COURSE UNIT TITLE

: CONSUMER BEHAVIOURS

DEGREE PROGRAMMES

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
IPL 5007 CONSUMER BEHAVIOURS COMPULSORY 3 0 0 5

Offered By

Marketing Management

Level of Course Unit

Second Cycle Programmes (Master's Degree)

Course Coordinator

ASSOCIATE PROFESSOR PINAR ÖZKAN

Offered to

Marketing Management

Course Objective

To give students enough intellectual skills to students on interpretetion of which methods and transactions consumer behavior pass at consumer behavior process and usage of the gained interpretations on basic marketing variables

Learning Outcomes of the Course Unit

1   To be able to understand consumer behaviors
2   To be able to understanding factors affecting consumer behavior and the priorities of those factors
3   To be able to gain the ability to view consumer behavior analytically
4   To be able to interpret consumer behavior
5   To be able to convert consumer behavior data to competitive strategies
6   To be able to have knowledge on consumer behavior

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 Introduction and Course Description
2 The concept of consumer behavior, definitions and the importance of consumer behavior in marketing
3 General characteristics of consumer behavior and factors affecting consumer behavior
4 Psychological factors at consumer behavior, learning and the characteristics of learning process
5 Motivation and factors affecting motivation, relating those factors with consumer behavior
6 Perception as an important factor influencing the behavior and the control of consumer behavior at the process of perception
7 Creation of awareness and orientation of consumer behavior as can cretae selective perception
8 Attitudes, Changing negative attitudes and actions related to the development of attitudes in favor of the company
9 Consumer as a social being and socio-cultural factors that influence the behavior of consumers
10 Advisory groups and the place of advisory groups at consumer behavior, the family as the smallest unit of purchasing and decision-making and the role structures of family members
11 Functions of family and types of decision making at family
12 The effects of idea or opinion leaders on consumers, terms of consumers' orientation to new developments consumer behavior process in terms of adoption to innovations
13 The concept of social structure of society and social class, handling of class - consumer behavior from cultural frame, the characteristics of culture and the studies based on culture guidance to consumer behavior
14 Conclusion and Evaluation

Recomended or Required Reading

Solomon, Michael, R. (2007). Consumer Behavior- Buying, Having and Being, (7th Ed.)Englewood Cliffs, NJ: Prentice Hall.
Koç, Erdoğan. (2012). Tüketici Davranışı ve Pazarlama Stratejileri: Global ve Yerel yaklaşım.(4. Baskı) Ankara:Seçkin Yayıncılık.
Batı, Uğur. (2018). Tüketici Davranışları (2. Baskı), Istanbul: Alfa Yayıncılık.

Planned Learning Activities and Teaching Methods

The course will be proccessed heavily with interactive method and discussion method

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 MTE MIDTERM EXAM
2 STT TERM WORK (SEMESTER)
3 FIN FINAL EXAM
4 FCG FINAL COURSE GRADE MTE * 0.30 + STT * 0.30 + FIN* 0.40
5 RST RESIT
6 FCGR FINAL COURSE GRADE (RESIT) MTE * 0.30 + STT * 0.30 + RST* 0.40


Further Notes About Assessment Methods

None

Assessment Criteria

All of the learning outcomes are being measured at the interactive discussion process in the courses

Language of Instruction

Turkish

Course Policies and Rules

To be announced.

Contact Details for the Lecturer(s)

pinar.ozkan@deu.edu.tr

Office Hours

Will be announced at the beginning of semester

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 14 3 42
Preparation for midterm exam 1 20 20
Preparation for final exam 1 25 25
Preparations before/after weekly lectures 14 3 42
Final 1 1 1
Midterm 1 1 1
TOTAL WORKLOAD (hours) 131

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6PO.7PO.8PO.9PO.10PO.11
LO.11
LO.21
LO.31
LO.41
LO.51
LO.61

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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