Dokuz Eylül University Information Package / Courses Catalog

Description of Individual Course Units

Course Unit Code	Course Unit Title	Type Of Course	D	U	L	ECTS
MRK 4111	CONSUMER BEHAVIOR	ELECTIVE	3	0	0	5

Offered By

BUSINESS ADMINISTRATION

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

ASSOCIATE PROFESSOR SUMEYRA DUMAN

Offered to

BUSINESS ADMINISTRATION

Course Objective

It is aimed to provide students a thorough understanding of consumer behavior and why it is important to learn consumer behavior as 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 buyer 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 and to get more information about Turkish consumers and behavior.
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	Be aware of their responsibilities and actualize the requirements of the course.

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

MRK 2001 - PRINCIPLES OF MARKETING

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
5	CHAPTER 4: Learning and Memory
6	CHAPTER 5: Motivation and Affect
7	ASSIGNMENT-2
8	CHAPTER 6: The Self and Gender Identity
9	CHAPTER 7: Personality, Lifestyles, and Values
10	ASSIGNMENT-3
11	CHAPTER 8: Attitudes and Persuasive Communication
12	ASSIGNMENT-4
13	CHAPTER 9: Decision-Making
14	ASSIGNMENT-5

Recomended or Required Reading

Solomon, Michael R. (2020). Consumer Behavior: Buying, Having, and Being. 13th Edition, New Jersey: Pearson Prentice Hall.

Planned Learning Activities and Teaching Methods

1. Lecture
2. Group Work
3. Presentations
4. Class Discussions
5. Field Study

Assessment Methods

SORTING NUMBER	SHORT CODE	LONG CODE	FORMULA
1	MT	Midterm
2	ASS	Assignment
3	FN	Final
4	FCG	FINAL COURSE GRADE	MT * 0.20 + ASS * 0.40 + FN * 0.40
5	RST	RESIT
6	FCGR	FINAL COURSE GRADE (RESIT)	MT * 0.20 + ASS * 0.40 + RST * 0.40

Further Notes About Assessment Methods

Midterm Exam (20%) = Students will be assessed on their knowledge of concepts and theories through essay-type questions.

Assignments (40 %) = There will be four assignments during the semester and each assignment is worth 10% of the success grade. The assignments that are not presented will not be graded.

Final Exam (40 %) = Students will be assessed on their knowledge of concepts and theories through essay-type questions.

Assessment Criteria

In this course, there will be four assignments during the semester and each assignment is worth 10% of the success grade. The topics of the assignments will be provided to the students by the instructor one week prior the deadline of each assignment. The assignments will be a group work and the number of students in each group will be determined each semester according to the number of students enrolled in the course. Groups will prepare a written report and a presentation which will be submitted to the instructor at the presentation dates. The reports are to be Times New Roman font, 12 sized, 1,5 spaced. The assignments that are not presented will not be graded.

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 ASSESSMENTS OF ASSIGNMENTS:
Understanding the context: Appropriate understanding of the questions/topics determined by the instructor for assignment. (20 points)
Discussion abilities based on given questions/objectives: Discuss the given questions/topics in accordance with the concepts/theories discussed in-class. (20 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 skills: Presentations will be evaluated according to the following criteria (50 points):
a. Having a good command of topic (30 points)
b. Presentation appearance and structure (10 points)
c. Being able to attract the attention of audience (10 points)

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 must obey the time limits of their presentation.

Contact Details for the Lecturer(s)

Associate Professor Sumeyra Duman
Office: 131/B, e-mail: sumeyra.duman@deu.edu.tr

Office Hours

To be announced.

Work Placement(s)