COURSE INTRODUCTION AND APPLICATION INFORMATION

Course Name
Consumer Behavior
Code
Semester
Theory
(hour/week)
Application/Lab
(hour/week)
Local Credits
ECTS
MTOI 230
Fall/Spring
3
0
3
5
Prerequisites
None
Course Language
Turkish
Course Type
Service Course
Course Level
Short Cycle
Mode of Delivery -
Teaching Methods and Techniques of the Course
Course Coordinator -
Course Lecturer(s)
Assistant(s) -
Course Objectives The aim of this course is to gain an understanding regarding to the concepts and theories of consumer behavior. The aim is to inform students about main internal and external factors affecting the consumer buying behaviour and decisions.
Learning Outcomes The students who succeeded in this course;
  • Will be able to explain the relationship between marketing and consumer behavior.
  • Will be able to explain the consumer decision process.
  • Will be able to discuss the impact of digital revolution on consumer decision making process and consumer behavior.
  • Will be able to evaluate marketing tasks and the basic functions
  • Will be able to offer solutions to problems that companies face with.
Course Description The role of consumer behavior in marketing; consumer psychology, neuroscience, anthropology and sociology; consumer buying behavior and digital consumption and markets will be the main topics of the course.
Related Sustainable Development Goals

 



Course Category

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

 

WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

Week Subjects Required Materials
1 Introduction to the course Lecture Notes
2 Consumption society and consumer culture
3 Consumer behavior theory
4 Consumer Psychology: Perception Koç, E. (2012). Algılama. In Tüketici davranışı ve pazarlama stratejileri: Global ve yerel yaklaşım. İstanbul: Seçkin.
5 Consumer Psychology: Learning & Memory Koç, E. (2012). Öğrenme ve hafıza. In Tüketici davranışı ve pazarlama stratejileri: Global ve yerel yaklaşım. İstanbul: Seçkin.
6 Consumer Psychology: Motivation & Involvement Koç, E. (2012). Motivasyon ve İlgilenim. In Tüketici davranışı ve pazarlama stratejileri: Global ve yerel yaklaşım. İstanbul: Seçkin.
7 Consumer Psychology: Attitudes Koç, E. (2012). Tutumlar. In Tüketici davranışı ve pazarlama stratejileri: Global ve yerel yaklaşım. İstanbul: Seçkin.
8 Midterm Exam
9 Consumer Psychology: Self and Personality Koç, E. (2012). Benlik ve kişilik. In Tüketici davranışı ve pazarlama stratejileri: Global ve yerel yaklaşım. İstanbul: Seçkin.
10 Consumer Neuroscience Kılınç, O. E., & Yavuz, Ö. (2016). “Nöro pazarlama”ya giriş. İstanbul: Ortak İleişim.
11 Consumer anthropology: Values, lifestyles and culture Kılınç, O. E., & Yavuz, Ö. (2016). “Nöro pazarlama”ya giriş. İstanbul: Ortak İleişim.
12 Consumer Sociology: Reference Groups, Family & Gender Koç, E. (2012). Değerler, yaşam biçimleri ve kültür. In Tüketici davranışı ve pazarlama stratejileri: Global ve yerel yaklaşım. İstanbul: Seçkin.
13 Consumer purchase decision process
14 Student presentations
15 Review of the semester
16 Final Exam
Course Notes/Textbooks

Koç, E. (2012). Tüketici davranışı ve pazarlama stratejileri: Global ve yerel yaklaşım. İstanbul: Seçkin.
Suggested Readings/Materials

Kılınç, O. E., & Yavuz, Ö. (2016). “Nöro pazarlama”ya giriş. İstanbul: Ortak İleişim.

 

EVALUATION SYSTEM

Semester Activities Number Weigthing
Participation
Laboratory / Application
Field Work
Quizzes / Studio Critiques
Portfolio
Homework / Assignments
Presentation / Jury
Project
Seminar / Workshop
Oral Exam
Midterm
2
60
Final Exam
1
40
Total

Weighting of Semester Activities on the Final Grade
2
60
Weighting of End-of-Semester Activities on the Final Grade
1
40
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
15
2
30
Field Work
Quizzes / Studio Critiques
Portfolio
Homework / Assignments
Presentation / Jury
Project
Seminar / Workshop
Oral Exam
Midterms
2
15
Final Exams
1
20
    Total
128

 

COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP

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

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