| School/Faculty/Institute | Faculty of Economics, Administrative and Social Sciences | ||||
| Course Code | MKTG 335 | ||||
| Course Title in English | Consumer Behavior | ||||
| Course Title in Turkish | Tüketici Davranışı | ||||
| Language of Instruction | EN | ||||
| Type of Course | Flipped Classroom | ||||
| Level of Course | Intermediate | ||||
| Semester | Fall | ||||
| Contact Hours per Week |
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| Estimated Student Workload | 129 hours per semester | ||||
| Number of Credits | 5 ECTS | ||||
| Grading Mode | Standard Letter Grade | ||||
| Pre-requisites |
MKTG 201 - Marketing |
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| Co-requisites | None | ||||
| Expected Prior Knowledge | Basic marketing concepts | ||||
| Registration Restrictions | Only Undergraduate Students | ||||
| Overall Educational Objective | To learn the basic concepts of marketing and consumer behavior, to understand the factors that shape the purchasing decisions of people, and to analyze how the consumption activities contribute to the identities of people and their social environment. | ||||
| Course Description | The study of consumer behavior is one of the essentials in marketing. As a discipline that has deep roots in psychology, marketing has a rich literature and research agenda regarding consumer behavior. Consumer behavior can be considered the most interesting, exciting, and vivid field of research in marketing science. In this context, the purpose of this course is to provide students a solid understanding of the consumer perspective, which encompasses the study of people in the marketplace and their product preferences that are part of their identities. |
Course Learning Outcomes and CompetencesUpon successful completion of the course, the learner is expected to be able to:1) understand why people buy things 2) know that consumption activities contribute to the broader social environment 3) understand the dynamics of consumer learning and motivation 4) analyze consumer decision making and implement the consumer perspective into marketing actions 5) appreciate diversity and discuss marketing approaches in a market that includes a variety of consumer profiles |
| Program Learning Outcomes/Course Learning Outcomes | 1 | 2 | 3 | 4 | 5 |
|---|---|---|---|---|---|
| 1) Thorough knowledge of the major concepts, theoretical perspectives, empirical findings, and historical trends in psychology. | |||||
| 2) Understanding of and ability to apply essential research methods in psychology, including research design, data analysis, and data interpretation. | |||||
| 3) Competence to use critical and creative thinking, skeptical inquiry and a scientific approach to solving problems related to behavior and mental processes. | |||||
| 4) Understanding and ability to apply psychological principles, skills and values in personal, social, and organizational contexts. | |||||
| 5) Ability to weigh evidence, to tolerate ambiguity, and to reflect other values that underpin psychology as a discipline. | |||||
| 6) Internalization and dissemination of professional ethical standards. | |||||
| 7) Demonstration of competence in information technologies, and the ability to use computer and other technologies for purposes related to the pursuit of knowledge in psychology and the broader social sciences. | |||||
| 8) Skills to communicate the knowledge of psychological science effectively, in a variety of formats, in both Turkish and in English (in English, at least CEFR B2 level). | |||||
| 9) Recognition, understanding, and respect for the complexity of sociocultural and international diversity. | |||||
| 10) Recognition for the need for, and the skills to pursue, lifelong learning, inquiry, and self-improvement. | |||||
| 11) Ability to formulate critical hypotheses based on psychological theory and literature, and design studies to test those hypotheses. | |||||
| 12) Ability to acquire knowledge independently, and to plan one’s own learning. | |||||
| 13) Demonstration of advanced competence in the clarity and composition of written work and presentations. |
| N None | S Supportive | H Highly Related |
| Program Outcomes and Competences | Level | Assessed by | |
| 1) | Thorough knowledge of the major concepts, theoretical perspectives, empirical findings, and historical trends in psychology. | N | |
| 2) | Understanding of and ability to apply essential research methods in psychology, including research design, data analysis, and data interpretation. | N | |
| 3) | Competence to use critical and creative thinking, skeptical inquiry and a scientific approach to solving problems related to behavior and mental processes. | H | Exam,HW,Participation |
