DEGREE PROGRAMS  Associate's Degree (Short Cycle)  Bachelor’s Degree (First Cycle)  Master’s Degree (Second Cycle)

Course Description Course Name : Consumer Behavior Course Code : AS 313 Course Type : Optional Level of Course : First Cycle Year of Study : 3 Course Semester : Fall (16 Weeks) ECTS : 3 Name of Lecturer(s) : Asst.Prof.Dr. GÜLNURKAPLAN ESEN Learning Outcomes of the Course : Interprets the terms of consumer and consumer behaviours. Defines and discusses the facts that affect consumer behaviours. Approaches and examines the marketing problems from consumers’ viewpoint. Relates the consumer behaviours with marketing field. Develops and implements marketing strategies for consumer behaviours. Considers the buying process of consumer and the psychological factors, and adapts them to the practicing area. Follows the agenda with using the information about consumer behaviours, and analyzes the current implementations. Mode of Delivery : Face-to-Face Prerequisites and Co-Prerequisites : None Recommended Optional Programme Components : None Aim(s) of Course : The course aims to teach knowledge and skills regarding consumer behaviour theory and its implementations. focusing on issues such as, consumer behaviours, consumer attitudes, perception, learning, motivation theories, marketing strategies and positioning with examining the factors that affect buying process. Course Contents : Terms of consumer and consumer behaviours, learning process of consumers, sense and perception, motivation theories, personality and consumer behaviours, cognitive learning and memory, behavioural learning, social learning, socio-cultural affect technics, attitudes and shaping the attitudes, evaluating the attitudes, persuasion and persuasion theories, consumer as a part of culture and sub-culture, the effects of new communication technologies, buying process of consumer, marketing and marketing strategeies, marketing approaches and positioning, the future of consumers and possible problems will be discussed and transferred. Language of Instruction : Turkish Work Place : Classroom   Course Outline /Schedule (Weekly) Planned Learning Activities Week Subject Student's Preliminary Work Learning Activities and Teaching Methods 1 Terms of consumer and consumer behaviour, their features, and importance of the field. Reading of literature Brainstorming – Oral discussion 2 Sense and perception in consumer’s grounding and learning process. Exposing, attention, evaluation processes in perception. Reading of literature Brainstorming – Oral discussion 3 As a person, consumer motivation and motivation theories, personality and consumer behaviours, personality and self, values and life style. Reading of literature Brainstorming – Oral discussion 4 Psychological effects: Cognitive learing and memory. Calssical conditioning, and operant conditioning in behavioural learning. Reading of literature Brainstorming – Oral discussion 5 Social learning and obedience technics, socio-cultural affecting technics, consumers in social and cultural surroundings, reference groups and social classes, group dynamics and cooperation group. Reading of literature Brainstorming – Oral discussion 6 Attitudes and changing the attitudes, shaping, relations of communication and consumer behaviours. Reading of literature Brainstorming – Oral discussion 7 Fishbein Model in evaluating the beliefs and attitudes, persuasion and persuasion theories. Reading of literature Brainstorming – Oral discussion 8 Mid-term exam Taught course subjects Written exam 9 Culture, sub-culture, and consumer behaviour as a part of them. Reading of literature Brainstorming – Oral discussion 10 Personal effects, and spreading of innovations, effects of new communication technics on consumer behaviours. Reading of literature Brainstorming – Oral discussion 11 Buying process of consumer. Consumer’s behaviours during and after buying. Reading of literature Brainstorming – Oral discussion 12 The importance of consumer behaviours in marketing and its relations with marketing strategy. Reading of literature Brainstorming – Oral discussion 13 Market segmentation and approaches, market positioning. Reading of literature -Project assignment Brainstorming – Oral discussion - Presentation 14 Consumer behaviours and analyzing the example. Reading of literature -Project assignment Brainstorming – Oral discussion - Presentation 15 The future of consumer and consumption, and the possible problems, and critics. Reading of literature Brainstorming – Oral discussion 16/17 Final exam Taught course subjects Written exam   Required Course Resources Resource Type Resource Name Recommended Course Material(s)  Gerald Zaltman (2004). Tüketici Nasıl Düşünür, çev. A.Semih Koç, MediaCat Yayınları, İstanbul.  Yavuz Odabaşı & Gülfidan Barış (2011). Tüketici Davranışı, MediaCat Kitapları, İstanbul.  