Bayburt University Lifelong Learning Programme

Description of Individual Course Units

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

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 consumer attitudes, behaviors and perceptions
3	Analyze the results of market research.
4	Can use the results of market research in marketing plan
5	Explain the benefits and harms of consumer focus

Mode of Delivery

Second 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

Week	Theoretical	Practice	Laboratory
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

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

Assessment Methods and Criteria

Term (or Year) Learning Activities	Quantity	Weight
Midterm Examination	1	100
SUM		100
End Of Term (or Year) Learning Activities	Quantity	Weight
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

Workload Calculation

Activities	Number	Time (hours)	Total Work Load (hours)
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	5	4	20
Individual Study for Final Examination	3	4	12
Oral Examination	10	1	10
TOTAL WORKLOAD (hours)			93

Contribution of Learning Outcomes to Programme Outcomes

	PO 1	PO 2	PO 3	PO 4	PO 5	PO 6	PO 7	PO 8	PO 9	PO 10	PO 11	PO 12	PO 13	PO 14	PO 15
LO1	1	2	2	3	1	2	1	2	2	2	1	1	2	2	1
LO2	1	2	2	3	1	2	1	2	3	2	1	1	2	2	1
LO3	1	2	2	3	1	2	1	2	2	2	1	1	2	2	1
LO4	1	2	2	3	1	2	1	2	1	2	1	1	2	2	1
LO5	1	2	2	3	1	2	1	3	2	2	1	1	2	2	1

* Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High