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	-
Coordinator of the Course Unit	Assist.Prof. GÜLŞEN FİLAZOĞLU ÇOKLUK
Instructor(s) of the Course Unit
Course Prerequisite	No

OBJECTIVES AND CONTENTS
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)
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
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
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
Assessment & Grading of In-Term Activities	Number of Activities	Degree of Contribution (%)	Description

Level of Contribution
0	1	2	3	4	5

KNOWLEDGE
Theoretical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Use knowledge sources consisting of the most effective methods and up-to-date information, implementation of tools and materials about psychology and supporting disciplinaries. (Blooms 3)
2	Determine problems in the field of psychology and solve them. (Blooms 3)

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Discriminate between normal and abnormal behaviours. (Blooms 2)
2	Interpret psychology researches and report on them. (Blooms 3)

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Relate between psychology and other social sciences on relations. (Blooms 4)

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Apply psychological tests. (Blooms 3)
2	Integrate knowledge and skills gained on the theories of contemporary psychology in the phases of helping individuals. (Blooms 6)
3	Conduct several experiments in the field of psychology. (Blooms 6)

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Collaborate with relevant organizations and individuals on the field studies. (Blooms 6)

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Integrate developments in the field of psychology to the existing knowledge. (Blooms 6)
2	Scientifically analyse human behaviours. (Blooms 4)

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Explain knowledge and ideas gained in the field fluently and apprehensibly in a written way and verbally. (Blooms 2)
2	Recognize individual, national and universal effects of problems in the field of psychology. (Blooms 2)

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Integrate computer software and hardware and statistics in the field of psychology to their studies. (Blooms 6)
2	Survey developments in informatics and communication technologies. (Blooms 4)
3	Support social projects in the field of psychology. (Blooms 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	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