Information Package / Course Catalogue
MKTG 335 Consumer Behavior
MEF University
Degree Programs
Business Administration
General Information For Students
Diploma SupplementErasmus Policy Statement
Business Administration
Bachelor Length of the Programme: 4 Number of Credits: 240 TR-NQF-HE: Level 6 QF-EHEA: First Cycle EQF: Level 6

Ders Genel Tanıtım Bilgileri

School/Faculty/Institute Faculty of Econ., Admin. 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
Lecture: 3 Recitation: Lab: Other:
Estimated Student Workload 129 hours per semester
Number of Credits 5 ECTS
Grading Mode Standard Letter Grade
Pre-requisites MKTG 201 - Marketing
Expected Prior Knowledge Basic marketing concepts
Co-requisites None
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 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 Competences

Upon 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) Has a broad foundation and intellectual awareness with exposure to mathematics, history, economics, and social sciences
2) Demonstrates knowledge and skills in different functional areas of business (accounting, finance, operations, marketing, strategy, and organization) and an understanding of their interactions within various industry sectors
3) Applies theoretical knowledge as well as creative, analytical, and critical thinking to manage complex technical or professional activities or projects
4) Exhibits an understanding of global, environmental, economic, legal, and regulatory contexts for business sustainability
5) Demonstrates individual and professional ethical behavior and social responsibility
6) Demonstrates responsiveness to ethnic, cultural, and gender diversity values and issues
7) Uses written and spoken English effectively (at least CEFR B2 level) to communicate information, ideas, problems, and solutions
8) Demonstrates skills in data and information acquisition, analysis, interpretation, and reporting
9) Displays computer proficiency to support problem solving and decision-making
10) Demonstrates teamwork, leadership, and entrepreneurial skills
11) Displays learning skills necessary for further study with a high degree of autonomy

Relation to Program Outcomes and Competences

N None S Supportive H Highly Related
     
Program Outcomes and Competences Level Assessed by
1) Has a broad foundation and intellectual awareness with exposure to mathematics, history, economics, and social sciences S Exam
2) Demonstrates knowledge and skills in different functional areas of business (accounting, finance, operations, marketing, strategy, and organization) and an understanding of their interactions within various industry sectors H Presentation
3) Applies theoretical knowledge as well as creative, analytical, and critical thinking to manage complex technical or professional activities or projects H Presentation
4) Exhibits an understanding of global, environmental, economic, legal, and regulatory contexts for business sustainability H Exam
5) Demonstrates individual and professional ethical behavior and social responsibility H Exam
6) Demonstrates responsiveness to ethnic, cultural, and gender diversity values and issues H Exam
7) Uses written and spoken English effectively (at least CEFR B2 level) to communicate information, ideas, problems, and solutions H Exam
8) Demonstrates skills in data and information acquisition, analysis, interpretation, and reporting S Exam
9) Displays computer proficiency to support problem solving and decision-making N
10) Demonstrates teamwork, leadership, and entrepreneurial skills H Presentation
11) Displays learning skills necessary for further study with a high degree of autonomy H Exam
Prepared by and Date ŞİRİN GİZEM KÖSE , May 2023
Course Coordinator CEYHAN MUTLU
Semester Fall
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 Examination Period
16) Final Examination Period
Required/Recommended ReadingsSolomon, M.R. (2020). Consumer Behavior; Buying, Having and Being. Global 12th Ed., Pearson Education. (Available Online)
Teaching MethodsThe 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 WorkNone
Computer UseTechnology requirements: MEF University Learning Management System, BlackBoard Collaborate, and other online resources or websites that will be announced or used during the lecture.
Other ActivitiesNone
Assessment Methods
Assessment Tools Count Weight
Attendance 1 % 20
Homework Assignments 3 % 40
Project 1 % 40
TOTAL % 100
Course Administration koseg@mef.edu.tr

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
Project 1 12 3 15
Homework Assignments 3 8 2 30
Total Workload 129
Total Workload/25 5.2
ECTS 5