COURSE UNIT TITLE

: CONSUMER BEHAVIORS AND PSHYCOLOGY

DEGREE PROGRAMMES

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
IŞL 6125 CONSUMER BEHAVIORS AND PSHYCOLOGY ELECTIVE 3 0 0 5

Offered By

Business Administration

Level of Course Unit

Third Cycle Programmes (Doctorate Degree)

Course Coordinator

ASSOCIATE PROFESSOR PINAR ÖZKAN

Offered to

Business Administration

Course Objective

The aim of the course is to give the students the skills to interpret the and to evaluate the effect of the marketing elements on behaviors by understanding causes and consequences of consumer behaviors.

Learning Outcomes of the Course Unit

1   To be able to understand the dynamics of consumer behavior
2   To be able to understand both classic and modern models of consumer behavior
3   To be able to gain the ability to interpret consumer behavior analytically
4   To be able to gain skills based on the evaluation of consumer behaviors in business strategy
5   To be able to convert consumer behavior data to competitive strategies
6   To be able to gain cognitive skills on the impact of marketing strategies to buying decision processes

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 Introduction to consumption, theorizing the concept of consumption
2 The concept of consumer behavior, definitions and the importance of consumer behavior in marketing
3 General characteristics of consumer behavior and factors affecting consumer behavior
4 Psychological factors at consumer behavior, learning and the characteristics of learning process
5 Motivation and factors affecting motivation, relating those factors with consumer behavior
6 Perception as an important factor influencing the behavior and the control of consumer behavior at the process of perception
7 Creation of awareness and orientation of consumer behavior as can cretae selective perception
8 Attitudes, Changing negative attitudes and actions related to the development of attitudes in favor of the company
9 Consumer as a social being and socio-cultural factors that influence the behavior of consumers
10 Advisory groups and the place of advisory groups at consumer behavior, the family as the smallest unit of purchasing and decision-making and the role structures of family members
11 Functions of family and types of decision making at family
12 The effects of idea or opinion leaders on consumers, terms of consumers' orientation to new developments consumer behavior process in terms of adoption to innovations
13 The concept of social structure of society and social class, handling of class - consumer behavior from cultural frame, the characteristics of culture and the studies based on culture guidance to consumer behavior
14 Conclusion and Evaluation

Recomended or Required Reading

Solomon, Michael, R. (2007). Consumer Behavior- Buying, Having and Being, (7th Ed.)Englewood Cliffs, NJ: Prentice Hall.
Koç, Erdoğan. (2012). Tüketici Davranışı ve Pazarlama Stratejileri: Global ve Yerel yaklaşım.(4. Baskı) Ankara:Seçkin Yayıncılık.
Batı, Uğur. (2018). Tüketici Davranışları (2. Baskı), Istanbul: Alfa Yayıncılık.

Planned Learning Activities and Teaching Methods

The course will be proccessed heavily with interactive method and discussion method

Assessment Methods

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


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

Further Notes About Assessment Methods

None

Assessment Criteria

All of the learning outcomes are being measured at the interactive discussion process in the courses

Language of Instruction

Turkish

Course Policies and Rules

To be announced.

Contact Details for the Lecturer(s)

pinar.ozkan@deu.edu.tr

Office Hours

Will be announced at the beginning of semester

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 14 3 42
Preparation for final exam 1 25 25
Preparations before/after weekly lectures 14 3 42
Preparation for midterm exam 1 25 25
Final 1 1 1
Midterm 1 1 1
TOTAL WORKLOAD (hours) 136

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6
LO.11
LO.21
LO.31
LO.41
LO.51
LO.61

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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