Course Unit Code | Course Unit Title | Type of Course Unit | Year of Study | Semester | Number of ECTS Credits | SY408.4B | Consumer behavior | Elective | 4 | 8 | 3 |
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Level of Course Unit |
First Cycle |
Objectives of the Course |
The aim of this course is to analyze sociological, economic and psychological factors that affect consumer decision making process by analyzing consumer behavior. |
Name of Lecturer(s) |
Dr. Öğr. Üyesi Sefa Emre YILMAZEL |
Learning Outcomes |
1 | At the end of this course, the student will be able to define consumer behavior and explain its relationship with marketing. | 2 | Can use marketing strategies according to consumers' attitudes, behaviors and perceptions | 3 | Can analyzes market research results | 4 | Can use market research results in marketing plan | 5 | Explain the benefits and harms of consumption orientation to society. |
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Mode of Delivery |
Normal Education |
Prerequisites and co-requisities |
None |
Recommended Optional Programme Components |
None |
Course Contents |
Basic concepts of consumer behavior; Perception, learning, motivation; Self and personality; factors affecting consumer behavior; consumer behavior and marketing mix |
Weekly Detailed Course Contents |
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1 | Introduction to consumer behavior and marketing strategy | | | 2 | Perception | | | 3 | Learning and Memory | | | 4 | Motivation and Interest | | | 5 | Identity and Personality | | | 6 | Values, Lifestyles and Culture | | | 7 | Reference Groups, Family and Gender | | | 8 | Midterm | | | 9 | Purchasing Decision Process | | | 10 | Consumer Product Information and Participation Level | | | 11 | Consumer behavior e-commerce and channel strategy | | | 12 | Consumer behavior and promotion strategy | | | 13 | Consumer behavior and promotion strategy II | | | 14 | General evaluation | | | 15 | General Evaluation | | |
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Recommended or Required Reading |
Consumer Behavior & Marketing Strategy, J. Paul Peter and Jerry C. Olson, McGraw-Hill, 8th ed., 2008;
Koç, E. (2015). Tüketici Davranışı ve Pazarlama Stratejileri, Seçkin Yayıncılık, Ankara. |
Planned Learning Activities and Teaching Methods |
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Assessment Methods and Criteria | |
Midterm Examination | 1 | 100 | SUM | 100 | |
Final Examination | 1 | 100 | SUM | 100 | Term (or Year) Learning Activities | 40 | End Of Term (or Year) Learning Activities | 60 | SUM | 100 |
| Language of Instruction | | Work Placement(s) | none |
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Workload Calculation |
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Midterm Examination | 1 | 1 | 1 |
Final Examination | 1 | 2 | 2 |
Attending Lectures | 14 | 2 | 28 |
Project Preparation | 10 | 1 | 10 |
Self Study | 5 | 2 | 10 |
Individual Study for Mid term Examination | 10 | 2 | 20 |
Individual Study for Final Examination | 10 | 1 | 10 |
Oral Examination | 10 | 1 | 10 |
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Contribution of Learning Outcomes to Programme Outcomes |
LO1 | 1 | 2 | 2 | 3 | 1 | 1 | 2 | 2 | 3 | 2 | 1 | 1 | 2 | 2 | 1 | LO2 | 1 | 2 | 2 | 3 | 1 | 1 | 2 | 2 | 3 | 2 | 1 | 1 | 2 | 2 | 1 | LO3 | 1 | 2 | 2 | 3 | 1 | 1 | 2 | 2 | 3 | 2 | 1 | 1 | 2 | 3 | 1 | LO4 | 1 | 2 | 2 | 3 | 1 | 1 | 2 | 2 | 3 | 3 | 1 | 1 | 2 | 2 | 1 | LO5 | 1 | 2 | 2 | 3 | 1 | 1 | 2 | 2 | 3 | 2 | 1 | 1 | 2 | 2 | 1 |
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* Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High |
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