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 |
BA4664 | Consumer Behavior | Spring | 3 | 0 | 3 | 6 |
The course opens with the approval of the Department at the beginning of each semester |
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; |
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 . |
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. |
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 |
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 |
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 |
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 |
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 |