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İzmir Ekonomi Üniversitesi

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    GRADUATE SCHOOL

    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
    Q&A
    Lecture / Presentation
    National Occupation Classification -
    Course Coordinator
    Course Lecturer(s)
    Assistant(s)
    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

    The students who succeeded in this course;

    • Describe the perception and learning processes in consumption;
    • Explain the relationship between identity and consumption;
    • Compare the needs, desires and motivations of consumers;
    • Discuss the decision making process of consumers and the different stages of the consumption process;
    • Describe the effects of social class, subculture and culture on consumers;
    • 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.
    Related Sustainable Development Goals

     



    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
    1 Introduction to the course: course content and syllabus review Solomon, M.R. (2016), Consumer Behavior: Buying, Having, and Being, New Jersey: Pearson Education. Chapter: 1
    2 Consumer Behavior as a Process and Meaning of Consumption Solomon, M.R. (2016), Consumer Behavior: Buying, Having, and Being, New Jersey: Pearson Education. Chapter: 1
    3 Perception Process Solomon, M.R. (2016), Consumer Behavior: Buying, Having, and Being, New Jersey: Pearson Education. Chapter: 2
    4 Learning Processes of Consumers Solomon, M.R. (2016), Consumer Behavior: Buying, Having, and Being, New Jersey: Pearson Education. Chapter: 3
    5 Motivation Solomon, M.R. (2016), Consumer Behavior: Buying, Having, and Being, New Jersey: Pearson Education. Chapter: 4
    6 Self and Social Comparison Solomon, M.R. (2016), Consumer Behavior: Buying, Having, and Being, New Jersey: Pearson Education. Chapter: 5
    7 Homework / Discussion Related Readings
    8 Attitude and Attitude Change Solomon, M.R. (2016), Consumer Behavior: Buying, Having, and Being, New Jersey: Pearson Education. Chapter: 7
    9 Decision Making Process of Consumers Solomon, M.R. (2016), Consumer Behavior: Buying, Having, and Being, New Jersey: Pearson Education. Chapter: 8
    10 Buying Behaviour and Disposing Solomon, M.R. (2016), Consumer Behavior: Buying, Having, and Being, New Jersey: Pearson Education. Chapter: 9
    11 Reference Group Influences on Consumption Solomon, M.R. (2016), Consumer Behavior: Buying, Having, and Being, New Jersey: Pearson Education. Chapter: 10
    12 Social Class and Subcultures Solomon, M.R. (2016), Consumer Behavior: Buying, Having, and Being, New Jersey: Pearson Education. Chapter: 12, 13, 14
    13 Effects of Culture on Consumers Solomon, M.R. (2016), Consumer Behavior: Buying, Having, and Being, New Jersey: Pearson Education. Chapter: 15
    14 Contemporary Topics in Consumer Behavior Solomon, M.R. (2016), Consumer Behavior: Buying, Having, and Being, New Jersey: Pearson Education. Chapter: 16
    15 Semester Review
    16 Final Exam

     

    Course Notes/Textbooks
    • Solomon, M.R. (2011), Consumer Behavior: Buying, Having, and Being, New Jersey: Pearson, 978-0-13-7034963. (IEU)
    • Koç, E (2015), Tüketici davranışı ve pazarlama stratejileri: global ve yerel yaklaşım, Ankara: Seçkin Yayıncılık, 978-975-02-3156-8 (IEU) 
    Suggested Readings/Materials
    • Zaltman, G. (2003), Tüketici Nasıl Düşünür, İstanbul: Mediacat, 975-6347-31-7 (IEU)
    • Odabaşı, Y. (1999), Tüketim Kültürü: Yetinen Toplumun Tüketen Topluma Dönüşümü, İstanbul, Sistem Yayıncılık, 975-322-116-9.(IEU)
    • Odabaşı, Y.& Barış, G. (2019), Tüketici Davranışı, Mediacat, 975-8378-64-3.
    • Kotler, P. (2018), Pazarlama 4.0, Gelenekselden Dijitale Geçiş, Optimist, 978-6052261033
    • Diğer kitap ve makaleler

     

    EVALUATION SYSTEM

    Semester Activities Number Weigthing
    Participation
    Laboratory / Application
    Field Work
    Quizzes / Studio Critiques
    Portfolio
    Homework / