COURSE UNIT TITLE

Offered By

International Business and Trade

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

ASSOCIATE PROFESSOR ÖZGE ÖZGEN

Offered to

International Business and Trade
International Trade and Business (English)

Course Objective

This course will introduce the students to the topic of consumer behavior, but from a cross-cultural point of view. The fundamental premise of this course is to provide students a conceptual base for understanding the behavior of consumers within the marketing system and the effects of cultural differences on each concept of consumer behavior. In this course, the students will evaluate the consumers and their behavior by emphasizing the cultural differences.

Learning Outcomes of the Course Unit

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Recomended or Required Reading

Marieke de Mooij, (2011), Consumer Behavior and Culture: Consequences for Global Marketing and Advertising Second Edition, SAGE Publications, Inc
Geert Hofstede (2001), Culture s Consequences: Comparing Values, Behaviors, Institutions, And Organizations Across Nations, Second Edition. Sage.
Jan Callebaut et al. (2000), Cross-Cultural Window on Consumer Behavior. Coronet Books
A. Coskun Samli (1995), International Consumer Behavior: Its Impact on Marketing Strategy Development. Quorum Books
Solomon, Michael R. (2007). Consumer Behavior: Buying, Having, and Being. 7th Edition, New Jersey: Pearson Prentice Hall.

Planned Learning Activities and Teaching Methods

1. Lectures
2. Discussions
3. Group Studies
4. Case Studies

Assessment Methods

Further Notes About Assessment Methods

None

Assessment Criteria

1. The learner will clearly define the basic consumer behavior concepts in midterm exam.
2. The learner will use necessary consumer behavior concepts to explain the decision-making processes of consumers in class discussions.
3. The learner will present the solution of case studies which includes cross-cultural consumer decision making problems and actively contribute to the class discussions.
4. The learner will address the major concepts of culture in essays and will interpret cross clutural differences in consumer behavior decision making and the effects of them on marketing strategies by executing group studies.
5. The groups formed by learners will collect , analyze and interpret the statistical consumer behavior data in different sectors related to current and future market trends and they will display the findings and interpretations by written and oral presentations

IN THIS COURSE, THERE WILL BE 5 DIFFERENT ASSIGNMENTS.

Students (INDIVIDUALLY OR AT MOST TWO STUDENTS CAN BE GROUP) will select ONE COUNTRY and all semester they will work on their selected country. It is expected that students are going to find 4P applications from real life that are related to the concepts discussed in the previous class and they will interpret the cases they found through the cultural dimensions of countries chosen. Students will prepare written report, present their findings and make discussions about the materials they have found in class discussion weeks.

The following scale will be used for the assessment of all criteria. The criteria are also presented below the scale with point values.
This particular element is absent or falls short of expectations, and /or it is completely out of place within the given context. Poor (0%)
This particular element is somewhat absent and does not entirely fit the context. Fair (40%)
This particular element is developed satisfactorily and fits the context at an acceptable standard. Good (60%)
This particular element is developed in a good and professional way and fits into the context. Very good (80%)
The way this particular element is developed is noteworthy and fits perfectly into the context. Excellent (100%)

CRITERIA USED FOR THE ASSESMENTS:

Understanding the context and Terminology usage: Quality of the examples found by the students, analysis of examples based on the issues discussed in the class, usage of appropriate terminology. (40 points)

Discussion abilities based on given questions/objectives: Discussion of the cases from cross-cultural perspective. (40 points)

Academic writing skills: Correct APA format of citations in paper; correct APA format for bibliography, complete source information; format of the text: single spaced text, proper headings and margins, justified text and professional outlook. (10 points)

PRESENTATION SKILS (10 Points)
Presentations will be graded according to following criteria
Knowledge of content / Organization of content -25 points
Design of visuals / Professional outlook - 25 points
Language clarity / Grammatical correctness -25 points
Time management / Eye contact/Audience engagement -25 points

Language of Instruction

English

Course Policies and Rules

1. Plagiarism of any type will result in disciplinary action.
2. Attending at least 70 percent of lectures is mandatory.
3. All assignments should be submitted on time. Otherwise will not be accepted.

Contact Details for the Lecturer(s)

ozge.ozgen@deu.edu.tr

Office Hours

To be announced.

Work Placement(s)

None

Workload Calculation

Contribution of Learning Outcomes to Programme Outcomes