Master of Business Administration - Distance Learning (e-MBA) (Turkish)

EISL 537 | Course Introduction and Application Information

Course Name

Consumer Behavior

Code	Semester	Theory (hour/week)	Application/Lab (hour/week)	Local Credits	ECTS
EISL 537	Fall/Spring	3	0	3	5

Prerequisites	None
Course Language	Turkish
Course Type	Elective
Course Level	Second Cycle
Mode of Delivery	Online
Teaching Methods and Techniques of the Course	Discussion Group Work Lecture / Presentation
National Occupation Classification	-
Course Coordinator	Prof. Dr. Tuğba TUĞRUL
Course Lecturer(s)	Prof. Dr. Tuğba TUĞRUL
Assistant(s)	Araş. Gör. Damlasu UYUĞ ŞENGÜN

Course Objectives

This course aims to provide students a comprehensive view on final consumers. It teaches to look deeper into consumers’ world by focusing on the psychological, sociological and cultural aspects of consumption.

Learning Outcomes

#	Content	PC Sub	* Contribution Level
#	Content	PC Sub	1	2	3	4	5
1	Describe the perception and learning processes in consumption;
2	Explain the relationship between identity and consumption;
3	Compare the needs, desires and motivations of consumers;
4	Discuss the decision making process of consumers and the different stages of the consumption process;
5	Describe the effects of social class, subculture and culture on consumers;
6	Discuss how different marketing strategies affect consumer behavior.

Course Description

Moving from micro to macro topics, perception, learning, motivation, personality and lifestyle, attitudes, identities, decision-making mechanisms and social and cultural interactions of consumers are the main topics of covered in this course. Different dimensions of consumption before, during and after purchasing are investigated.

Course Category	Core Courses
	Major Area Courses	X
	Supportive Courses
	Media and Management Skills Courses
	Transferable Skill Courses

WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

Week	Subjects	Related Preparation	Learning Outcome
1	Introduction to the course: course content and syllabus review
2	Consumer Behavior as a Process; Meaning of Consumption	Koç, E (2015), Tüketici davranışı ve pazarlama stratejileri: global ve yerel yaklaşım, Chapter 1.
3	Motivation	Koç, E (2015), Tüketici davranışı ve pazarlama stratejileri: global ve yerel yaklaşım, Chapter 5: pages 191-207.
4	Consumer Involvement and Buying Decision Behavior	Koç, E (2015), Tüketici davranışı ve pazarlama stratejileri: global ve yerel yaklaşım, Chapter 5: pages 208-230 and Chapter 10: pages 393-396.
5	Values, Lifestyles, and Culture	Koç, E (2015), Tüketici davranışı ve pazarlama stratejileri: global ve yerel yaklaşım, Chapter 8.
6	Perception, Self, and Personality	Koç, E (2015), Tüketici davranışı ve pazarlama stratejileri: global ve yerel yaklaşım, Chapter 3 and Chapter 7.
7	Attitude and Attitude Change	Tüketici davranışı ve pazarlama stratejileri: global ve yerel yaklaşım, Chapter 6.
8	Self Study: Case Study Preparation
9	In-class Case Study Discussion
10	Learning Processes in Consumption	Koç, E (2015), Tüketici davranışı ve pazarlama stratejileri: global ve yerel yaklaşım, Chapter 4.
11	Reference Group Influences on Consumption	Koç, E (2015), Tüketici davranışı ve pazarlama stratejileri: global ve yerel yaklaşım, Chapter 9.
12	Effective Marketing Communication: Characteristics of Target Group; Student Presentations	Koç, E (2015), Tüketici davranışı ve pazarlama stratejileri: global ve yerel yaklaşım, Chapter 11: page 420. Assigned readings.
13	Effective Marketing Communication: Persuasive Message; Student Presentations	Koç, E (2015), Tüketici davranışı ve pazarlama stratejileri: global ve yerel yaklaşım, Chapter 4: page 184 and Chapter 11: pages 419. Assigned readings.
14	Effective Marketing Communication: New Media Practices; Student Presentations	Assigned readings.
15	Semester Review
16	Final Exam

Course Notes/Textbooks	Koç, E (2015), Tüketici davranışı ve pazarlama stratejileri: Global ve yerel yaklaşım, Ankara: Seçkin Yayıncılık, 978-975-02-3156-8 (IEU)
Suggested Readings/Materials	Odabaşı, Y.& Barış, G. (2019), Tüketici Davranışı, Mediacat, 975-8378-64-3 (IEU) Başal (2018), Yeni medya planlama ve tüketici davranışları : geleneksel ve dijital medyayı kapsayan bütünleşik medya planlama, Çantay Yayınları, 978-605-9574-13-6 (IEU) Atanmış okumalar.

EVALUATION SYSTEM

Semester Activities	Number	Weighting	LO 1	LO 2	LO 3	LO 4	LO 5	LO 6
Participation
Laboratory / Application
Field Work
Quizzes / Studio Critiques
Portfolio
Homework / Assignments
Presentation / Jury	1	20
Project
Seminar / Workshop
Oral Exams
Midterm
Final Exam	1	80
Total

Weighting of Semester Activities on the Final Grade	1	20
Weighting of End-of-Semester Activities on the Final Grade	1	80
Total

ECTS / WORKLOAD TABLE

Semester Activities	Number	Duration (Hours)	Workload
Theoretical Course Hours (Including exam week: 16 x total hours)	16	3	48
Laboratory / Application Hours (Including exam week: '.16.' x total hours)	16		0
Study Hours Out of Class	16	2	32
Field Work			0
Quizzes / Studio Critiques			0
Portfolio			0
Homework / Assignments			0
Presentation / Jury	1	10	10
Project			0
Seminar / Workshop			0
Oral Exam			0
Midterms			0
Final Exam	1	54	54
		Total	144

COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP

#	PC Sub	Program Competencies/Outcomes	* Contribution Level
#	PC Sub	Program Competencies/Outcomes	1	2	3	4	5
1	To be able to demonstrate general business knowledge and skills.		-	-	-	X	-
2	To be able to demonstrate business communication skills effectively.		-	-	-	X	-
3	To be able to deliver creative and innovative solutions to the business-related problems.		-	-	-	X	-
4	To be able to evaluate the performance of business organizations through a holistic approach.		-	X	-	-	-
5	To be able to take a critical perspective in evaluating business knowledge.		-	-	-	X	-
6	To be able to exhibit an ethical and socially responsible behavior in conducting research and making business decisions.		-	-	-	X	-
7	To be able to solve business related problems using analytical and technological tools and techniques.		-	X	-	-	-
8	To develop a solution to business problems through systematic research.		-	X	-	-	-
9	To be able to use a foreign language to follow information about the field of business and participate in discussions in academic environments.		-	-	-	-	-