ENTREPRENEURSHIP AND INNOVATION MANAGEMENT (ENGLISH, THESIS, WEEKEND) | |||||
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 |
This catalog is for information purposes. Course status is determined by the relevant department at the beginning of semester. |
Language of instruction: | English |
Type of course: | Departmental Elective |
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) | To be able to comprehend the interdisciplinary interaction that the field is related to. | |
2) | To be able to use the theoretical and applied knowledge at the level of expertise acquired in the field. | |
3) | Being able to independently carry out a work that requires expertise in the field. | |
4) | To be able to critically evaluate the knowledge and skills acquired in the field of expertise and to direct their learning. | |
5) | Ability to critically analyze social relations and the norms directing these relations, develop them and take action to change them when necessary. | |
6) | To be able to use the knowledge, problem solving and/or application skills they have internalized in their field in interdisciplinary studies |