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
The course opens with the approval of the Department at the beginning of each semester

Basic information

Language of instruction: En
Type of course: Departmental Elective
Course Level: Bachelor
Mode of Delivery: Face to face
Course Coordinator : Prof. Dr. ELİF OKAN
Course Lecturer(s): Dr. Öğr. Üyesi GÜLBERK GÜLTEKİN SALMAN
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 Outputs

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: 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
Attendance % 10
Laboratory 2 % 10
Application 10 % 10
Field Work % 0
Special Course Internship (Work Placement) % 0
Quizzes % 0
Homework Assignments % 0
Presentation 2 % 10
Project 1 % 20
Seminar % 0
Midterms 1 % 20
Preliminary Jury % 0
Final 1 % 20
Paper Submission % 0
Jury % 0
Bütünleme % 0
Total % 100
PERCENTAGE OF SEMESTER WORK % 60
PERCENTAGE OF FINAL WORK % 40
Total % 100

ECTS / Workload Table

Activities Number of Activities Workload
Course Hours 15 50
Laboratory
Application
Special Course Internship (Work Placement)
Field Work
Study Hours Out of Class 12 10
Presentations / Seminar
Project
Homework Assignments
Quizzes
Preliminary Jury
Midterms
Paper Submission
Jury
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
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