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ISTANBUL GELİŞİM UNIVERSITY INFORMATION SYSTEM

CONSUMER BEHAVIOUR AND ADVERTISING STRATEGIES COURSE IDENTIFICATION AND APPLICATION INFORMATION

Code Name of the Course Unit Semester In-Class Hours (T+P) Credit ECTS Credit
RTI371 CONSUMER BEHAVIOUR AND ADVERTISING STRATEGIES 5 3 3 8

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY
Week Preparatory Topics(Subjects) Method
1 Read an article related to the topic each week Introduction to Consumer Behavior: Definitions, interdisciplinary approaches Lecture and question–answer method
2 Read an article related to the topic each week Consumer Research: Quantitative and qualitative methods, data collection techniques Lecture and question–answer method
3 Read an article related to the topic each week Consumer Decision-Making Process: Problem recognition, information search, evaluation of alternatives Lecture and question–answer method
4 Read an article related to the topic each week Motivation and Involvement Lecture and question–answer method
5 Read an article related to the topic each week Perception and Attention: The role of perception in advertising, attention-grabbing strategies Lecture and question–answer method
6 Read an article related to the topic each week Learning: Brand associations, classical and operant conditioning, connections with neuromarketing Lecture and question–answer method
7 Read an article related to the topic each week Attitudes and Measurement of Consumer Attitudes: Attitude formation, strategies to change attitudes Lecture and question–answer method
8 Read an article related to the topic each week Personality, Self, and Lifestyle: Psychographic segmentation, consumer typologies Lecture and question–answer method
9 Read an article related to the topic each week Culture and Subcultures: Cultural values, symbolic consumption, glocal advertising strategies Lecture and question–answer method
10 Read an article related to the topic each week MID-TERM EXAM Lecture and question–answer method
11 Read an article related to the topic each week Social Classes and Groups Lecture and question–answer method
12 Read an article related to the topic each week Situational Factors Lecture and question–answer method
13 Read an article related to the topic each week New Media and Digital Consumption Behavior Lecture and question–answer method
14 Read an article related to the topic each week Ethical Consumption and Sustainability: Green consumption, conscious consumer, advertising critique Lecture and question–answer method
15 Read an article related to the topic each week Applications of Consumer Behavior in Advertising Strategies: Case studies Lecture and question–answer method
16 - FINAL EXAM -
17 - FINAL EXAM -