Course Detail
Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| CONSUMER BEHAVIOR | BUS3214714 | Spring Semester | 2+0 | 2 | 2 |
| Course Program | Perşembe 11:00-11:45 Perşembe 12:00-12:45 |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | English |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Required |
| Course Coordinator | Assist.Prof. Fatih PINARBAŞI |
| Name of Lecturer(s) | Assist.Prof. Fatih PINARBAŞI |
| Assistant(s) | |
| Aim | The aim of this course is to convey the subjects at the basic knowledge level to the students in the field of consumer behavior, which is one of the important topics of marketing; and to provide students with a holistic perspective on various consumer behavior issues such as perception, learning, motivation, personality, attitude and decision making. |
| Course Content | This course contains; Introduction of the Course,Consumer Behavior Part from Principles of Marketing Lesson,Buying, Having, and Being: An Introduction to Consumer Behavior,Perception,Learning and Memory,Motivation and Affect,The Self and Gender Identity,Personality, Lifestyles, and Values,Attitudes and Persuasive Communications,Decision Making,Buying, Using, and Disposing,Group Influences and Social Media, Income and Social Class / Subcultures / Culture,Consumer and Social Well-Being. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| 1. Will be able to explain the scope of consumer behavior subject. | 10, 12, 13, 16, 9 | A |
| 1.1. Explain topics such as perception, learning and memory, motivation and affect. | 10, 12, 13, 16, 9 | A |
| 1.2. Explain the consumer decision making process. | 10, 12, 13, 16, 9 | A |
| 1.3. Explain the environmental factors affecting the consumer. | 10, 12, 13, 16, 9 | A |
| 2. Will be able to explain internal influences on consumer behavior. | 10, 12, 13, 16, 9 | A |
| 2.1. Explain the perception concept. | 10, 12, 13, 16, 9 | A |
| 2.2. Explain the learning concept. | 10, 12, 13, 16, 9 | A |
| 2.2. Explain the memory concept. | 10, 12, 13, 16, 9 | A |
| 2.4. Explain the motivation concept. | 10, 12, 13, 16, 9 | A |
| 2.5. Explain the affect concept. | 10, 12, 13, 16, 9 | A |
| 3. Will be able to explain the personal influences that affect consumer behavior. | 10, 12, 13, 16, 9 | A |
| 3.1. Explain the personality concept. | 10, 12, 13, 16, 9 | A |
| 3.3. Explain the identity concept. | 10, 12, 13, 16, 9 | A |
| 3.4. Explain the lifestyle concept. | 10, 12, 13, 16, 9 | A |
| 3.4. Explain the gender identity concept. | 10, 12, 13, 16, 9 | A |
| 3.5. Explain the values concept. | 10, 12, 13, 16, 9 | A |
| 4. Will be able to explain the processes related to consumer selection and use of products. | 10, 12, 13, 16, 9 | A |
| 4.1. Explain the product choosing processes of consumers. | 10, 12, 13, 16, 9 | A |
| 4.2. Explain how consumers buy, use and dispose of products | 10, 12, 13, 16, 9 | A |
| 4.3. Explain the concept of sharing economy. | 10, 12, 13, 16, 9 | A |
| 5. Will be able to evaluate the consumer in terms of social and cultural environment. | 10, 12, 13, 16, 9 | A |
| 5.1. Explain group influences and social media that affects consumers. | 10, 12, 13, 16, 9 | A |
| 5.2. Explain the topics of income and social class. | 10, 12, 13, 16, 9 | A |
| 5.3. Explain culture and subculture topics. | 10, 12, 13, 16, 9 | A |
| Teaching Methods: | 10: Discussion Method, 12: Problem Solving Method, 13: Case Study Method, 16: Question - Answer Technique, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Introduction of the Course | |
| 2 | Consumer Behavior Part from Principles of Marketing Lesson | |
| 3 | Buying, Having, and Being: An Introduction to Consumer Behavior | |
| 4 | Perception | |
| 5 | Learning and Memory | |
| 6 | Motivation and Affect | |
| 7 | The Self and Gender Identity | |
| 8 | Personality, Lifestyles, and Values | |
| 9 | Attitudes and Persuasive Communications | |
| 10 | Decision Making | |
| 11 | Buying, Using, and Disposing | |
| 12 | Group Influences and Social Media | |
| 13 | Income and Social Class / Subcultures / Culture | |
| 14 | Consumer and Social Well-Being |
| Resources |
