| MARKETING (ENGLISH, NON-THESIS) | |||||
| Master | TR-NQF-HE: Level 7 | QF-EHEA: Second Cycle | EQF-LLL: Level 7 | ||
| Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
| MBA5201 | Consumer Behaviour | Fall | 3 | 0 | 3 | 8 |
| Language of instruction: | English |
| Type of course: | Must Course |
| Course Level: | |
| Mode of Delivery: | Face to face |
| Course Coordinator : | DERYA ŞAHİN |
| Course Lecturer(s): |
Prof. Dr. 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. |
|
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. |
| 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. |
| 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 |
| Course Notes / Textbooks: | Solomon et al. (2010). Consumer Behaviour: A European Perspective" Slater, Don (1997), Consumer Culture & Modernity, Cambridge: Polity Press. |
| References: | Pazarlama kitapları |
| 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 | |
| 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 | ||
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | Identify core concepts of marketing and the role of marketing in business and society. | 4 |
| 1) | Ability to collect, process, and analyze consumer data to make informed marketing decisions | 3 |
| 2) | Knowledge of social, legal, ethical and technological forces on marketing decision-making. | 2 |
| 3) | Ability to create an integrated marketing communications plan which includes promotional strategies and measures of effectiveness. | 3 |
| 4) | Ability to communicate the unique marketing mixes and selling propositions for specific product offerings. | 4 |
| 5) | Ability to construct written sales plans and a professional interactive oral sales presentation. | 3 |
| 6) | Ability to formulate marketing strategies that incorporate psychological and sociological factors which influence consumers. | 5 |
| 8) | Ability to analyze marketing problems and provide solutions based on a critical examination of marketing information. | 4 |