| Course Name | Customer Relations Management |
| Code | Semester | Theory (hour/week) | Application/Lab (hour/week) | Local Credits | ECTS |
|---|---|---|---|---|---|
| HYHY 209 | Fall | 3 | 0 | 3 | 5 |
| Prerequisites | None | |||||
| Course Language | Turkish | |||||
| Course Type | Required | |||||
| Course Level | Short Cycle | |||||
| Mode of Delivery | - | |||||
| Teaching Methods and Techniques of the Course | ||||||
| Course Coordinator | - | |||||
| Course Lecturer(s) | ||||||
| Assistant(s) | - | |||||
| Course Objectives | By examining key issues related to customer expectations and behavior, customer satisfaction, complaint management and customer acquisition knowledge and experience to be able to examine the concepts and ideas related to problems in olmak.havacılık sector, to interpret the data, and develop solutions based on research. |
| Learning Outcomes | The students who succeeded in this course;
|
| Course Description | CRM and the importance of behavior in flight and service disruptions, online and traditional customer behavior, the cost of customer complaints, problem solving and complaint management |
| Related Sustainable Development Goals | |
|
| Core Courses | |
| Major Area Courses | ||
| Supportive Courses | ||
| Media and Managment Skills Courses | ||
| Transferable Skill Courses |
| Week | Subjects | Required Materials |
| 1 | Course introduction and getting know each other Why do we need CRM – History of CRM- What is CRM, what is not | No preparation needed. |
| 2 | Customer centric approach-Targeting- Customer experience management (CEM) | Prof. Dr. Yavuz Odabaşı , Satışta ve Pazarlamada Müşteri İlişkileri Yönetimi (CRM), Aura Kitapları, 9.Edition, 2015, ISBN: 6051032795. (s.8-19) |
| 3 | Strategy & CRM – Customer strategy – Customer Services- CRM strategy– B2B, B2C CRM | Prof. Dr. Yavuz Odabaşı , Satışta ve Pazarlamada Müşteri İlişkileri Yönetimi (CRM), Aura Kitapları, 9.Edition, 2015, ISBN: 6051032795.(s. 26- 30) |
| 4 | CRM value – Customer value – profitable customers– customer life time (CLT) | Prof. Dr. Yavuz Odabaşı , Satışta ve Pazarlamada Müşteri İlişkileri Yönetimi (CRM), Aura Kitapları, 9.Edition, 2015, ISBN: 6051032795. (s.37-40) |
| 5 | Segmentation, Behavioural segmentation | Doç. Dr. Cemalettin Aktepe, Doç. Dr. Mehmet Baş, Doç. Dr. Metehan Tolon, “Müşteri İlişkileri Yönetimi”, Detay Yayıncılık, 3. Basım, 2015, ISBN: 978-9944-223-81-2. (s.37-41) |
| 6 | Customer loyalty, RFM analysis, Customer satisfaction surveys – Cross & Up sales | Prof. Dr. Yavuz Odabaşı , Satışta ve Pazarlamada Müşteri İlişkileri Yönetimi (CRM), Aura Kitapları, 9.Edition, 2015, ISBN: 6051032795. (s.20- 25) |
| 7 | Midterm exam | |
| 8 | Campaign & channel management – Campaign assessment- Opportunity management | Doç. Dr. Cemalettin Aktepe, Doç. Dr. Mehmet Baş, Doç. Dr. Metehan Tolon, “Müşteri İlişkileri Yönetimi”, Detay Yayıncılık, 3. Basım, 2015, ISBN: 978-9944-223-81-2.(s.71- 72) |
| 9 | CRM Systems – Data mining – Selecting right tool & Return of Investment (ROI) – Data analysis | Prof. Dr. Yavuz Odabaşı , Satışta ve Pazarlamada Müşteri İlişkileri Yönetimi (CRM), Aura Kitapları, 9.Edition, 2015, ISBN: 6051032795. (s.73- 93) |
| 10 | CRM Workflow– Sales force automation – Cloud systems | Prof. Dr. Yavuz Odabaşı , Satışta ve Pazarlamada Müşteri İlişkileri Yönetimi (CRM), Aura Kitapları, 9.Edition, 2015, ISBN: 6051032795.(s.73- 93) |