Yakup Durmaz (2008). Tüketici Davranışı, Detay Yayıncılık, Ankara.  Ahmet Hamdi İslamoğlu & Remzi Altunışık (2010). Tüketici Davranışları, Beta Yayınevi, İstanbul. Required Course Material(s)  Related Artcles and On-line Resources  Mary Douglas & Baron Isherwood (1999). The World of Goods Towards an Anthropology of Consumption, çev. Erden Attila Aytekin, Dost Kitabevi Yayınları, İstanbul.  Yavuz Odabaşı (1999). Tüketim Kültürü: Yetinen Toplumun Tüketim Toplumuna Dönüşümü, Sistem Yayıncılık, İstanbul.  Jean Baudrillard (1997). La Societe de Consommation, çev. Hazal Deliçaylı – Ferda Keskin, Ayrıntı Yayınları, İstanbul.   Assessment Methods and Assessment Criteria Semester/Year Assessments Number Contribution Percentage     Mid-term Exams (Written, Oral, etc.) 1 75     Homeworks/Projects/Others 1 25 Total 100 Rate of Semester/Year Assessments to Success 40   Final Assessments 100 Rate of Final Assessments to Success 60 Total 100   Contribution of the Course to Key Learning Outcomes # Key Learning Outcome Contribution* 1 Explains the basic concepts of the field, communication patterns, communication and cultural functions within the framework of communication as the basis of Communication Studies. 3 2 Recognizes the national and global communication systems, the basic concepts, theories and principles. 3 3 Has the knowledge and skills to use and/or explain how communication works in every aspect in different cultures, from individual to group, mass, institutional communication within the major tools of communication. 3 4 Distinguishes non-scientific knowledge from the scientific method, and follows technological innovations in the field with the updated work. 5 5 Produces thoughts and knowledge to understand and solve communication problems encountered in size of individual to global communications. 2 6 Develops a sense of responsibility towards the society, as individuals, develops projects for the benefit of the community, leadership and entrepreneurial skills of intellectual exhibitions. 2 7 Holds information related to the fields as a basis; Instrumental Social Communications (Radio, TV, Film, Advertising, Public Relations, Journalism) within a terminological frame (=teleological) (Public Sphere, Public Opinion, Cultural Production Areas, Citizen Participation, Popular Culture, etc.). 5 8 From an interdisciplinary perspective, acknowledged the concept of communication to synthesize information that Communication Studies has background from different areas like, Sociology, History, Psychology, Linguistics, Political Sciences, Anthropology and so on. 5 9 As a requirement of competence to communicate effectively, has the ability to express himself/herself up, facing the people with correct understanding in environments in which he/she is capable of empathy sets. 4 10 Has rational thinking skills, creative thinking in written, oral, visual and so on, as well as using the methods and strategies, for the purpose of communicating thoughts. 3 11 Has at least one foreign language in the European Language Portfolio (B) with the level of using the information in track and communicate with colleagues abroad. 0 12 While accessing all kinds of information, using and transmitting of all other thoughts on the process and in all other practices of the profession strives to comply with ethical requirements and endeavors. 0 13 Has basic skills and use these skills for mediating to the general population methods in the specific praxis areas, such as media literacy, 0 14 Identifies learning needs and future career plan and perform accordingly. 3 15 Has the knowledge of the legal framework related to the field. 2 16 Organizes and/or actively participates in the social, artistic and cultural activities, reports events. 2 17 Follows the local, national and international events with critical comments. 0 18 Is competent to use required level of knowledge of the area and use of computer software as well as all means of communication (body language, verbal and nonverbal communication, newspapers, magazines, radio, television, cinema, internet and other information / communication technologies, and mass media) 3 19 Is able to work in the group as well as having the competence of the individual work 0 20 Improves constantly himself/herself, as well as being open to professional developments in scientific, social, cultural and artistic fields according to his/her interests and abilities, identifying needs of learning 0 * Contribution levels are between 0 (not) and 5 (maximum).   Student Workload - ECTS Works Number Time (Hour) Total Workload (Hour) Course Related Works     Class Time (Exam weeks are excluded) 14 2 28     Out of Class Study (Preliminary Work, Practice) 14 2 28 Assesment Related Works     Homeworks, Projects, Others 1 10 10     Mid-term Exams (Written, Oral, etc.) 1 5 5     Final Exam 1 5 5 Total Workload: 76 Total Workload / 25 (h): 3.04 ECTS Credit: 3