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ISTANBUL GELİŞİM UNIVERSITY INFORMATION SYSTEM

CONSUMER BEHAVIOUR AND ADVERTISING STRATEGIES COURSE IDENTIFICATION AND APPLICATION INFORMATION

Code Name of the Course Unit Semester In-Class Hours (T+P) Credit ECTS Credit
RTI371 CONSUMER BEHAVIOUR AND ADVERTISING STRATEGIES 5 3 3 8

Objectives and Contents
Objectives: This course aims to examine the individual, psychological, sociocultural, and environmental factors that influence consumers’ purchasing decisions. It also seeks to understand how advertising strategies are shaped by consumer behavior and to analyze these relationships through practical examples.
Content: This course examines the psychological, sociological, and cultural factors that influence consumers’ purchasing decisions. It covers individual factors such as consumer decision-making processes, perception, motivation, attitude, personality, and lifestyle, as well as environmental factors including family, reference groups, and culture. The course also addresses the impact of digitalization on consumer behavior, as well as issues of ethical consumption and sustainability. Theoretical knowledge is supported by case studies and advertising examples.