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      Department of Banking and Insurance (Turkish)

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      BNK 295 | Course Introduction and Application Information

      Course Name
      Customer Relationship and Selling
      Code
      Semester
      Theory
      (hour/week)
      Application/Lab
      (hour/week)
      Local Credits
      ECTS
      BNK 295
      Fall/Spring
      3
      0
      3
      4

      Prerequisites
      None
      Course Language
      Course Type
      Elective
      Course Level
      -
      Mode of Delivery -
      Teaching Methods and Techniques of the Course Problem Solving
      Case Study
      Q&A
      Lecture / Presentation
      National Occupation Classification -
      Course Coordinator -
      Course Lecturer(s) -
      Assistant(s) -
      Course Objectives This course aims to develop students' expertise in customer-oriented thinking, decision-making, customer behavior analysis, customer integration, and complaint management.
      Learning Outcomes

      The students who succeeded in this course;

      • will be able to analyze customers' needs, preferences, and behaviors,
      • will be able to identify different customer segments and develop marketing and service strategies specific to each segment,
      • will be able to propose effective strategies to increase customer satisfaction and ensure customer loyalty,
      • will gain the ability to communicate effectively with customers and accurately identify customer demands,
      • will be able to effectively use technologies used in customer relationship management,
      • will be able to develop a customer-oriented approach in the business world.
      Course Description With this course, students will be able to apply tools and methods for communicating with current and potential customers of the businesses they will work with, managing complaints, establishing a customer-oriented satisfaction system, and managing it.
      Related Sustainable Development Goals

       



      Course Category

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

       

      WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

      Week Subjects Related Preparation
      1 Introduction to the course, curriculum introduction Odabaşı, Y. (2015). Satışta ve pazarlamada müşteri ilişkileri yönetimi (CRM) (9th. ed., s. 3-11). Aura Kitapları. ISBN: 9786051032795
      2 Customer data management Odabaşı, Y. (2015). Satışta ve pazarlamada müşteri ilişkileri yönetimi (CRM) (9th. ed., s. 12-32). Aura Kitapları. ISBN: 9786051032795
      3 Concept and features of customer relationship management Odabaşı, Y. (2015). Satışta ve pazarlamada müşteri ilişkileri yönetimi (CRM) (9th. ed., s. 21-32). Aura Kitapları. ISBN: 9786051032795
      4 Creating and managing customer satisfaction and customer loyalty Kulaklı, A., & Birgün, S. (2005). Müşteri merkezli operasyonel bilgi yönetimi için veri yönetiminin Ölçülmesi. İTÜ Dergisi, 2(1), 37-48
      5 Relationship marketing, customer acquisition and retention Odabaşı, Y. (2015). Satışta ve pazarlamada müşteri ilişkileri yönetimi (CRM) (9th. ed., s. 36-53). Aura Kitapları. ISBN: 9786051032795
      6 Total quality Management Odabaşı, Y. (2015). Satışta ve pazarlamada müşteri ilişkileri yönetimi (CRM) (9th. ed., s. 54-64). Aura Kitapları. ISBN: 9786051032795
      7 Creating value for the customer Odabaşı, Y. (2015). Satışta ve pazarlamada müşteri ilişkileri yönetimi (CRM) (9th. ed., s. 169-200). Aura Kitapları. ISBN: 9786051032795
      8 Ara Sınav
      9 Measuring customer relationships Odabaşı, Y. (2015). Satışta ve pazarlamada müşteri ilişkileri yönetimi (CRM) (9th. ed., s. 75-102). Aura Kitapları. ISBN: 9786051032795
      10 Communication in customer relationship management Benlioğlu, O. (2023). Retorik: Konuş, etkile, ikna et (s. 14-38). Kronik Kitap. ISBN: 9786256989931
      11 Persuasion strategies in customer relationship management Bircan, K., Acayıp, & Okursoy, A. (2014). Bankacılık sektöründe müşteri ilişkileri yönetimi ve çalışanlar tarafından Değerlendirilmesi. Ekev Akademik Dergisi, 18(58), 648-658
      12 Customer relationship management in the banking sector Akpınar, Ö. (2018). Sigorta sektöründe müşteri ilişkileri yönetimi ve uygulamaları. Finansal Araştırmalar ve Çalışmalar Dergisi, 10(18), 1-17.
      13 Customer relationship management in the insurance industry Odabaşı, Y. (2015). Satışta ve pazarlamada müşteri ilişkileri yönetimi (CRM) (9th. ed., s. 3-11). Aura Kitapları. ISBN: 9786051032795
      14 Applied examples and analysis Odabaşı, Y. (2015). Satışta ve pazarlamada müşteri ilişkileri yönetimi (CRM) (9th. ed., s. 12-32). Aura Kitapları. ISBN: 9786051032795
      15 Semester review
      16 Final Sınavı

