Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| CONSUMER BEHAVIOR | - | Fall Semester | 3+0 | 3 | 6 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | Second Cycle (Master's Degree) |
| Course Type | Elective |
| Course Coordinator | Prof.Dr. Ayşen AKYÜZ |
| Name of Lecturer(s) | Prof.Dr. Ayşen AKYÜZ |
| Assistant(s) | ASSOC.PROF.DR.AYŞEN AKYÜZ |
| Aim | The objective of this course is to make students understand the consumer behavior, factors effecting the consumer behavior and have a command of consumer buying decision process. It covers the topics such as : Theories of consumer behavior, consumer buying decision process, factors (psychological, personal, cultural, social) influencing buying process, attitude formation, perception and learning. |
| Course Content | This course contains; Introduction to Consumer Behavior Tüketici Davranışına Giriş,Theories of Consumer Behavior Tüketici Davranışı Teorileri,Perception,Memory and Learning,Motivation and Global Values,Personality and Psychographic Factors,Attitude and Persuasion,Reference Groups and Family,Culture and Sub-culture,Social Classes,Consumer Behavior Research,New Tendencies in Consumer Behavior,Consumption Culture and Potmodernism,Case-study. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| 1. Students will be able to explain the essentials and theories related to consumer behavior. | 13, 16, 9 | A |
| 1.1 Describe consumer and customer concepts. | 13, 16, 9 | A |
| 1.2 Describe the essentials of consumer behavior. | 13, 16, 9 | A |
| 1.3 Relate consumer behavior with other disciplines. | 13, 16, 9 | A |
| 1.4 Explain the theories of consumer behavior. | 13, 16, 9 | A |
| 2. Students will be able to explain the main factors influencing consumer behavior. | 13, 16, 9 | A |
| 2.1 Comprehend the psychological factors. | 13, 16, 9 | A |
| 2.2 Comprehend the personal factors. | 13, 16, 9 | A |
| 2.3 Comprehend the cultural factors. | 13, 16, 9 | A |
| 2.4 Comprehend the social factors. | 13, 16, 9 | A |
| 3. Students will be able to explain consumer buying decision process. | 13, 16, 9 | A |
| 3.1 Comprehend the consumer buying decision process. | 13, 16, 9 | A |
| 3.2 Describe the after sale services. | 13, 16, 9 | A |
| 4. Students will be able to explore consumer research. | 13, 16, 9 | A |
| Teaching Methods: | 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 to Consumer Behavior Tüketici Davranışına Giriş | |
| 2 | Theories of Consumer Behavior Tüketici Davranışı Teorileri | |
| 3 | Perception | |
| 4 | Memory and Learning | |
| 5 | Motivation and Global Values | |
| 6 | Personality and Psychographic Factors | |
| 7 | Attitude and Persuasion | |
| 8 | Reference Groups and Family | |
| 9 | Culture and Sub-culture | |
| 10 | Social Classes | |
| 11 | Consumer Behavior Research | |
| 12 | New Tendencies in Consumer Behavior | |
| 13 | Consumption Culture and Potmodernism | |
| 14 | Case-study |
| Resources |
| 1. Tüketici Davranışı. Odabaşı, Y., Barış, G. Mediacat Yayıncılık. 2. Tüketici Davranışları. Altunışık, R. Beta Yayıncılık. |
| Powerpoint hand-outs |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Knows the basic concepts and theoretical grounds related to the field. | ||||||
| 2 | Determines the facts related to Marketing Communications including Advertising and analyzes these facts with various dimensions. | ||||||
| 3 | Takes place in companies’ decision making mechanism using his/her expertise; determines problems and offers solutions. | ||||||
| 4 | Performs analysis for corporations and devises plans in order to cater the needs of the corporations. | ||||||
| 5 | Obtains theoretical and practical knowledge in the field of Marketing and Advertising and uses this knowledge. | ||||||
| 6 | Observes the theoretical and factual problems with scientific methods related to Marketing Communications and Advertising; analyzes the findings and presents them in scientific publications. | ||||||
| 7 | Takes responsibility when necessary in the field related projects and proposes solutions to emerging problems. | ||||||
