CONSUMER BEHAVIOUR AND ADVERTISING STRATEGIES PROGRAMME COURSE DESCRIPTION

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

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 :	Compulsory
Mode of Delivery of the Course Unit	-
Coordinator of the Course Unit	Assoc.Prof. YELDA ÜLKER
Instructor(s) of the Course Unit	Res.Asisst. AYDAN ÜNLÜKAYA ÇEVİRİCİ
Course Prerequisite	No

OBJECTIVES AND CONTENTS
Objectives of the Course Unit:	This course aims to examine the individual, psychological, sociocultural, and environmental factors that influence consumers’ purchasing decisions. It also seeks to understand how advertising strategies are shaped by consumer behavior and to analyze these relationships through practical examples.
Contents of the Course Unit:	This course examines the psychological, sociological, and cultural factors that influence consumers’ purchasing decisions. It covers individual factors such as consumer decision-making processes, perception, motivation, attitude, personality, and lifestyle, as well as environmental factors including family, reference groups, and culture. The course also addresses the impact of digitalization on consumer behavior, as well as issues of ethical consumption and sustainability. Theoretical knowledge is supported by case studies and advertising examples.

KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to)
Defines the fundamental concepts and theories related to consumer behavior.
Explains the consumer decision-making process by considering internal and external factors and provides examples within the context of advertising.
Analyzes consumer attitudes, personality traits, and lifestyles to evaluate segmentation and targeting strategies.
Critically assesses advertisements in the context of ethical consumption and sustainability, and interprets conscious consumer behaviors.
Develops case analyses and practical marketing recommendations by considering consumer behavior within advertising strategies.

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	-	MID-TERM EXAM	-
9	Read an article related to the topic each week	Personality, Self, and Lifestyle: Psychographic segmentation, consumer typologies	Lecture and question–answer method
10	Read an article related to the topic each week	Culture and Subcultures: Cultural values, symbolic consumption, glocal advertising strategies	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	-

SOURCE MATERIALS & RECOMMENDED READING
Elden, M. (2018), Reklam ve Reklamcılık, İstanbul: Say Yayınları.
Hoyer, W. D., MacInnis, D. J., Pieters, R. (2018), Consumer Behavior (7. Baskı), Boston: Cengage Learning.
İplikçi, H. G. (2022), Pazarlama ve Tüketici Davranışı, Manisa: Turkuazkey Akademik Yayınları.
İslamoğlu, A. H., Altunışık, R. (2017), Tüketici Davranışları, İstanbul: Beta Yayıncılık.
Kapoor, R., Madichie, N. O. (2012), Consumer Behaviour: Text and Cases, New Delhi: Tata McGraw Hill Education Private Limited.
Kardes, F. R., Cronley, M. L.,Cline, T. W. (2011), Consumer Behavior, Mason: South-Western Cengage Learning.
Khan, M. (2006), Consumer Behaviour and Advertising Management, New Delhi: New Age International Publishers.
Mothersbaugh, D. L., Hawkins, D. I. (2016), Consumer Behavior: Building Marketing Strategy (13. Baskı), New York: McGraw-Hill Education.
Mucuk, İ. (2017), Pazarlama İlkeleri (21. Baskı), İstanbul: Türkmen Kitabevi.
Odabaşı, Y., Barış, G. (2015), Tüketici Davranışları (15. Baskı), İstanbul: Mediacat Yayıncılık.
Tosun, N. B. (2017), Marka Yönetimi (3. Baskı), İstanbul: Beta Basım A.Ş.
Tosun, N. B., Uraltaş, N. T., Nas, A., Özkaya, B., Güdüm, S., Ertürk, B., Dönmez, M., Çerçi, M., Ülker, Y., Cesur, D. K., Varol, E., Kiçir, İ. (2018), Reklam Yönetimi, İstanbul: Beta Yayıncılık.

ASSESSMENT
Assessment & Grading of In-Term Activities	Number of Activities	Degree of Contribution (%)	Description	Examination Method
Mid-Term Exam	1	50		Classical Exam
Final Exam	1	50		Classical Exam
TOTAL	2	100

Level of Contribution
0	1	2	3	4	5

KNOWLEDGE
Theoretical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Has advanced knowledge in the field.						5

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Uses the basic information in the field of Advertising in interdisciplinary studies.						5

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Has the ability to transfer the knowledge of the field to employees and teammates.						5
2	Has the ability interpret and analyze data, define problems and propose solutions using acquired information relating to the area by using the information in decisions, practices and behaviors.						5

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Creates communication programs within the advertising campaign.						5

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Conducts research and studies on subjects related to the field.						5
2	Takes responsibility in accordance with the project objectives as a project manager or participant.					4
3	Sets the purpose and target for the organization / institution.					4

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Evaluates critically the acquired knowledge and skills.						5
2	Shows that he/she understands the continuity of the learning need.					4

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Conveys his / her thoughts and suggestions at the level of knowledge and skills related to the field to those concerned in written and verbal form.						5
2	Communicates effectively with stakeholders in the professional field.					4
3	Uses information and communication technologies together with computer software at minimum advanced level of European Computer Driving License required by the field.	0
4	Follows the information in the field and communicates with colleagues by using a foreign language at least at the European Language Portfolio B1 General Level.	0

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Behaves in accordance with organization/institution, business and social ethical values.					4
2	Analyzes the relations of the organization/institution with its stakeholders and executes them effectively.					4
3	Has the ability to encourage innovations.					4
4	Thinks critically about the organization / institution.						5
5	Has sufficient awareness of the universality of social rights, social justice, quality and cultural values, environmental protection, occupational health and safety.						5

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	3	42
Preliminary & Further Study	13	6	78
Land Surveying	0	0	0
Group Work	0	0	0
Laboratory	0	0	0
Reading	13	6	78
Assignment (Homework)	0	0	0
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	5	5
Mid-Term Exam	1	1	1
Preparation for the Mid-Term Exam	1	5	5
Short Exam	0	0	0
Preparation for the Short Exam	0	0	0
TOTAL	44	0	210