003123

Ders İsmi:

Customer Relationship Management

Ders Yarıyılı:

Spring

Ders Kredileri:

Theoretical	Practical	Labs	Credit	ECTS
2	0	0	2	3

Language of instruction:

Ders Koşulu:

Ders İş Deneyimini Gerektiriyor mu?:

Other Recommended Topics for the Course:

Customer relations approaches will be reinforced with case studies in the course.

Type of course:

Üniversite Seçmeli

Course Level:

Bachelor

TR-NQF-HE:6. Master`s Degree

QF-EHEA:First Cycle

EQF-LLL:6. Master`s Degree

Mode of Delivery:

Face to face

Course Coordinator :

Prof. Dr. Hüseyin Abdurrahman KANIBİR

Course Lecturer(s):

Course Assistants:

Dersin Amaç ve İçeriği

Course Objectives:

This course examines customer relationship management (CRM) as a key strategic process within all organizations. CRM is defined as the overall process of building and maintaining profitable customer relationships by delivering value and satisfaction to the customer.
Focusing on process, strategy and technology, this course leads students from understanding the fundamentals of CRM through the implementation of CRM systems and analysis of customer data. It discusses the CRM philosophy as well as the systems in place that incorporate and integrate information from sales, marketing and service.

Course Content:

In today’s highly competitive business environment, managing customer relationships and effectively interacting with your customers are critical to an organization’s success. By enhancing the customer experience, organizations can develop a strong relationship between the customer and the organization. If sustained over time, organizations can strengthen their competitive position and as a result increase its profitability. The CRM course is designed to introduce students to both CRM fundamentals and the utilization of technology in managing customers. The curriculum will introduce students to CRM concepts and functionality for professionals whose organizations utilize CRM or want to gain an understanding of the role of CRM in service management. Through lectures and presentations, scholarly whitepaper and article readings, class discussion, participants will gain a firm understanding of the key factors that impact CRM success.

Learning Outcomes

The students who have succeeded in this course;

Learning Outcomes

1 - Knowledge
Theoretical - Conceptual
1) Gain an understanding of key concepts, technologies and best practices of CRM
2) Gain a view of the organization of business and its integration with CRM
3) gain an understanding of the CRM value proposition for different markets
4) gain knowledge of CRM customer data acquisition, management, research, analysis and use
5) have an understanding of CRM strategies in Sales, Marketing and Customer Service contexts
6) have an understanding of the impact of CRM on customer experience, satisfaction and loyalty
2 - Skills
Cognitive - Practical
3 - Competences
Communication and Social Competence
Learning Competence
Field Specific Competence
Competence to Work Independently and Take Responsibility

Ders Akış Planı

Week	Subject	Related Preparation
1)	INTRODUCTION TO CRM	a. Defining CRM b. Introducing Strategic, Operational, Analytical and Collaborative CRM
2)	CRM HISTORY AND THE EVOLUTION OF RELATIONSHIPS	a. What is a relationship? b. Attributes of successful relationships c. Why companies and customers are sometimes motivated to establish and maintain relationships with each other, and sometimes not.
3)	CRM STRATEGIES AND THE ORGANIZATION	a. Organizational roles and CRM b. Strategic Goals of CRM c. Key Account Management.
4)	CRM LIFECYCLE - 1	a. What is a new customer? b. Operational CRM c. Customer retention d. Customer development
5)	CRM LIFECYCLE - 2	a. What is a new customer? b. Operational CRM c. Customer retention d. Customer development
6)	DATA, INFORMATION, AND KNOWLEDGE MANAGEMENT – 1	a. Customer-related databases, technology platforms b. CRM Analytics c. Data warehousing, Data Mining
7)	DATA, INFORMATION, AND KNOWLEDGE MANAGEMENT – 2	a. Customer-related databases, technology platforms b. CRM Analytics c. Data warehousing, Data Mining
8)	MID-TERM	--
9)	VALUE BASED (VERTICAL) CRM - 1	a. Meaning of the terms ‘value’ and ‘vertical CRM b. Sources of CRM value in major vertical markets c. Value from products, services, processes, people, physical evidence, customer communication
10)	VALUE BASED (VERTICAL) CRM - 2	a. Meaning of the terms ‘value’ and ‘vertical CRM b. Sources of CRM value in major vertical markets c. Value from products, services, processes, people, physical evidence, customer communication
11)	IMPACT ON MARKETING STRATEGY	a. Pazarlama Otomasyonunun (MA) Anlamı b. Pazarlama Otomasyonu ve Şirket uygulamalarına yansıması
12)	IMPACT ON CUSTOMER SERVICES STRATEGY - 1	a. What is meant by service automation (SA) b. Meaning of customer experience and customer loyalty c. The functionality available within SA software
13)	IMPACT ON CUSTOMER SERVICES STRATEGY - 2	a. What is meant by service automation (SA) b. Meaning of customer experience and customer loyalty c. The functionality available within SA software
14)	NETWORK AND SOCIAL CRM - 1	a. What is a CRM network? b. Business networks and CRM c. Social CRM and networking
15)	NETWORK AND SOCIAL CRM - 2	a. What is a CRM network? b. Business networks and CRM c. Social CRM and networking
16)	FINAL	--

