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)
Arş. Gör. Taha Yusuf Çakarel
Course Assistant(s)
Schedule
This course was not opened in the 2022-2023 academic year...
Office Hour(s)
Friday, 14:00-16:00, Online CATS Platform, by making an appointment: z.toy@iku.edu.tr
Teaching Methods and Techniques
- Eclectic, lecturing, discussion
Principle Sources
- Noel, H. (2009). Consumer Behaviour. London: AVA Publishing.
Other Sources
Course Schedules
Week
Contents
Learning Methods
1. Week
What is consumer behaviour?
- Eclectic, lecturing, discussion
2. Week
What is consumer behaviour?
- Eclectic, lecturing, discussion
3. Week
What is consumer behaviour?
- Eclectic, lecturing, discussion
4. Week
Ethnic, religious and group influences
- Eclectic, lecturing, discussion
5. Week
Ethnic, religious and group influences
- Eclectic, lecturing, discussion
6. Week
Class, age and gender influences
- Eclectic, lecturing, discussion
7. Week
Class, age and gender influences
- Eclectic, lecturing, discussion
8. Week
Mid-Term Exam
Mid-Term Exam
9. Week
Mid-Term Exam
Mid-Term Exam
10. Week
Consumer motivation, perception and attitude
- Eclectic, lecturing, discussion
11. Week
Consumer knowledge and memory
- Eclectic, lecturing, discussion
12. Week
Consumer knowledge and memory
- Eclectic, lecturing, discussion
13. Week
The consumer as a decision maker
- Eclectic, lecturing, discussion
14. Week
The consumer as a decision maker
- 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
Students will gain the ability to apply, analyze and synthesize their mathematical and social knowledge to business problems.
PO-2
Will be able to apply and adapt basic information about other disciplines (economics, sociology, psychology, numerical sciences, etc.) that form the basis of business management and make creative evaluations by using this information in the field of business.
PO-3
Will have basic knowledge in the field of business functions and management (management, production, marketing, accounting, finance, HRM, behavior, etc.), will be able to criticize, interpret and adapt theoretical discussions covering the relations between actors and cultures in this field.
PO-4
Will be able to design, create and evaluate a process related to business functions at every stage in line with a defined goal.
PO-5
Will be able to define and evaluate activities and relationships in business-related fields; will be able to solve problems by defining, modeling and making comments, suggesting solutions and making necessary critical decisions. (critical thinking).
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.
