| Course Unit Code | Course Unit Title | Type of Course Unit | Year of Study | Semester | Number of ECTS Credits | | YÖN409B.2 | Consumer Behavior | Elective | 4 | 7 | 4 |
|
| Level of Course Unit |
| First Cycle |
| Objectives of the Course |
| The aim of this course is to provide students with information about consumers and consumer behavior. |
| Name of Lecturer(s) |
| Doç. Dr. Bora GÖKTAŞ |
| Learning Outcomes |
| 1 | They will define consumer concept. | | 2 | Define the fundamental conceptions of consumer behaviour. | | 3 | They will do design an evaluation about in consumer behaviour. | | 4 | They will have ability of confirming the problems in seller between consumer behaviour. | | 5 | They will be able to know their behavior according to the types of consumers. |
|
| Mode of Delivery |
| Normal Education |
| Prerequisites and co-requisities |
| None |
| Recommended Optional Programme Components |
| None |
| Course Contents |
| Introduction to consumer behavior. Market segmentation, psychological effects in consumer behavior. Learning, motivation, perception, attitudes and changing attitudes, socio-cultural influences in consumer behavior: group dynamics and advisory groups, family, personal effects and dissemination of innovations. Consumer purchasing decision process. |
| Weekly Detailed Course Contents |
|
| 1 | Introduction to consumer behavior, consumer and consumer behavior concepts. | | | | 2 | Market segmentation. | | | | 3 | Consumer perception | | | | 4 | Customer Types | | | | 5 | Variable customer satisfaction | | | | 6 | Consumer motivation | | | | 7 | Consumer buying decision process | | | | 8 | Midterm | | | | 9 | Learning and attitude in consumers | | | | 10 | Socio-cultural effects in consumer behavior | | | | 11 | Consumer personality, values and lifestyle | | | | 12 | Social class and situation of consumers | | | | 13 | Effect of culture on purchasing and consumption | | | | 14 | Diffusion of innovations | | | | 15 | Social media and consumer behavior | | |
|
| Recommended or Required Reading |
| Odabaşı, Yavuz. Tüketici Davranışı. MediaCat Yayınları: İstanbul.
Peter, J. Paul.. Consumer behavior & marketing strategy . New York : McGraw-Hill Irwin |
| Planned Learning Activities and Teaching Methods |
|
| 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 | | Turkish | | Work Placement(s) | | None |
|
| Workload Calculation |
|
| Midterm Examination | 1 | 1 | 1 |
| Final Examination | 1 | 2 | 2 |
| Attending Lectures | 14 | 3 | 42 |
| Discussion | 14 | 1 | 14 |
| Question-Answer | 14 | 1 | 14 |
| Brain Storming | 14 | 1 | 14 |
| Individual Study for Mid term Examination | 7 | 2 | 14 |
| Individual Study for Final Examination | 7 | 2 | 14 |
| Homework | 5 | 1 | 5 |
|
| Contribution of Learning Outcomes to Programme Outcomes |
| LO1 | 5 | 3 | 5 | 2 | 3 | 4 | | LO2 | 2 | 4 | 5 | 4 | 5 | 1 | | LO3 | 2 | 5 | 1 | 2 | 3 | 4 | | LO4 | 5 | 4 | 2 | 4 | 5 | 5 | | LO5 | 4 | 3 | 5 | 2 | 3 | 4 |
|
| * Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High |
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