BUSINESS ADMINISTRATION | |||||
Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 |
Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
IB4612 | Cross Cultural Studies in Consumer Behavior | Spring Fall |
3 | 0 | 3 | 6 |
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: | Bachelor’s Degree (First Cycle) |
Mode of Delivery: | Face to face |
Course Coordinator : | Prof. Dr. AHU ERGEN |
Course Lecturer(s): |
Prof. Dr. AHU ERGEN |
Recommended Optional Program Components: | none |
Course Objectives: | Consumers make many decisions regarding how they will spend their time and money, and what they will give their attention to. These decisions may seem based on simple problem solving techniques but in fact stem from much deeper values and beliefs regarding who they are and the role they play in different social and family groups. The course examines the consumer decision process and the impact of external environmental influences (culture, subculture, social class, reference groups, family and personal influences) and internal psychological influences (personality and lifestyle, learning, perception and beliefs and attitudes) on consumer decision making. |
The students who have succeeded in this course; 1. Gains an understanding of fundamental consumer behavior (CB) concepts in both theory and empirical research. 2. Learn how to practically apply this knowledge to real-world strategic marketing management decision making. 3. Uses knowledge of CB in the marketplace to become a better consumer via heightened self-consciousness of the forces at work (both internally in psychological set and externally in social environment) whenever they are engaged in the global marketplace. 4. Understand cultures and how they change CB theory and practice. 5. Becomes familiar with the literature in and other information sources on CB from a cultural perspective. 6. Becomes more aware of social and psychological influences on their everyday life with respect to cultural differences. 7. Increases his/her familiarity with the use of Internet, e-commerce, and information technology with respect to the changing global consumer marketplace. |
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. The teaching methods of this course include lecture, project preparation, and reading. |
Week | Subject | Related Preparation |
1) | Introduction to the Course | |
2) | An Introduction to Consumer Behavior | |
3) | Individual Determinants of Consumer Behavior: Perception | |
4) | Individual Determinants of Consumer Behavior: Learning, Personality, Self Concept | |
5) | Individual Determinants of Consumer Behavior: Attitude, Motivation | |
6) | Group Determinants of Consumer Behavior: Reference Group, Family, Opinion Leadershi | Article reviews: Homework 1 |
7) | External Influences on Consumer Behavior: Values, Lifestyle | Article reviews |
8) | Mid-term week | |
9) | Consumer Research | Article reviews |
10) | Consumer research | Article reviews: Homework 2 |
11) | Networked Consumer Behavior: WOMM, Social media | Article reviews |
12) | Consumer Decision-making Process and Diffusion of Innovations | Article reviews |
13) | New Consumer Trends | Article reviews |
14) | New Consumer Trends | Article reviews: Homework 3 |
Course Notes / Textbooks: | Önerilen kaynaklar Journal of Consumer Research Harvard Business Review Journal of Marketing Journal of Marketing Research Journal of Public Policy & Marketing Marketing Science Journal of Retailing Journal of Academy of Marketing Other resources Michael Solomon “Consumer Behavior,” Pearson. Schiffman, L.G. ve Kanuk, L.L. (2007) Consumer Behavior. New Jersey: Prentice Hall Richard H. Thaler and Cass R. Sunstein, Nudge (Dürtme), Penguin Books, 2009, NY |
References: | Recommended journals Journal of Consumer Research Harvard Business Review Journal of Marketing Journal of Marketing Research Journal of Public Policy & Marketing Marketing Science Journal of Retailing Journal of Academy of Marketing Other resources Michael Solomon “Consumer Behavior,” Pearson. Schiffman, L.G. ve Kanuk, L.L. (2007) Consumer Behavior. New Jersey: Prentice Hall Richard H. Thaler and Cass R. Sunstein, Nudge (Dürtme), Penguin Books, 2009, NY |
Semester Requirements | Number of Activities | Level of Contribution |
Application | 1 | % 30 |
Homework Assignments | 3 | % 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 |
Study Hours Out of Class | 14 | 3 | 42 |
Project | 1 | 30 | 30 |
Homework Assignments | 3 | 6 | 18 |
Paper Submission | 4 | 4 | 16 |
Final | 1 | 2 | 2 |
Total Workload | 150 |
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 |