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)
None
Corequisite(s)
Marketing Management
Special Requisite(s)
Attendance, paricipation in class exercises, term project.
Instructor(s)
Assist. Prof. Dr. Tuğçe Ezgi Soyaltın, Assist. Prof. Dr. Tuğçe Ezgi Soyaltın
Course Assistant(s)
Schedule
Tuesday, 11.00-12.50, Basın Ekspress Campus, A Block, A-603
Office Hour(s)
Tuesday, between 11.00-12.50, BK 8th floor, Room Number:8-04
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
20
Homework / Term Projects / Presentations
1
20
Attendance
1
10
Final Exam
1
50
Program Outcomes
PO-1
OP-1. Comprehends both theoretical and applied subjects in international trade at the advanced level, and uses his/her knowledge when necessary.
PO-2
OP-2. Analyses basic concepts and data related to International Trade and Economics by scientific methods, interprets those with analytically, and evaluates those with regard to economic issues.
PO-3
OP-3. Express his/her thoughts, comments and evaluations related to International Trade discipline both in written and oral forms.
PO-4
OP-4. Defines current problems, and proposes solutions which are supported by evidence and research based quantitative and qualitative data.
PO-5
OP-5. Inspects how public and private sector enterprises engaged in trade activities operates in practice, and evaluates the continuities and the dynamism in these sectors.
PO-6
OP-6. Defines and tracks local, regional (such as European Union or Middle East) and global issues from the point of political economics, and relates these issues to each other.
PO-7
OP-7. Possesses sufficient knowledge in other disciplines related to International Trade (such as Economics, Finance, International Business and Law), and reports this information.
PO-8
OP-8. Follows publications and research in International Trade, Globalisation and Financial Systems in the English language, and communicates with his/her colleagues internationally.
PO-9
OP-9. Uses a second language (Russian, Chinese, etc.) at the intermediate level.
PO-10
OP-10. Possesses ethical principles and scientific values in collection, interpretation and release of data.
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.
