ADVERTISING
Bachelor	TR-NQF-HE: Level 6	QF-EHEA: First Cycle	EQF-LLL: Level 6

Course Introduction and Application Information

Course Code	Course Name	Semester	Theoretical	Practical	Credit	ECTS
ADV2614	Consumer Behaviour Management	Spring	3	0	3	6

Basic information

Language of instruction:	English
Type of course:	Must Course
Course Level:	Bachelor’s Degree (First Cycle)
Mode of Delivery:	Face to face
Course Coordinator :	Dr. Öğr. Üyesi HANDE BİLSEL
Course Lecturer(s):	Dr. Öğr. Üyesi HANDE BİLSEL
Recommended Optional Program Components:	None
Course Objectives:	•The fundamental premise of the course is that a consumer’s sense of who they are should relate to what they buy. But why, when, where and how? And if this is indeed the case, what implications does this premise suggest with respect to marketing? In this course, we examine these questions in a variety of consumer domains. Therefore, this course will introduce you to the topic of consumer behavior, but from an interpersonal and self-concept oriented point of view. •You will learn how and why consumers behave by examining how we use products to define ourselves and how this self-definition affects our attention and perception, our motivation to buy, our memory for brands, product and advertising awareness, our brand attitudes, product judgment and choice, customer satisfaction and brand loyalty. •In uncovering answers to these questions, students will develop a deep understanding of the psychological basis of consumer behavior within its self-defining context, while developing a customer analysis ‘toolbox’ for making informed decisions about marketing/advertising strategy based on how consumers use products to create, define and enhance their self-identities.

Learning Outcomes

The students who have succeeded in this course;
I. Analyze the meaning and influences guiding the decisions and behaviors of culturally-driven phenomenon.
II. Question the power of individual influences on decision making and consumption.
III. Relate internal dynamics such as personality and motivation to the choices consumers make.
IV. Relate the functions of attitudes to consumer behavior
V. Assess the components and stages of the individual decision-making process.
VI. Relate group dynamics and the relative influence of various group members to the choices made by groups of people.
VII. Assess the components and stage of the group decision-making process.
VIII. Appraise the applicability of consumer behavior theories to interpreting why consumers behave as they do.
IX. Evaluate the influence of culture and subculture on consumer consumption preferences..

Course Content

This course provides students with information on theories of consumer behavior, the motivation, knowledge, attittudes, belief and behaviors of consumers. Also the factors in the changing environment that effects the consumer will be analyzed.

Weekly Detailed Course Contents

Week	Subject	Related Preparation
1)	Introduction to CB and Consumer as a field of study	Read Chapter 1
2)	Consumer Decision Making	Read chapter 2
3)	Cultural influences on consumer decision making Global consumer culture	Read Chapter 3
4)	Consumer Social well-being	Read Chapter 4
5)	Perception	Read Chapter 5
6)	Learning and memory	Read Chapter 6
7)	The self, Brand Personality	Read Chapter 7
8)	Group situational effects on consumer behaviour	Read Chapter 9
9)	Consumer Identity I: Sex Roles and Subcultures	Read Chapter 10
10)	Consumer Identity: Social Class and Lifestyles	Read Chapter 11
11)	Networked Consumer Behaviour: Word-of-mouth, Social Media and Fashion	Read Chapter 12
12)	Subcultures and Popular Cultural Elements Concerning Consumer Behaviour	Read Chapter 13
13)	Culture and its effect on Consumer Behaviour	Read Chapter 14
14)	Review + Wrap-up	Read All Chapters Have Been Mentioned

Sources

Course Notes / Textbooks:	Solomon, M. (2016). Consumer Behavior, 12th edition. ISBN: Publisher: Pearson
References:	1. Tüketici Davranışı Gülfidan Barış, Yavuz Odabaşı MediaCat Kitapları / Yayınevi Genel Dizisi 3. Journal of Consumer Research 4. Journal of Consumer Behavior http://onlinelibrary.wiley.com/journal/10.1002/(ISSN)1479-1838

Evaluation System

Semester Requirements	Number of Activities	Level of Contribution
Midterms	1	% 40
Final	1	% 60
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 40
PERCENTAGE OF FINAL WORK		% 60
Total		% 100

ECTS / Workload Table

Activities	Number of Activities	Duration (Hours)	Workload
Course Hours	14	3	42
Study Hours Out of Class	14	7	98
Midterms	1	4	4
Final	1	4	4
Total Workload			148

Contribution of Learning Outcomes to Programme Outcomes

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

	Program Outcomes	Level of Contribution
1)	To be able to apply theoretical concepts related to mass communication, consumer behavior, psychology, persuasion,sociology, marketing, and other related fields to understand how advertising and brand communication works in a free-market economy.	4
2)	To be able to critically discuss and interpret theories, concepts, methods, tools and ideas in the field of advertising.	4
3)	To be able to research, create, design, write, and present an advertising campaign and brand strategies of their own creation and compete for an account as they would at an advertising agency.	2
4)	To be able to analyze primary and secondary research data for a variety of products and services.	2
5)	To be able to develop an understanding of the history of advertising as it relates to the emergence of mass media outlets and the importance of advertising in the marketplace.	3
6)	To be able to follow developments, techniques, methods, as well as research in advertising field; and to be able to communicate with international colleagues in a foreign language. (“European Language Portfolio Global Scale”, Level B1)	3
7)	To be able to take responsibility in an individual capacity or as a team in generating solutions to unexpected problems that arise during implementation process in the Advertising field.	4
8)	To be able to understand how advertising works in a global economy, taking into account cultural, societal, political, and economic differences that exist across countries and cultures.	3
9)	To be able to approach the dynamics of the field with an integrated perspective, with creative and critical thinking, develop original and creative strategies.	2
10)	To be able to to create strategic advertisements for print, broadcast, online and other media, as well as how to integrate a campaign idea across several media categories in a culturally diverse marketplace.	3
11)	To be able to use computer software required by the discipline and to possess advanced-level computing and IT skills. (“European Computer Driving Licence”, Advanced Level)	2
12)	To be able to identify and meet the demands of learning requirements.	5
13)	To be able to develop an understanding and appreciation of the core ethical principles of the advertising profession.	3