This course provides an introduction to the study of consumer behaviour and familiarises students with the theoretical and practical aspects of the field. It illustrates the breadth of consumer behaviour and highlights the many ways in which it touches our lives. It also examines the structural framework that can be used to understand the different interrelationships between the concepts present in consumer behaviour as an academic discipline. The course also investigates the sequential process of consumer decision making – problem recognition, information search, evaluation, choice and post-decision processes.
Prerequisite(s)
None
Corequisite(s)
None
Special Requisite(s)
None
Instructor(s)
Lecturer Dr. Çağla Arıker
Course Assistant(s)
Schedule
Wednesday, 13:00-15:00, Online CATS Platform
Office Hour(s)
Asst. Prof. Çağla TUĞBERK ARIKER
Teaching Methods and Techniques
- Eclectic, lecturing, discussion.
Principle Sources
- Solomon, M., R. Consumer Behaviour. 13TH ED.
Other Sources
Course Schedules
Week
Contents
Learning Methods
1. Week
Introduction to consumer behaviour
- Eclectic, lecturing, discussion
2. Week
Basic marketing concepts - 1
- Eclectic, lecturing, discussion
3. Week
Basic marketing concepts - 1
- Eclectic, lecturing, discussion
4. Week
Perception - 1
- Eclectic, lecturing, discussion
5. Week
Perception - 2
- Eclectic, lecturing, discussion
6. Week
Perception - 3
- Eclectic, lecturing, discussion
7. Week
Motivation and Involvement
- Eclectic, lecturing, discussion
8. Week
Personality
- Eclectic, lecturing, discussion
9. Week
Mid-Term Exam
Mid-Term Exam
10. Week
Learning and Memory
- Eclectic, lecturing, discussion
11. Week
Culture, Values and Groups - 1
- Eclectic, lecturing, discussion
12. Week
Culture, Values and Groups - 2
- Eclectic, lecturing, discussion
13. Week
Attitudes
- Eclectic, lecturing, discussion
14. Week
Review
- 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
40
Quizzes
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 English, and acquires competence in minimum one foreign language.
Learning Outcomes
LO-1
Students identify and explain factors that influence and shape consumer behaviour.
LO-2
Students demonstrate how knowledge of consumer behaviour can be applied to marketing.
LO-3
Students appreciate how consumer behaviour research is conducted and translated into practical knowledge.
LO-4
Students learn to think critically, independently, and creatively about consumer behaviour concepts and application.
LO-5
Students identify examples of how marketers use their knowledge of consumer behaviour in their marketing strategies.
