FACULTY OF BUSINESS

Department of Business Administration

BA 414 | Course Introduction and Application Information

Course Name
Customer Relationship Management in Retailing
Code
Semester
Theory
(hour/week)
Application/Lab
(hour/week)
Local Credits
ECTS
BA 414
Fall/Spring
2
2
3
8

Prerequisites
None
Course Language
English
Course Type
Elective
Course Level
First Cycle
Mode of Delivery -
Teaching Methods and Techniques of the Course -
Course Coordinator -
Course Lecturer(s) -
Assistant(s) -
Course Objectives The main of this course is to provide students related theoretical and practical background regarding the customer service activities in services sector or in the related departments in manufacturing sector.
Learning Outcomes The students who succeeded in this course;
  • The student will be able to explain the nature, structure and processes of services sector and customer service management.
  • The student will be able to define customer behavior in services sector.
  • The student will be able to explain the activities conducted in order to measure and improve the level of customer satisfaction.
  • The student will be able to evaluate the content and applications of the activities for handling customer complaints and ensuring customer loyalty.
  • The student will be able to classify theoretical and practical information about customer service in retailing.
Course Description This course aims to investigate and evaluate the practices in retailing sector regarding customer service management, customer relationship management, improving customer satisfaction and ensuring customer loyalty.

 



Course Category

Core Courses
Major Area Courses
Χ
Supportive Courses
Media and Management Skills Courses
Transferable Skill Courses

 

WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

Week Subjects Related Preparation
1 Introduction
2 Introduction to the World of Retailing, Future Retailing, Retailing Marketing Strategy Berman and Evans (2010), Retail Management: A Strategic Approach: Pearson
3 Managing Customer Relationships Berman and Evans (2010), Retail Management: A Strategic Approach: Pearson
4 The CRM Process: What is Loyalty? Berman and Evans (2010), Retail Management: A Strategic Approach: Pearson
5 Building and Sustaining Relationships in Retailing: Value Chain in Retailing, Aspects of Value-Oriented Retail Strategy Berman and Evans (2010), Retail Management: A Strategic Approach: Pearson
6 Collecting Customer Data, Analyzing Customer Data and Identifying Target Customers and Data Mining Berman and Evans (2010), Retail Management: A Strategic Approach: Pearson
7 Project Presentations Berman and Evans (2010), Retail Management: A Strategic Approach: Pearson
8 Developing CRM Programs: Customer Retention Berman and Evans (2010), Retail Management: A Strategic Approach: Pearson
9 Implementing CRM Programs Berman and Evans (2010), Retail Management: A Strategic Approach: Pearson
10 CRM Applications in Retailing; Case Studies Berman and Evans (2010), Retail Management: A Strategic Approach: Pearson
11 Customer Service Berman and Evans (2010), Retail Management: A Strategic Approach: Pearson
12 Measuring and Improving Customer Satisfaction Berman and Evans (2010), Retail Management: A Strategic Approach: Pearson
13 Complaint Handling Berman and Evans (2010), Retail Management: A Strategic Approach: Pearson
14 Case Studies about the New Trends in CRM Berman and Evans (2010), Retail Management: A Strategic Approach: Pearson
15 .Project Presentations
16 .Project Presentations

 

Course Notes/Textbooks Barry Berman and Joel R. Evans, Retail Management: A Strategic Approach (11/E), Prentice Hall, 2010; Christopher H. Lovelock and Jochen Wirtz, Services Marketing (7/E), Prentice Hall, 2011; Elaine K. Harris, Customer Service, A practical Approach (5/E), Prentice Hall, 2010; Paul R. Timm, Customer Service: Career Success Through Customer Loyalty (5/E), Prentice Hall, 2011.
Suggested Readings/Materials Zeithaml, Valarie and Bitner, Mary Jo (2000) Services Marketing, McGrawHill. Case studies and articles.

 

EVALUATION SYSTEM

Semester Activities Number Weigthing
Participation
1
10
Laboratory / Application
Field Work
Quizzes / Studio Critiques
Portfolio
Homework / Assignments
Presentation / Jury
Project
1
40
Seminar / Workshop
Oral Exams
Midterm
1
20
Final Exam
1
30
Total

Weighting of Semester Activities on the Final Grade
4
100
Weighting of End-of-Semester Activities on the Final Grade
Total

ECTS / WORKLOAD TABLE

Semester Activities Number Duration (Hours) Workload
Theoretical Course Hours
(Including exam week: 16 x total hours)
16
3
48
Laboratory / Application Hours
(Including exam week: '.16.' x total hours)
16
0
Study Hours Out of Class
14
7
98
Field Work
0
Quizzes / Studio Critiques
0
Portfolio
0
Homework / Assignments
0
Presentation / Jury
0
Project
1
30
30
Seminar / Workshop
0
Oral Exam
0
Midterms
1
25
25
Final Exam
1
25
25
    Total
226

 

COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP

#
Program Competencies/Outcomes
* Contribution Level
1
2
3
4
5
1

To be able to solve problems with an analytical and holistic viewpoint in the field of business administration.

X
2

To be able to present the findings and solutions to the business problems in written and oral formats.

3

To be able to interpret the application of business and economic concepts, and philosophies at the national and international levels.

X
4

To be able to use innovative and creative approach for real-life business situations.

5

To be able to demonstrate leadership skills in different business situations.

6

To be able to interpret the reflections of new technologies and softwares to business dynamics.   

X
7

To be able to integrate knowledge gained in the five areas of business administration (marketing, production, management, accounting, and finance) through a strategic perspective.

X
8

To be able to act in accordance with the scientific and ethical values in studies related to business administration.

9

To be able to work efficiently and effectively as a team member.

10

To be able to have an ethical perspective and social responsiveness when making and evaluating business decisions.

11

To be able to collect data in the area of business administration and communicate with colleagues in a foreign language ("European Language Portfolio Global Scale", Level B1).

12

To be able to speak a second foreign at a medium level of fluency efficiently.

13

To be able to relate the knowledge accumulated throughout the human history to their field of expertise.

*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest

 


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