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
PAZ 4207 CONSUMER BEHAVIOR COMPULSORY 3 0 0 3

Offered By

Marketing

Level of Course Unit

Short Cycle Programmes (Associate's Degree)

Course Coordinator

PROFESSOR DOCTOR BERRIN ONARAN

Offered to

TOURISM AND HOSPITALITY MANAGEMENT
Marketing
Marketing
TOURISM AND HOSPITALITY MANAGEMENT (Evening)

Course Objective

To be able to develop marketing strategies suitable for different purchasing decisions and behaviors by recognizing the behaviors of consumers during the purchasing process and the factors that affect these behaviors.

Learning Outcomes of the Course Unit

1   To relate the consumption phenomenon to different consumption purposes
2   To explain the reasons for consumer behavior that occurs before and after the consumption process
3   To explain internal and external factors affecting consumer behavior with examples.
4   To analyze models that explain consumer behavior
5   To strategically evaluate the stages of the consumer purchasing decision process

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 Consumption phenomenon, Needs and Desires, Meanings attributed to products
2 What is consumer behavior, why is it important, and 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 behaviour
7 Attitudes 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 behaviour
13 Family and gender in consumer behavior
14 Consumer purchasing decision types
15 Consumer purchasing decision process

Recomended or Required Reading

Textbook(s):
Erdoğan, Koç, Tüketici Davranışı ve Pazarlama Stratejileri, Seçkin Publishing, Ankara, 2019.
Supplementary Book(s):
Rıdvan Karalar, Çağdaş Tüketici Davranışı, Meta Publishing, Izmir, 2009.
Yavuz Odabaşı, Tüketici Davranışı, 2. Basım, MediaCat Publishing, Istanbul, 2011
A.Hamdi Islamoğlu, Remzi Altunışık, Tüketici Davranışları, Beta Publishing, Istanbul, 2017.

Planned Learning Activities and Teaching Methods

1. Lecture
2. Concrete examples

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 MTE MIDTERM EXAM
2 FN Final
3 FCG FINAL COURSE GRADE VZ*0.40 + FN* 0.60
4 RST RESIT
5 FCGR FINAL COURSE GRADE (RESIT) VZ*0.40 + BUT* 0.60


Further Notes About Assessment Methods

None

Assessment Criteria

5 learning outcomes will be measured through midterm and final exams to determine whether the ability to understand and explain the basic concepts, factors and models related to consumer behavior and to apply them to marketing strategies has been gained.

Language of Instruction

Turkish

Course Policies and Rules

It is mandatory to attend 70% of the course.

Contact Details for the Lecturer(s)

E-mail: berrin.onaran@deu.edu.tr
Tel: 0 232 3012550

Office Hours

Monday 14.00-15.30

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 15 15
Final 1 1 1
Midterm 1 1 1
TOTAL WORKLOAD (hours) 78

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.21111
LO.3111
LO.4111
LO.51111

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

HOME / ABOUT US / DEGREE PROGRAMMES / GENERAL INFORMATION FOR STUDENTS / INTERNATIONAL RELATIONS