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Information
| Code | PZR262 |
| Name | Consumer Behaviors |
| Term | 2024-2025 Academic Year |
| Semester | 4. Semester |
| Duration (T+A) | 2-0 (T-A) (17 Week) |
| ECTS | 4 ECTS |
| National Credit | 2 National Credit |
| Teaching Language | Türkçe |
| Level | Ön Lisans Dersi |
| Type | Normal |
| Mode of study | Yüz Yüze Öğretim |
| Catalog Information Coordinator | Öğr. Gör.Dr. ARZU SANDALLIOĞLU |
| Course Instructor |
1 2 |
Course Goal / Objective
To reveal the factors affecting consumers in the purchase process, better recognize the target audience,law on consumer rights, recognition companies.
Course Content
1) Defines the concepts that formed the basis of sales and sales management, 2) Explains the process of selling, organizes and manages the process elements, 3) explains basic communication skills (verbal and nonverbal) and shows the objections of these skills in particular and how to adapt the process of management and sales closure, 4) Describes the motivation of the sales force, and shows how to apply the basic concepts, 5) Makes performance evaluation, and shows how they apply to sales force, 6) Analyze and apply successfully closing sales and customer objections
Course Precondition
None
Resources
Tüketici Davranışı ve Pazarlama Stratejileri Global ve Yerel Yaklaşım, Erdoğan Koç, Seçkin Yayıncılık, 2022
Notes
Tüketici Davranışı ve Pazarlama Stratejileri Global ve Yerel Yaklaşım, Erdoğan Koç, Seçkin Yayıncılık, 2022
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | To have basic theoretical and practical knowledge supported by up-to-date information in the field of marketing. |
| LO02 | Gaining the ability to use theoretical and practical knowledge at the basic level in the field of marketing, at the advanced level of the same field or at the same level |
| LO03 | Having the ability to analyze, interpret, question, criticize and search for solutions to any marketing problem at a basic level using the knowledge and skills gained in the field of marketing |
| LO04 | Gain competency to independently perform a basic level of marketing related work |
| LO05 | To be able to take responsibility as individual team member to solve the problems encountered in marketing related applications. |
| LO06 | Be able to carry out activities for the development of the personnel in charge. |
| LO07 | To be able to criticize basic knowledge and skills in marketing, to be able to identify deficiencies and to have the ability to meet these deficiencies |
| LO08 | Having a life-long learning conscious competency. |
| LO09 | To be able to convey the basic knowledge and skills at the level of marketing which are related to marketing through written, oral and visual communication. |
| LO10 | To share ideas and suggestions for solutions to issues related to marketing with experts and non-experts. |
| LO11 | Ability to track information in the field of marketing, to have basic knowledge of foreign languages to communicate with colleagues and individuals, institutions or organizations not of their own nationality |
| LO12 | To be able to use internet technologies, office software at basic level with basic computer usage required by marketing field. |
| LO13 | Having social, scientific, cultural and ethical values in the process of collecting, implementing and reporting any data in the field of marketing |
| LO14 | Having sufficient consciousness about the universality of social rights, social justice, quality and cultural values and environmental protection, business health and security. |
| LO15 | Identify problem areas for marketing and take necessary precautions |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | Have basic theoretical knowledge supported by up-to-date information in the field of marketing. | 5 |
| PLO02 | Bilgi - Kuramsal, Olgusal | Gains the skills to use the basic theoretical and applied knowledge acquired in the field of marketing at an advanced education level in the same field or in a field at the same level. | 4 |
| PLO03 | Bilgi - Kuramsal, Olgusal | Using the knowledge and skills acquired in the field of marketing, he/she will be able to analyze, interpret, question, criticize and find solutions to any marketing problem at a basic level. | 3 |
| PLO04 | Bilgi - Kuramsal, Olgusal | Gains the ability to independently carry out a basic level of marketing related work. | 5 |
| PLO05 | Bilgi - Kuramsal, Olgusal | Take responsibility individually or as a team member to solve problems encountered in marketing-related applications. | 3 |
| PLO06 | Bilgi - Kuramsal, Olgusal | He/she can carry out activities for the development of the personnel he/she is responsible for. | 4 |
| PLO07 | Beceriler - Bilişsel, Uygulamalı | They can criticize the basic knowledge and skills acquired in marketing, have the ability to identify their deficiencies and meet these deficiencies. | 3 |
| PLO08 | Beceriler - Bilişsel, Uygulamalı | Gains lifelong learning awareness. | 4 |
| PLO09 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | He/she can convey his/her thoughts through written, verbal and visual communication at the level of basic knowledge and skills on marketing-related issues. | 3 |
| PLO10 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | He/she can share his/her thoughts on marketing-related issues and solutions to problems with experts and non-experts. | 5 |
| PLO11 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Obtains a basic level of foreign language knowledge to monitor information in the field of marketing and communicate with colleagues and non-nationals. | |
| PLO12 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | With the basic computer use required by the marketing field, internet technologies can use office software at a basic level. | 4 |
| PLO13 | Yetkinlikler - Öğrenme Yetkinliği | Have social, scientific, cultural and ethical values in the stages of collecting any data in the field of marketing, applying it and announcing the results. | 3 |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Consumer behavior and basic concepts | Reading the subject of textbooks | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Gösteri |
| 2 | Foundations and consumer awareness of Marketing | Reading the subject of textbooks | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Gösteri |
| 3 | Effects on perceptions of consumer behavior | Reading the subject of textbooks | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Gösteri |
| 4 | Learning and memory | Reading the subject of textbooks | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Gösteri |
| 5 | Motivation and interests | Reading the subject of textbooks | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Gösteri |
| 6 | Factors affecting consumer ilgilenim | Reading the subject of textbooks | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Gösteri |
| 7 | Attitudes and behavior of functions | Reading the subject of textbooks | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Gösteri |
| 8 | Mid-Term Exam | Midterm exam | Ölçme Yöntemleri: Yazılı Sınav |
| 9 | Coherence and consistency between attitudes | Reading the subject of textbooks | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Gösteri |
| 10 | Changes in consumers' identity and personality assessment | Reading the subject of textbooks | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Gösteri |
| 11 | Brand personality and brand image | Reading the subject of textbooks | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Gösteri |
| 12 | Values, lifestyles and culture | Reading the subject of textbooks | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Gösteri |
| 13 | Reference groups and the role of the family in consumer behavior | Reading the subject of textbooks | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Gösteri |
| 14 | Purchase decision process | Reading the subject of textbooks | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Gösteri |
| 15 | Marketing communication and persuasion techniques | Reading the subject of textbooks | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Gösteri |
| 16 | Term Exams | Final Exam | Ölçme Yöntemleri: Yazılı Sınav |
| 17 | Term Exams | Final Exam | Ölçme Yöntemleri: Yazılı Sınav |
Student Workload - ECTS
| Works | Number | Time (Hour) | Workload (Hour) |
|---|---|---|---|
| Course Related Works | |||
| Class Time (Exam weeks are excluded) | 14 | 2 | 28 |
| Out of Class Study (Preliminary Work, Practice) | 14 | 2 | 28 |
| Assesment Related Works | |||
| Homeworks, Projects, Others | 1 | 0 | 0 |
| Mid-term Exams (Written, Oral, etc.) | 1 | 8 | 8 |
| Final Exam | 1 | 24 | 24 |
| Total Workload (Hour) | 88 | ||
| Total Workload / 25 (h) | 3,52 | ||
| ECTS | 4 ECTS | ||