| 8 | Takes place as a member in a project-based teamwork; leads projects and plans events. | ||||||
| 9 | Takes responsibility and produces solutions for complex problems encountered in the field of Marketing Communications and advertising. | ||||||
| 10 | Has a high awareness towards lifelong learning. Follows the developments, innovations, opinions, methods and techniques regularly and uses them efficiently. | ||||||
| 11 | Explains his/her own work or current information to people in the field of Marketing Communication and advertising or to people outside the field, both verbally and in writing. | ||||||
| 12 | Uses Turkish language fluently and accurately in scientific and professional works. | ||||||
| 13 | Uses information and communication technologies at an advanced level when required by the field. | ||||||
| 14 | Examines social relations and the norms that guide these relations from a critical perspective and, if necessary, changes or improves them. . | ||||||
| 15 | Utilizes new communication technologies efficiently in professional and scientific works and follows the developments in new communication technologies regularly. | ||||||
| 16 | Plans social responsibility events and takes a role in implementation process. | ||||||
| 17 | Develops and implements strategies in the field of Marketing Communication and advertising and evaluates the results within the framework of quality processes. | ||||||
| 18 | Uses the knowledge and application skills acquired in Marketing communications and advertising field in interdisciplinary studies. | ||||||
| 19 | Collects, applies and interprets data related to the field, taking into account social, scientific, cultural and ethical values. | ||||||
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 | 14 | 42 | |||
| Guided Problem Solving | 0 | 0 | 0 | |||
| Resolution of Homework Problems and Submission as a Report | 2 | 14 | 28 | |||
| Term Project | 1 | 30 | 30 | |||
| Presentation of Project / Seminar | 2 | 10 | 20 | |||
| Quiz | 0 | 0 | 0 | |||
| Midterm Exam | 1 | 20 | 20 | |||
| General Exam | 1 | 30 | 30 | |||
| Performance Task, Maintenance Plan | 0 | 0 | 0 | |||
| Total Workload(Hour) | 170 | |||||
| Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(170/30) | 6 | |||||
| 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 | - | Fall Semester | 3+0 | 3 | 6 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | Second Cycle (Master's Degree) |
| Course Type | Elective |
| Course Coordinator | Prof.Dr. Ayşen AKYÜZ |
| Name of Lecturer(s) | Prof.Dr. Ayşen AKYÜZ |
| Assistant(s) | ASSOC.PROF.DR.AYŞEN AKYÜZ |
| Aim | The objective of this course is to make students understand the consumer behavior, factors effecting the consumer behavior and have a command of consumer buying decision process. It covers the topics such as : Theories of consumer behavior, consumer buying decision process, factors (psychological, personal, cultural, social) influencing buying process, attitude formation, perception and learning. |
| Course Content | This course contains; Introduction to Consumer Behavior Tüketici Davranışına Giriş,Theories of Consumer Behavior Tüketici Davranışı Teorileri,Perception,Memory and Learning,Motivation and Global Values,Personality and Psychographic Factors,Attitude and Persuasion,Reference Groups and Family,Culture and Sub-culture,Social Classes,Consumer Behavior Research,New Tendencies in Consumer Behavior,Consumption Culture and Potmodernism,Case-study. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| 1. Students will be able to explain the essentials and theories related to consumer behavior. | 13, 16, 9 | A |
| 1.1 Describe consumer and customer concepts. | 13, 16, 9 | A |
| 1.2 Describe the essentials of consumer behavior. | 13, 16, 9 | A |
| 1.3 Relate consumer behavior with other disciplines. | 13, 16, 9 | A |
| 1.4 Explain the theories of consumer behavior. | 13, 16, 9 | A |
| 2. Students will be able to explain the main factors influencing consumer behavior. | 13, 16, 9 | A |
| 2.1 Comprehend the psychological factors. | 13, 16, 9 | A |
