The aim of the course, to define the information learned, to express information in different ways, to present with projects. Also purpose of course is read the topics to be analyzed to provide step-by-step, interpretation, critique and evaluation.
Prerequisite(s)
None
Corequisite(s)
None
Special Requisite(s)
None
Instructor(s)
ProfessorCeyda Deneçli Arıbakan
Course Assistant(s)
Schedule
Thursday, 13:00-14:45, Ataköy Campus, ZA-2
Office Hour(s)
Thursday, 13:00-14:45, Ataköy Campus, ZA-2
Teaching Methods and Techniques
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The course will be taught as 100% Synchronous in virtual classrooms opened in Istanbul Kultur University Cats System.
Lecture, Case Studies, Class Discussion
Principle Sources
Erdoğan Koç, Tüketici Davranışları ve Pazarlama Stratejileri, Seçkin Yayıncılık, 4.Baskı,2012.
Other Sources
Michael R. Solomon, Gary Bamossy, Soren Askergaard ve Margaret K. Hogg, Consumer Behaviour A European Perspective, Pearson Education, 4.Edition, 2010.
Course Schedules
Week
Contents
Learning Methods
1. Week
The basic concepts of the marketing Part I
Lecture, cases, class discussions
2. Week
The basic concepts of the marketing Part II
Lecture, cases, class discussions
3. Week
Introduction to consumer behavior
Lecture, cases, class discussions
4. Week
Perception and its effects on consumer behavior
Lecture, cases, class discussions
5. Week
Motivation and its effects on consumer behavior
Lecture, cases, class discussions
6. Week
Personality and its effects on consumer behavior
Lecture, cases, class discussions
7. Week
Learning and its effects on consumer behavior
Lecture, cases, class discussions
8. Week
Attitudes and its effects on consumer behavior
Lecture, cases, class discussions
9. Week
Midterm
Exam
10. Week
Reference groups, family and their effects on consumer behavior
Lecture, cases, class discussions
11. Week
Social class and their effects on consumer behavior
Lecture, cases, class discussions
12. Week
Culture, life-style and their effects on consumer behavior
Lecture, cases, class discussions
13. Week
Consumer Decision Making Process
Lecture, cases, class discussions
14. Week
Marketing Communication,Digital revolution and its effects on consumer behavior, Ethics and consumer behavior
Lecture, cases, class discussions
15. Week
Evaluation
Evaluation
16. Week
Evaluation
Evaluation
17. Week
Evaluation
Evaluation
Assessments
Evaluation tools
Quantity
Weight(%)
Midterm(s)
1
40
Final Exam
1
60
Program Outcomes
PO-1
Students will be able to define the concepts of communication, art, culture and others on the field and to associate the acquired theoretical information with the practices in the sector.
PO-2
To gain the success on the field they will acquire the must theoretical acquisitions and they will be able to make creative designs by learning the quantitative and qualitative methods of the field.
PO-3
By understanding developments of the subjects like communication, media, culture and art in their historical processes students will be able to evaluate the changes and results in the field related to cultural, social and technological improvements.
PO-4
They will observe the technological, cultural and social improvements and will be able to practice these changes in the field.
PO-5
They will be able to analysis the subjects they read, perceived and understand.
PO-6
Students will embrace contemporary academic and professional approaches on communication and design and will be able to adapt them to their works.
PO-7
By improving their research skills, students will be able to bring together different information sources and communication channels, thus developing creative communication strategies.
PO-8
By improving their skills on management and leadership they will be able organize their time and sources effectively.
PO-9
They will develop detailed and must knowledge in the main professional fields like advertisement writership, customer representative, brand manager, communication strategist and communication consultancy.
PO-10
Students will generate communication strategy in certain subjects and realize every related works.
PO-11
They will work creatively, freely and flexibly in their personal lines.
PO-12
Students will be able to provide and amass the necessary ideas and knowledge to give their projects a more effective and convincing formation in written, verbal or other ways.
PO-13
During a relation with target group in a work they will be promoters who are encouraging the team work.
PO-14
Students will be able to use necessary items and equipments of their profession in exact time and place and will practice their projects on time.
PO-15
They will improve solutions to problems in the communication process and able to use their initiatives.
Learning Outcomes
LO-1
Learning the relationship between the marketing and consumer behavior
LO-2
Know the relationship between the ethics and affecting consumer behavior
LO-3
Learning the personal factors that affect the consumer behavior
LO-4
Learning the social factors that affect the consumer behavior
LO-5
Having information about the consumer decision making process
LO-6
Learning the communication process and consumer behavior
LO-7
Understanding the effects of digital age on consumer decision making process and consumer behavior
