This course aims to introduce students to consumers, consumer behaviour in today’s competitive market place and their influence on marketing strategy and decisions. The course analyses the primary factors that influence consumers as individuals and decision makers in their purchasing decision process. The importance of subculture and global consumer culture as marketing opportunities are also handled.
Prerequisite(s)
-
Corequisite(s)
-
Special Requisite(s)
-
Instructor(s)
c.gurel@iku.edu.tr
Course Assistant(s)
Schedule
The course is not offered this semester.
Office Hour(s)
Friday, 18:00-21:00, Ataköy Campus, 4B-08/10
Teaching Methods and Techniques
- Eclectic, lecturing, discussion
Principle Sources
- Clow, K. E., Baack, D., Öztürk, G. (Çev. Ed.) (2016). Bütünleşik Reklam, Tutundurma ve Pazarlama İletişimi. Ankara: Nobel Akademik Yayıncılık.
Tüketicinin Satın Alma Çevresindeki Trendler, Yaş Karmaşası, Cinsiyet Karmaşası
- Eclectic, lecturing, discussion
11. Week
Hareketli, Hızlı Hayat Tarzları, Farklı Hayat Tarzları, İletişim Devrimi
- Eclectic, lecturing, discussion
12. Week
Deneyim Takibi, Sağlık Vurgusu
- Eclectic, lecturing, discussion
13. Week
Kurumlar Arası Satın Alma Davranışı
- Eclectic, lecturing, discussion
14. Week
Kurumlar Arası Satın Alma Davranışı
- Eclectic, lecturing, discussion
15. Week
Final Exam
Final Exam
16. Week
Final Exam
Final Exam
17. Week
Final Exam
Final Exam
Assessments
Evaluation tools
Quantity
Weight(%)
Midterm(s)
1
50
Final Exam
1
50
Program Outcomes
PO-1
Students will gain the ability to apply, analyze and synthesize their mathematical and social knowledge to business problems.
PO-2
Will be able to apply and adapt basic information about other disciplines (economics, sociology, psychology, numerical sciences, etc.) that form the basis of business management and make creative evaluations by using this information in the field of business.
PO-3
Will have basic knowledge in the field of business functions and management (management, production, marketing, accounting, finance, HRM, behavior, etc.), will be able to criticize, interpret and adapt theoretical discussions covering the relations between actors and cultures in this field.
PO-4
Will be able to design, create and evaluate a process related to business functions at every stage in line with a defined goal.
PO-5
Will be able to define and evaluate activities and relationships in business-related fields; will be able to solve problems by defining, modeling and making comments, suggesting solutions and making necessary critical decisions. (critical thinking).
Learning Outcomes
LO-1
Discussing the rationale for studying consumer behaviour.
LO-2
Identifying and explaining factors which influence consumer behaviour.
LO-3
Developing critical and analytical understandings of the nature of consumption, markets and culture.
LO-4
Explaining the consumer decision-making process.
LO-5
Analysing the trends in consumer behaviour, and applying them to the marketing of an actual product or service.
