CUSTOMER RELATIONSHIP MANAGEMENT CONCEPTS AND PRACTICES

Course Description

This course provides a practical and systems-oriented approach to Customer Relationship Management (CRM) in modern organizations. Students will explore the core principles of CRM, customer acquisition, retention, segmentation, and lifetime value, alongside the technologies that support these functions. The course covers CRM system architecture, data integration, and analytics tools used to personalize engagement and optimize customer experiences. Emphasis is placed on aligning CRM strategies with business goals, improving customer satisfaction, and enhancing operational efficiency. Through case studies and hands-on exercises with popular CRM platforms, students will gain practical skills in configuring, using, and evaluating CRM systems. By completion of the course, students will be able to design and implement CRM strategies to support data-driven decision-making and long-term relationship building

CUSTOMER RELATIONSHIP MANAGEMENT CONCEPTS AND PRACTICES

Evaluation Tools (Active Term)

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Course outcomes

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Course Syllabus

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Reference Books & Course Materials

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Learning Outcomes

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Program Outcomes

1. P01 1. Develops and deepens his / her knowledge in the field of tourism and hotel management based on his / her undergraduate qualifications.
2. P02 2. Have knowledge about management and organization issues in the field of Tourism and Hotel Management.
3. P03 3. Has knowledge about production management and marketing in Tourism and Hotel Management.
4. P04 4. Tourism and Hotel Management, accounting and finance issues.
5. P05 5. Evaluate the concepts, ideas, data, and information in the sectoral and academic fields and solve the problems.
6. P06 6. Understands the interaction between disciplines related to tourism.
7. P07 7. Evaluate the sectoral conjuncture and make predictions about the future, determine strategic goals and targets, plan and implement them.
8. P08 8. Can prepare projects for the sector; take an active role in the programming, evaluation and execution phases.
9. P09 9. Have cognitive abilities such as attention, memory, judgment and evaluation, reasoning, problem-solving and decision making, understanding, and language production.
10. P10 10. Learn how to learn by learning from their mistakes by making solutions to the problems they face and adopt the principle of lifelong learning.
11. P11 11. Analyze the business, its competitors, the sector and the sectoral competitiveness through various graphs, matrices and tables.
12. P12 12. Knows at least one foreign language which is valid in the field of tourism management.
13. P13 13. Has sufficient knowledge about the sector and business issues such as occupational safety, worker health, social security, quality and sustainability.
14. P14 14. Has knowledge about his / her field and can transfer his / her knowledge, predictions, and thoughts orally and in writing.
15. P15 15. Can apply all stages of tourism industry-related businesses from investment decision to operate.
16. P16 16. Strategic, tactical and operational aspects of business management; comprehend local, national, international and global dimensions.

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