| 11 | Customer complaint & management – Customer retention | Prof. Dr. Yavuz Odabaşı , Satışta ve Pazarlamada Müşteri İlişkileri Yönetimi (CRM), Aura Kitapları, 9.Edition, 2015, ISBN: 6051032795. (s. 98-114) |
| 12 | Passenger rights practices principles | Prof. Dr. Yavuz Odabaşı , Satışta ve Pazarlamada Müşteri İlişkileri Yönetimi (CRM), Aura Kitapları, 9.Edition, 2015, ISBN: 6051032795. |
| 13 | Presentation Week | |
| 14 | Presentation Week | |
| 15 | Review of the semester | Doç. Dr. Cemalettin Aktepe, Doç. Dr. Mehmet Baş, Doç. Dr. Metehan Tolon, “Müşteri İlişkileri Yönetimi”, Detay Yayıncılık, 3. Basım, 2015, ISBN: 978-9944-223-81-2. |
| 16 | Final Exam |
| Course Notes/Textbooks | Prof. Dr. Yavuz Odabaşı , Satışta ve Pazarlamada Müşteri İlişkileri Yönetimi (CRM), Aura Kitapları, 9.Edition, 2015, ISBN: 6051032795. Doç. Dr. Cemalettin Aktepe, Doç. Dr. Mehmet Baş, Doç. Dr. Metehan Tolon, “Müşteri İlişkileri Yönetimi”, Detay Yayıncılık, 3. Basım, 2015, ISBN: 978-9944-223-81-2. |
| Suggested Readings/Materials |
| Semester Activities | Number | Weigthing |
| Participation | 16 | 10 |
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments | ||
| Presentation / Jury | 1 | 20 |
| Project | ||
| Seminar / Workshop | ||
| Oral Exam | ||
| Midterm | 1 | 30 |
| Final Exam | 1 | 40 |
| Total |
| Weighting of Semester Activities on the Final Grade | 3 | 60 |
| Weighting of End-of-Semester Activities on the Final Grade | 1 | 40 |
| Total |
| Semester Activities | Number | Duration (Hours) | Workload |
|---|---|---|---|
| Course Hours (Including exam week: 16 x total hours) | 16 | 3 | 48 |
| Laboratory / Application Hours (Including exam week: 16 x total hours) | 16 | ||
| Study Hours Out of Class | 16 | 3 | 48 |
| Field Work | |||
| Quizzes / Studio Critiques | |||
| Portfolio | |||
| Homework / Assignments | |||
| Presentation / Jury | 1 | 10 | |
| Project | |||
| Seminar / Workshop | |||
| Oral Exam | |||
| Midterms | 1 | 10 | |
| Final Exams | 1 | 20 | |
| Total | 136 |
| # | Program Competencies/Outcomes | * Contribution Level | ||||
1 | 2 | 3 | 4 | 5 | ||
| 1 | To have knowledge of the management system and operation principle of the airlines. | |||||
| 2 | To have knowledge of basic aviation terminology, theory of flight / aerodynamics and meteorology. | |||||
| 3 | To have knowledge of member of the cabin crew duties / responsibilities, aviation standard operating rules and safety / security concepts. | |||||
| 4 | To perform proper and effective action for the first aid in aviation. | |||||
| 5 | To interfere all emergency cases that may occur in relation to transport and flight operations and the crowd control and management methods. | |||||
| 6 | To take responsibility as individuals and team members, open to criticism and work efficiently. | |||||
| 7 | To have information about diction and techniques announcement. | |||||
| 8 | To understand human factors in aviation, the environment, society, the effects of health conditions and the importance of the limits of human performance. | |||||
| 9 | To have knowledge of world geography and cultures. | |||||
| 10 | To realize the presentation within the framework of etiquette, the importance of the overall appearance, personal care and courtesy. | |||||
| 11 | To use a foreign language to track information related to the cabin services in the area of civil aviation. | |||||
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
