• Türkçe
  • English
Course Code: 
BBA 362
Course Type: 
Elective
P: 
3
Application: 
0
Credits: 
3
ECTS: 
6
Course Language: 
İngilizce
Course Objectives: 

This course aims to enable students to understand consumer behavior from a marketer's point of view. 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/products/services can be customized to reach the final objective of customer satisfaction.

Course Methodology: 
1. Lecture 2. Question/Answer 3. Discussion Method 4. Case Study 5. Workshop 6. Problem Solving Method
Course Evaluation Methods: 
A: Testing , B: Homework, C: Presentations, D: Project

Vertical Tabs

Course Learning Outcomes

Learning Outcomes

Program

Learning Outcomes

Teaching Methods

 

Assessment Methods

1) Explains- basic marketing and consumption decision making concepts

2,3

1,2,3

A,B,C

2) Identify advantages and limitation of different consumer research techniques

2,3

1,2,3

A,B,C

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

2,4

1,2,3

A,B,C

4) Has awareness about national value systems and origins and impact of culture in

2,4

1,2,3

A,B,C

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

2,4

1,2,3

A,B,C

 

 

 

Course Flow

Course Content

Week

Topics

Study Materials

1

Introduction to Consumer Behavior and review of the syllabus

Textbook and articles

2

Buyer, Having and Being. Trends of consumer behavior

Textbook and articles

3

Perception

Textbook and articles

4

Learning and Memory

Textbook and articles

5

Motivation and Values

Textbook and articles

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

11

Decision Making

Textbook and articles

12

Buying and Disposing

Textbook and articles

13

Organizational and Household Decision Making

Textbook and articles

14

Final Exam

 
 
 
 

Recommended Sources

Text Book/ Additional Resources

Consumer Behavior: Buying, Having and Being  Michael Solomon

Prentice Hall ISBN: 0-13-123011-5

 
 
 

Material Sharing

 
 

Assessment

 

 

 
 

Course’s Contribution to Program

COURSE’ CONTRIBUTION TO PROGRAM

No

Program Learning Outcomes

Contribution

1

2

3

4

5

 

1

Have the basic knowledge on legal, political, economic and social issues that cover the field of business administration science and special ties at international level.

 

 

X

 

 

 

2

Have the knowledge of English at internationa linstitutional level to communicate effectively in writtenand oral.

 

X

 

 

 

 

3

Improves entrepreneurship ability.

X

 

 

 

 

 

4

Reinforce theoretical knowledge with practice.

 

 

 

X

 

 

5

Associate the knowledge acquired in the sub-specialties of business science and reflect it in decision-making processes.

 

 

 

X

 

 

6

Work effectively within the team and take the initiative for the success of the team.

 

 

 

X

 

 

7

Act in accordance with the principles of business ethics and social responsibility and fulfill their active citizenship duties.

 

 

X

 

 

 

8

Have the necessary knowledge to conduct independent study / project / research, evaluate their results, and produce creative solutions to problems.

 

 

 

X

 

 
 
 
 

ECTS