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	Spring Fall	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):	Assoc. Prof. GÜLBERK GÜLTEKİN SALMAN
Recommended Optional Program Components:	None
Course Objectives:	The main course objective is to introduce the student to the concepts and theories of consumer behavior. Students will gain an understanding of how consumer behavior contributes to the implementation of the marketing concept, including segmentation decisions and marketing mix decisions. 1. Give perspective of consumers and their buying behavior patterns. 2. Address the importance of environmental influences on consumer behavior. 3. Take them aware of the consumer motivation, personality, perception, and their marketing implications. 4. Help them to acquire knowledge on individual determinants of consumer behavior. 5. Enable them to understand the consumer decision making process. 6. Give insight into comprehensive models of consumer behavior.

Learning Outcomes

The students who have succeeded in this course;
At the end of the course, you will be able to:

1. Students will be able to explain key theories and models related to consumer behavior, including psychological, sociological, and economic perspectives.
2. Students will demonstrate knowledge of how consumer behavior theories apply to real-world marketing practices.
3. Identify the environmental factors affecting consumer buying behavior.
4. Understand the impact of socio-cultural settings on the consumption behavior.
5. Students will identify and describe the stages of the consumer decision-making process, from problem recognition to post-purchase evaluation.
6. Students will assess the ethical considerations and social implications of marketing practices and consumer behavior.

Course Content

The teaching methods of the course are Case Study, Project, Collaborative Learning, Educational Game, Guest Speaker, Lecture, Discussion, Individual Study.
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 CB
2)	Foundations of CB
3)	Internal Influences Perception, Learning And Memory
4)	Internal Influences Motivation and Affect
5)	The Self , Mind, Gender, Body
6)	Personality and Lifestyles
7)	Attitudes
8)	Midterm Exam
9)	Decision Making
10)	Buying, Using, Disposing
11)	Groups and Social Media
12)	Groups and Social Media
13)	Income and Social Class
14)	Culture and Subculture

Sources

Course Notes / Textbooks:

Michael R. Solomon, Consumer Behavior Buying, Having, and Being, Pearson

References:

Suggested Readings:

Books:
Consumer Behavior & Marketing Strategy, McGrow Hill by J. Paul Peter, Jerry C. Olson
Influence: The Psychology of Persuasion by Robert Cialdini
Thinking, Fast and Slow by Daniel Kahneman

Articles:
The Theory of Planned Behaviour by Ajzen, I.
A Theory of Buyer Behavior" by John A. Howard and Jagdish N. Sheth
Why We Buy What We Buy: A Theory of Consumption Values by Jagdish N. Sheth, Bruce Newman, and Barbara Gross
Methodology and the Theory of Consumer Behavior by Michael S. Miller
Maslow and the Motivation Hierarchy: Measuring Satisfaction of the Needs by Robert J. Taormina and Jennifer H. Gao

Evaluation System

Semester Requirements	Number of Activities	Level of Contribution
Attendance	13	% 10
Homework Assignments	4	% 25
Midterms	1	% 25
Final	1	% 40
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 60
PERCENTAGE OF FINAL WORK		% 40
Total		% 100

ECTS / Workload Table

Activities	Number of Activities	Workload
Course Hours	13	39
Study Hours Out of Class	13	80
Homework Assignments	4	28
Final	4	28
Total Workload		175

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