E-CRM

Course Code:

ETT 212

Course Type:

Area Elective

P:

3

Application:

0

Credits:

3

ECTS:

6

Course Objectives:

Understand the role of IT systems in customer relationship management, and the processes for enhancing customer relationships where companies adopt a customer oriented, process based management techiques.

Course Content:

New technologies in electronic CRM, the basic IT systems used to implement CRM

Course Methodology:

1: Lecture, 2: Question-Answer, 3: Discussion, 4: Simulation, 5: Case Study

Course Evaluation Methods:

A: Testing, B: Presentation, C: Homework, D: Project, L:Laboratory

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Course Learning Outcomes

Learning Outcomes	Program Learning Outcomes	Teaching Methods	Assessment Methods
Defines CRM	2,3	1,2,3	A,C
Lists types of CRM	2,3	1,2,3	A,C
Describes how to develop CRM strategy	2,3,8	1,2,3,12	A,C
Lists activities used in CRM implementation	2,3,8	1,2,3	A,C
Explains the role of IT in CRM systems	2,3,8	1,2,3	A,C
Lists the various CRM activities, processes and how IT systems are being used for implementation	2,3,8	1,2,3,12	A,C

Course Flow

Week	Topics	Study Materials
1	Introduction to CRM processes
2	Strategy development in a competitive environment
3	Value creation
4	Multi-channel integration
5	Information management process
6	Midterm
7	Performance assessment
8	Customer value metrics
9	CRM project implementation
10	Sales force automation and Loyalty Programs
11	Data Integration
12	Datawarehouse implementation
13	Campaign management
14	Loyalty programs

Recommended Sources

Textbook

Payne, Adrian (2006), Handbook of CRM: Achieving Excellence in Customer Management. Elsevier.

Additional Resources

Swift, Ronald (2001), Accelerating Customer Relationships. Using CRM and Relationship Techniques. Upper Saddle River, NJ: Prentice Hall.

Kumar V., and Werner J. Reinartz (2006), Customer Relationship Management: A Databased Approach. John Wiley & Sons, Inc.

Goldenberg Barton (2002), CRM Automation. Prentice Hall: PTR.

Dyche, Jill (2002), The CRM Handbook. Upper Saddle River, NJ: Addison Wesley.

Material Sharing

Documents	Course slides
Assignments	Cases
Exams

Assessment

IN-TERM STUDIES	NUMBER	PERCENTAGE
Mid-terms	1	30
Quizzes
Assignment	2	30
Total		60
CONTRIBUTION OF FINAL EXAMINATION TO OVERALL GRADE		40
CONTRIBUTION OF IN-TERM STUDIES TO OVERALL GRADE		60
Total		100

Course’s Contribution to Program

No		Program Öğrenme Çıktıları	Katkı Düzeyi
			1		2	3	4		5
1	E-Commerce and Technology graduated, Describe contemporary e-Commerce environment			X
2	E-Commerce and Technology graduated, Review concepts and terminology together with processes and management decisions involved			X
3	E-Commerce and Technology graduated, Apply techniques of using of JavaScript, JScript, DHTML, CSS, ASP, XML documents to external resources							X
4	E-Commerce and Technology graduated, Demonstrate an understanding of transforming and presentation languages							X
5	E-Commerce and Technology graduated, Assess major e-Commerce opportunities, limitations, issues and risks			X
6	E-Commerce and Technology graduated, Skills in project and risk management, awareness about importance of entrepreneurship, innovation and long-term development, and recognition of international standards and methodologies.			X
7	E-Commerce and Technology graduated, Recognition of the need for, and the ability to access information, to follow recent developments in science and technology, and to engage in life-long learning.									X
8	E-Commerce and Technology graduated An ability to design, implement and evaluate an information system, component, process or program that meets specified requirements.									X

ECTS

Activities	Quantity	Duration (Hour)	Total Workload (Hour)
Course Duration (Including the exam week: 15x Total course hours)	15	3	45
Hours for off-the-classroom study (Pre-study, practice)	10	3	30
Mid-terms	1	15	15
Quiz			0
Homework	1	10	10
Final examination	1	15	15
Total Work Load			115
Total Work Load / 30 (h)			4,6
ECTS Credit of the Course			5

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E-CRM

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