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	Fall	3	0	3	7

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 :	Assoc. Prof. HANDE BİLSEL
Course Lecturer(s):	Assoc. Prof. 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. The main objectives of the course are: • To provide an initial introduction to the fundamental behavioral concepts that impact consumers • To provide a basic understanding of how different concepts of consumer behavior can be used within a specific context (the Indian context) • To provide an understanding of how behavioral concepts are useful in managing brands in a specific context.

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.

The teaching methods to be used are as follows;
Lecture: Explaining course topics to students.
Reading: Students reading course materials.

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:

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 prepare students to become communication professionals by focusing on strategic thinking, professional writing, ethical practices, and the innovative use of both traditional and new media	3
2)	To be able to explain and define problems related to the relationship between facts and phenomena in areas such as Advertising, Persuasive Communication, and Brand Management	3
3)	To critically discuss and interpret theories, concepts, methods, tools, and ideas in the field of advertising	3
4)	To be able to follow and interpret innovations in the field of advertising	3
5)	To demonstrate a scientific perspective in line with the topics they are curious about in the field.	2
6)	To address and solve the needs and problems of the field through the developed scientific perspective	3
7)	To recognize and understand all the dynamics within the field of advertising	2
8)	To analyze and develop solutions to problems encountered in the practical field of advertising	3