COURSE UNIT TITLE

: CONSUMER BEHAVIOUR

DEGREE PROGRAMMES

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
MBA 5092 CONSUMER BEHAVIOUR ELECTIVE 3 0 0 6

Offered By

Business Administration (English)

Level of Course Unit

Second Cycle Programmes (Master's Degree)

Course Coordinator

ASSOCIATE PROFESSOR SUMEYRA DUMAN

Offered to

Business Administration (English)

Course Objective

It is aimed to provide students with an understanding of consumer behavior and its contribution to 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 consumer 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.
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   Work effectively as part of a team participating and interacting in the group in a productive manner for him/herself and for the group as a whole

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

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 3: Perception
4 Assignment-1 (Chapters 1, 2, 3)
5 CHAPTER 4: Learning and Memory
6 Assignment-2 (Chapter 4)
7 Midterm Exam
8 CHAPTER 5: Motivation and Affect
9 Assignment-3 (Chapter 5)
10 CHAPTER 6: The Self
11 Assignment-4 (Chapter 6)
12 CHAPTER 7: Personality, Lifestyles, and Values
13 Assignment-5 (Chapter 7)
14 CHAPTER 8: Attitudes and Persuasive Communication

Recomended or Required Reading

Solomon, Michael R. (2018). Consumer Behavior: Buying, Having, and Being. 12th Edition, New Jersey: Pearson Prentice Hall.

Planned Learning Activities and Teaching Methods

Lecture, Discussion, Teamwork, Presentation

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 MTE MIDTERM EXAM
2 STT TERM WORK (SEMESTER)
3 FIN FINAL EXAM
4 FCG FINAL COURSE GRADE MTE * 0.30 + STT * 0.30 + FIN* 0.40
5 RST RESIT
6 FCGR FINAL COURSE GRADE (RESIT) MTE * 0.30 + STT * 0.30 + RST* 0.40


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

Further Notes About Assessment Methods

None

Assessment Criteria

MIDTERM EXAM: Midterm exam will be based on essays and discussions, which evaluate understanding, synthesis and evaluation of the lecture material and topics discussed in the class.
TERM PROJECT: Students will prepare 5 (five) assignments throughout the semester related to the topics discussed in the class. Students are expected to prepare a written report and make a presentation about each of the assignment topics. Term project grade will be the total of the grades students take from the assignment.
FINAL EXAM: Students will be assessed on their knowledge of concepts through essay type questions.

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 are expected to prepare ahead of time for class.
6. Students are expected to follow appropriate business etiquette regarding cell phones.

Contact Details for the Lecturer(s)

sumeyra.duman@deu.edu.tr

Office Hours

To be announced

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Tutorials 14 3 42
Preparation for Midterm Exam 1 18 18
Preparation for Final Exam 1 30 30
Preparing Individual/Group Assignments 5 6 30
Preparation before/After Weekly Lectures 14 2 28
Preparing presentations 5 2 10
Mid-term exam 1 2 2
Final exam 1 2 2
TOTAL WORKLOAD (hours) 162

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6
LO.1553553
LO.2443553
LO.3555553
LO.4534551
LO.5534551

CONTACT INFORMATION
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Phone: +90(232) 412 12 12 - Fax: +90 (232) 464 81 35

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