| 1. "Consumer Behavior: Buying, Having, and Being, Global Edition - 13th Edition" - Michael R. Solomon - Pearson 2. Principles of Marketing, 18th edition, Pearson, 2021, Philip Kotler & Gary Armstrong 3. Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 5th Edition, Kevin Keller, Pearson, 2019 |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Defines the theoretical issues in the field of business administration | X | |||||
| 2 | Describes the necessary qualitative and quantitative methods in the field of business and management. | X | |||||
| 3 | Uses at least one computer program in the field of business and management | ||||||
| 4 | Sustains proficiency in a foreign language required for business and management. | ||||||
| 5 | Prepares managerial investment projects and work in a team. | ||||||
| 6 | Constantly renews himself / herself by following developments in business and management with an understanding of the importance of lifelong learning through critically evaluating the knowledge and skills that s/he has got. | X | |||||
| 7 | Uses theoretical and practical expertise in the field of business administration | X | |||||
| 8 | Follows up-to-date technology using a foreign language at least A1 level, holds verbal / written communication. | ||||||
| 9 | Adopts organizational / institutional and social ethical values. | X | |||||
| 10 | Within the framework of service responsiveness, adopts social responsibility principles and takes initiative when necessary. | ||||||
| 11 | Uses and analyses basic facts and data in different disciplines (economics, finance, sociology, law, business) in order to conduct interdisciplinary studies. | X | |||||
| 12 | Uses and Analyses the fundamental and advanced techniques in the field to enhance business performance, productivity, sustainability,innovation and research, efficiency and effectiveness. | X | |||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 40 | |
| Rate of Final Exam to Success | 60 | |
| Total | 100 | |
| ECTS / Workload Table | ||||||
| Activities | Number of | Duration(Hour) | Total Workload(Hour) | |||
| Course Hours | 0 | 0 | 0 | |||
| Guided Problem Solving | 0 | 0 | 0 | |||
| Resolution of Homework Problems and Submission as a Report | 0 | 0 | 0 | |||
| Term Project | 0 | 0 | 0 | |||
| Presentation of Project / Seminar | 0 | 0 | 0 | |||
| Quiz | 0 | 0 | 0 | |||
| Midterm Exam | 0 | 0 | 0 | |||
| General Exam | 0 | 0 | 0 | |||
| Performance Task, Maintenance Plan | 0 | 0 | 0 | |||
| Total Workload(Hour) | 0 | |||||
| Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(0/30) | 0 | |||||
| ECTS of the course: 30 hours of work is counted as 1 ECTS credit. | ||||||
Detail Informations of the Course
Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| CONSUMER BEHAVIOR | BUS3214714 | Spring Semester | 2+0 | 2 | 2 |
| Course Program | Perşembe 11:00-11:45 Perşembe 12:00-12:45 |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | English |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Required |
| Course Coordinator | Assist.Prof. Fatih PINARBAŞI |
| Name of Lecturer(s) | Assist.Prof. Fatih PINARBAŞI |
| Assistant(s) | |
| Aim | The aim of this course is to convey the subjects at the basic knowledge level to the students in the field of consumer behavior, which is one of the important topics of marketing; and to provide students with a holistic perspective on various consumer behavior issues such as perception, learning, motivation, personality, attitude and decision making. |
| Course Content | This course contains; Introduction of the Course,Consumer Behavior Part from Principles of Marketing Lesson,Buying, Having, and Being: An Introduction to Consumer Behavior,Perception,Learning and Memory,Motivation and Affect,The Self and Gender Identity,Personality, Lifestyles, and Values,Attitudes and Persuasive Communications,Decision Making,Buying, Using, and Disposing,Group Influences and Social Media, Income and Social Class / Subcultures / Culture,Consumer and Social Well-Being. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| 1. Will be able to explain the scope of consumer behavior subject. | 10, 12, 13, 16, 9 | A |
| 1.1. Explain topics such as perception, learning and memory, motivation and affect. | 10, 12, 13, 16, 9 | A |
| 1.2. Explain the consumer decision making process. | 10, 12, 13, 16, 9 | A |
| 1.3. Explain the environmental factors affecting the consumer. | 10, 12, 13, 16, 9 | A |
| 2. Will be able to explain internal influences on consumer behavior. | 10, 12, 13, 16, 9 | A |
