CONSUMER BEHAVIOR PROGRAMME COURSE DESCRIPTION

Code	Name of the Course Unit	Semester	In-Class Hours (T+P)	Credit	ECTS Credit
MIY431	CONSUMER BEHAVIOR	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. HANDE ULUSOY
Instructor(s) of the Course Unit
Course Prerequisite	No

OBJECTIVES AND CONTENTS
Objectives of the Course Unit:	This course aims to explain according to what terms and conditions consumer behaviour varies, and the components of this process, to evaluate and analyse in order to develop marketing practices in organizations which are profit-oriented and non-profit organizations. it is aimed to provide the students with the competence to understand and analyze consumer behaviours by organizing this process.
Contents of the Course Unit:	The contents of the course include the subjects such as definition of consumer behaviour and general structure, infrastructure of consumer behaviour, formation of marketing activities in terms of consumer behaviour, market segmentation, consumer buying behaviour, increasing the efficiency of intermediary institutions, consumer perspective and point of view, consumer concept in economic approach, consumption psychology, socio-economic reasons affecting consumer behaviour, the necessity of consumption, the duties of the consumer in consumer protection, and the modern approaches.

KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to)
Explain definition and concepts on consumer behaviour.
Interpret the relationships between consumer behaviour processes.
Explain the principles of the process of consumer behaviour.
Apply consumer behaviours to profit-oriented organizations.
Evaluate the concepts of consumer behaviour with the understanding of continuous improvement and development of profit-oriented enterprises.

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY
Week	Preparatory	Topics(Subjects)	Method
1	-	Definition of consumer behaviour and general structure	Lecture & Question-Answer & Discussion
2	Presentation	Infrastructure of consumer behaviour	Lecture & Question-Answer & Discussion
3	Reading	Formation of marketing activities in terms of consumer behaviour	Lecture & Question-Answer & Discussion
4	Assignment Preparation	Market segmentation, Consumer buying behaviour	Lecture & Question-Answer & Discussion
5	Presentation	Increasing the efficiency of intermediary institutions	Lecture & Question-Answer & Discussion
6	Assignment Preparation	Consumer perspective and point of view, Socio-economic reasons affecting consumer behaviour	Lecture & Question-Answer & Discussion
7	Assignment Preparation	Consumer concept in economic approach	Lecture & Question-Answer & Discussion
8	-	MID-TERM EXAM	-
9	Reading	Consumption psychology	Lecture & Question-Answer & Discussion
10	Presentation	Socio-economic reasons affecting consumer behaviour	Lecture & Question-Answer & Discussion
11	Reading	The necessity of consumption	Lecture & Question-Answer & Discussion
12	Assignment Preparation	The duties of the consumer in consumer protection	Lecture & Question-Answer & Discussion
13	Assignment Preparation, Analysis on Consumer Behaviour over an institution	Projects Presentation	Lecture & Question-Answer & Discussion
14	-	General Revision	Lecture & Question-Answer & Discussion
16	-	FINAL EXAM	-
17	-	FINAL EXAM	-

SOURCE MATERIALS & RECOMMENDED READING
Solomon, M. R. (2014).Consumer Behavior: Buying, Having, and Being. 11th Edition. (Pearson). (USA).
Koc, E. (2012). Tuketici Davranisi ve Pazarlama Stratejisi. Seckin Publications.
Odabasi, Y. (2009). Tuketici Davranisi. Media Cat Publications.

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	Interpret basic concepts, fields of study, theories and approaches in media.	0
2	Describe current information in the field by relating them with communication theories.	0
3	Explain basic concepts regarding communication sciences.	0

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Interpret current events, political, cultural and economic developments by using the theoretical knowledge gained in the field within a critical context.		1
2	Associate knowledge and facts in the field with Law, Sociology, Advertisement, Cinema and Economy.	0

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Identify new strategy and methods for the technical infrastructure and content of the types of television news and programs.	0
2	Assemble theoretical knowledge gained in the field to the technology in present day.	0

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Create creative contents in the field.	0
2	Interpret theoretical and applied knowledge gained in the field.		1

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Create TV Programs for several audiences by sharing the knowledge and experiences on it.	0
2	Perform as a leader or a team member in teamwork from the news production to presentation stage by fulfilling assigned tasks.	0

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Identify basic knowledge regarding the production stages of media and technical infrastructure and creative approaches.	0
2	Research for developments, changes and innovations in the field by taking the lifelong learning as a principle.	0

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Create new ideas and new products in collaboration with the stakeholders in the field of programming and journalism.	0
2	Organize projects and activities for the social environment with the awareness of social responsibility following the national and international cases.	0
3	Explain written, verbal and visual studies in the field by following the agenda.		1

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Apply knowledge and skills gained in the field by taking legal, social and ethical responsibilities into consideration.		1
2	Show skills as in using camera, editorial process control, team leadership and producing creative content that are features of a professional.	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	13	2	26
Land Surveying	0	0	0
Group Work	0	0	0
Laboratory	0	0	0
Reading	0	0	0
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	7	4	28
Mid-Term Exam	1	1	1
Preparation for the Mid-Term Exam	5	6	30
Short Exam	0	0	0
Preparation for the Short Exam	0	0	0
TOTAL	41	0	128