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 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

Ders Kitabı ve/veya Kaynakları

Consumer Behavior: Buying, Having and Being Michael Solomon

Prentice Hall ISBN: 0-13-123011-5

Course’s Contribution to Program

COURSE’ CONTRIBUTION TO PROGRAM
No	Program Learning Outcomes	Contribution
No	Program Learning Outcomes	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

None

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