Consumer Behavior

Course Code:

BBA 362

Course Type:

Elective

P:

3

Application:

0

Credits:

3

ECTS:

6

Course Language:

İngilizce

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 and consumer decision making process.

Course Content:

The students who succeeded in this course are expected to:
●   Describe the perception, learning and motivation processes of consumption.
●   Explain the relationship between identity and consumption.
●   Explain the factors affecting consumers’ attitudes.
●   Discuss the decision-making process of consumers and the different stages of the consumption process.
●   Describe the effects of social class, subculture and culture on consumers.
●   Discuss how different marketing strategies affect consumer behavior.

Course Methodology:

1. Lecture 2. Question/Answer 3. Discussion Method 4. Case Study 5. Workshop 6. Problem Solving Method

Course Evaluation Methods:

A: Exam, B: Homework, C: Presentations, D: Project

Vertical Tabs

Course Learning Outcomes

Learning Outcomes	Program Learning Outcomes	Teaching Methods	Assessment Methods
1) Define what consumer behavior is, how important it is in understanding consumer decision processes and how it is used in marketing management.	1,2,3,7	1,2,3,4	A, B, C, D
2) Will be able to define the major dimensions of consumer behavior concept and understand how they can be used in segmenting customers.	1,2,3,6,7,8,9	1,2,3,4	A, B, D
3) Will be able to define the stages of perception, motivation, learning, and attitude formation in both consumption decision making and actual consumption process of consumers	1,2,3,4,5,7	1,2,3,4	A, B, C, D
4) Will be able to define the major external factors influencing the consumption decisions of consumers with different cultural, and sociological backgrounds	1,2,3,7,10	1,2,3,4	A, B, C, D
5) Will be able to combine various consumer decision making models in understanding the everchanging trends in consumer behavior concept.	1,2,3,7,10	1,2,3,4	A, B, C, D

Course Flow

COURSE CONTENT
Week	Topics		Study Materials
1	Introduction + Syllabus
2	Buying, Having and Being: Introduction to Consumer Behavior	Book Chapter, Course Notes, Extra Readings
3	Consumer Well-Being	Book Chapter, Course Notes, Extra Readings
4	Perception	Book Chapter, Course Notes, Extra Readings
5	Learning and Memory	Book Chapter, Course Notes, Extra Readings
6	Motivation and Affect	Book Chapter, Course Notes, Extra Readings
7	MIDTERM EXAM
8	The Self: Mind, Gender, and Body	Book Chapter, Course Notes, Extra Readings
9	Personality, Lifestyles, and Values	Book Chapter, Course Notes, Extra Readings
10	Attitudes and Persuasive Communications	Book Chapter, Course Notes, Extra Readings
11	Decision Making	Book Chapter, Course Notes, Extra Readings
12	Buying, Using, and Disposing	Book Chapter, Course Notes, Extra Readings
13	Group Influences and social media	Book Chapter, Course Notes, Extra Readings
14	Income and Social Class	Book Chapter, Course Notes, Extra Readings
15	Subcultures / Culture	Book Chapter, Course Notes, Extra Readings
16	Project presentations

Recommended Sources

RECOMMENDED SOURCES

Textbook

Solomon, M.R. (2020). Consumer Behavior, Solomon 13th Edition, Pearson.

Additional Resources

Schiffman, Leon G., Wisenblit, Joseph, Consumer behavior 12 Ed. | Upper Saddle River, New Jersey : Pearson Education, | ISBN 9780134734828

Batı U. (2018). Tüketici Davranışları 2. Baskı, Alfa Yayınları.

Koç, E. (2013). Tüketici Davranışı ve Pazarlama Stratejileri (5. Baskı). Ankara: Seçkin Yayıncılık.

Material Sharing

MATERIAL SHARING
Documents	Via Yulearn
Assignments	Via Yulearn
Exams

Assessment

ASSESSMENT
IN-TERM STUDIES	NUMBER	PERCENTAGE
Midterm Exam	1	30
Project & Presentation	1	20
Attendance & Participation		10
Final		40
Total		100
CONTRIBUTION OF FINAL EXAMINATION TO OVERALL GRADE		40
CONTRIBUTION OF IN-TERM STUDIES TO OVERALL GRADE		60
Total		100

Course’s Contribution to Program

COURSE'S CONTRIBUTION TO PROGRAM
No	Program Learning Outcomes	Contribution
No	Program Learning Outcomes	1	2	3	4	5
1	Will be able to describe all the concepts related to business functions.					X
2	Will be able to use the theoretical and practical knowledge gained in the field of business administration.					X
3	Will be able to explain concepts, ideas and cases with scientific methods, interpret and evaluate qualitative and quantitative data, define problems and develop solutions.					X
4	Will be able to use various communication channels effectively in business life.				X
5	Will be able to demonstrate ethical values.				X
6	Will be able to demonstrate an understanding of social responsibility and active citizenship.				X
7	Will be able to evaluate the acquired knowledge and skills with a critical approach.				X
8	Will be able to interpret quality management and processes, environmental protection, occupational safety and sustainability.			X
9	Will be able to work effectively in the team and takes initiative for the success of the team.					X
10	Will be able to manage and defend diversity.				X

ECTS

ECTS ALLOCATED BASED ON STUDENT WORKLOAD BY THE COURSE DESCRIPTION
Activities	Quantiy	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	4	64
Project & Presentation	1	15	15
Final examination	1	20	20
Total Work Load			147
Total Work Load / 25 (h)			5,88
ECTS Credit of the Course			6

None

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