BNK 295 | Course Introduction and Application Information - Department of Banking and Insurance (Turkish)

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.

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

Week	Subjects	Related Preparation	Learning Outcome
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

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

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

#	PC Sub	Program Competencies/Outcomes	* Contribution Level
#	PC Sub	Program Competencies/Outcomes	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		-	-	-	-	-

BNK 295 | Course Introduction and Application Information

WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

EVALUATION SYSTEM

ECTS / WORKLOAD TABLE

COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP

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