The aim of this course is to understand the decision-making process of consumers in terms of psychological, socio-cultural, demographic and situational effects and to analyze consumer behavior in this direction.
Prerequisite(s)
Course Code Course Name…
Corequisite(s)
Course Code Course Name…
Special Requisite(s)
The minimum qualifications that are expected from the students who want to attend the course.(Examples: Foreign language level, attendance, known theoretical pre-qualifications, etc.)
Instructor(s)
Professor Ceyda Deneçli
Course Assistant(s)
Schedule
-Wednesday, 09.00-10.45, Cats Virtual Room.
Office Hour(s)
-Wednesday, 16.00-16.45, Ataköy Campus, Faculty of Art and Design. Cats Virtual Room.
Teaching Methods and Techniques
The course will be processed as 100% Synchronous in virtual classrooms opened in Istanbul Kültür University Cats System.
Course reader, case study analysis
Principle Sources
Yavuz Odabaşı & Gülfidan Barış -Tüketici Davranışı (2009)- Media Cat Yayınları
Other Sources
Current articles
Course Schedules
Week
Contents
Learning Methods
1. Week
The basic concepts of the marketing Part I
Verbal lecture
2. Week
The basic concepts of the marketing Part II
Verbal lecture
3. Week
Introduction to consumer behavior
Verbal lecture
4. Week
Perception and its effects on consumer behavior
Verbal lecture
5. Week
Motivation and its effects on consumer behavior
Verbal lecture
6. Week
Personality and its effects on consumer behavior
Verbal lecture
7. Week
Learning and its effects on consumer behavior
Verbal lecture
8. Week
Attitudes and its effects on consumer behavio
Verbal lecture
9. Week
Midterm
Midterm
10. Week
Reference groups, family and their effects on consumer behavior
Verbal lecture
11. Week
Social class and their effects on consumer behavior
Verbal lecture
12. Week
Culture, life-style and their effects on consumer behavior
Presentations
13. Week
Consumer Decision Making Process
Presentations
14. Week
Marketing Communication,Digital revolution and its effects on consumer behavior, Ethics and consumer behavior
Presentations
15. Week
Evaluation
Evaluation
16. Week
Evaluation
Evaluation
17. Week
Evaluation
Evaluation
Assessments
Evaluation tools
Quantity
Weight(%)
Midterm(s)
1
30
Attendance
1
10
Final Exam
1
60
Program Outcomes
PO-1
The students will be able to define all kinds of concepts related to communication, new media, art and culture (New media and communication)
PO-2
The students will be able to understand the historical developments of communication and new media issues, as cultural, social, and technological change depending on the areas of related changes. They will be able to evaluate the results.
PO-3
The students will be able to follow technological, cultural, and social changes and apply them to their fields
PO-4
The students will be able to analyze and evaluate the new media and communication issues and criticize them by interpreting their understanding.
PO-5
The students will be able to produce scientific content by researching and analyzing theoretical and conceptual issues related to new media and communication fields with a scientific approach
PO-6
The students will be able to manage time and resources effectively by improving content production and management skills on digital platforms.
PO-7
The students will be able to develop detailed and necessary knowledge in specific areas of expertise such as internet journalism, digital marketing, digital advertising, new media programming, and public relations in social media.
PO-8
The students can produce original works in various fields, such as digital animation, digital photography, interactive media design, digital game design, and application design.
PO-9
The students will be able to understand artistic works by following current and digital works of art.
PO-10
The students will be able to create strategies for institutions in social media platforms and put them into practice.
PO-11
The students will be able to put their creative ideas into practice in digital platforms and produce multimedia projects.
PO-12
The students will be able to use the necessary tools and equipments in their profession in the right place and at the right time, and relate the theoretical knowledge they have acquired to the sector practices.
PO-13
The students will be able to produce by working in a disciplined, planned and creative manner.
PO-14
The students will be able to produce projects in various competitions, exhibitions, panels, biennials and seminars etc. in national and international areas.
PO-15
The students will be able to provide solutions to the problems encountered in the communication process and will be able to use the initiative related to the topic.
Learning Outcomes
LO-1
Understand consumer behavior.
LO-2
Comprehend the relationship between consumer behavior and marketing.
LO-3
Understand the factors affecting consumer behavior.
LO-4
Do research.
LO-5
Establish cause-effect relationship in the field of consumption.
LO-6
Create the right strategies that can affect consumer behavior.
LO-7
Understand the effects of psychology, demographic and socio-cultural characteristics and situational factors on consumer behavior.
