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CONSUMER BEHAVIOUR PROGRAMME COURSE DESCRIPTION

Code Name of the Course Unit Semester In-Class Hours (T+P) Credit ECTS Credit
ISL430 CONSUMER BEHAVIOUR 5 3 3 5

GENERAL INFORMATION

Language of Instruction : Turkish
Level of the Course Unit : BACHELOR'S DEGREE, TYY: + 6.Level, EQF-LLL: 6.Level, QF-EHEA: First Cycle
Type of the Course : Elective
Mode of Delivery of the Course Unit Face to face
Coordinator of the Course Unit Assist.Prof.Dr. AYSUN KAYA
Instructor(s) of the Course Unit

OBJECTIVES AND CONTENTS

Objectives of the Course Unit: This course aims to introduce the basic concepts on the course, to enable to deliver analytical solution approaches to various marketing problems and to provide applications on solution to the problems managers face.
Contents of the Course Unit: Contents of the course include place and importance of Consumer behaviour in marketing field, consumer researches, market segmentation and consumer behaviour-marketing strategy relation, psychological influences affecting consumer behaviour, socio-cultural effects, buying processes of consumers.

KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to)

Define the main factors affecting consumer behaviours.
Distinguish the relations between different consumer behaviours and consumption.
Define social and ethical effects of marketing activities on consumer behaviours

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY

Week Preparatory Topics(Subjects) Method
1 Reading General overview on consumer behaviour Lecture & Presentation & Discussion
2 Reading and Case Study Consumer behaviour - marketing strategy relation Lecture & Presentation & Discussion
3 Reading and Case Study Perception Lecture & Presentation & Discussion
4 Reading and Case Study Learning and memory Lecture & Presentation & Discussion
5 Reading and Case Study Motivation Lecture & Presentation & Discussion
6 Reading and Case Study Attitudes Lecture & Presentation & Discussion
7 Reading and Case Study Ego and Personality Lecture & Presentation & Discussion
8 Reading and Case Study Case Study Lecture & Presentation & Discussion
9 - MID-TERM EXAM -
10 Reading and Case Study Values and Life Styles Lecture & Presentation & Discussion
11 Reading and Case Study Procurement decision making process Lecture & Presentation & Discussion
12 Reading and Case Study Spread of innovations Lecture & Presentation & Discussion
13 Reading and Case Study Consultative groups Lecture & Presentation & Discussion
14 Reading and Case Study Family and social class Lecture & Presentation & Discussion
15 Reading and Case Study Culture Lecture & Presentation & Discussion
16 - FINAL EXAM -
17 - FINAL EXAM -

SOURCE MATERIALS & RECOMMENDED READING

Schiffman, L. G., & Kanuk, L. L. (2000). Consumer behavior, 7th. NY: Prentice Hall.
Wells, W. D., & David, P. (1996). Consumer Behavior, 5th. John Wiley & Sons.
Journal of Consumer Behaviour

ASSESSMENT

Assessment & Grading of In-Term Activities Number of Activities Degree of Contribution (%) Description
Mid-Term Exam 1 40
Final Exam 1 60
Practice 0 0
Short Exam 0 0
Presentation of Report 0 0
Homework Assessment 0 0
Oral Exam 0 0
Presentation of Thesis 0 0
Presentation of Document 0 0
Expert Assessment 0 0
Computer Based Presentation 0 0
TOTAL 2 100
Level of Contribution
0 1 2 3 4 5

CONTRIBUTION OF THE COURSE UNIT TO THE PROGRAMME LEARNING OUTCOMES

KNOWLEDGE

Theoretical

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Define the basic concepts of economics, administrative and human sciences.
2
Summarize the basic communication theories with information about the field of Radio Television and Cinema.
3
Communicate and explain the current information about communication with communication theories.

KNOWLEDGE

Factual

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Relate the knowledge and facts in the field of communication with other areas of social sciences such as law, philosophy, economics, politics, and sociology.
2
Explain the structure and operation of the radio, television and cinema industries and use this information in their professional life.

SKILLS

Cognitive

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Using the data sources published in his / her field effectively, he /she conduct research and use the results in his / her studies.
2
Analyze the international media structures and choose the media structure that is appropriate for his/her community.

SKILLS

Practical

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Analyze and evaluate social events at national and international level through media practices.

OCCUPATIONAL

Autonomy & Responsibility

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Apply his / her knowledge about media management and organization in his / her professional life.
2
Propose individual or team solutions for any problems in professional applications and production.

OCCUPATIONAL

Learning to Learn

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Follow the developments in the field of communication, the studies related to the field and the mass media tools, and critically discuss the acquired knowledge.
2
Critically interpret the economic, political and sociological dimensions of the media.
3
Recognize universal norms of law and evaluate existing structures in the field of communication in the context of communication law and communication ethics and apply these gains throughout life.

OCCUPATIONAL

Communication & Social

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Conduct literature research in a foreign language related to his/her field.
2
Prepare presentations for the film festival in Turkey and abroad, media organizations and communication symposia by using the communication skills.

OCCUPATIONAL

Occupational and/or Vocational

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Defend scientific, social and ethical values in his / her field studies.
2
Create film history, script, fiction, audio and video techniques knowledge and designs short or feature film stages.

WORKLOAD & ECTS CREDITS OF THE COURSE UNIT

Workload for Learning & Teaching Activities

Type of the Learning Activites Learning Activities (# of week) Duration (hours, h) Workload (h)
Lecture & In-Class Activities 14 42
Preliminary & Further Study 14 28
Land Surveying 0 0
Group Work 0 0
Laboratory 0 0
Reading 12 24
Assignment (Homework) 9 9
Project Work 0 0
Seminar 0 0
Internship 0 0
Technical Visit 0 0
Web Based Learning 0 0
Implementation/Application/Practice 0 0
Practice at a workplace 0 0
Occupational Activity 0 0
Social Activity 0 0
Thesis Work 0 0
Field Study 0 0
Report Writing 0 0
Final Exam 1 1
Preparation for the Final Exam 1 10
Mid-Term Exam 1 1
Preparation for the Mid-Term Exam 1 10
Short Exam 0 0
Preparation for the Short Exam 0 0
TOTAL 53 125
Total Workload of the Course Unit 125
Workload (h) / 25.5 4,9
ECTS Credits allocated for the Course Unit 5,0