Code | Name of the Course Unit | Semester | In-Class Hours (T+P) | Credit | ECTS Credit |
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ISL430 | CONSUMER BEHAVIOUR | 5 | 3 | 3 | 5 |
GENERAL INFORMATION |
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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 | - |
Coordinator of the Course Unit | Prof. NEZİHA MUSAOĞLU |
Instructor(s) of the Course Unit | |
Course Prerequisite | No |
OBJECTIVES AND CONTENTS |
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Objectives of the Course Unit: | The aim of the course is to inform students about the factors affecting consumer behavior and consumer decision making process. Another objective is to emhasize on the correlation between the analysis of consumer behavior and development of marketing strategies. Students will be able to develop proper marketing strategies for a specific target consumer group after completing the course. |
Contents of the Course Unit: | Factors that influence consumer behavior such as perception, motivation, learning, personality, culture and values are examined as well as consumer decison making process and styles. |
KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to) |
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Define the main factors affecting consumer behaviours. |
Distinguish the relations between different consumer behaviours and consumption. |
Explain social and ethical effects of marketing activities on consumer behaviours. |
Analyzes the consumer purchasing decision process. |
WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY |
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Week | Preparatory | Topics(Subjects) | Method |
1 | Reading and Case Study | 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 | Lecture & Presentation & Discussion |
8 | - | MID-TERM EXAM | - |
9 | Reading and Case Study | Personality | Lecture & Presentation & Discussion |
10 | Reading and Case Study | Life styles and values | Lecture & Presentation & Discussion |
11 | Reading and Case Study | Buying 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 |
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Okumuş, A. (2013). Tüketici Davranışı: Teorik Ve Uygulamalı Bir Yaklaşım. Baskı, Türkmen Yayıncılık, İstanbul. |
Erdoğan, K. (2013). Tüketici Davranışı ve Pazarlama Stratejileri, 5 Baskı, Ankara: Seçkin Yayıncılık San ve Tic. |
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 |
Çakırer, M. A., & Bozyiğit, S. (2020). Tüketici Davranışları, 1. Baskı, Nobel Akademik Yayıncılık, Ankara. |
Sethna, Z. (2023). Consumer Behaviour, Fifth Edition, SAGE Publications Inc. |
Hoffmann, S., & Akbar, P. (2023). Consumer Behavior, Understanding Consumers– Designing Marketing Activities, Springer. |
ASSESSMENT |
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Assessment & Grading of In-Term Activities | Number of Activities | Degree of Contribution (%) | Description |
Level of Contribution | |||||
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0 | 1 | 2 | 3 | 4 | 5 |
KNOWLEDGE |
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Theoretical |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Define the basic theoretical, political, economic and administrative theories used in the field of Political Science and International Relations.
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2 |
Explain the political history, political ideas, intellectual accumulation of understanding international relations and the way that the history of diplomacy has passed from past to present.
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3 |
List the norms of universal law and human rights, the principles of the modern legal system, the names of modern bureaucratic and administrative structures.
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KNOWLEDGE |
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Factual |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Explain the Turkish state tradition, the influence of Islam, the accumulation of political thought and its historical background, and compare this accumulation with the current approaches.
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2 |
Evaluate the chronological development of relations between political and diplomatic developments and political / diplomatic facts / events / ideas / actors from past to present.
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3 |
Analyze the structure and functioning of actors, organizations and organizations that determine international relations.
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SKILLS |
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Cognitive |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
In the light of current theoretical debates, apply relevant concepts to current political and international developments.
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2 |
Evaluate the Turkish political tradition, developments with the Turkic community.
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3 |
Use information on the field when comparing the administrative structures of different countries and their diplomatic traditions.
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SKILLS |
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Practical |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Formulate the current political developments, developments and arrangements in international relations in the historical and theoretical accumulation.
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2 |
Analyze the functioning of modern political regimes in the light of political and public bureaucratic structures, regulations and developments.
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3 |
Examine and analyze current political developments in the Balkans, the Middle East, Central Asia, North Africa and the Caucasus in terms of both Turkish political history and international relations discipline.
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OCCUPATIONAL |
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Autonomy & Responsibility |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
To conduct a field-specific study individually and to complete it with discipline and responsibility.
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2 |
To assume duties and responsibilities in a team work as leader or team member and to fulfil them flawlessly.
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OCCUPATIONAL |
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Learning to Learn |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Follow the political and administrative developments in the international political system and the bureaucratic organizations operating in this system.
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2 |
Examine the international problems and conflicts, and the problems in the field of administration and politics in detail.
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OCCUPATIONAL |
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Communication & Social |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Follow the current developments in the field of Political Science and International Relations and collaborate with leading names in the field.
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2 |
Examine and analyze academic resources and the written and oral studies on the political developments in the region and the world, especially in the Middle East.
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3 |
Debate in the field of political science and public administration with different target groups in multicultural environments.
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OCCUPATIONAL |
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Occupational and/or Vocational |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
With the current historical and theoretical knowledge of the field, suggest sustainable, organizational and administrative arrangements aimed at meeting specific goals and solving certain problems.
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2 |
Using the theoretical, economic, political and managerial knowledge, and produce reports on current developments, conflicts and agreements in geography related to world politics and especially in the Middle East.
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3 |
Construct arguments on the current developments in Turkish politics in the light of the laws, regulations, and the important changes in the constitution and administrative law that determine Turkish political life and foreign relations.
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WORKLOAD & ECTS CREDITS OF THE COURSE UNIT |
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Workload for Learning & Teaching Activities |
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Type of the Learning Activites | Learning Activities (# of week) | Duration (hours, h) | Workload (h) |
Lecture & In-Class Activities | 14 | 3 | 42 |
Preliminary & Further Study | 14 | 2 | 28 |
Land Surveying | 0 | 0 | 0 |
Group Work | 0 | 0 | 0 |
Laboratory | 0 | 0 | 0 |
Reading | 12 | 2 | 24 |
Assignment (Homework) | 9 | 1 | 9 |
Project Work | 0 | 0 | 0 |
Seminar | 0 | 0 | 0 |
Internship | 0 | 0 | 0 |
Technical Visit | 0 | 0 | 0 |
Web Based Learning | 0 | 0 | 0 |
Implementation/Application/Practice | 0 | 0 | 0 |
Practice at a workplace | 0 | 0 | 0 |
Occupational Activity | 0 | 0 | 0 |
Social Activity | 0 | 0 | 0 |
Thesis Work | 0 | 0 | 0 |
Field Study | 0 | 0 | 0 |
Report Writing | 0 | 0 | 0 |
Final Exam | 1 | 1 | 1 |
Preparation for the Final Exam | 1 | 10 | 10 |
Mid-Term Exam | 1 | 1 | 1 |
Preparation for the Mid-Term Exam | 1 | 10 | 10 |
Short Exam | 0 | 0 | 0 |
Preparation for the Short Exam | 0 | 0 | 0 |
TOTAL | 53 | 0 | 125 |
Total Workload of the Course Unit | 125 | ||
Workload (h) / 25.5 | 4,9 | ||
ECTS Credits allocated for the Course Unit | 5,0 |