MBA (ENGLISH, NON-THESIS)
Master TR-NQF-HE: Level 7 QF-EHEA: Second Cycle EQF-LLL: Level 7

Course Introduction and Application Information

Course Code Course Name Semester Theoretical Practical Credit ECTS
MBA5201 Consumer Behaviour Fall 3 0 3 8
This catalog is for information purposes. Course status is determined by the relevant department at the beginning of semester.

Basic information

Language of instruction: English
Type of course: Departmental Elective
Course Level:
Mode of Delivery: Face to face
Course Coordinator : DERYA ŞAHİN
Course Lecturer(s): Assoc. Prof. AHU ERGEN
Prof. Dr. ÖZGÜR ÇENGEL
Assoc. Prof. FİGEN YILDIRIM
Dr. Öğr. Üyesi KAZIM SELÇUK TUZCUOĞLU
Recommended Optional Program Components: None
Course Objectives: This course aims to provide students a more comprehensive view regarding final consumers. It teaches to look deeper into consumers’ world by focusing on the psychological, sociological and cultural aspects of consumption.

Learning Outcomes

The students who have succeeded in this course;
The students who succeeded in this course;
Student will be able to analyze the socio-cultural factors that are influencing consumers before purchase.
Student will be able to classify consumer needs in terms of the utilitarian, biogenic, psychogenic, and hedonic dimensions.
Student will be able to establish the link between consumer identity and consumption.
Student will be able to analyze what influences consumers during shopping.
Student will be able to analize the decision making process of consumers.
Student will be able to develop effective marketing mesages for consumers.
Student will be able to have the ability to look deeper in consumers’ minds.

Course Content

Moving from micro to macro topics, perception, learning, motivation, personality and lifestyle, attitudes, identities, decision making mechanisms and social and cultural interactions of consumers are the main topics of this course. Different dimensions of consumption before, during and after purchasing are investigated.

Weekly Detailed Course Contents

Week Subject Related Preparation
1) Opening Ceremonies and Introduction to the Course Weekly Reading
2) A historical perspective to consumer culture Weekly Reading
3) Perception and Learning Weekly Reading
4) Motivation Weekly Reading
5) Self Weekly Reading
6) Personality and Lifestyles Weekly Reading
7) Midterm None
8) Attitude Change Weekly Reading
9) Decision Making Process Weekly Reading
10) Group Influences Weekly Reading
11) Buying and Disposing Weekly Reading
12) Buying and Disposing Weekly Reading
13) Social Class & Subculture Weekly Reading
14) Effects of Culture Weekly Reading

Sources

Course Notes / Textbooks: Solomon et al. (2010). Consumer Behaviour: A European Perspective"
Slater, Don (1997), Consumer Culture & Modernity, Cambridge: Polity Press.
References: Pazarlama kitapları

Evaluation System

Semester Requirements Number of Activities Level of Contribution
Attendance 10 % 10
Homework Assignments 10 % 10
Presentation 1 % 10
Midterms 1 % 30
Final 1 % 40
Total % 100
PERCENTAGE OF SEMESTER WORK % 60
PERCENTAGE OF FINAL WORK % 40
Total % 100

ECTS / Workload Table

Activities Number of Activities Duration (Hours) Workload
Course Hours 14 3 42
Application 13 3 39
Study Hours Out of Class 13 6 78
Presentations / Seminar 1 2 2
Homework Assignments 11 3 33
Midterms 1 3 3
Final 1 3 3
Total Workload 200

Contribution of Learning Outcomes to Programme Outcomes

No Effect 1 Lowest 2 Low 3 Average 4 High 5 Highest
           
Program Outcomes Level of Contribution
0) Developing strategies, policies and implementation plans to address the issues in the fields of business administration and management, and evaluating the consequences according to the processes of quality, 4
1) Broadening and deepening the knowledge about business administration at the master’s level based on the undergraduate level qualifications, 3
1) 1) Developing strategies, policies and implementation plans to address the issues in the fields of business administration and management, and evaluating the consequences according to the processes of quality, 2) Broadening and deepening the knowledge about business administration at the master’s level based on the undergraduate level qualifications, 3) Comprehending the interaction across various disciplines related to the field of business administration, and evaluating the knowledge and skills gained on an interdisciplinary dimension, 4) Using theoretical and practical information and skills gained at the expertise level in the field business administration, 5) Analyzing problems requiring expertise in the field business administration by using scientific research methods, 6) Evaluating a problem in the business administration field independently, developing a way for solution, solving the problem and evaluating the results, 7) Developing new strategic approaches to solve unforeseen complex issues in the business administration field through integrative and creative elaboration, 8) Evaluating the knowledge related to the field of business administration through critical perspective, 9) Communicating systematically the recent developments and one’s individual studies in the field of business administration to the groups within and outside the field via written, oral and visual presentations, 10) Analyzing the social relations and the norms through critical perspective, developing effective relations, training leaders who are capable of sustaining these social relations, applying teamwork and managing risk and change in the field of business administration.
2) Comprehending the interaction across various disciplines related to the field of business administration, and evaluating the knowledge and skills gained on an interdisciplinary dimension, 3
3) Using theoretical and practical information and skills gained at the expertise level in the field business administration, 5
4) Analyzing problems requiring expertise in the field business administration by using scientific research methods, 5
5) Evaluating a problem in the business administration field independently, developing a way for solution, solving the problem and evaluating the results, 5
6) Developing new strategic approaches to solve unforeseen complex issues in the business administration field through integrative and creative elaboration, 5
7) Evaluating the knowledge related to the field of business administration through critical perspective, 5
8) Communicating systematically the recent developments and one’s individual studies in the field of business administration to the groups within and outside the field via written, oral and visual presentations, 5
9) Analyzing the social relations and the norms through critical perspective, developing effective relations, training leaders who are capable of sustaining these social relations, applying teamwork and managing risk and change in the field of business administration. 5