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Course Code: 
MAN 331
Course Type: 
Area Elective
P: 
3
Credits: 
3
ECTS: 
5
Course Language: 
Almanca
Course Objectives: 

The aim of this course is to analyze consumer behavior. In this context, consumer decision-making processes and consumers' influence from the media as well as other disciplines such as sociology, economics and psychology will be discussed.

Course Content: 

A general approach on consumer behavior based on  Maslov’s need pyramid theory, the processes of pre-purchase and decision making, purchase, using and/or stacking products including post-purchase evaluation.

An analysis of consumer behavior models in context with consumer motivation, psychological, sociological, cultural as well as sub-cultural aspects.  

A general approach on consumer perception and marketing oriented perception management techniques.

Consumer learning models study.

Global, local and intercultural consumer behavior studies.

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

1. Describe consumer behavior and explain its relationship with marketing

1,5

1,2,3

A,C

2.Target market segmentation

16,18

1,2,3

A,C

3. Explain the role of marketing in consumer behavior

14,10

1,2,3

A,C

4.To be able to use marketing strategies according to attitudes, behaviors and perceptions of consumers

2,13

1,2,3

A,C

5. To be able to use marketing strategies according to attitudes, behaviors and perceptions of consumers

2,20

1,2,3

A,C

6. Using marketing strategies according to consumer attitudes, behaviors and perceptions

8

1,2,3

A,C

7. To be able to explain collective benefits and harms of consumption focus

14

1,2,3

A,C
 

Course Flow

Week

Topics

Study Materials

1

Introduction to consumer behavior and marketing strategy

  

2

Introduction to consumer behavior and marketing

  

3

Introduction to Emotion and Cognition

  

4

Product information and participation of consumers

  

5

Consumer decision making

  

6

Introduction to behavior

  

7

Mid term

  

8

Influencing consumer behavior

  

9

Introduction to the neighborhood

  

10

Cultural and intercultural effects

  

11

Market segmentation and product positioning

  

12

Consumer behavior and commitment strategy

  

13

Consumer behavior e-commerce and channel strategy

  

14

Case study

 

15

Case study

 

16

Final Exam

 
 

Recommended Sources

Textbook

Konsumenten verstehen – Marketingmaßnahmen gestaltenAutoren: Hoffmann, Stefan, Akbar, Payam

 Consumer Behavior: Global Edition, 10/E, Michael Solomon, Pearson Higher Education ,

Additional Resources

  
 

Material Sharing

Documents Scripts and Case Studies
Homeworks Classroom Presentation / Jury Presentation
Exams Written

Assessment

IN-TERM STUDIES

NUMBER

PERCENTAGE

Mid-terms

1

40

Quizzes

2

50

Assignment

1

10

Total

 

100

CONTRIBUTION OF FINAL EXAMINATION TO OVERALL GRADE

 

50

CONTRIBUTION OF IN-TERM STUDIES TO OVERALL GRADE

 

50

Total

 

100
 

Course’s Contribution to Program

No

Program Learning Outcomes

Contribution

1

2

3

4

5

1

It conducts research and studies on all basic functions of the business in accordance with the ethics of science, institution and society and reports its findings in an objective and critical fashion.

        

X

2

You can use appropriate software to solve the problems that arise in the field of business and have the ability to adapt to new solution methods and software.

        

X

3

It has a managerial and leadership qualities that will set goals that will move forward the organization in which it is based, by projecting problems from a critical point of view and proposing effective solutions.

      

X

  

4

It plays an active role in national and international projects, accurately analyzes the dynamics and relationships between the internal and external stakeholders of the project, and directs and motivates all stakeholders with effective language skills.

      

X

  

5

The organization it is in posseses the communication skills to carry out and communicate the correct communication and information both verbally and in writing with all stakeholders.

      

X

  

6

It uses the advanced knowledge gained in all key areas of the business in the right way to promote analysis, problem solving and innovation.

  

 

  

X

  

7

He continuously develops himself with the awareness that the research and learning process is continuing for life and transfers his acquisitions in writing and verbally.

 

 

X

    

8

The organization takes an active role in the decisions to be taken in the direction of its objectives, thanks to its foresight capability and strategic thinking ability.

        

X

9

The organization takes an active role in the direction of its objectives, thanks to its foresight capability and strategic thinking ability.

        

X

10

The theoretical and practical knowledge of the disciplinary structure of business management and the different disciplines that constitute business strategies are at a high level.

 

 

 

 

X

11

The problems faced in the business are regarded at the highest level of individual and social benefit by approaching with a broad perspective in terms of different stakeholders and this is considered as an opportunity to continuously improve the point of view.

 

 

 

 

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

4

64

Mid-terms

1

3

3

Quiz

2

6

12

Homework

1

10

10

Final examination

1

12

12

Total Work Load

 

 

124

Total Work Load / 25 (h)

 

 

5.96

ECTS Credit of the Course

 

 

5
 
None

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