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 : | , TYY: + , EQF-LLL: , QF-EHEA: |
Type of the Course : | Elective |
Mode of Delivery of the Course Unit | - |
Coordinator of the Course Unit | |
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 |
Describe basic theories of microeconomics and macroeconomics by benefiting from assumptions and axioms.
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2 |
Recognize the entries in the book and financial balance sheet of the business organization.
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3 |
Define concepts, theories and principles of basic and subfields of international trade by adhering to the background knowledge.
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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 |
Summarize historical development of the international trade theories by adhering to the chronological order.
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2 |
Use theoretical knowledge gained in the field of international trade in occupational practices and daily life.
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3 |
Solve financial and legal problems confronted in international trade practices.
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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 |
Relate statistical raw data by benefiting from computer programs and relate data with one another in consideration of theoretical knowledge.
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2 |
Evaluate developments in the world in consideration of common courses in the faculty with an intellectual perspective.
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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 |
Interpret current events and facts in international trade based on advanced knowledge and skills from an analytical and systematic holistic view.
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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 |
Relate knowledge about economic globalization and internationalization with current knowledge in the field.
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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 |
Examine current economic policies applied over the gained advanced knowledge and skills by a critical approach.
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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 |
Explain demands in written or verbally by using the foreign language skill in business and social life effectively.
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2 |
Tell knowledge, thoughts and solution offers regarding subjects in international trade to relevant stakeholders demands in written or verbally.
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3 |
Design a healthy communication network for themselves in the business world by using social life skills.
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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 |
Analyze current issues, events and problems by benefiting from theoretical and historical knowledge of international trade and economics.
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2 |
Develop suggestions for international trade policies by determining economic problems in the macro level.
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3 |
Apply commercial applications in consideration of knowledge gained in financing and management of international trade by being inclusive of international market
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4 |
Discuss the effects of commercial and financial globalization processes on the income distribution, by benefiting from data.
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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 |