COURSE INTRODUCTION AND APPLICATION INFORMATION

Course Name
Consumer Behaviour
Code
Semester
Theory
(hour/week)
Application/Lab
(hour/week)
Local Credits
ECTS
BA 320
Fall/Spring
3
0
3
6
Prerequisites
None
Course Language
English
Course Type
Elective
Course Level
First Cycle
Mode of Delivery -
Teaching Methods and Techniques of the Course Discussion
Group Work
Q&A
Lecturing / Presentation
Course Coordinator
Course Lecturer(s)
Assistant(s)
Course Objectives This course aims to provide students a comprehensive view on final consumers. It teaches to look deeper into consumers’ world by focusing on the psychological, sociological, and cultural aspects of consumption.
Learning Outcomes The students who succeeded in this course;
  • analyze the socio-cultural factors that are influencing consumers before purchase.
  • discuss the perception and motivation processes of consumption.
  • describe the relationship between identity and consumption.
  • explain the factors affecting consumer attitudes and consumers during shopping.
  • discuss the decision making process of consumers and the different stages of the process of consumption.
  • explain the effects of social class, subculture and culture on consumers.
  • discuss how consumer behavior can be affected by different marketing strategies.
Course Description Moving from micro to macro topics, perception, learning, motivation, personality and lifestyle, attitudes, identities, decision making mechanisms and social and cultural interactions of consumers are the main topics of this course. Different dimensions of consumption before, during and after purchasing are investigated.
Related Sustainable Development Goals

 



Course Category

 Core Courses
Major Area Courses
Supportive Courses
X
Media and Managment Skills Courses
Transferable Skill Courses

 

WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

Week Subjects Required Materials
1 Introduction to the course and discussion of requirements; Foundations and main concepts of Consumer Behavior Syllabus Review Solomon, M.R. (2017), Consumer Behavior: Buying, Having, and Being, Global Edition (12e): Pearson Education Chapter 1
2 Foundations of Consumer Behavior; Consumer Behavior as a Process + Forming the project groups Syllabus Review Solomon, M.R. (2017), Consumer Behavior: Buying, Having, and Being, Global Edition (12e): Pearson Education Chapter 1
3 Perception + Forming the project groups Solomon, M.R. (2017), Consumer Behavior: Buying, Having, and Being, Global Edition (12e): Pearson Education Chapter 3
4 Learning and Memory Solomon, M.R. (2017), Consumer Behavior: Buying, Having, and Being, Global Edition (12e): Pearson Education Chapter 4
5 Motivation Solomon, M.R. (2017), Consumer Behavior: Buying, Having, and Being, Global Edition (12e): Pearson Education Chapter 5
6 The Self: Mind, Gender and Body Solomon, M.R. (2017), Consumer Behavior: Buying, Having, and Being, Global Edition (12e): Pearson Education Chapter 6
7 MIDTERM EXAM (Date to be confirmed)
8 Attitude and Persuasive Communications Solomon, M.R. (2017), Consumer Behavior: Buying, Having, and Being, Global Edition (12e): Pearson Education Chapter 8
9 Decision Making Process Solomon, M.R. (2017), Consumer Behavior: Buying, Having, and Being, Global Edition (12e): Pearson Education Chapter 9
10 Buying and Disposing + Assignment / Case (date tbc) Solomon, M.R. (2017), Consumer Behavior: Buying, Having, and Being, Global Edition (12e): Pearson Education Chapter 10
11 Groups and Social Media Solomon, M.R. (2017), Consumer Behavior: Buying, Having, and Being, Global Edition (12e): Pearson Education Chapter 11
12 Income and Social Class Solomon, M.R. (2017), Consumer Behavior: Buying, Having, and Being, Global Edition (12e): Pearson Education Chapter 12
13 Subcultures; Project Presentations Solomon, M.R. (2017), Consumer Behavior: Buying, Having, and Being, Global Edition (12e): Pearson Education Chapter 13
14 Effects of Culture; Project Presentations Solomon, M.R. (2017), Consumer Behavior: Buying, Having, and Being, Global Edition (12e): Pearson Education Chapter 14
15 Semester Review
16 Semester Review
Course Notes/Textbooks

Solomon, M.R. (2017), Consumer Behavior: Buying, Having, and Being, Global Edition(12e), Pearson Education

 

 

 

 
Suggested Readings/Materials
  • Hawkins and Mothersbaugh (2013),Consumer Behavior: Building Marketing Strategy (12e), McGraw Hill ISBN: 9780073530048
  • Parsons, Maclaran and Chatzidakis (2018), Contemporary Issues in Marketing and Consumer Behavior, Routledge ISBN: 9780415826914
  • Other assigned readings and cases

 

EVALUATION SYSTEM

Semester Activities Number Weighting
Participation
Laboratory / Application
Field Work
Quizzes / Studio Critiques
Portfolio
Homework / Assignments
1
20
Presentation / Jury
1
20
Project
1
20
Seminar / Workshop
Oral Exam
Midterm
1
40
Final Exam
Total

Weighting of Semester Activities on the Final Grade
4
100
Weighting of End-of-Semester Activities on the Final Grade
Total

ECTS / WORKLOAD TABLE

Semester Activities Number Duration (Hours) Workload
Course Hours
(Including exam week: 16 x total hours)
16
3
48
Laboratory / Application Hours
(Including exam week: 16 x total hours)
16
Study Hours Out of Class
14
2
28
Field Work
Quizzes / Studio Critiques
Portfolio
Homework / Assignments
1
20
Presentation / Jury
1
15
Project
1
25
Seminar / Workshop
Oral Exam
Midterms
1
35
Final Exams
    Total
171

 

COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP

#
 Program Competencies/Outcomes
* Contribution Level
1
2
3
4
5
1

To be able to develop and design a collection independently.

 X
2

To be able to do maintain a design research individually or as a team.

 X
3

To be able to develop entrepreneurship- and managerial skills for a future professional practice.

 X
4

To be able to understand, interpret and apply theoretical knowledge in fashion and textile design.

 X
5

To be able to analyze and integrate the particular local and regional needs and of their profession.

 X
6

To be able to obtain a multidisciplinary point of view, follow and analyze the new issues, changes and trends in contemporary design and art in such a way that they can be integrated into design practice.

 X
7

To be able to apply industrial requirements, knowledge of material & usage and know-how knowledge in the creation of high quality fashion products.

 X
8

To be able to use digital information and communication technologies at a level that is adequate to the discipline of fashion and textile design.

 X
9

To be able to develop an ongoing analytical and professional approach to academic and design research.

 X
10

To be able to recognize the need and importance of a personal lifelong learning attitude towards their chosen area of interest.

 X
11

To be able to collect data in the areas of fashion and textile design and communicate with colleagues in a foreign language ("European Language Portfolio Global Scale", Level B1).

 X
12

To be able to speak a second foreign at a medium level of fluency efficiently.

 X
13

To be able to relate the knowledge accumulated throughout the human history to their field of expertise.

 X

*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest