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
Applies mathematical and social knowledge to Business problems.
PO-2
Defines the basic information related to other disciplines (economics, sociology, psychology, numerical sciences, etc.) that form the basis of business management and uses this information in the field of business administration.
PO-3
Explain the basic information in the field of business functions and management (management, production, marketing, accounting, finance, HRM, behavior, etc.), interpret the theoretical discussions covering the relations between the actors and cultures in this field.
PO-4
Determines and applies how the theoretical and practical knowledge and skills gained in the field of business are used in research, application and field analysis.
PO-5
Defines and evaluates activities and relationships in business-related fields; solve problems by defining, modeling and commenting.
PO-6
Designs and evaluates every stage of a process related to business functions in line with a defined goal.
PO-7
Conveys the current developments in the field of business and the projects carried out with appropriate communication tools to groups in and outside the field by supporting them with quantitative and qualitative data.
PO-8
Leads in environments that require the resolution of problems related to the field of humanities; organizes personal, corporate and team work at the level of expertise
PO-9
By introducing scientific, cultural and artistic developments in the field of humanities, it contributes to the process of becoming an information society of the society in which it lives and maintains it.
PO-10
Gains effective oral and written communication skills in Turkish and English in academic and professional fields.
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.
