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Course Detail

Course Description

CourseCodeSemesterT+P (Hour)CreditECTS
CONSUMER BEHAVIORBUS3214714Spring Semester2+022
Course Program
Prerequisites Courses
Recommended Elective Courses
Language of CourseEnglish
Course LevelFirst Cycle (Bachelor's Degree)
Course TypeRequired
Course CoordinatorAssist.Prof. Fatih PINARBAŞI
Name of Lecturer(s)Assist.Prof. Fatih PINARBAŞI
Assistant(s)
AimThe 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 ContentThis 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 KazanımlarıTeaching MethodsAssessment Methods
1. Will be able to explain the scope of consumer behavior subject.10, 12, 13, 16, 9A
1.1. Explain topics such as perception, learning and memory, motivation and affect.10, 12, 13, 16, 9A
1.2. Explain the consumer decision making process.10, 12, 13, 16, 9A
1.3. Explain the environmental factors affecting the consumer.10, 12, 13, 16, 9A
2. Will be able to explain internal influences on consumer behavior.10, 12, 13, 16, 9A
2.1. Explain the perception concept.10, 12, 13, 16, 9A
2.2. Explain the learning concept.10, 12, 13, 16, 9A
2.2. Explain the memory concept.10, 12, 13, 16, 9A
2.4. Explain the motivation concept.10, 12, 13, 16, 9A
2.5. Explain the affect concept.10, 12, 13, 16, 9A
3. Will be able to explain the personal influences that affect consumer behavior.10, 12, 13, 16, 9A
3.1. Explain the personality concept.10, 12, 13, 16, 9A
3.3. Explain the identity concept.10, 12, 13, 16, 9A
3.4. Explain the lifestyle concept.10, 12, 13, 16, 9A
3.4. Explain the gender identity concept.10, 12, 13, 16, 9A
3.5. Explain the values concept.10, 12, 13, 16, 9A
4. Will be able to explain the processes related to consumer selection and use of products.10, 12, 13, 16, 9A
4.1. Explain the product choosing processes of consumers.10, 12, 13, 16, 9A
4.2. Explain how consumers buy, use and dispose of products10, 12, 13, 16, 9A
4.3. Explain the concept of sharing economy.10, 12, 13, 16, 9A
5. Will be able to evaluate the consumer in terms of social and cultural environment.10, 12, 13, 16, 9A
5.1. Explain group influences and social media that affects consumers.10, 12, 13, 16, 9A
5.2. Explain the topics of income and social class.10, 12, 13, 16, 9A
5.3. Explain culture and subculture topics.10, 12, 13, 16, 9A
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

OrderSubjectsPreliminary Work
1Introduction of the Course
2Consumer Behavior Part from Principles of Marketing Lesson
3Buying, Having, and Being: An Introduction to Consumer Behavior
4Perception
5Learning and Memory
6Motivation and Affect
7The Self and Gender Identity
8Personality, Lifestyles, and Values
9Attitudes and Persuasive Communications
10Decision Making
11Buying, Using, and Disposing
12Group Influences and Social Media
13 Income and Social Class / Subcultures / Culture
14Consumer 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
NoProgram QualificationContribution Level
12345
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 LevelAbsolute Evaluation
Rate of Midterm Exam to Success 40
Rate of Final Exam to Success 60
Total 100
ECTS / Workload Table
ActivitiesNumber ofDuration(Hour)Total Workload(Hour)
Course Hours000
Guided Problem Solving000
Resolution of Homework Problems and Submission as a Report000
Term Project000
Presentation of Project / Seminar000
Quiz000
Midterm Exam000
General Exam000
Performance Task, Maintenance Plan000
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

CourseCodeSemesterT+P (Hour)CreditECTS
CONSUMER BEHAVIORBUS3214714Spring Semester2+022
Course Program
Prerequisites Courses
Recommended Elective Courses
Language of CourseEnglish
Course LevelFirst Cycle (Bachelor's Degree)
Course TypeRequired
Course CoordinatorAssist.Prof. Fatih PINARBAŞI
Name of Lecturer(s)Assist.Prof. Fatih PINARBAŞI
Assistant(s)
AimThe 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 ContentThis 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 KazanımlarıTeaching MethodsAssessment Methods
1. Will be able to explain the scope of consumer behavior subject.10, 12, 13, 16, 9A
1.1. Explain topics such as perception, learning and memory, motivation and affect.10, 12, 13, 16, 9A
1.2. Explain the consumer decision making process.10, 12, 13, 16, 9A
1.3. Explain the environmental factors affecting the consumer.10, 12, 13, 16, 9A
2. Will be able to explain internal influences on consumer behavior.10, 12, 13, 16, 9A
2.1. Explain the perception concept.10, 12, 13, 16, 9A
2.2. Explain the learning concept.10, 12, 13, 16, 9A
2.2. Explain the memory concept.10, 12, 13, 16, 9A
2.4. Explain the motivation concept.10, 12, 13, 16, 9A
2.5. Explain the affect concept.10, 12, 13, 16, 9A
3. Will be able to explain the personal influences that affect consumer behavior.10, 12, 13, 16, 9A
3.1. Explain the personality concept.10, 12, 13, 16, 9A
3.3. Explain the identity concept.10, 12, 13, 16, 9A
3.4. Explain the lifestyle concept.10, 12, 13, 16, 9A
3.4. Explain the gender identity concept.10, 12, 13, 16, 9A
3.5. Explain the values concept.10, 12, 13, 16, 9A
4. Will be able to explain the processes related to consumer selection and use of products.10, 12, 13, 16, 9A
4.1. Explain the product choosing processes of consumers.10, 12, 13, 16, 9A
4.2. Explain how consumers buy, use and dispose of products10, 12, 13, 16, 9A
4.3. Explain the concept of sharing economy.10, 12, 13, 16, 9A
5. Will be able to evaluate the consumer in terms of social and cultural environment.10, 12, 13, 16, 9A
5.1. Explain group influences and social media that affects consumers.10, 12, 13, 16, 9A
5.2. Explain the topics of income and social class.10, 12, 13, 16, 9A
5.3. Explain culture and subculture topics.10, 12, 13, 16, 9A
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

OrderSubjectsPreliminary Work
1Introduction of the Course
2Consumer Behavior Part from Principles of Marketing Lesson
3Buying, Having, and Being: An Introduction to Consumer Behavior
4Perception
5Learning and Memory
6Motivation and Affect
7The Self and Gender Identity
8Personality, Lifestyles, and Values
9Attitudes and Persuasive Communications
10Decision Making
11Buying, Using, and Disposing
12Group Influences and Social Media
13 Income and Social Class / Subcultures / Culture
14Consumer 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
NoProgram QualificationContribution Level
12345
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 LevelAbsolute Evaluation
Rate of Midterm Exam to Success 40
Rate of Final Exam to Success 60
Total 100

Numerical Data

Ekleme Tarihi: 09/10/2023 - 09:58Son Güncelleme Tarihi: 09/10/2023 - 10:00