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
UAT 3011 CONSUMER BEHAVIOR ELECTIVE 3 0 0 3

Offered By

International Trade

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

PROFESSOR DOCTOR BERRIN ONARAN

Offered to

International Trade

Course Objective

To be able to develop marketing strategies suitable for different purchasing decisions and behaviors by taking into consideration consumer behavior models and issues affecting consumer behavior

Learning Outcomes of the Course Unit

1   To be able to understand the causes of before and after consumption behaviors of consumers
2   To be able to understand the factors that influence consumer behavior
3   To be able to evaluate the stages of the consumer buying decision process
4   To be able to analyze models that explain consumer behavior
5   To be able to relate consumption phenomenon and consumption purposes

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 The phenomenon of consumption, needs and desires, the meanings attributed to products
2 What is consumer behavior, why is it important, its relationship with other branches of science
3 Classical and modern behavioral models in Consumer Behavior
4 Perception in consumer behavior
5 Learning in consumer behavior
6 Motivations in consumer behavior
7 Attitude in consumer behavior
8 Mid-term exam
9 Self and personality in consumer behavior
10 Values and lifestyles in consumer behavior
11 Reference groups in consumer behavior
12 Culture in consumer behavior
13 Family and gender in consumer behavior
14 Consumer purchasing decision types
15 Consumer purchasing decision process

Recomended or Required Reading

Main Book:
Koç, Erdoğan(2019), Tüketici Davranışı ve Pazarlama Stratejileri: Global ve Yerel Yaklaşım, Seçkin Publishing Ankara.
Supplemantary Books:
Uğur Batı (2015), Tüketici Davranışları, Alfa Publishing, Istanbul.
A. Hamdi Islamoğlu,Remzi Altunışık (2017), Tüketici Davranışları, Beta Publishing, Istanbul.

Planned Learning Activities and Teaching Methods

Lecture
Case study

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 MTE MIDTERM EXAM
2 FIN FINAL EXAM
3 FCG FINAL COURSE GRADE MTE * 0.40 + FIN * 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

Skill in analysis, synthesis and critical thinking; skill in problem solving; skill in application via midterm and final exams.

Language of Instruction

Turkish

Course Policies and Rules

The Regulation of Dokuz Eylul University on Education and Examination in Associate's and Bachelor's Degrees
The Code of Practices of School of Applied Sciences on Education and Examination

Contact Details for the Lecturer(s)

e-mail: berrin.onaran@deu.edu.tr
Telf number: 232 3012550

Office Hours

Meeting day: Monday 13.-14 hours

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 14 3 42
Preparations before/after weekly lectures 14 1 14
Preparation for midterm exam 1 5 5
Preparation for final exam 1 10 10
Final 1 1 1
Midterm 1 1 1
TOTAL WORKLOAD (hours) 73

Contribution of Learning Outcomes to Programme Outcomes

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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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