Course Goal of Consumer Behavior includes the teaching of the contribution of behavioral sciences in strategic marketing and the importance of the influence of personal, social, institutional and cultural characteristics in consumer preferences.
Prerequisite(s)
Introduction to Business, Marketing
Corequisite(s)
Marketing Management
Special Requisite(s)
Attendance, paricipation in class exercises, term project
Instructor(s)
Dr. Öğretim Üyesi Andaç Toksoy, Arş. Gör. Tuğçe Ezgi Soyaltın
Course Assistant(s)
Schedule
This course was not opened in the 2022-2023 academic year...
Office Hour(s)
Wednesday, between 13:00-15:00, BK 8th floor, Room No:8
Teaching Methods and Techniques
-Lectures,
Class exercises, and discussions
-Presentations of research done as term project
Principle Sources
-Gary J. Bamossy, Margaret K. Hogg, Michael R. Solomon, Soren Askegaard, Consumer Behavior, Harlow, UK: Pearson Education Limited, 2009.
Other Sources
-Websites related to consumer behavior
Scientific and popular consumer behavior journals
Course Schedules
Week
Contents
Learning Methods
1. Week
Consumer and the Market
Lecture, Extra reading as homework
2. Week
Consumers as Individuals
Lecture, class exercise
3. Week
Perception of Consumers
Lecture, class exercise
4. Week
Learning-Memory and Consumer Preferences
Lecture, class exercise
5. Week
Consumer Motivation
Lecture, class exercise
6. Week
Consumer Personality Profiles
Lecture, case discussion and personality test
7. Week
Consumer Values and Attitudes
Lecture, class exercise, project design discussion
8. Week
Midterm Exam
Test
9. Week
Changing Consumer Attitudes
Lecture, class exercise, preparations for term project disscussion
10. Week
Consumer Decisions
Lecture, class exercise
11. Week
Buying and Disposing
Lecture, class exercise, market observation as homework
12. Week
Group Influence on Consumer Behavior
Lecture, class exercise
13. Week
Social Interaction and Social Influence
Lecture, class presentations
14. Week
Social Interaction and Social Influence
Lecture, class presentations
15. Week
Final
Final
16. Week
Final
Final
17. Week
Final
Final
Assessments
Evaluation tools
Quantity
Weight(%)
Midterm(s)
1
40
Attendance
1
10
Final Exam
1
50
Program Outcomes
PO-1
Define the concept and types of entrepreneurship in historical development within the framework of entrepreneurship theory.
PO-2
Develop awareness about ways to improve personal and corporate innovation and creativity
PO-3
Distinguish the different aspects of SME management and its problems from SME management and its problems
PO-4
Design a business plan to start a new business
PO-5
Assess the institutionalization process of newly established businesses
PO-6
Employ the information and skill that is related to entrepreneurship in the career life and apply it to the workplace environment.
PO-7
Explain new business in social environment with social capital and communication competence
PO-8
Interpret knowledge of innovation and the importance of innovation that learned during education life with up-to-date information and adopt it to business life
PO-9
Identify how to reach entrepreneurship supports thanks to the basic and up-to-date information gained on entrepreneurship and estimates about the change and paradigm shifts in the entrepreneurship ecosystem.
PO-10
Compose the conceptual and cognitive knowledge with expert knowledge required by business life
Learning Outcomes
LO-1
Consumer focus in recent marketing management approaches will be learnt
LO-2
The importance of consumer research and how to apply research techniques will be learnt
LO-3
Students will get an idea about how consumers may differ as regards personality types
LO-4
Psycho-social and socio-cultural influences on individual consumer will be emphasized.
LO-5
Student will learn how consumers make buying decisions and how they may use what they buy.
