Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| CONSUMER BEHAVIOUR THEORIES | - | Fall Semester | 3+0 | 3 | 8 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | Third Cycle (Doctorate Degree) |
| Course Type | Elective |
| Course Coordinator | Assoc.Prof. Yeşim ESGİN |
| Name of Lecturer(s) | Assoc.Prof. Yeşim ESGİN |
| Assistant(s) | Assoc.Prof. Yeşim Esgin |
| Aim | This course offers participants with a broad theoretical and practical understanding of the forces such as economic, social, psychological, and cultural aspects that affect the views and behavior customers. |
| Course Content | This course contains; Introduction to Consumer Behavior,Consumer Decision Making,Consumer Perception and Attitudes,Consumer Lifestyle I,Consumer Lifestyle II,Discussion Session I,Qualitative Research,Quantitative Research,Consumer Segmentation,Discussion Session II,Psychographic Intrapersonal Variables I,Psychographic Intrapersonal Variables II,Interpersonal Variables and Reference Groups Influence ,Discussion Session III. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| Interprets the decision-making process of customers. | 13, 16, 19, 37, 5 | |
| Differentiates between quantitative and qualitative marketing research. | 16, 4 | A, E |
| Comprehends how motivation, attitudes, and culture impact consumers. | 14, 9 | A |
| Comprehends how consumer segmentation is used in marketing. | 14, 9 | A, F |
| Comprehends how consumer lifestyles are used in market research. | 10, 13, 4 | A |
| Teaching Methods: | 10: Discussion Method, 13: Case Study Method, 14: Self Study Method, 16: Question - Answer Technique, 19: Brainstorming Technique, 37: Computer-Internet Supported Instruction, 4: Inquiry-Based Learning, 5: Cooperative Learning, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam, E: Homework, F: Project Task |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Introduction to Consumer Behavior | Examining the course materials is advisable. |
| 2 | Consumer Decision Making | Key concepts must be comprehended. |
| 3 | Consumer Perception and Attitudes | Reviewing previous lecture notes is recommended. |
| 4 | Consumer Lifestyle I | It is necessary to search relevant literature. |
| 5 | Consumer Lifestyle II | Discussion topics should be reviewed. |
| 6 | Discussion Session I | Must participate in group activities. |
| 7 | Qualitative Research | Previous topics should be reinforced. |
| 8 | Quantitative Research | Course materials should be re-examined. |
| 9 | Consumer Segmentation | Questions should be directed to the instructor. |
| 10 | Discussion Session II | Discussion topics should be reviewed. |
| 11 | Psychographic Intrapersonal Variables I | It is necessary to search relevant literature. |
| 12 | Psychographic Intrapersonal Variables II | Previous topics should be reinforced. |
| 13 | Interpersonal Variables and Reference Groups Influence | The presentation preparation must be completed and presented in class. |
| 14 | Discussion Session III | A general review should be done, and final questions should be asked. |
| Resources |
| Lecture Notes Sandhusen, R. L. (2008). Marketing. Hauppauge, N.Y: Barron's. Kotler, Philip, Armstrong, Gary, Opresnik, Marc Oliver. (2018). Principles of marketing 17th ed. (17th ed., Global Ed.). Harlow: Pearson. |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | To have advanced theoretical and practical knowledge in areas such as media history, news writing techniques, news types, applied journalism. | ||||||
| 2 | Knows the process of content production appropriate to the characteristics of different communication environments. | X | |||||
| 3 | Has knowledge about the theories, methods, strategies and techniques related to the field. | X | |||||
| 4 | To be aware of the impact of media on the thoughts, behaviors and values of individuals and society. | X | |||||
| 5 | Uses theoretical and practical knowledge specific to the field. | X | |||||
| 6 | Develops critical thinking, analysis and synthesis skills. | X | |||||
| 7 | Follows and uses new methods and technologies related to the field. | X | |||||
| 8 | Develops the ability to realize an original media content production with the knowledge acquired. | X | |||||
| 9 | Evaluates visual and audio data and literary texts related to the field with a critical approach. | X | |||||
| 10 | Identifies problems in the field, collects and analyzes data to solve these problems; interprets and proposes solutions. | X | |||||
| 11 | Acts in accordance with democracy, human rights, social, scientific and professional ethical values in the process of content production. | X | |||||
| 12 | Takes responsibility in individual or group studies related to the field and fulfills the task taken or executes it independently. | X | |||||
| 13 | Plans and manages activities for professional development as an individual and team member. | X | |||||
| 14 | To be able to follow the information in the field by using a foreign language at least at the B2 level of the European Language Portfolio. | ||||||
| 15 | To be able to convey solutions to problems in the field in written and orally. | X | |||||
| 16 | Sensitive to the environment, the universality of social rights and the protection of cultural values. | ||||||
| 17 | Knowledgeable about occupational health and safety and can use this information when necessary. | ||||||
| 18 | Uses Turkish language fluently and accurately in scientific and professional works. | ||||||
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 | 14 | 3 | 42 | |||
| Guided Problem Solving | 14 | 3 | 42 | |||
| Resolution of Homework Problems and Submission as a Report | 2 | 10 | 20 | |||
| Term Project | 0 | 0 | 0 | |||
| Presentation of Project / Seminar | 2 | 20 | 40 | |||
| Quiz | 0 | 0 | 0 | |||
