Information Package / Course Catalogue
| Business Administration (English) (Non-Thesis) | |||||
| Master | Length of the Programme: 1.5 | Number of Credits: 90 | TR-NQF-HE: Level 7 | QF-EHEA: Second Cycle | EQF: Level 7 |
ECTS Course Information Package
| School/Faculty/Institute | Graduate School | ||||
| Course Code | MKTG 533 | ||||
| Course Title in English | Consumer Behavior | ||||
| Course Title in Turkish | Tüketici Davranışı | ||||
| Language of Instruction | EN | ||||
| Type of Course | Ters-yüz öğrenme | ||||
| Level of Course | Seçiniz | ||||
| Semester | Spring | ||||
| Contact Hours per Week |
|
||||
| Estimated Student Workload | 125 hours per semester | ||||
| Number of Credits | 5 ECTS | ||||
| Grading Mode | Standard Letter Grade | ||||
| Pre-requisites | None | ||||
| Co-requisites | None | ||||
| Expected Prior Knowledge | None | ||||
| Registration Restrictions | only graduate 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) Ability to analyse a various range of organizational information, including accounting and finance, operations management, marketing and technology | |||||
| 2) Integration of the organizational functional knowledge in the process of formulation and implementation of long-term strategic goals and objectives | |||||
| 3) Competence in leadership and team membership skills for managing innovation as well as routine processes and activities in organizations | |||||
| 4) Self-exploration through the development and implementation of real business opportunities | |||||
| 5) Awareness of the uncertainty and complexity of global business environments and changing business practices and trends | |||||
| 6) Ability to find ethical, creative, comprehensive solutions to complex organizational problems | |||||
| 7) Integration of management techniques, new business models and analytical tools to decision-making processes | |||||
| 8) Competence in vital managerial and leadership skills, such as critical thinking, business communication, decision making and conflict resolution | |||||
| 9) Ability to communicate in English both verbally and in writing at European Language Portfolio General Level B2. |
Relation to Program Outcomes and Competences
| N None | S Supportive | H Highly Related |
| Program Outcomes and Competences | Level | Assessed by | |
| 1) | Ability to analyse a various range of organizational information, including accounting and finance, operations management, marketing and technology | S | Exam |
| 2) | Integration of the organizational functional knowledge in the process of formulation and implementation of long-term strategic goals and objectives | H | Sunum |
| 3) | Competence in leadership and team membership skills for managing innovation as well as routine processes and activities in organizations | H | Sunum |
| 4) | Self-exploration through the development and implementation of real business opportunities | H | Exam |
| 5) | Awareness of the uncertainty and complexity of global business environments and changing business practices and trends | H | Exam |
| 6) | Ability to find ethical, creative, comprehensive solutions to complex organizational problems | H | Exam |
| 7) | Integration of management techniques, new business models and analytical tools to decision-making processes | H | Exam |
| 8) | Competence in vital managerial and leadership skills, such as critical thinking, business communication, decision making and conflict resolution | S | Exam |
| 9) | Ability to communicate in English both verbally and in writing at European Language Portfolio General Level B2. | N |
| Prepared by and Date | ŞİRİN GİZEM KÖSE , October 2024 |
| Course Coordinator | BÜŞRA AYAN |
| Semester | Spring |
| Name of Instructor | Asst. Prof. Dr. ŞİRİN GİZEM KÖSE |
Course Contents
| 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 Projects Period |
| 16) | Final Projects Period |
| Required/Recommended Readings | Solomon, M.R. (2020). Consumer Behavior; Buying, Having and Being. Global 12th Ed., Pearson Education | |||||||||||||||
| 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 | ||||||||||||||||
| Laboratory Work | ||||||||||||||||
| Computer Use | ||||||||||||||||
| Other Activities | ||||||||||||||||
| Assessment Methods |
|
|||||||||||||||
| Course Administration |
karadagh@mef.edu.tr In this course, active participation is key to learning and applying. Thus the grading of the class participation will be done based on the quality of active student participation and contribution to in-class activities. Students are expected to attend all sessions and be in class on time. When they can not attend due to a sickness (which should require a report from a full facility hospital) or an excuse accepted my MEF regulations, they should inform the instructors by mail. As the feedback and questions are very valuable for making the course a distinctive learning experience, students may visit the instructors during office hours or send e mails, for any course related issues. Academic dishonesty and plagiarism will be subject to the YÖK disciplinary regulation. |
|||||||||||||||
ECTS Student Workload Estimation
| 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 | ||
| Homework Assignments | 2 | 10 | 3 | 26 | |||
| Final Examination | 1 | 12 | 3 | 15 | |||
| Total Workload | 125 | ||||||
| Total Workload/25 | 5.0 | ||||||
| ECTS | 5 | ||||||