TR EN

CONSUMER BEHAVIOUR PROGRAMME COURSE DESCRIPTION

Code Name of the Course Unit Semester In-Class Hours (T+P) Credit ECTS Credit
BUS430 CONSUMER BEHAVIOUR 5 3 3 5

GENERAL INFORMATION

Language of Instruction : English
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. ÇAĞLA TUĞBERK ARIKER
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 and Personality Lecture & Presentation & Discussion
8 - MID-TERM EXAM -
9 Reading and Case Study Case Study Lecture & Presentation & Discussion
10 Reading and Case Study Values and Life Styles Lecture & Presentation & Discussion
11 Reading and Case Study Procurement 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 theories, concepts and principles of the basic and sub-fields of business.
5
2
Explain business functions and processes based on current scientific sources.
2

KNOWLEDGE

Factual

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Relate internationally valid business cases with the theories and concepts of other social sciences.
4

SKILLS

Cognitive

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Explain the current events and facts in his / her field analytically and systematically based on advanced knowledge and skills he / she has.
5

SKILLS

Practical

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Use the theoretical and factual knowledge in business for occupational practices.
3
2
Solve individual and organizational problems in business life.
3
3
Use computer programs (SPSS, R, Excel, Stata) efficiently against the complex business problems.
0

OCCUPATIONAL

Autonomy & Responsibility

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Plan research and work using knowledge and skills gained in the field of business.
3
2
Organize the activities for organizational goals and purposes independently.
2

OCCUPATIONAL

Learning to Learn

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Criticize advanced knowledge and skills in the field with a critical approach.
1
2
Develop the existing knowledge and skills with a critical point of view under the impact of scientific, technological and current developments.
0

OCCUPATIONAL

Communication & Social

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Express his/her knowledge, thoughts and solutions on business to related stakeholders in written and verbal ways.
1
2
Use the information and communication technology software and equipment required for business.
0

OCCUPATIONAL

Occupational and/or Vocational

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Apply the social, scientific, cultural and ethical values at the stages of collection of data, their implementation, interpretation and announcement of results in the field of business.
1
2
Relate the concepts of social rights, occupational safety, employee health, quality management and sustainability with the cases in business life.
0

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