| Midterm Exam | 1 | 20 | 20 | |||
| General Exam | 1 | 30 | 30 | |||
| Performance Task, Maintenance Plan | 2 | 20 | 40 | |||
| Total Workload(Hour) | 234 | |||||
| Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(234/30) | 8 | |||||
| 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 BEHAVIOUR THEORIES | - | Fall Semester | 3+0 | 3 | 8 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | Third Cycle (Doctorate Degree) |
| Course Type | Elective |
| Course Coordinator | Assoc.Prof. Yeşim ESGİN |
| Name of Lecturer(s) | Assoc.Prof. Yeşim ESGİN |
| Assistant(s) | Assoc.Prof. Yeşim Esgin |
| Aim | This course offers participants with a broad theoretical and practical understanding of the forces such as economic, social, psychological, and cultural aspects that affect the views and behavior customers. |
| Course Content | This course contains; Introduction to Consumer Behavior,Consumer Decision Making,Consumer Perception and Attitudes,Consumer Lifestyle I,Consumer Lifestyle II,Discussion Session I,Qualitative Research,Quantitative Research,Consumer Segmentation,Discussion Session II,Psychographic Intrapersonal Variables I,Psychographic Intrapersonal Variables II,Interpersonal Variables and Reference Groups Influence ,Discussion Session III. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| Interprets the decision-making process of customers. | 13, 16, 19, 37, 5 | |
| Differentiates between quantitative and qualitative marketing research. | 16, 4 | A, E |
| Comprehends how motivation, attitudes, and culture impact consumers. | 14, 9 | A |
| Comprehends how consumer segmentation is used in marketing. | 14, 9 | A, F |
| Comprehends how consumer lifestyles are used in market research. | 10, 13, 4 | A |
| Teaching Methods: | 10: Discussion Method, 13: Case Study Method, 14: Self Study Method, 16: Question - Answer Technique, 19: Brainstorming Technique, 37: Computer-Internet Supported Instruction, 4: Inquiry-Based Learning, 5: Cooperative Learning, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam, E: Homework, F: Project Task |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Introduction to Consumer Behavior | Examining the course materials is advisable. |
| 2 | Consumer Decision Making | Key concepts must be comprehended. |
| 3 | Consumer Perception and Attitudes | Reviewing previous lecture notes is recommended. |
| 4 | Consumer Lifestyle I | It is necessary to search relevant literature. |
| 5 | Consumer Lifestyle II | Discussion topics should be reviewed. |
| 6 | Discussion Session I | Must participate in group activities. |
| 7 | Qualitative Research | Previous topics should be reinforced. |
| 8 | Quantitative Research | Course materials should be re-examined. |
| 9 | Consumer Segmentation | Questions should be directed to the instructor. |
| 10 | Discussion Session II | Discussion topics should be reviewed. |
| 11 | Psychographic Intrapersonal Variables I | It is necessary to search relevant literature. |
| 12 | Psychographic Intrapersonal Variables II | Previous topics should be reinforced. |
| 13 | Interpersonal Variables and Reference Groups Influence | The presentation preparation must be completed and presented in class. |
| 14 | Discussion Session III | A general review should be done, and final questions should be asked. |
| Resources |
| Lecture Notes Sandhusen, R. L. (2008). Marketing. Hauppauge, N.Y: Barron's. Kotler, Philip, Armstrong, Gary, Opresnik, Marc Oliver. (2018). Principles of marketing 17th ed. (17th ed., Global Ed.). Harlow: Pearson. |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | To have advanced theoretical and practical knowledge in areas such as media history, news writing techniques, news types, applied journalism. | ||||||
| 2 | Knows the process of content production appropriate to the characteristics of different communication environments. | X | |||||
| 3 | Has knowledge about the theories, methods, strategies and techniques related to the field. | X | |||||
| 4 | To be aware of the impact of media on the thoughts, behaviors and values of individuals and society. | X | |||||
| 5 | Uses theoretical and practical knowledge specific to the field. | X | |||||
| 6 | Develops critical thinking, analysis and synthesis skills. | X | |||||
| 7 | Follows and uses new methods and technologies related to the field. | X | |||||
| 8 | Develops the ability to realize an original media content production with the knowledge acquired. | X | |||||
| 9 | Evaluates visual and audio data and literary texts related to the field with a critical approach. | X | |||||
| 10 | Identifies problems in the field, collects and analyzes data to solve these problems; interprets and proposes solutions. | X | |||||
| 11 | Acts in accordance with democracy, human rights, social, scientific and professional ethical values in the process of content production. | X | |||||
| 12 | Takes responsibility in individual or group studies related to the field and fulfills the task taken or executes it independently. | X | |||||
| 13 | Plans and manages activities for professional development as an individual and team member. | X | |||||
| 14 | To be able to follow the information in the field by using a foreign language at least at the B2 level of the European Language Portfolio. | ||||||
| 15 | To be able to convey solutions to problems in the field in written and orally. | X | |||||
| 16 | Sensitive to the environment, the universality of social rights and the protection of cultural values. | ||||||
| 17 | Knowledgeable about occupational health and safety and can use this information when necessary. | ||||||
| 18 | Uses Turkish language fluently and accurately in scientific and professional works. | ||||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 50 | |
| Rate of Final Exam to Success | 50 | |
| Total | 100 | |