| 2.1. Explain the perception concept. | 10, 12, 13, 16, 9 | A |
| 2.2. Explain the learning concept. | 10, 12, 13, 16, 9 | A |
| 2.2. Explain the memory concept. | 10, 12, 13, 16, 9 | A |
| 2.4. Explain the motivation concept. | 10, 12, 13, 16, 9 | A |
| 2.5. Explain the affect concept. | 10, 12, 13, 16, 9 | A |
| 3. Will be able to explain the personal influences that affect consumer behavior. | 10, 12, 13, 16, 9 | A |
| 3.1. Explain the personality concept. | 10, 12, 13, 16, 9 | A |
| 3.3. Explain the identity concept. | 10, 12, 13, 16, 9 | A |
| 3.4. Explain the lifestyle concept. | 10, 12, 13, 16, 9 | A |
| 3.4. Explain the gender identity concept. | 10, 12, 13, 16, 9 | A |
| 3.5. Explain the values concept. | 10, 12, 13, 16, 9 | A |
| 4. Will be able to explain the processes related to consumer selection and use of products. | 10, 12, 13, 16, 9 | A |
| 4.1. Explain the product choosing processes of consumers. | 10, 12, 13, 16, 9 | A |
| 4.2. Explain how consumers buy, use and dispose of products | 10, 12, 13, 16, 9 | A |
| 4.3. Explain the concept of sharing economy. | 10, 12, 13, 16, 9 | A |
| 5. Will be able to evaluate the consumer in terms of social and cultural environment. | 10, 12, 13, 16, 9 | A |
| 5.1. Explain group influences and social media that affects consumers. | 10, 12, 13, 16, 9 | A |
| 5.2. Explain the topics of income and social class. | 10, 12, 13, 16, 9 | A |
| 5.3. Explain culture and subculture topics. | 10, 12, 13, 16, 9 | A |
| Teaching Methods: | 10: Discussion Method, 12: Problem Solving Method, 13: Case Study Method, 16: Question - Answer Technique, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Introduction of the Course | |
| 2 | Consumer Behavior Part from Principles of Marketing Lesson | |
| 3 | Buying, Having, and Being: An Introduction to Consumer Behavior | |
| 4 | Perception | |
| 5 | Learning and Memory | |
| 6 | Motivation and Affect | |
| 7 | The Self and Gender Identity | |
| 8 | Personality, Lifestyles, and Values | |
| 9 | Attitudes and Persuasive Communications | |
| 10 | Decision Making | |
| 11 | Buying, Using, and Disposing | |
| 12 | Group Influences and Social Media | |
| 13 | Income and Social Class / Subcultures / Culture | |
| 14 | Consumer and Social Well-Being |
| Resources |
| 1. "Consumer Behavior: Buying, Having, and Being, Global Edition - 13th Edition" - Michael R. Solomon - Pearson 2. Principles of Marketing, 18th edition, Pearson, 2021, Philip Kotler & Gary Armstrong 3. Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 5th Edition, Kevin Keller, Pearson, 2019 |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Defines the theoretical issues in the field of business administration | X | |||||
| 2 | Describes the necessary qualitative and quantitative methods in the field of business and management. | X | |||||
| 3 | Uses at least one computer program in the field of business and management | ||||||
| 4 | Sustains proficiency in a foreign language required for business and management. | ||||||
| 5 | Prepares managerial investment projects and work in a team. | ||||||
| 6 | Constantly renews himself / herself by following developments in business and management with an understanding of the importance of lifelong learning through critically evaluating the knowledge and skills that s/he has got. | X | |||||
| 7 | Uses theoretical and practical expertise in the field of business administration | X | |||||
| 8 | Follows up-to-date technology using a foreign language at least A1 level, holds verbal / written communication. | ||||||
| 9 | Adopts organizational / institutional and social ethical values. | X | |||||
| 10 | Within the framework of service responsiveness, adopts social responsibility principles and takes initiative when necessary. | ||||||
| 11 | Uses and analyses basic facts and data in different disciplines (economics, finance, sociology, law, business) in order to conduct interdisciplinary studies. | X | |||||
| 12 | Uses and Analyses the fundamental and advanced techniques in the field to enhance business performance, productivity, sustainability,innovation and research, efficiency and effectiveness. | X | |||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 40 | |
| Rate of Final Exam to Success | 60 | |
| Total | 100 | |