SYLLABUS
SPRING 2015
MIS 594-CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
Instructor
Meeting Times
Office Hour
Room
Office phone
e-mail
: Prof. Dr. Aslıhan Nasır
: Monday
678 (B108)
: Monday
13:00-14:00
: Department of MIS, HKB Room: 224
: (0212) 359 45 06 (Secretary) or (0212) 359 74 45 (Direct)
: aslihan.nasir@boun.edu.tr
Course Description and Objectives:
Customer Relationship Management (CRM) is one of the most vital components for the growth of an organization.
CRM is a business strategy that aims to understand, anticipate and manage the needs of an organisation’s current and
potential customers. From this perspective, this course introduces core concepts of customer relationship management,
its history and evolution, and fundamentals of CRM strategy. The course is designed to help students how CRM is
becoming more popular in today’s business world. The basic objectives of this course are as follows:



To develop an understanding of customer-centric marketing and related strategies
To show how an analytical approach to CRM can help improve company profitability
To display how CRM can maximize efficiency and the flow of information in the distribution process
Classes will consist of lecturing, real life examples, case studies, discussions, and in-class exercises as well as lab
sessions.
Recommended Textbooks:



Baran, R., Galka, R. & Strunk, D. (2013). CRM: The Foundation of Contemporary Marketing Strategy. 1st
ed., Routledge.
Buttle, F. and S. Maklan (2015). CRM: Concepts and Technologies. 3rd ed., Routledge.
Kumar, V. & Reinartz, W. (2012). Customer Relationship Management: Concept, Strategy, and Tools. 2nd ed.
Springer.
Student Performance Evaluation:
Students’ performance will be evaluated based on three major criteria:
Midterm exam*:
40%
Final exam:
45%
Attendance**:
15%
You are expected to participate in this course by interacting with your instructor as well as other students in the class.
Your level of participation in the course will be part of your overall grade.
* There’ll be no make-up exam for Midterm.
** 6 Random attendances will be taken, and you should be present at least in 3 of them in order to enter to the
FINAL exam.
Principles of the Course:
a) It is NOT allowed neither to take the photos of the presentation nor to record it.
b) Students should turn off their mobile phones, laptops, and other electronic devices prior to class.
In the case of violation of these principles, students should leave the classroom, and their action will be
reported to “student affairs disciplinary committee”.
1
Week of:
Course Outline:
1
Introduction to CRM
2
CRM History and the Evolution of Relationships
3
Strategic CRM –I
4
Strategic CRM –II
5
Analytical CRM-I
6
Analytical CRM-II
7
----------MIDTERM --------- March 23rd , at class hour.
8
Operational CRM-I
9
Operational CRM-II
10
Collaborative CRM-I
11
Collaborative CRM-II
12
CRM Evaluation & Implementation
13
New Horizons in CRM
HAVE A NICE TERM 
2