IB4612 Cross Cultural Studies in Consumer BehaviorBahçeşehir UniversityDegree Programs BUSINESS ADMINISTRATIONGeneral Information For StudentsDiploma SupplementErasmus Policy StatementBologna CommissionNational Qualifications
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
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.

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. 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.

Learning Outcomes

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.

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.
The teaching methods of this course include lecture, project preparation, and reading.

Weekly Detailed Course Contents

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

Sources

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

Evaluation System

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

ECTS / Workload Table

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

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