Sources

Course Notes / Textbooks:	Customer Relationship Management, e-book from Lovely Professional University (LPU)
References:	1. Meyer, C., and Schwager, A. (2007). Understanding Customer Experience. Harvard Business Review. R0702G 2. McAfee,Andrew. (2003).”Moore Medical Corporation”. Harvard Business Review,9 - 601-142

Ders - Program Öğrenme Kazanım İlişkisi

Ders Öğrenme Kazanımları	1	2	3	4	5	6
Program Outcomes
1) Engineering Knowledge: Knowledge in mathematics, science, basic engineering, computer computing.
2) Engineering Knowledge: Knowledge in subjects specific to the discipline of industrial engineering.
3) Engineering Knowledge: Ability to use this knowledge in solving complex engineering problems.
4) Problem Analysis: Ability to define, formulate and analyze complex engineering problems using basic science, mathematics and engineering knowledge and considering the UN Sustainable Development Goals*
5) Engineering Design: Ability to design creative solutions to complex engineering problems.
6) Engineering Design: Ability to design complex systems, processes, devices or products to meet current and future needs, considering realistic constraints and conditions*.
7) Use of Techniques and Tools: Ability to select and use appropriate techniques, resources, and modern engineering and computing tools, including estimation and modeling, for the analysis and solution of complex engineering problems, while being aware of their limitations.
8) Research and Review: Ability to conduct literature research for the investigation of complex engineering problems.
9) Research and Review: Ability to design experiments for the investigation of complex engineering problems.
10) Research and Review: Ability to conduct experiments for the investigation of complex engineering problems.
11) Research and Investigation: Ability to collect data to investigate complex engineering problems.
12) Research and Review: Ability to analyze and interpret results for the investigation of complex engineering problems.
13) Research and Review: Ability to use research methods for the investigation of complex engineering problems.
14) Global Impact of Engineering Practices: Knowledge of the impacts of engineering practices on society, health and safety, economy, sustainability and the environment within the scope of the UN Sustainable
15) Global Impact of Engineering Practices: Awareness of the legal implications of engineering solutions.
16) Ethical Behavior: Acting in accordance with the principles of the engineering profession*, knowledge of ethical responsibility.
17) Ethical Behavior: Awareness of being impartial, non-discriminatory and inclusive of diversity.
18) Individual and Teamwork: Ability to work individually (face-to-face, remotely or mixed).
19) Individual and Teamwork: Ability to work effectively as a team member or leader in intra-disciplinary teams (face-to-face, remotely or mixed).
20) Individual and Teamwork: Ability to work effectively as a team member or leader in multi-disciplinary teams (face-to-face, remotely or mixed).
21) Oral and Written Communication: Ability to communicate effectively in technical matters, both verbally and in writing, taking into account the various differences of the target audience (such as education, language,profession).
22) Project Management: Knowledge of business practices such as project management and economic feasibility analysis.
23) Project Management: Awareness of entrepreneurship and innovation.
24) Lifelong Learning: Lifelong learning skills that include independent and continuous learning, adapting to new and developing technologies, and questioning thinking about technological changes.

