COURSE UNIT TITLE

: CONSUMER BEHAVIOR

DEGREE PROGRAMMES

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
PAZ 4207 CONSUMER BEHAVIOR COMPULSORY 3 0 0 3

Offered By

Marketing

Level of Course Unit

Short Cycle Programmes (Associate's Degree)

Course Coordinator

PROFESSOR DOCTOR BERRIN ONARAN

Offered to

TOURISM AND HOSPITALITY MANAGEMENT
Marketing
Marketing
TOURISM AND HOSPITALITY MANAGEMENT (Evening)

Course Objective

The aim of this course is to give an understanding of consumer behaviour theories and attitudes and behaviours of consumers in different cases.

Learning Outcomes of the Course Unit

1   Being able to define the meaning and fundamental characteristics of consumer behaviour
2   Being able to explain the roles of perception, learning, memory and motivation on consumer behaviour
3   Being able to explain the roles of personality, lifestyle and attitudes on consumer behaviour
4   Being able to explain the roles of group and family influence, opinion leadership, culture and social class on consumer behaviour
5   Being able to list the stages of consumer decision-making process

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 Meaning and fundamental characteristics of consumer behaviour
2 Consumer behaviour models and perception in consumer behavior
3 Perception in consumer behavior
4 Learning and memory in consumer behaviour
5 Motivation in consumer behaviour
6 Attitudes in consumer behaviour
7 Mid-Term Exam
8 Mid-Term Exam
9 Personality and lifestyle in consumer behaviour
10 The effect of group and opinion leadership in consumer behaviour
11 Family and social classes in consumer behaviour
12 Culture in consumer behaviour
13 Consumer decision-making process
14 Consumer decision-making process

Recomended or Required Reading

Textbook(s):
A.Hamdi Islamoğlu, Remzi Altunışık, Tüketici Davranışları, 5. Baskı, Beta Yayınları, Istanbul, 2017
Supplementary Book(s):
Rıdvan Karalar, Çağdaş Tüketici Davranışı, Meta Basım, Izmir, 2009.
Erdoğan Koç, Tüketici Davranışı ve Pazarlama Stratejileri, 5th. Ed., Seçkin Yayınları, Ankara, 2013
Yavuz Odabaşı, Tüketici Davranışı, 2. Basım, MediaCat Yayınları, Istanbul, 2011

Planned Learning Activities and Teaching Methods

1. Lecturing
2. Discussion

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 MTE MIDTERM EXAM
2 FN Final
3 FCG FINAL COURSE GRADE VZ*0.40 + FN* 0.60
4 RST RESIT
5 FCGR FINAL COURSE GRADE (RESIT) VZ*0.40 + BUT* 0.60


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

Further Notes About Assessment Methods

None

Assessment Criteria

The five learning outcomes will be assessed by midterm and final exams

Language of Instruction

Turkish

Course Policies and Rules

It is mandatory to attend 70% of the course.

Contact Details for the Lecturer(s)

E-mail: atil.bulut@deu.edu.tr
Tel: 0.232.3012567
E-mail: berrin.onaran@deu.edu.tr
Tel: 0 232 3012536

Office Hours

To be announced.

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 12 3 36
Preparations before/after weekly lectures 12 1 12
Preparation for midterm exam 1 5 5
Preparation for final exam 1 15 15
Final 1 1 1
Midterm 1 1 1
TOTAL WORKLOAD (hours) 70

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6PO.7PO.8PO.9PO.10PO.11PO.12PO.13PO.14PO.15
LO.111
LO.21
LO.31
LO.41
LO.511

CONTACT INFORMATION
Dokuz Eylül Üniversitesi Cumhuriyet Bulvarı No: 144 35210 Alsancak / İZMİR
Phone: +90(232) 412 12 12 - Fax: +90 (232) 464 81 35

Copyright 2015 DEÜ. BİD

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