BUSINESS ADMINISTRATION
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
BA4664	Consumer Behavior	Fall Spring	3	0	3	7

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:	Bachelor’s Degree (First Cycle)
Mode of Delivery:	Face to face
Course Coordinator :	Prof. Dr. ELİF OKAN
Course Lecturer(s):	Dr. Öğr. Üyesi GÜLBERK GÜLTEKİN SALMAN
Recommended Optional Program Components:	-none
Course Objectives:	In this course, we will study how to improve the effectiveness of marketing efforts through a better understanding of the consumer. We will consider issues such as behavioral approaches to segmentation, social influence, and the diffusion of innovation, learning, motivation, perception, attitudes, decision processes, and the research needed to understand these issues. In this course, students will appreciate the importance of considering the consumer's perspective in the making of marketing mix decisions; and understand the types of decisions that can effectively be addressed by the study of consumer behavior;

Learning Outcomes

The students who have succeeded in this course;
I Understanding the fundamentals of consumer behavior and the framework for consumer analysis
II. Analysis of the theories related to affect and cognition
III. Knowing how consumers accumulate product knowledge by using their cognitive processes
III. Understanding the effect of attention and comprehension on the analysis of information processing by the consumers
IV. Comprehension of attitude formation theories and how attitudes influence intentions
V. Analyzing the consumer decision making process
VI. Understanding the factors that influence behavior
VII. Going in depth to the analysis of conditioning and learning theories
VIII. Analysis of the factors that influence consumer decision making
IX. Understanding how environmental factors influence the consumer decision making and behavior.
X. Comprehending the influence of cultural and cross- cultural influences on consumer behavior
XI. Analyzing the effects of subculture ,social class ,reference groups and the family on consumer decision making.
XII .Understanding how consumer analysis is used
In market segmentation and product positioning
XIII. Defining the relationships of the above analyzed factors with the marketing mix strategies .

Course Content

Class sessions will involve a variety of teaching techniques. Much of our class time will be spent discussing the various exercises. In order to get ready for active classroom involvement, reading the assigned material prior to attending class and to work through any assigned experiential applications exercises and cases so that the students are better prepared to raise questions, to answer questions, and to intelligently contribute to class discussions.

Weekly Detailed Course Contents

Week	Subject	Related Preparation
1)	Introduction to Consumer Behavior and Marketing A framework for Consumer Analysis	Lecture notes and presentation
2)	Introduction to Affect and Cognition Case 1- Sendwine .com Case 2- Gillette and the Men ‘s Wet Shaving Cream	lecture notes and presentations
3)	Consumers’ Product Knowledge and Cognition Case 3- Vicks Health Care Division :Project Scorpio	lecture notes and presentations
4)	Attention and Comprehension Case 4- Electronic Arts Introduces The Sims on-line	lecture notes and presentations
5)	Attitudes and Intensions Case 5- Aqualisa Quartz : Simply a Better Shower	lecture notes and presentations
6)	Attitudes and Intentions Case 5- Aqualisa Quartz : Simply a Better Shower	lecture notes and presentations
7)	Consumer Decision Making Case 6- Terry ‘s Group: Designing Novelty Chocolates	lecture notes and presentations
8)	Introduction to Behavior / Conditioning and Learning Process Case 7-TIVO	lecture notes and presentations
9)	Influencing the consumer Case 8- Exploring Brand-Person Relationships : Three Life Histories	lecture notes and presentations
10)	Introduction to the Environment Cultural and Cross- Cultural Influences Case 9- Introducing New Coke Case 10- Avon.com	lecture notes and presentations
11)	Subculture and Social Class Reference Group and Family Case 11— Yla Eason (A) Case 12-Building Brand Community on the Harley-Davidson Posse Ride	lecture notes and presentations
12)	Market Segmentation and Product Positioning Consumer Behavior and Product Strategy Case 13 - Case — Clust.com: Dream More and Pay Less Case 14- Dewar’s (A): Brand Repositioning in the 1990s	lecture notes and presentation
13)	Consumer Behavior and Promotion Strategy Case 15- — Heineken N.V.: Global Branding and Advertising	lecture notes and presentations
14)	Consumer Behavior and Pricing Strategy Case 16- Fisher-Price Toys, Inc.	lecture notes and presentations

Sources

Course Notes / Textbooks:	COURSE TEXT BOOK: Consumer Behavior & Marketing Strategy, 8/e J. Paul Peter, University of Wisconsin -- Madison Jerry C. Olson, Pennsylvania State University -- University Park
References:	Graham, J. (2010). Critical Thinking in Consumer Behavior: Cases and Experiential Exercises. 2nd Ed. Prentice Hall. Evans, M.M.; Foxall, G. and Jamal, A. (2009) Consumer Behavior. 2nd Ed. Wiley

Evaluation System

Semester Requirements	Number of Activities	Level of Contribution
Laboratory	2	% 10
Application	10	% 10
Presentation	2	% 10
Project	1	% 20
Midterms	1	% 20
Final	1	% 20
Total		% 90
PERCENTAGE OF SEMESTER WORK		% 50
PERCENTAGE OF FINAL WORK		% 40
Total		% 90

ECTS / Workload Table

Activities	Number of Activities	Workload
Course Hours	15	50
Study Hours Out of Class	12	10
Final	13	114
Total Workload		174

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)	Being able to identify problems and ask right questions	3
2)	Having problem solving skills and developing necessary analytical attitude	4
3)	Comprehending theoretical arguments along with counter arguments in detail	3
4)	Gaining awareness of lifelong learning and being qualified for pursuing graduate education	1
5)	Applying theoretical concepts in project planning	2
6)	Communicating efficiently by accepting differences and carrying out compatible teamwork	5
7)	Increasing efficiency rate in business environment	2
8)	Developing innovative and creative solutions in face of uncertainty	2
9)	Researching to gather information for understanding current threats and opportunities in business	3
10)	Being aware of the effects of globalization on society and business while deciding	4
11)	Possessing digital competence and utilizing necessary technology	1
12)	Communicating in at least one foreign language in academic and daily life	1
13)	Possessing managing skills and competence	1
14)	Deciding with the awareness of the legal and ethical consequences of business operations	1
15)	Expressing opinions that are built through critical thinking process in business and academic environment	1