Dokuz Eylül University Information Package / Courses Catalog

Description of Individual Course Units

Course Unit Code	Course Unit Title	Type Of Course	D	U	L	ECTS
MRK 4111	CONSUMER BEHAVIOR	ELECTIVE	3	0	0	5

Offered By

BUSINESS ADMINISTRATION

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

ASSOCIATE PROFESSOR SUMEYRA DUMAN

Offered to

BUSINESS ADMINISTRATION

Course Objective

It is aimed to provide students a thorough understanding of consumer behavior and why it is important to learn consumer behavior as a marketing manager. The study of consumer behavior is intended to acquaint students with what it means to be a consumer and what students need to know to understand the role of meeting consumers' needs in the development of marketing strategies.

Learning Outcomes of the Course Unit

1	Demonstrate an understanding of the theories and concepts of buyer behavior in order to be able to interpret the reasons of consumer behavior.
2	Recognize consumer behavior with the purpose of understanding what consumers do in the real world and to get more information about Turkish consumers and behavior.
3	Interpret consumer behavior cases in order to integrate theories and concepts to real applications.
4	Improve oral and written communication skills through class discussions and presentations.
5	Be aware of their responsibilities and actualize the requirements of the course.

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

MRK 2001 - PRINCIPLES OF MARKETING

Recomended Optional Programme Components

None

Course Contents

Week	Subject	Description
1	INTRODUCTION
2	CHAPTER 1: Buying, Having and Being: An Introduction to Consumer Behavior CHAPTER 2: Consumer and Social Well-Being
3	CHAPTER 8: Attitudes and Persuasive Communication
4	ASSIGNMENT-1
5	CHAPTER 9: Decision Making
6	CHAPTER 10: Buying, Using and Disposing
7	ASSIGNMENT-2
8	CHAPTER 11: Group Influences and Social Media
9	CHAPTER 12: Income and Social Class
10	ASSIGNMENT-3
11	CHAPTER 13: Subcultures CHAPTER 14: Culture
12	ASSIGNMENT-4

Recomended or Required Reading

Solomon, Michael R. (2020). Consumer Behavior: Buying, Having, and Being. 13th Edition, New Jersey: Pearson Prentice Hall.

Planned Learning Activities and Teaching Methods

1. Lecture
2. Group Work
3. Presentations
4. Class Discussions
5. Field Study

Assessment Methods

SORTING NUMBER	SHORT CODE	LONG CODE	FORMULA
1	ASS	Assignment
2	FN	Final
3	FCG	FINAL COURSE GRADE	ASS * 0.60 + FN * 0.40
4	RST	RESIT
5	FCGR	FINAL COURSE GRADE (RESIT)	ASS * 0.60 + RST * 0.40

*** Resit Exam is Not Administered in Institutions Where Resit is not Applicable.

Further Notes About Assessment Methods

Assignment (60 %) = There will be four assignments during the semester and each assignment is worth 15% of the success grade. The assignments that are not presented will not be graded.

Final Exam (40 %) = Students will be assessed on their knowledge of concepts and theories through essay-type questions.

Assessment Criteria

1. Late submissions of reports and the assignments that were not presented will not be graded.

Language of Instruction

English

Course Policies and Rules

1. Attending at least 70 percent of lectures is mandatory.
2. Plagiarism of any type will result in disciplinary action.
3. Students are expected to participate actively in class discussions.
4. Students are expected to attend to classes on time.
5. Students must obey the time limits of their presentation.

Contact Details for the Lecturer(s)

Associate Professor Sumeyra Duman
Office: 131/B, e-mail: sumeyra.duman@deu.edu.tr

Office Hours

To be announced.

Work Placement(s)