Consumer Behavior

Course Code: 
BBA 362
Course Type: 
Area Elective
P: 
3
Application: 
0
Credits: 
3
ECTS: 
6
Prerequisite Courses: 
Course Language: 
İngilizce
Course Objectives: 
The objectives of this course are: • Understanding who the consumer is and what the consumption decision making models are, • Understanding the very basic concepts like perception, learning, communication, motivation, personality and attitude formation which are significant in consumption decisions, • Understanding the research techniques needed at least to search about the issues listed above,
Course Content: 

How to define and search about consumers in the process of understanding and classifying them so that marketing strategies / product/services can be customized to reach the final objective of customer satisfaction.

Course Methodology: 
1: Lecture, 2: Question-Answer, 3: Discussion, 9: Simulation, 12: Case Study
Course Evaluation Methods: 
A: Testing, B: Homework, C: Performance

Vertical Tabs

Course Learning Outcomes

Learning Outcomes

Program Learning Outcomes

Teaching Methods

Assessment Methods

Explains- basic marketing and consumption decision making concepts

1

1,2,3

A

Identify advantages and limitation of different consumer research techniques

9, 14

1,2,3

A

Analyze certain personality traits to identify /use the motivation techniques for different consumer segments 

1, 2

1,2,3

A

Explore strategies for both attitude formation and attitude change in the process of product/service positioning

1, 2

1,2,3

A

Has awareness about national value systems and origins and impact of culture in consumption patterns

1

1,2,3

A

 

 

Course Flow

Week

Topics

Study Materials

1

Introduction to Consumer Behavior and review of the syllabus

 

2

Buyer, Having  and Being. Trends of consumer behavior

Textbook and articles

3

Perception

Textbook and articles and videos

4

Learning and Memory

Textbook and articles

5

Motivation and Values

Textbook and articles and videos

6

Midterm exam

 

7

The Self

Textbook and articles

8

Personality and Life Styles

Textbook and articles

9

Consumer Attitude Formation and Attitude Change

Textbook and articles

10

Attitudes and Persuasion

Textbook and articles and videos

11

Decision Making

Textbook

12

Buying and Disposing

Textbook and articles

13

Organizational and Household Decision Making

Textbook

14

Term Project presentation

 

15

Term Project presentation

 

16

Final Exam

 

 
 

Recommended Sources

Textbook

Consumer Behavior: Buying, Having and Being

Michael Solomon

Prentice Hall ISBN: 0-13-123011-5

Additional Resources

Consumer Behavior 9.Ed.

Leon Schiffman and Leslie Lazur Kanuk

Prentice Hall  ISBN: 0-13-049175-6

 
 

Material Sharing

Documents

 

Assignments

Term project and homeworks

Exams

Midterm and final

 
 

Assessment

IN-TERM STUDIES

NUMBER

PERCENTAGE

Mid-terms

1

60%

Assignment and term project

2

40%

Total

 

100

CONTRIBUTION OF FINAL EXAMINATION TO OVERALL GRADE

 

50

CONTRIBUTION OF IN-TERM STUDIES TO OVERALL GRADE

 

50

Total

 

100

 

 

COURSE CATEGORY

Expertise/Field Courses

 
 

Course’s Contribution to Program

No

Program Learning Outcomes

Contribution

1

2

3

4

5

1

Students should demonstrate their knowledge of the essential body of knowledge in business management (functions of management: organization theory: policy and strategy: information, technology and operations management; human capital management; accounting; finance; marketing; economics; and an integrated perspective).

   

X

   

2

Students should demonstrate their ability to construct strategy, make organizational decisions and define the required processes to execute these decisions by utilizing the concept and knowledge in business management and by considering cultural and ethical values.

 

 

   

X

3

Students should demonstrate the ability to understand the dynamics of global business environment; follow the changes and improvements and understanding the importance of flexibility and creativity in the changing global business world

     

X

 

4

Students should demonstrate their comprehension of basic economics, law and social sciences which shape the global business environment and their ability to make decisions via these knowledge.

 

X

     

5

Students should demonstrate their ability to communicate effectively and work in harmony with members from different disciplines.

     

X

 

6

Students should be able to effectively communicate in writing or orally in global business environment.

   

X

   

7

Students should be able to appreciate and recognize contributions of individuals from diverse cultures, and should be able to effectively communicate, positively contribute and work as a team member.

       

X

8

Students should be able to use common information and communication technologies employed in business management.

     

X

 

9

Students should be able to define problems related with business processes, gather data, choose the required methods to analyze the data, evaluate the results and identify the necessary practices and communicate their ideas effectively.

     

X

 

10

Students should be able to demonstrate their ability to make contributions in business team or project groups, take responsibility and take the leadership role.

 

 

   

X

11

Students should demonstrate their understanding of business ethics and social responsibility concepts and motivation to take active role in these subjects.

     

X

 

12

Students should have required English proficiency to follow the current events and improvements in their professional area and to communicate their ideas in international business arena.

 

 

 

 

X

13

Students should understand the importance of lifelong learning to maintain personal and professional development.

 

 

 

X

 

14

Students should demonstrate that they have the discipline and responsibility to conduct and independent study, project, research.

 

 

 

X

 

 
 

ECTS

Activities

Quantity

Duration
(Hour)

Total
Workload
(Hour)

Course Duration (Including the exam week: 16x Total course hours)

16

3

48

Hours for off-the-classroom study (Pre-study, practice)

16

3

48

Mid-terms

1

10

10

Homework

2

5

10

Final examination

1

10

10

Total Work Load

 

 

126

Total Work Load / 25 (h)

 

 

5.04

ECTS Credit of the Course

 

 

5