| 4) | Understanding and ability to apply psychological principles, skills and values in personal, social, and organizational contexts. | N | |
| 5) | Ability to weigh evidence, to tolerate ambiguity, and to reflect other values that underpin psychology as a discipline. | N | |
| 6) | Internalization and dissemination of professional ethical standards. | N | |
| 7) | Demonstration of competence in information technologies, and the ability to use computer and other technologies for purposes related to the pursuit of knowledge in psychology and the broader social sciences. | N | |
| 8) | Skills to communicate the knowledge of psychological science effectively, in a variety of formats, in both Turkish and in English (in English, at least CEFR B2 level). | N | |
| 9) | Recognition, understanding, and respect for the complexity of sociocultural and international diversity. | S | Participation |
| 10) | Recognition for the need for, and the skills to pursue, lifelong learning, inquiry, and self-improvement. | S | HW,Participation |
| 11) | Ability to formulate critical hypotheses based on psychological theory and literature, and design studies to test those hypotheses. | N | |
| 12) | Ability to acquire knowledge independently, and to plan one’s own learning. | S | Exam,HW |
| 13) | Demonstration of advanced competence in the clarity and composition of written work and presentations. | H | Exam,HW |
| Prepared by and Date | ŞİRİN GİZEM KÖSE , May 2023 |
| Course Coordinator | CEYHAN MUTLU |
| Semester | Fall |
| Name of Instructor | Asst. Prof. Dr. ŞİRİN GİZEM KÖSE |
| Week | Subject |
| 1) | Introduction to Consumer Behavior |
| 2) | Consumer Well-Being |
| 3) | Perception |
| 4) | Learning and Memory |
| 5) | Learning and Memory |
| 6) | Motivation and Affect |
| 7) | The Self: Mind, Gender, and Body |
| 8) | Personality, Lifestyles, and Values |
| 9) | Attitudes and Persuasion |
| 10) | Decision Making |
| 11) | Buying, Using, and Disposing |
| 12) | Groups and Social Media |
| 13) | Groups and Social Media |
| 14) | Social Class and Lifestyles Culture and Subcultures |
| 15) | Final Examination Period |
| 16) | Final Examination Period |
| Required/Recommended Readings | Solomon, M.R. (2020). Consumer Behavior; Buying, Having and Being. Global 12th Ed., Pearson Education. (Available Online) | |||||||||||||||
| Teaching Methods | The instructor will summarize and explain the key concepts regarding each week’s topic. Students are expected to actively participate in class discussions. With videos, case studies, and real-life examples, the students will have the chance to expand their perspectives on marketing. Students are expected to share their opinions, ideas, and questions in class. The instructor will facilitate learning as the responsibility of learning falls mainly on students by reading, analyzing, searching for examples, and working with classmates. | |||||||||||||||
| Homework and Projects | None | |||||||||||||||
| Laboratory Work | None | |||||||||||||||
| Computer Use | Technology requirements: MEF University Learning Management System, BlackBoard Collaborate, and other online resources or websites that will be announced or used during the lecture. | |||||||||||||||
| Other Activities | None | |||||||||||||||
| Assessment Methods |
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| Course Administration |
koseg@mef.edu.tr The instructor may act as facilitator for class/group discussions and observe how each student contributes / adds value to the discussed topic. The topic may either cover previous material or assigned new material from videos and book chapters. Homework, if assigned, must be submitted on time and in the requested format. Late submission will not be accepted. This is a flipped course where each student is expected to read assigned material and watch videos in advance, follow class and Blackboard, and actively participate. If you are sick on the day of the exam you need to submit a legitimate doctor’s report explicitly stating that your excuse prevents you from taking the exam in line with university regulations. Academic dishonesty and plagiarism will be subject to the YÖK disciplinary regulation. |
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| Activity | No/Weeks | Hours | Calculation | ||||
| No/Weeks per Semester | Preparing for the Activity | Spent in the Activity Itself | Completing the Activity Requirements | ||||
| Course Hours | 14 | 2 | 3 | 1 | 84 | ||
| Project | 1 | 12 | 3 | 15 | |||
| Homework Assignments | 3 | 8 | 2 | 30 | |||
| Total Workload | 129 | ||||||
| Total Workload/25 | 5.2 | ||||||
| ECTS | 5 | ||||||