MAN445 Customer Relationship Management
MAN445 Customer Relationship Management
Syllabus | International University of Sarajevo - Last Update on Feb 02, 2026
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Management
Sumeyye Kusakci
Course Lecturer
Course Objectives
The objective of this course is to provide students with a foundational understanding of the core concepts and practical applications of Customer Relationship Management (CRM) in the contemporary business environment. The course aims to familiarize students with the transition from transaction-oriented business practices to relationship-based organizational approaches. It further seeks to develop students’ understanding of the strategic and marketing implications of CRM. In addition, the course is designed to equip students with basic competencies in gathering CRM intelligence and in establishing and effectively using relevant CRM channels.
Learning Outcomes
After successful completion of the course, the student will be able to:
Course Materials
Required Textbook
Daniel D. Prior, Francis Buttle, and Stan Maklan (2024) Customer Relationship Management: Concepts, Applications, and Technologies. Fifth edition. Routledge.
Additional Literature
Kumar, V., & Reinartz, W. (2018): Customer relationship management: concept, strategy, and tools. Third edition. Springer.Teaching Methods
The methods include lectures (which may involve power point presentation
Video and audio aids)
Student presentations
Projects and class discussions.
Weekly Topics
| Week | Topic | Readings / References |
|---|---|---|
| 1 | Introductory Lecture: Course Overview and Introduction to CRM | Course Overview, Chapter 1 |
| 2 | Understanding Customer/ Supplier Relationships | Chapter 2 |
| 3 | Managing the Customer Journey: Customer Acquisition | Chapter 3 |
| 4 | Managing the Customer Journey: Customer Retention and Development | Chapter 4 |
| 5 | Managing Customer Perceived Value / Quiz | Chapter 5 |
| 6 | Customer Portfolio Management | Chapter 6 |
| 7 | Marketing Automation | Chapter 7 |
| 8 | Midterm Exam | |
| 9 | Sales Force Automation | Chapter 8 |
| 10 | Service Automation | Chapter 9 |
| 11 | Using Customer Related Data for Analytics | Chapter 10 |
| 12 | Developing and Managing Customer Related Databases | Chapter 11 |
| 13 | Planning and Organizing for CRM / Project Presentations | Chapter 12 / Project Presentations |
| 14 | Implementing CRM | Chapter 13 |
| 15 | Current Developments in CRM / Course Overview | Chapter 14 / Overview Chapter 1 - 13 |
Course Schedule (All Sections)
| Section | Type | Day 1 | Venue 1 | Day 2 | Venue 2 |
|---|---|---|---|---|---|
| MAN445.1 | Course | Monday 09:00 - 11:50 | B F1.1 FBA Graduate Seminar Room | - | - |
Office Hours & Room
| Day | Time | Office | Notes |
|---|---|---|---|
| Monday | 12:00 - 13:00 | B F 1.27 |
Assessment Methods and Criteria
Assessment Components
Final Exam
AI: Not AllowedAlignment with Learning Outcomes : 1 2 3 4
Midterm Exam
AI: Not AllowedAlignment with Learning Outcomes : 1 2 3 4
Project
AI: Not AllowedAlignment with Learning Outcomes : 1 2 3 4 5
Quiz
AI: Not AllowedAlignment with Learning Outcomes : 1 2
IUS Grading System
| Grading Scale | IUS Grading System | IUS Coeff. | Letter (B&H) | Numerical (B&H) |
|---|---|---|---|---|
| 0 - 44 | F | 0 | F | 5 |
| 45 - 54 | E | 1 | ||
| 55 - 64 | C | 2 | E | 6 |
| 65 - 69 | C+ | 2.3 | D | 7 |
| 70 -74 | B- | 2.7 | ||
| 75 - 79 | B | 3 | C | 8 |
| 80 - 84 | B+ | 3.3 | ||
| 85 - 94 | A- | 3.7 | B | 9 |
| 95 - 100 | A | 4 | A | 10 |
Late Work Policy
Information about late submission policies will be shared during class and posted in this section. Please check back for official guidelines.
ECTS Credit Calculation
📚 Student Workload
This 6 ECTS credit course corresponds to 150 hours of total student workload, distributed as follows:
Lectures
45 hours ⏳ (15 week × 3 h)
Home study
30 hours ⏳ (15 week × 2 h)
Quiz
15 hours ⏳ (1 week × 15 h)
Project
16 hours ⏳ (4 week × 4 h)
Midterm Exam
18 hours ⏳ (1 week × 18 h)
Final Exam
26 hours ⏳ (1 week × 26 h)
150 Total Workload Hours
6 ECTS Credits
Course Policies
Academic Integrity
All work submitted must be your own. Plagiarism, cheating, or any form of academic dishonesty will result in disciplinary action according to university policies. When in doubt about citation practices, consult the instructor.
Attendance Policy
Students are expected to adhere to the attendance requirements as outlined in the International University of Sarajevo Study Rules and Regulations. Excessive absences, whether excused or unexcused, may impact academic performance and eligibility for assessment. Mandatory sessions (e.g., labs, workshops) require attendance unless formally exempted. For detailed policies on absences, documentation, and penalties, please refer to the official university regulations.
Technology & AI Policy
Laptops/tablets may be used for note-taking only during lectures. Phones should be silenced and put away during all class sessions. Audio/video recording requires prior permission from the instructor.
Artificial Intelligence (AI) Usage: The use of AI tools (e.g., ChatGPT, Copilot, Gemini) varies by assessment component. Please refer to the AI usage indicator next to each assessment item in the Assessment Methods and Criteria section above. Submitting AI-generated content as your own work, where AI is not explicitly allowed, constitutes an academic integrity violation.
