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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 | Lecture / Presentation | |||||
| National Occupation Classification | - | |||||
| 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;
|
| 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. |
| Related Sustainable Development Goals |
|
|
|
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 | ||
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments |
1
|
40
|
| Presentation / Jury | ||
| Project |
1
|
40
|
| Seminar / Workshop | ||
| Oral Exams | ||
| Midterm | ||
| Final Exam |
1
|
20
|
| Total |
| Weighting of Semester Activities on the Final Grade |
2
|
80
|
| Weighting of End-of-Semester Activities on the Final Grade |
1
|
20
|
| 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 |
1
|
30
|
30
|
| Presentation / Jury |
0
|
||
| Project |
1
|
30
|
30
|
| Seminar / Workshop |
0
|
||
| Oral Exam |
0
|
||
| Midterms |
0
|
||
| Final Exam |
1
|
20
|
20
|
| 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 language 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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