| Course Unit Code | Course Unit Title | Type of Course Unit | Year of Study | Semester | Number of ECTS Credits | | OT219 | Consumer behavior | Elective | 1 | 1 | 6 |
|
| Level of Course Unit |
| Second Cycle |
| Objectives of the Course |
| It is aimed to provide information about consumers' purchasing and post-purchase behavior. |
| Name of Lecturer(s) |
| Dr. Öğr. Üyesi Tuğba YILDIZ |
| Learning Outcomes |
| 1 | To be able to explain the characteristics of the concept of consumer behavior | | 2 | To be able to reveal the relationship between consumer behavior and marketing strategy | | 3 | Ability to explain purchase and post-purchase behavior |
|
| Mode of Delivery |
| Normal Education |
| Prerequisites and co-requisities |
| None |
| Recommended Optional Programme Components |
| None |
| Course Contents |
| The importance of consumer behavior in marketing, the concept and characteristics of consumer behavior, the relationship between consumer behavior and marketing strategy, purchase and post-purchase behavior |
| Weekly Detailed Course Contents |
|
| 1 | Importance of consumer behavior in marketing | | | | 2 | The concept and characteristics of consumer behavior | | | | 3 | Relationship between consumer behavior and marketing strategy | | | | 4 | Learning and Memory, Motivation and Interest, Sensation and Perception | | | | 5 | Attitudes Changing Attitudes and and Emotions | | | | 6 | Personality and Self, Values and Lifestyle | | | | 7 | Socio-Cultural Effects | | | | 8 | Mideterm | | | | 9 | The structure of the consumer decision-making process | | | | 10 | Seeking information and evaluating options | | | | 11 | Unplanned Purchase | | | | 12 | Store Selection Behavior | | | | 13 | Post purchase behavior | | | | 14 | Cognitive Contradiction and Marketing Practices | | | | 15 | Complaint status after purchase | | | | 16 | Fınal exam | | |
|
| Recommended or Required Reading |
| Odabaşı Y., ve Barış G. (2002;).Tüketici Davranışı Mediacat, İstanbul |
| 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 | 3 | 3 |
| Attending Lectures | 14 | 6 | 84 |
| Discussion | 7 | 3 | 21 |
| Question-Answer | 14 | 3 | 42 |
| Criticising Paper | 2 | 5 | 10 |
| Individual Study for Mid term Examination | 1 | 2 | 2 |
| Individual Study for Final Examination | 1 | 3 | 3 |
|
| Contribution of Learning Outcomes to Programme Outcomes |
| LO1 | 2 | 3 | 2 | 2 | 3 | 2 | 3 | 3 | 3 | 4 | 3 | 3 | 3 | 4 | 4 | 3 | 2 | 1 | 3 | | | 3 | 2 | | | LO2 | 2 | 1 | 2 | 2 | 4 | 2 | 1 | 3 | 2 | 3 | 2 | 3 | 2 | 3 | 1 | 2 | 4 | 3 | 2 | | | 3 | 4 | | | LO3 | 3 | 2 | 1 | 1 | 3 | 3 | 1 | 3 | 2 | 2 | 2 | 3 | 2 | 2 | 3 | 2 | 4 | 4 | 3 | | | 3 | 3 | |
|
| * Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High |
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