       

      Course Notes/Textbooks

      Odabaşı, Y. (2015). Satışta ve pazarlamada müşteri ilişkileri yönetimi (CRM) (9. ed.). Aura Kitapları. ISBN: 9786051032795

      Demirel, Y. (2017). Müşteri ilişkileri yönetimi. Seçkin Yayıncılık. ISBN: 9789750241628

      Suggested Readings/Materials

      Timur, N., & Barış, G. (2013). Müşteri ilişkileri yönetimi. Anadolu Üniversitesi Basımı, Eskişehir. ISBN: 978-975-06-3342-3, https://ets.anadolu.edu.tr/storage/nfs/PZL208U/ebook/PZL208U-13V3S1-8-0-1-SV1-ebook.pdf

       

      EVALUATION SYSTEM

      Semester Activities Number Weigthing
      Participation
      1
      10
      Laboratory / Application
      Field Work
      Quizzes / Studio Critiques
      Portfolio
      Homework / Assignments
      1
      15
      Presentation / Jury
      1
      20
      Project
      Seminar / Workshop
      Oral Exams
      Midterm
      1
      25
      Final Exam
      1
      30
      Total

      Weighting of Semester Activities on the Final Grade
      4
      70
      Weighting of End-of-Semester Activities on the Final Grade
      1
      30
      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
      1
      14
      Field Work
      0
      Quizzes / Studio Critiques
      0
      Portfolio
      0
      Homework / Assignments
      1
      15
      15
      Presentation / Jury
      1
      18
      18
      Project
      0
      Seminar / Workshop
      0
      Oral Exam
      0
      Midterms
      1
      22
      22
      Final Exam
      1
      30
      30
          Total
      147

       

      COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP

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

      To be able to develop themselves in the subjects of obtaining the financial resources necessary for the activities of individuals and enterprises under the most favorable conditions and examining the use of the accumulated funds.

      -
      -
      -
      -
      -
      2

      To be able to discuss the role, importance and functions of the institutions providing banking and insurance services in the economic system

      -
      -
      -
      -
      -
      3

      To be able to evaluate the organizational structure, business processes, and service portfolios of banks, insurance companies, and other financial institutions operating in the sector.

      -
      -
      -
      -
      -
      4

      To be able to develop skills in identifying, measuring, and assessing financial and operational risks, and to acquire fundamental knowledge to understand and apply insurance products against these risks.

      -
      -
      X
      -
      -
      5

      To be able to recognize financial products offered in the banking and insurance sector, and to gain skills in effective marketing and sales, as well as managing long-term customer relationships.

      -
      -
      -
      -
      X
      6

      To be able to possess basic legal knowledge and closely monitor legislative changes relevant to the field.

      -
      -
      -
      -
      -
      7

      To be able to possess basic knowledge of accounting and analyze financial statements to evaluate the financial status of businesses.

      -
      -
      -
      -
      -
      8

      To be able to follow technological innovations in the financial sector and acquire knowledge about the role of blockchain and artificial intelligence applications in the industry.

      -
      -
      -
      -
      -
      9

      To be able to make decisions based on the principles of professional ethics, accountability and responsibility

      -
      -
      -
      -
      -
      10

      To be able to follow international financial markets and global economic indicators by using English at least at the A2 level of the "European Language Portfolio"

      -
      -
      -
      -
      -
      11

      To be able to analyze and interpret banking and insurance data, and to develop data-driven strategies for financial decision-making.

      -
      X
      -
      -
      -
      12

      To be able to acquire knowledge about the components of national and international systems and the implementation of sector policies.

      -
      -
      -
      -
      -
      13

      To be able to direct his/her education to a further level of education

      -
      -
      -
      -
      -

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


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