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
SEC 4059 CONSUMER BEHAVIOUR ELECTIVE 3 0 0 5

Offered By

Gastronomy and Culinary Arts

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

Offered to

Gastronomy and Culinary Arts

Course Objective

The objective of this course is to analyze individual, social and situational factors affecting consumer decision making in tourism sector as well as recent trends and ethical dimension of consumer behaviour in global scale.

Learning Outcomes of the Course Unit

1   To be able to analyze individual factors (personality, life style, motivation, perception etc.) and social factors (culture, sub-culture, social class, reference group, family etc.) affacting consumer behaviour.
2   To be able to analyze factors and processes in consumer decision making.
3   To be able to evaluate consumer behaviour in tourism by analyzing consumer decision making and preference models and steps.
4   To be able to acquire competencies to conduct research on consumer behaviour in tourism.
5   To be able to defend the rights and protection of consumer and the practice socially responsible marketing
6   To be able to apply the knowledge acquired in tourist behaviour to tourism marketing management.

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 Consumer Behaviour and Marketing Strategies
2 Perception, Learning, Memory
3 Motivation, Affect and Attitudes
4 Personality, Values and Lifestyles
5 Socio-cultural Effects and Reference Groups
6 Consumer Behaviour Models
7 Midterm Exam
8 Midterm Exam
9 Tourist Behaviour Typologies and Marketing Strategies
10 Consumer Decision Making Process
11 Pre-Purchase and Post-Purchase Stages in Buying Behaviour
12 Destination Selection
13 Marketing Communication and Persuasion
14 Research Methodologies in Tourist Behaviour
15 Final Exam
16 Final Exam

Recomended or Required Reading

Main Reference:
Michael R. Solomon (2020).Tüketici Davranışları: Satın Alma Sahip Olma ve Varoluş. Nobel Akademik Yayıncılık

Other References:
Yavuz Odabaşı ve Gülfidan Barış (2003). Tüketici Davranışı. Mediacat Yayıncılık
Erdoğan Koç (2016). Tüketici Davranışı ve Pazarlama Stratejileri:Global ve Yerel Yaklaşım. Seçkin Yayıncılık

Planned Learning Activities and Teaching Methods

1. Lectures
2. Case Study
3. In-class discussions

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 VZ Vize
2 FN Final
3 BNS BNS VZ*0.40+FN * 0.60
4 BUT Bütünleme Notu
5 BBN Bütünleme Sonu Başarı Notu VZ*0.40+BUT * 0.60


Further Notes About Assessment Methods

1.Midterm: Midterm consist of chapters in the syllabus and weekly homeworks (%40)
2. Final : Consists of all the chapters in the syllabus and students will be responsible from all case studies and discussions in the class (%60).

Assessment Criteria

1. Midterm exam
2. Final exam
3. In-class discussions

Language of Instruction

Turkish

Course Policies and Rules

Attending at least 70 percent of lectures is mandatory. The instructor have the right to make practical examinations. Lecturers have the right to give homework. The students are subject to the principles of faculty teaching and examination principles.

Contact Details for the Lecturer(s)

humeyra.dogru@deu.edu.tr, 0232 301 82 97

Office Hours

Tuesday 15:00-16:00

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 12 3 36
Preparations before/after weekly lectures 12 4 48
Preparation for midterm exam 1 20 20
Preparation for final exam 1 25 25
Midterm 1 2 2
Final 1 2 2
TOTAL WORKLOAD (hours) 133

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6PO.7PO.8PO.9PO.10PO.11PO.12
LO.111
LO.2111
LO.31
LO.411
LO.511
LO.6

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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