Code | Name of the Course Unit | Semester | In-Class Hours (T+P) | Credit | ECTS Credit |
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ISL430 | CONSUMER BEHAVIOUR | 5 | 3 | 3 | 5 |
Objectives and Contents |
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Objectives: | 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. |
Content: | 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. |