COURSE UNIT TITLE

: CONSUMER BEHAVIOR IN DIGITAL PLATFORMS

DEGREE PROGRAMMES

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
ELECTIVE

Offered By

Electronic Trade

Level of Course Unit

Second Cycle Programmes (Master's Degree)

Course Coordinator

PROFESSOR DOCTOR BERRIN ONARAN

Offered to

Electronic Trade

Course Objective

The main aim of the course is to examine consumer behaviors in the digital platforms. In this direction, personal and environmental factors such as perception, learning, attitude, motivation, personality, lifestyle, family, social groups, culture, demographic characteristics affecting consumer behaviors in digital environment and theories explaining consumer behaviors are discussed. In addition, consumers' purchasing behavior in digital environment is examined in detail.

Learning Outcomes of the Course Unit

1   Being able to to define the properties of digital consumer
2   Ability to explain the factors affecting consumer behavior in the digital environment
3   Being able to list the stages of the consumer buying process in the digital environment
4   Being able to create strategies that can affect consumer behavior in the digital environment
5   Ability to exemplify theories explaining consumer behavior in a digital environment

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 Consumption phenomenon and consumption purposes
2 Consumer in the digital economy
3 What is consumer behavior and its relationship with other branches of science
4 Consumer behavior models
5 Psychological factors affecting consumer behavior in the digital environment: Perception and perception process
6 Psychological factors affecting consumer behavior in the digital environment: Selective perception, perception and risk, subconscious perception and errors in perceptual interpretation.
7 Psychological factors affecting consumer behavior in the digital environment: Learning and learning theories
8 Midterm exam
9 Psychological factors affecting consumer behavior in the digital environment: Motivation
10 Psychological factors affecting consumer behavior in the digital environment: Attitudes
11 Psychological factors affecting consumer behavior in the digital environment: Self and personality
12 Sociological factors affecting consumer behavior in the digital environment: Values and lifestyles
13 Sociological factors affecting consumer behavior in the digital environment: Culture
14 Sociological factors affecting consumer behavior in the digital environment: Reference groups, family and gender
15 Digital consumer purchasing decision process

Recomended or Required Reading

Main source:
Erdoğan Koç, (2019), Consumer Behavior and Marketing Strategies, 8 Edition, Seçkin Publishing, Ankara.
Suplementary resources:
Dave Chaffey, Fiona Ellis-Chadwick, Richard Mayer, Kevin Johnston,(2009), Internet Marketing, Strategy, Implementation and Practice, 4th. Edition, Pearson Education Limited.
Ibrahim Kırcova, (2012), Internet marketing, Beta publications, Istanbul.
Mehmet Marangoz, (2014), Internet Marketing, Beta publications, Istanbul.
Angelina Close Scheinbaum, (2012)Online Consumer Behavior: Theory and Research in Social Media, Advertising, and E-tail, Taylor & Francis.

Planned Learning Activities and Teaching Methods

1. Lecture
2. Discussion with case studies

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


Further Notes About Assessment Methods

None

Assessment Criteria

5 learning outcomes will be measured through midterm, homework / presentation and final exams and the progress of the student in reaching these learning outcomes with in-class applications will be followed.

Language of Instruction

Turkish

Course Policies and Rules

1. Attending at least 70 percent of lectures is mandatory.
2. Students are expected tp participate actively in class discussions.
3. Students are expected to attend to classes on time.

Contact Details for the Lecturer(s)

E-mail: berrin.onaran@deu.edu.tr
Phone: 0.232.3012550

Office Hours

Monday: 15.00-16.00

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 14 3 42
Preparation for midterm exam 1 8 8
Preparation for final exam 1 15 15
Preparations before/after weekly lectures 14 4 56
Midterm 1 1 1
Final 1 1 1
TOTAL WORKLOAD (hours) 123

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.411
LO.51

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

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