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| Course Description |
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| Course Name |
: |
Consumer Behavior |
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| Course Code |
: |
MG43 700 |
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| Course Type |
: |
Compulsory |
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| Level of Course |
: |
Second Cycle |
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| Year of Study |
: |
1 |
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| Course Semester |
: |
Fall (16 Weeks) |
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| ECTS |
: |
6 |
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| Name of Lecturer(s) |
: |
Prof.Dr. SERAP ÇABUK
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| Learning Outcomes of the Course |
: |
Defines the factors that affect consumer behaviors.
understands the ways to develop effective marketing strategies by taking into account the effects of external and personal factors on consumer buying decision process.
knows the stages of consumer buying decision process.
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| Mode of Delivery |
: |
Face-to-Face |
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| Prerequisites and Co-Prerequisites |
: |
None |
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| Recommended Optional Programme Components |
: |
None |
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| Aim(s) of Course |
: |
The aim of this course is to get students to comprehend consumers, consumer decision process, buying process and the factors of these processes. |
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| Course Contents |
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This course consists of the subjects of consumer decision process, internal and external factors of this process. |
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| Language of Instruction |
: |
Turkish |
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| Work Place |
: |
Classroom |
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Course Outline /Schedule (Weekly) Planned Learning Activities |
| Week | Subject | Student's Preliminary Work | Learning Activities and Teaching Methods |
|
1 |
Introduction to Consumer Behavior |
Reading related parts |
Lecture |
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2 |
Learning and Memory |
Reading related parts |
Lecture and presentations |
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3 |
Motivation and Involvement |
Reading related parts |
Lecture and presentations |
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4 |
Sensation and Perception |
Reading related parts |
Lecture and presentations |
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5 |
Attitudes and Emotions |
Reading related parts |
Lecture and presentations |
|
6 |
Personality and Ego |
Reading related parts |
Lecture and presentations |
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7 |
Values and Lifestyle |
Reading related parts |
Lecture and presentations |
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8 |
Midterm Exam |
Studying for exam |
Exam |
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9 |
Group Dynamics, Reference Groups and Family |
Reading related parts |
Lecture and presentations |
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10 |
Personal Effects and Diffusion of Innovations |
Reading related parts |
Lecture and presentations |
|
11 |
Social Classes |
Reading related parts |
Lecture and presentations |
|
12 |
Culture and subculture |
Reading related parts |
Lecture and presentations |
|
13 |
Consumer Buying Process |
Reading related parts |
Lecture and presentations |
|
14 |
Consumer Buying Process |
Reading related parts |
Lecture and presentations |
|
15 |
Presentions of Projects |
Reading related parts |
Lecture and presentations |
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16/17 |
Final Exam |
Studying for exam |
Exam |
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Required Course Resources |
| Resource Type | Resource Name |
| Recommended Course Material(s) |
 Tüketici Davranışları, Yavuz Odabaşı & Gülfidan Barış (2002), MediaCat Akademi, İstanbul.
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| |
| Required Course Material(s) |
Capital, Power, İnfomag, Pazarlama Dünyası, Pi, Marketing Türkiye, vb. güncel yayınlar
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Assessment Methods and Assessment Criteria |
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Semester/Year Assessments |
Number |
Contribution Percentage |
|
Mid-term Exams (Written, Oral, etc.) |
1 |
60 |
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Homeworks/Projects/Others |
1 |
40 |
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Total |
100 |
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Rate of Semester/Year Assessments to Success |
40 |
| |
|
Final Assessments
|
100 |
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Rate of Final Assessments to Success
|
60 |
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Total |
100 |
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| Contribution of the Course to Key Learning Outcomes |
| # | Key Learning Outcome | Contribution* |
|
1 |
Have the ability and the knowledge to plan, practise and control stages of marketing function. |
5 |
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2 |
Can understand marketing science as an interdisciplinary context and in a systematic way |
5 |
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3 |
Can analyze academic materials of marketing, recognize and evaluate different aspects in marketing area. |
5 |
|
4 |
Can explain how to create the basic theoretical models of marketing management in literature and how to implement numerical and statistics methods. |
2 |
|
5 |
Can determine the appropriate methods to solve the marketing problems faced by the company. |
5 |
|
6 |
Can implement marketing management methods by following the fundamental steps. |
5 |
|
7 |
Can develop the capabilities of using database and statistical programmes to support the decision-making process. |
2 |
|
8 |
Can take responsibility as an individual and/or as part of a team, can lead and work effectively. |
5 |
|
9 |
Follows the latest developments in the field of marketing and continiously updates himself in recognition of the need for lifelong learning. |
5 |
|
10 |
Have the ability to benefit from different sources, synthesize the information obtained and present it effectively in the framework of academic rules. |
5 |
|
11 |
Have the abiliy to make appropriate speech and presentations for academic and business life on marketing issues by using visual materials in Turkish and at least one different language. |
3 |
|
12 |
Have the ability to inquire into the traditional approaches, practices and methods and, if considered necessary, to develop and implement new ways of working. |
5 |
|
13 |
Have the abiliity to research on the science of marketing to form the basis for the decision-making process. |
5 |
|
14 |
Have the ability to determine the marketing management approaches, applications and methods which are appropriate for the business’s sector, growth, resources, culture, goals and aims. |
5 |
| * Contribution levels are between 0 (not) and 5 (maximum). |
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| Student Workload - ECTS |
| Works | Number | Time (Hour) | Total Workload (Hour) |
| Course Related Works |
|
Class Time (Exam weeks are excluded) |
14 |
3 |
42 |
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Out of Class Study (Preliminary Work, Practice) |
14 |
3 |
42 |
| Assesment Related Works |
|
Homeworks, Projects, Others |
1 |
20 |
20 |
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Mid-term Exams (Written, Oral, etc.) |
1 |
20 |
20 |
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Final Exam |
1 |
20 |
20 |
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Total Workload: | 144 |
| Total Workload / 25 (h): | 5.76 |
| ECTS Credit: | 6 |
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