| Course Unit Code | Course Unit Title | Type of Course Unit | Year of Study | Semester | Number of ECTS Credits | | İŞ113 | Consumer Behavior | Elective | 1 | 1 | 6 |
|
| Level of Course Unit |
| Second Cycle |
| Objectives of the Course |
| The main purpose of this course is to guide students in understanding how consumer behavior emerges, what factors determine purchasing behavior, and what process consumers go through when making purchasing decisions. |
| Name of Lecturer(s) |
| Dr. Öğr. Üyesi Bilal ÇELİK |
| Learning Outcomes |
| 1 | Gains the ability to make sense of consumer behavior. | | 2 | The consumer has the ability to make the purchasing decision process. | | 3 | The consumer gains the ability to intervene in decision-making stages. | | 4 | Have the ability to use reference groups as marketing elements. | | 5 | As an operator, it improves your ability to direct consumer behavior. |
|
| Mode of Delivery |
| Normal Education |
| Prerequisites and co-requisities |
| None |
| Recommended Optional Programme Components |
| None |
| Course Contents |
| Preliminary information, Final and industrial consumer, Consumer research, Consumer purchasing decision process, Consumer motivation, Personality, Reference groups, Consumer motivation, Market segmentation, Innovation and consumer. |
| Weekly Detailed Course Contents |
|
| 1 | The importance of consumer behavior and the place of understanding consumer behavior in marketing. | | | | 2 | Consumer research and how to design a consumer research | | | | 3 | Perception and learning processes | | | | 4 | Consumer decision making process | | | | 5 | Consumer motivation | | | | 6 | Personality, self and consumer behavior | | | | 7 | Attitude and Attitude Change | | | | 8 | Mid-Term Exam | | | | 9 | Decision Making | | | | 10 | Purchasing | | | | 11 | Reference Group Effects on Consumption | | | | 12 | The influence of culture and subculture on consumer behavior | | | | 13 | Cross-cultural comparison of consumer behavior | | | | 14 | Innovation and its impact on consumer behavior | | | | 15 | Assessing the importance of understanding consumer behavior for business managers | | | | 16 | Final-Exam | | |
|
| Recommended or Required Reading |
| 1) Koç, E. (2012).Tüketici Davranışı ve Pazarlama Stratejileri. Seçkin.
2) İslamoğlu, A.H. ve Altunışık, R. (2010). Tüketici Davranışları. Beta. Odabaşı, Y.& Barış, G. (2019). Tüketici Davranışı, Mediacat,
3) Solomon, M.R. (2011), Consumer Behavior: Buying, Having, and Being, New Jersey: Pearson,
4) Koç, E (2015), Tüketici davranışı ve pazarlama stratejileri: global ve yerel yaklaşım, Bölüm 1.
5) Haftalık Konu Bazlı Makale Okumaları |
| 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 | 1 | 1 |
| Attending Lectures | 14 | 4 | 56 |
| Individual Study for Mid term Examination | 1 | 20 | 20 |
| Individual Study for Final Examination | 1 | 35 | 35 |
| Homework | 14 | 4 | 56 |
|
| Contribution of Learning Outcomes to Programme Outcomes |
| LO1 | 3 | 3 | 3 | 2 | 3 | 3 | | LO2 | 2 | 3 | 2 | 3 | 3 | 2 | | LO3 | 1 | 2 | 1 | 4 | 3 | 3 | | LO4 | 2 | 2 | 3 | 2 | 1 | 2 | | LO5 | 1 | 2 | 3 | 4 | 3 | 3 |
|
| * Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High |
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