|
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;
- 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. |
|
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 |
3
|
100
|
| Weighting of Semester Activities on the Final Grade |
2
|
80
|
| Weighting of End-of-Semester Activities on the Final Grade |
1
|
20
|
| Total |
3 |
100 |
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) |
-
|
-
|
-
|
| Study Hours Out of Class |
14
|
7
|
98
|
| Field Work |
-
|
-
|
-
|
| Quizzes / Studio Critiques |
-
|
-
|
-
|
| Portfolio |
-
|
-
|
-
|
| Homework / Assignments |
1
|
30
|
30
|
| Presentation / Jury |
-
|
-
|
-
|
| Project |
1
|
30
|
30
|
| Seminar / Workshop |
-
|
-
|
-
|
| Oral Exam |
-
|
-
|
-
|
| Midterms |
-
|
-
|
-
|
| 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 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
