GASTRONOMY (TURKISH)
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
GMS2206 Consumer Behavior in the Hospitality Industry Spring 3 0 3 4

Basic information

Language of instruction: Turkish
Type of course: Must Course
Course Level: Bachelor’s Degree (First Cycle)
Mode of Delivery: E-Learning
Course Coordinator : Assoc. Prof. ZEHRA DİLİSTAN SHIPMAN
Course Objectives: This course focuses on understanding consumer behavior, how and why consumers make their purchasing decisions, and how they think, feel and act before, during and after purchasing. We will also examine the important concepts underlying consumer behavior and apply principles and theories from various social sciences (i.e., marketing, psychology, sociology, and anthropology) to marketing problems such as product development, pricing, and positioning. Overall, understanding consumers enables marketers to more effectively meet the needs of their market buyers and be more successful in the marketplace.

Learning Outcomes

The students who have succeeded in this course;
1. To understand consumer behavior in a conscious systematic way.
2. To understand the processes used when individuals, groups or organizations make consumption decisions.
3. Understanding how the selection, use, and disposal of consumer goods affect nearly every aspect of our daily lives.
4. Understanding how and why marketers create specific messages to appeal to consumers and understand the strategic importance of this process for businesses. To develop the necessary tools to analyze this process from a consumer and service producer perspective.
5. Understand what marketing can and cannot do and the ethical constraints in the marketing profession.
6. Understanding the interrelationships with other functional areas of the business as part of the management process.

Course Content

This course; It aims to understand consumer behavior, how and why consumers make their purchasing decisions, and their mindsets before, during and after purchasing. Principles and theories related to marketing issues such as product development, pricing and positioning are discussed. In general, understanding of consumers is theorized on ways that marketers can more effectively meet the needs of buyers in the marketplace and be more successful in the marketplace.

Weekly Detailed Course Contents

Week Subject Related Preparation

Sources

Course Notes / Textbooks:
References: Tüketici Davranışı
Gülfidan Barış ve Yavuz Odabaşı

Evaluation System

Semester Requirements Number of Activities Level of Contribution
Attendance 1 % 20
Midterms 1 % 30
Final 1 % 50
Total % 100
PERCENTAGE OF SEMESTER WORK % 50
PERCENTAGE OF FINAL WORK % 50
Total % 100

ECTS / Workload Table

Activities Number of Activities Duration (Hours) Workload
Course Hours 14 3 42
Project 1 50 50
Midterms 1 2 2
Final 1 2 2
Total Workload 96

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) - Possess advanced level theoretical and practical knowledge supported by textbooks with updated information, practice equipments and other resources.
2) Use of advanced theoretical and practical knowledge within the field. -Interpret and evaluate data, define and analyze problems, develop solutions based on research and proofs by using acquired advanced knowledge and skills within the field.
3) Inform people and institutions, transfer ideas and solution proposals to problems in written and orally on issues in the field. - Share the ideas and solution proposals to problems on issues in the field with professionals and non-professionals by the support of qualitative and quantitative data. -Organize and implement project and activities for social environment with a sense of social responsibility. -Monitor the developments in the field and communicate with peers by using a foreign language at least at a level of European Language Portfolio B1 General Level. -Use informatics and communication technologies with at least a minimum level of European Computer Driving License Advanced Level software knowledge.
4) Evaluate the knowledge and skills acquired at an advanced level in the field with a critical approach. -Determine learning needs and direct the learning. -Develop positive attitude towards lifelong learning.
5) Act in accordance with social, scientific, cultural and ethic values on the stages of gathering, implementation and release of the results of data related to the field. - Possess sufficient consciousness about the issues of universality of social rights, social justice, quality, cultural values and also, environmental protection, worker's health and security.
6) Conduct studies at an advanced level in the field independently. - Take responsibility both as a team member and individually in order to solve unexpected complex problems faced within the implementations in the field. - Planning and managing activities towards the development of subordinates in the framework of a project