Information Package / Course Catalogue
| Business Administration (English) (Thesis) | |||||
| Master | Length of the Programme: 2 | Number of Credits: 120 | TR-NQF-HE: Level 7 | QF-EHEA: Second Cycle | EQF: Level 7 |
Ders Genel Tanıtım Bilgileri
| School/Faculty/Institute | Graduate School of Social Sciences | ||||
| Course Code | MKTG 533 | ||||
| Course Title in English | Consumer Behavior | ||||
| Course Title in Turkish | Tüketici Davranışı | ||||
| Language of Instruction | EN | ||||
| Type of Course | Flipped Classroom | ||||
| Level of Course | Seçiniz | ||||
| Semester | Spring | ||||
| Contact Hours per Week |
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| Estimated Student Workload | 125 hours per semester | ||||
| Number of Credits | 5 ECTS | ||||
| Grading Mode | Standard Letter Grade | ||||
| Pre-requisites | None | ||||
| Expected Prior Knowledge | None | ||||
| Co-requisites | None | ||||
| Registration Restrictions | None | ||||
| 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 Description in Turkish | Tüketici davranışlarının incelenmesi, pazarlamanın temellerinden biridir. Psikoloji alanından derinlemesine etkilenmiş bir disiplin olan pazarlama, tüketici davranışları konusunda zengin bir literatüre ve araştırma gündemine sahiptir. Tüketici davranışı, pazarlama bilimindeki en ilginç, en heyecan verici ve canlı araştırma alanı olarak değerlendirilebilir. Bu bağlamda, bu dersin amacı öğrencilere insanların tüketim davranışlarını ve kimliklerinin bir parçası olarak ürün tercihlerini kapsayan tüketici perspektifini kapsamlı bir şekilde anlamalarını sağlamaktır. |
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 & 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) Development of leadership and team membership skills required 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) Finding ethical, creative, comprehensive solutions to complex organizational problems | |||||
| 7) Demonstrating the ability to integrate management techniques, new business models & analytical tools to decision-making processes | |||||
| 8) Competence in the mastery of 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 & 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 | Presentation |
| 3) | Development of leadership and team membership skills required for managing innovation as well as routine processes and activities in organizations | H | Presentation |
| 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) | Finding ethical, creative, comprehensive solutions to complex organizational problems | H | Exam |
| 7) | Demonstrating the ability to integrate management techniques, new business models & analytical tools to decision-making processes | H | Exam |
| 8) | Competence in the mastery of 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 | , |
| Course Coordinator | CEYHAN MUTLU |
| 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 |
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| Course Administration |
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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 | ||||||