Communication Policy
All course-related communication should occur through official university channels (institutional email or SIS). Emails should include [MAN445] in the subject line.
Academic Quality Assurance Policy
Course Academic Quality Assurance is achieved through Semester Student Survey. At the end of each academic year, the institution of higher education is obliged to evaluate work of the academic staff, or the success of realization of the curricula.
Learning Tips
Be prepared to contribute thoughtfully during class discussions, labs, or collaborative work. Active participation deepens understanding and encourages critical thinking.
Complete assigned readings or prep materials before class. Take notes, highlight key ideas, and jot down questions. Aim to grasp core concepts and their applications—not just facts.
Use course frameworks or methodologies to analyze problems, case studies, or projects. Begin early to allow time for reflection and refinement. Seek feedback to improve your work.
Don’t hesitate to reach out when something is unclear. Use office hours, discussion boards, or peer networks to clarify concepts and stay on track.
Syllabus Last Updated on Feb 02, 2026 | International University of Sarajevo
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Referencing Curricula Print this page
| Course Code | Course Title | Weekly Hours* | ECTS | Weekly Class Schedule | ||||||
| T | P | |||||||||
| MAN445 | Customer Relationship Management | 3 | 0 | 6 | Mon. 09.00 - 11.50 | |||||
| Prerequisite | MAN102 | It is a prerequisite to | - | |||||||
| Lecturer | Sumeyye Kusakci | Office Hours / Room / Phone | Monday: 12:00-13:00 B F 1.27 |
|||||||
| skusakci@ius.edu.ba | ||||||||||
| Assistant | Hamza Smajić | Assistant E-mail | hsmajic@ius.edu.ba | |||||||
| Course Objectives | The objective of this course is to provide students with a foundational understanding of the core concepts and practical applications of Customer Relationship Management (CRM) in the contemporary business environment. The course aims to familiarize students with the transition from transaction-oriented business practices to relationship-based organizational approaches. It further seeks to develop students’ understanding of the strategic and marketing implications of CRM. In addition, the course is designed to equip students with basic competencies in gathering CRM intelligence and in establishing and effectively using relevant CRM channels. | |||||||||
| Textbook | Daniel D. Prior, Francis Buttle, and Stan Maklan (2024) Customer Relationship Management: Concepts, Applications, and Technologies. Fifth edition. Routledge. | |||||||||
| Additional Literature |
|
|||||||||
| Learning Outcomes | After successful completion of the course, the student will be able to: | |||||||||
|
||||||||||
| Teaching Methods | The methods include lectures (which may involve power point presentation, video and audio aids), student presentations, projects and class discussions. | |||||||||
| Teaching Method Delivery | Face-to-face | Teaching Method Delivery Notes | ||||||||
| WEEK | TOPIC | REFERENCE | ||||||||
| Week 1 | Introductory Lecture: Course Overview and Introduction to CRM | Course Overview, Chapter 1 | ||||||||
| Week 2 | Understanding Customer/ Supplier Relationships | Chapter 2 | ||||||||
| Week 3 | Managing the Customer Journey: Customer Acquisition | Chapter 3 | ||||||||
| Week 4 | Managing the Customer Journey: Customer Retention and Development | Chapter 4 | ||||||||
| Week 5 | Managing Customer Perceived Value / Quiz | Chapter 5 | ||||||||
| Week 6 | Customer Portfolio Management | Chapter 6 | ||||||||
| Week 7 | Marketing Automation | Chapter 7 | ||||||||
| Week 8 | Midterm Exam | |||||||||
| Week 9 | Sales Force Automation | Chapter 8 | ||||||||
| Week 10 | Service Automation | Chapter 9 | ||||||||
| Week 11 | Using Customer Related Data for Analytics | Chapter 10 | ||||||||
| Week 12 | Developing and Managing Customer Related Databases | Chapter 11 | ||||||||
| Week 13 | Planning and Organizing for CRM / Project Presentations | Chapter 12 / Project Presentations | ||||||||
| Week 14 | Implementing CRM | Chapter 13 | ||||||||
| Week 15 | Current Developments in CRM / Course Overview | Chapter 14 / Overview Chapter 1 - 13 | ||||||||
| Assessment Methods and Criteria | Evaluation Tool | Quantity | Weight | Alignment with LOs | AI Usage |
| Final Exam | 1 | 40 | 1, 2, 3, 4 | Not Allowed | |
| Semester Evaluation Components | |||||
| Midterm Exam | 1 | 30 | 1, 2, 3, 4 | Not Allowed | |
| Project | 1 | 20 | 1, 2, 3, 4,5 | Not Allowed | |
| Quiz | 1 | 10 | 1, 2 | Not Allowed | |
| *** ECTS Credit Calculation *** | |||||
| Activity | Hours | Weeks | Student Workload Hours | Activity | Hours | Weeks | Student Workload Hours | |||
| Lectures | 3 | 15 | 45 | Home study | 2 | 15 | 30 | |||
| Quiz | 15 | 1 | 15 | Project | 4 | 4 | 16 | |||
| Midterm Exam | 18 | 1 | 18 | Final Exam | 26 | 1 | 26 | |||
| Total Workload Hours = | 150 | |||||||||
| *T= Teaching, P= Practice | ECTS Credit = | 6 | ||||||||
| Course Academic Quality Assurance: Semester Student Survey | Last Update Date: 28/02/2026 | |||||||||