| 2.2 Comprehend the personal factors. | 13, 16, 9 | A |
| 2.3 Comprehend the cultural factors. | 13, 16, 9 | A |
| 2.4 Comprehend the social factors. | 13, 16, 9 | A |
| 3. Students will be able to explain consumer buying decision process. | 13, 16, 9 | A |
| 3.1 Comprehend the consumer buying decision process. | 13, 16, 9 | A |
| 3.2 Describe the after sale services. | 13, 16, 9 | A |
| 4. Students will be able to explore consumer research. | 13, 16, 9 | A |
| Teaching Methods: | 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 to Consumer Behavior Tüketici Davranışına Giriş | |
| 2 | Theories of Consumer Behavior Tüketici Davranışı Teorileri | |
| 3 | Perception | |
| 4 | Memory and Learning | |
| 5 | Motivation and Global Values | |
| 6 | Personality and Psychographic Factors | |
| 7 | Attitude and Persuasion | |
| 8 | Reference Groups and Family | |
| 9 | Culture and Sub-culture | |
| 10 | Social Classes | |
| 11 | Consumer Behavior Research | |
| 12 | New Tendencies in Consumer Behavior | |
| 13 | Consumption Culture and Potmodernism | |
| 14 | Case-study |
| Resources |
| 1. Tüketici Davranışı. Odabaşı, Y., Barış, G. Mediacat Yayıncılık. 2. Tüketici Davranışları. Altunışık, R. Beta Yayıncılık. |
| Powerpoint hand-outs |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Knows the basic concepts and theoretical grounds related to the field. | ||||||
| 2 | Determines the facts related to Marketing Communications including Advertising and analyzes these facts with various dimensions. | ||||||
| 3 | Takes place in companies’ decision making mechanism using his/her expertise; determines problems and offers solutions. | ||||||
| 4 | Performs analysis for corporations and devises plans in order to cater the needs of the corporations. | ||||||
| 5 | Obtains theoretical and practical knowledge in the field of Marketing and Advertising and uses this knowledge. | ||||||
| 6 | Observes the theoretical and factual problems with scientific methods related to Marketing Communications and Advertising; analyzes the findings and presents them in scientific publications. | ||||||
| 7 | Takes responsibility when necessary in the field related projects and proposes solutions to emerging problems. | ||||||
| 8 | Takes place as a member in a project-based teamwork; leads projects and plans events. | ||||||
| 9 | Takes responsibility and produces solutions for complex problems encountered in the field of Marketing Communications and advertising. | ||||||
| 10 | Has a high awareness towards lifelong learning. Follows the developments, innovations, opinions, methods and techniques regularly and uses them efficiently. | ||||||
| 11 | Explains his/her own work or current information to people in the field of Marketing Communication and advertising or to people outside the field, both verbally and in writing. | ||||||
| 12 | Uses Turkish language fluently and accurately in scientific and professional works. | ||||||
| 13 | Uses information and communication technologies at an advanced level when required by the field. | ||||||
| 14 | Examines social relations and the norms that guide these relations from a critical perspective and, if necessary, changes or improves them. . | ||||||
| 15 | Utilizes new communication technologies efficiently in professional and scientific works and follows the developments in new communication technologies regularly. | ||||||
| 16 | Plans social responsibility events and takes a role in implementation process. | ||||||
| 17 | Develops and implements strategies in the field of Marketing Communication and advertising and evaluates the results within the framework of quality processes. | ||||||
| 18 | Uses the knowledge and application skills acquired in Marketing communications and advertising field in interdisciplinary studies. | ||||||
| 19 | Collects, applies and interprets data related to the field, taking into account social, scientific, cultural and ethical values. | ||||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 50 | |
| Rate of Final Exam to Success | 50 | |
| Total | 100 | |