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Information
| Code | MG3809 |
| Name | Consumer Behavior |
| Term | 2023-2024 Academic Year |
| Term | Fall and Spring |
| Duration (T+A) | 4-0 (T-A) (17 Week) |
| ECTS | 8 ECTS |
| National Credit | 4 National Credit |
| Teaching Language | Türkçe |
| Level | Doktora Dersi |
| Type | Normal |
| Mode of study | Yüz Yüze Öğretim |
| Catalog Information Coordinator | Prof. Dr. SERAP ÇABUK |
| Course Instructor |
1 |
Course Goal / Objective
The aim of this course is to get students to comprehend consumers, consumer decision process, buying process and the factors of these processes.
Course Content
This course consists of the subjects of consumer decision process, internal and external factors of this process.
Course Precondition
There are no prerequisites for the course.
Resources
Journal of Consumer Behaviour, Journal of Marketing, Journal of Consumer Research, Journal of the Academy of Marketing Science etc.
Notes
Current and core articles.
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Learns the role of psychological and socio-cultural factors in consumer behaviour. |
| LO02 | Has ability to develop effective marketing strategies by understaing the role of psychological factors in consumer buying process. |
| LO03 | Has the ability to develop effective marketing strategies by understanding the effects of socio-cultural factors in the consumer purchasing process. |
| LO04 | Analyzes the task of marketing and marketing management from a behavioral perspective. |
| LO05 | Can sugggest solutions for marketing and consumer behavior problems that are vital for organizations. |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | Explains the classical, modern and postmodern theories of marketing science. | 4 |
| PLO02 | Bilgi - Kuramsal, Olgusal | Defines scientific methods and tools used in marketing. | |
| PLO03 | Beceriler - Bilişsel, Uygulamalı | Develops research models by determining the variables related to the subjects of marketing science. | 4 |
| PLO04 | Beceriler - Bilişsel, Uygulamalı | Can interpret the results obtained by applying the research models based on the marketing theories. | 4 |
| PLO05 | Beceriler - Bilişsel, Uygulamalı | Can produce solutions to the problems faced by today's marketing profession groups with appropriate methods. | |
| PLO06 | Beceriler - Bilişsel, Uygulamalı | Can implement the basic steps of the methods used in the field of marketing. | |
| PLO07 | Beceriler - Bilişsel, Uygulamalı | Can develop solutions by using the knowledge gained in the field of marketing. | |
| PLO08 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Can work effectively by taking responsibility in individual and/or team work. | 5 |
| PLO09 | Yetkinlikler - Öğrenme Yetkinliği | Keeps track of the latest developments in the field as a recognition of the need for lifelong learning and constant renewal. | 5 |
| PLO10 | Yetkinlikler - Öğrenme Yetkinliği | Utilizes scientific sources in the field, collect the data, synthesizes the obtained information and presents the outcomes effectively. | 5 |
| PLO11 | Yetkinlikler - Öğrenme Yetkinliği | Can use information and communication technologies to access, analyze and interpret information in the field of marketing. | 4 |
| PLO12 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Can present information, comments and suggestions related to the field of study in written and orally in accordance with the requirements of academic and business life. | 5 |
| PLO13 | Yetkinlikler - Alana Özgü Yetkinlik | Can develop and apply original research methods and tools that will contribute to the development of the field of marketing. | 5 |
| PLO14 | Yetkinlikler - Alana Özgü Yetkinlik | Acts in accordance with the ethical and legal issues encountered in the field of marketing science and marketing profession. | |
| PLO15 | Yetkinlikler - Alana Özgü Yetkinlik | Gains awareness of social, cultural and environmental issues. | 4 |
| PLO16 | Yetkinlikler - Alana Özgü Yetkinlik | Forms the basis for the decision-making process of organizations and practitioners. |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Introduction to Consumer Behavior | Reading related parts from course sources | Öğretim Yöntemleri: Anlatım, Tartışma |
| 2 | Consumer Behavior Models and Consumer Behavior-Marketing Strategies Relationship | Reading related parts from course sources | Öğretim Yöntemleri: Anlatım, Tartışma |
| 3 | Learning and Memory | Reading related parts from course sources | Öğretim Yöntemleri: Anlatım, Tartışma |
| 4 | Motivation and Involvement | Reading related parts from course sources | Öğretim Yöntemleri: Anlatım, Tartışma |
| 5 | Sensations and Perception | Reading related parts from course sources | Öğretim Yöntemleri: Anlatım, Tartışma |
| 6 | Attitudes and Emotions | Reading related parts from course sources | Öğretim Yöntemleri: Anlatım, Tartışma |
| 7 | Personality and Ego | Reading related parts from course sources | Öğretim Yöntemleri: Anlatım, Tartışma |
| 8 | Mid-Term Exam | Preparing for exam | Öğretim Yöntemleri: Bireysel Çalışma |
| 9 | Values and Life-Style | Reading related parts from course sources | Öğretim Yöntemleri: Anlatım, Tartışma |
| 10 | Family, Group Dynamics, Reference Groups | Reading related parts from course sources | Öğretim Yöntemleri: Anlatım, Tartışma |
| 11 | Personal Effects and Diffusion of Innovations | Reading related parts from course sources | Öğretim Yöntemleri: Anlatım, Tartışma |
| 12 | Social Class | Reading related parts from course sources | Öğretim Yöntemleri: Anlatım, Tartışma |
| 13 | Culture and Subculture | Reading related parts from course sources | Öğretim Yöntemleri: Anlatım, Tartışma |
| 14 | Consumer Buying Process | Reading related parts from course sources | Öğretim Yöntemleri: Anlatım, Tartışma |
| 15 | Consumer Behavior in the Digital Age | Reading related parts from course sources | Öğretim Yöntemleri: Anlatım, Tartışma |
| 16 | Term Exams | Preparing for exam | Öğretim Yöntemleri: Bireysel Çalışma |
| 17 | Term Exams | Preparing for exam | Öğretim Yöntemleri: Bireysel Çalışma |
Student Workload - ECTS
| Works | Number | Time (Hour) | Workload (Hour) |
|---|---|---|---|
| Course Related Works | |||
| Class Time (Exam weeks are excluded) | 14 | 4 | 56 |
| Out of Class Study (Preliminary Work, Practice) | 14 | 8 | 112 |
| Assesment Related Works | |||
| Homeworks, Projects, Others | 2 | 4 | 8 |
| Mid-term Exams (Written, Oral, etc.) | 1 | 12 | 12 |
| Final Exam | 1 | 24 | 24 |
| Total Workload (Hour) | 212 | ||
| Total Workload / 25 (h) | 8,48 | ||
| ECTS | 8 ECTS | ||