The aim of the Consumer Behavior course is to provide students with information about the factors affecting consumer behavior and decisions, and the consumer decision-making process. It is aimed to explain the relationship between the development of marketing strategies and the understanding of the factors affecting consumer behavior.
Prerequisite(s)
None
Corequisite(s)
Marketing Management
Special Requisite(s)
The course will be taught online.
Instructor(s)
Assist. Prof. Dr. Tuğçe Ezgi Soyaltın
Course Assistant(s)
Schedule
Tuesday, 16.00-17.50, Cats and Block, A-303
Office Hour(s)
By appointment with the Instructor
Teaching Methods and Techniques
- Lectures,
- Class exercises, and discussions
- Presentations of research done as term project
- 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
20
Homework / Term Projects / Presentations
1
20
Attendance
1
10
Final Exam
1
50
Program Outcomes
PO-1
Demonstrates a basic level of understanding in related disciplines (such as economics, sociology, psychology, quantitative sciences, etc.) that form a foundation for business administration, and makes use of and applies them to the field of business.
PO-2
Applies mathematical, scientific and social knowledge to business problems.
PO-3
Demonstrates a basic level of understanding in business functions and management (such as management, production, marketing, accounting, finance, human resources, behavioural sciences, etc.) and interprets the theoretical arguments focusing on interactions between the actors and the cultures in the field.
PO-4
Determines how to use acquired theoretical and practical knowledge and skills related to business in application and field analysis and applies them.
PO-5
Identifies and evaluates the relations in the field of business; describes the problems and presents analytical solutions through modelling and interpreting (critical thinking).
PO-6
Designs a business process in any functional stage that complies with identified objectives.
PO-7
Develops effective business communication skills (written-verbal/formal-informal).
PO-8
Owns effective working skills individually or on a team in business and multidisciplinary fields.
PO-9
Acts with a sense of professional and ethical responsibility.
PO-10
Improves effective verbal and written communication skills in Turkish, and acquires competence in minimum one foreign language.
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.