Ders - Öğrenme Kazanımı İlişkisi

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

	Program Outcomes	Level of Contribution
1)	Engineering Knowledge: Knowledge in mathematics, science, basic engineering, computer computing.
2)	Engineering Knowledge: Knowledge in subjects specific to the discipline of industrial engineering.
3)	Engineering Knowledge: Ability to use this knowledge in solving complex engineering problems.
4)	Problem Analysis: Ability to define, formulate and analyze complex engineering problems using basic science, mathematics and engineering knowledge and considering the UN Sustainable Development Goals*
5)	Engineering Design: Ability to design creative solutions to complex engineering problems.
6)	Engineering Design: Ability to design complex systems, processes, devices or products to meet current and future needs, considering realistic constraints and conditions*.
7)	Use of Techniques and Tools: Ability to select and use appropriate techniques, resources, and modern engineering and computing tools, including estimation and modeling, for the analysis and solution of complex engineering problems, while being aware of their limitations.
8)	Research and Review: Ability to conduct literature research for the investigation of complex engineering problems.
9)	Research and Review: Ability to design experiments for the investigation of complex engineering problems.
10)	Research and Review: Ability to conduct experiments for the investigation of complex engineering problems.
11)	Research and Investigation: Ability to collect data to investigate complex engineering problems.
12)	Research and Review: Ability to analyze and interpret results for the investigation of complex engineering problems.
13)	Research and Review: Ability to use research methods for the investigation of complex engineering problems.
14)	Global Impact of Engineering Practices: Knowledge of the impacts of engineering practices on society, health and safety, economy, sustainability and the environment within the scope of the UN Sustainable
15)	Global Impact of Engineering Practices: Awareness of the legal implications of engineering solutions.
16)	Ethical Behavior: Acting in accordance with the principles of the engineering profession*, knowledge of ethical responsibility.
17)	Ethical Behavior: Awareness of being impartial, non-discriminatory and inclusive of diversity.
18)	Individual and Teamwork: Ability to work individually (face-to-face, remotely or mixed).
19)	Individual and Teamwork: Ability to work effectively as a team member or leader in intra-disciplinary teams (face-to-face, remotely or mixed).
20)	Individual and Teamwork: Ability to work effectively as a team member or leader in multi-disciplinary teams (face-to-face, remotely or mixed).
21)	Oral and Written Communication: Ability to communicate effectively in technical matters, both verbally and in writing, taking into account the various differences of the target audience (such as education, language,profession).
22)	Project Management: Knowledge of business practices such as project management and economic feasibility analysis.
23)	Project Management: Awareness of entrepreneurship and innovation.
24)	Lifelong Learning: Lifelong learning skills that include independent and continuous learning, adapting to new and developing technologies, and questioning thinking about technological changes.

Öğrenme Etkinliği ve Öğretme Yöntemleri

Anlatım

Ölçme ve Değerlendirme Yöntemleri ve Kriterleri

Yazılı Sınav (Açık uçlu sorular, çoktan seçmeli, doğru yanlış, eşleştirme, boşluk doldurma, sıralama)

Assessment & Grading

Semester Requirements	Number of Activities	Level of Contribution
Quizzes	1	% 25
Midterms	1	% 35
Semester Final Exam	1	% 40
total		% 100
PERCENTAGE OF SEMESTER WORK		% 60
PERCENTAGE OF FINAL WORK		% 40
total		% 100

İş Yükü ve AKTS Kredisi Hesaplaması

Activities	Number of Activities	Duration (Hours)	Workload
Course Hours	14	2	28
Study Hours Out of Class	16	2	32
Midterms	1	15	15
Final	1	25	25
Total Workload			100