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 |
Assoc.Prof. BÜLENT İLHAN |
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 |
CONTRIBUTION OF THE COURSE UNIT TO THE PROGRAMME LEARNING OUTCOMES
KNOWLEDGE |
Theoretical |
|
Programme Learning Outcomes |
Level of Contribution |
0 |
1 |
2 |
3 |
4 |
5 |
1 |
Define the basic concepts of economics, administrative and human sciences. (Bloom 1)
|
|
|
|
|
|
|
2 |
Evaluate the economic environment and overall sustainability of firms. (Bloom 4)
|
|
|
|
|
|
|
KNOWLEDGE |
Factual |
|
Programme Learning Outcomes |
Level of Contribution |
0 |
1 |
2 |
3 |
4 |
5 |
1 |
Relate principles and concepts of economics and finance with other disciplines. (Bloom 4)
|
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|
|
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|
|
2 |
Define principles, concepts, methods and theories related with economics and finance. (Bloom 1)
|
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|
|
|
|
SKILLS |
Cognitive |
|
Programme Learning Outcomes |
Level of Contribution |
0 |
1 |
2 |
3 |
4 |
5 |
1 |
Interpret the charts and tables related to the field. (Bloom 2)
|
|
|
|
|
|
|
SKILLS |
Practical |
|
Programme Learning Outcomes |
Level of Contribution |
0 |
1 |
2 |
3 |
4 |
5 |
1 |
Evaluate the theoretical models of economic policies which have direct or indirect effects by using the facts and dynamics of the economic system.(Bloom 4)
|
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|
|
2 |
Analyze economic and financial reports. ((bloom 4)
|
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|
3 |
Use basic mathematics, statistics and econometric methods and tools to solve economic and financial problems. (Bloom 3)
|
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|
|
4 |
Interpret the operation of current economic, political and social events by using institutional information related with Economics and Finance.(Bloom 2)
|
|
|
|
|
|
|
OCCUPATIONAL |
Autonomy & Responsibility |
|
Programme Learning Outcomes |
Level of Contribution |
0 |
1 |
2 |
3 |
4 |
5 |
1 |
Organize economic and financial activities in humanitarian and social terms with adherence to ethics. (Bloom 4).
|
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|
|
|
|
|
OCCUPATIONAL |
Learning to Learn |
|
Programme Learning Outcomes |
Level of Contribution |
0 |
1 |
2 |
3 |
4 |
5 |
1 |
Develop a critical perspective on national and international economic, political, social, financial and development problems. (bloom 6)
|
|
|
|
|
|
|
OCCUPATIONAL |
Communication & Social |
|
Programme Learning Outcomes |
Level of Contribution |
0 |
1 |
2 |
3 |
4 |
5 |
1 |
Follow the agenda on economics, politics and social issues and improve himself/ herself. (bloom 6)
|
|
|
|
|
|
|
OCCUPATIONAL |
Occupational and/or Vocational |
|
Programme Learning Outcomes |
Level of Contribution |
0 |
1 |
2 |
3 |
4 |
5 |
1 |
Analyze current issues and problems by using the structure and properties of Macro and Microeconomics and variables. (Bloom 4)
|
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|
|
2 |
Evaluate the effectiveness of the general economic system and public policies and their effects on markets and basic economic variables.(Bloom 4)
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|
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3 |
Analyze the cause and effect relationships between the relevant economic variables. (Bloom 4)
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4 |
Evaluate the expected trends and portfolio analyzes in interest and exchange rates within the framework of the general financial system. (Bloom 4)
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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 |
|
Total Workload of the Course Unit |
125 |
|
|
Workload (h) / 25.5 |
4,9 |
|
|
ECTS Credits allocated for the Course Unit |
5,0 |
|