Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| CONSUMER BEHAVIOR | BUSY1215134 | Spring Semester | 3+0 | 3 | 9 |
| Course Program | Çarşamba 12:00-12:45 Çarşamba 12:45-13:30 Çarşamba 13:30-14:15 |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | English |
| Course Level | Second Cycle (Master's Degree) |
| Course Type | Elective |
| Course Coordinator | Assist.Prof. Burcu İNCİ |
| Name of Lecturer(s) | Assist.Prof. Burcu İNCİ |
| 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. Explains 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. Explains internal influences on consumer behavior. | 10, 12, 13, 16, 9 | |
| 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. Explains 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. Explains 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. Evaluates 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 | Studying the previous week's content |
| 5 | Learning and Memory | Studying the previous week's content |
| 6 | Motivation and Affect | Studying the previous week's content |
| 7 | The Self and Gender Identity | |
| 8 | Personality, Lifestyles, and Values | Studying the previous week's content |
| 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 | Having advanced theoretical and practical knowledge supported by textbooks, application tools and other resources containing current information in the field | X | |||||
| 1 | To systematically convey the expert knowledge gained in the field of business administration and its sub-disciplines and the current developments in management theory and practice, both verbally and in writing, to groups in the field and outside the field. | X | |||||
| 1 | Internalizing information regarding Business Management fields and sub-disciplines by taking into consideration social, scientific and ethical values in the processes of acquiring, processing and evaluating. | X | |||||
| 1 | Critically evaluate the expert knowledge and skills acquired in the field of Business Management and its sub-disciplines. | X | |||||
| 1 | Independently carrying out a study that requires expertise in the field of Business Management and its sub-disciplines. | X | |||||
| 1 | Accessing and evaluating scientific knowledge in the field of Business Management and using this knowledge in solving high-level managerial problems of businesses. | X | |||||
| 2 | Developing positive attitudes towards lifelong learning and transforming them into behavior. | X | |||||
| 2 | Thinking about individual and social problems related to Business Management and producing solutions in the light of current developments | X | |||||
| 2 | Critically questioning business concepts and institutions, established management practices and rules, and taking initiative to develop and change them when necessary. | X | |||||
| 2 | Developing and teaching the understanding of honesty, justice and ethics required to be a Senior Manager. | X | |||||
| 2 | To have information about basic resources, current trends and approaches regarding Business Management in the light of current developments in the field of business | X | |||||
| 2 | Developing different perspectives and producing solutions by taking responsibility for the solution of complex problems that require expertise and are encountered in the field of Business Management and its sub-disciplines. | X | |||||
| 3 | Advanced use of information and communication technologies along with computer software at the level required by the field of Business Management. | X | |||||
| 3 | Solving the problems encountered in business theory and practice by using research methods specific to the field of Business. | X | |||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 50 | |
| Rate of Final Exam to Success | 50 | |
| Total | 100 | |
| ECTS / Workload Table | ||||||
| Activities | Number of | Duration(Hour) | Total Workload(Hour) | |||
| Course Hours | 3 | 42 | 126 | |||
| 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 | 4 | 10 | 40 | |||
| General Exam | 9 | 10 | 90 | |||
| Performance Task, Maintenance Plan | 0 | 0 | 0 | |||
| Total Workload(Hour) | 256 | |||||
| Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(256/30) | 9 | |||||
| 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 | BUSY1215134 | Spring Semester | 3+0 | 3 | 9 |
| Course Program | Çarşamba 12:00-12:45 Çarşamba 12:45-13:30 Çarşamba 13:30-14:15 |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | English |
| Course Level | Second Cycle (Master's Degree) |
| Course Type | Elective |
| Course Coordinator | Assist.Prof. Burcu İNCİ |
| Name of Lecturer(s) | Assist.Prof. Burcu İNCİ |
| 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. Explains 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. Explains internal influences on consumer behavior. | 10, 12, 13, 16, 9 | |
| 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. Explains 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. Explains 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. Evaluates 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 | Studying the previous week's content |
| 5 | Learning and Memory | Studying the previous week's content |
| 6 | Motivation and Affect | Studying the previous week's content |
| 7 | The Self and Gender Identity | |
| 8 | Personality, Lifestyles, and Values | Studying the previous week's content |
| 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 | Having advanced theoretical and practical knowledge supported by textbooks, application tools and other resources containing current information in the field | X | |||||
| 1 | To systematically convey the expert knowledge gained in the field of business administration and its sub-disciplines and the current developments in management theory and practice, both verbally and in writing, to groups in the field and outside the field. | X | |||||
| 1 | Internalizing information regarding Business Management fields and sub-disciplines by taking into consideration social, scientific and ethical values in the processes of acquiring, processing and evaluating. | X | |||||
| 1 | Critically evaluate the expert knowledge and skills acquired in the field of Business Management and its sub-disciplines. | X | |||||
| 1 | Independently carrying out a study that requires expertise in the field of Business Management and its sub-disciplines. | X | |||||
| 1 | Accessing and evaluating scientific knowledge in the field of Business Management and using this knowledge in solving high-level managerial problems of businesses. | X | |||||
| 2 | Developing positive attitudes towards lifelong learning and transforming them into behavior. | X | |||||
| 2 | Thinking about individual and social problems related to Business Management and producing solutions in the light of current developments | X | |||||
| 2 | Critically questioning business concepts and institutions, established management practices and rules, and taking initiative to develop and change them when necessary. | X | |||||
| 2 | Developing and teaching the understanding of honesty, justice and ethics required to be a Senior Manager. | X | |||||
| 2 | To have information about basic resources, current trends and approaches regarding Business Management in the light of current developments in the field of business | X | |||||
| 2 | Developing different perspectives and producing solutions by taking responsibility for the solution of complex problems that require expertise and are encountered in the field of Business Management and its sub-disciplines. | X | |||||
| 3 | Advanced use of information and communication technologies along with computer software at the level required by the field of Business Management. | X | |||||
| 3 | Solving the problems encountered in business theory and practice by using research methods specific to the field of Business. | X | |||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 50 | |
| Rate of Final Exam to Success | 50 | |
| Total | 100 | |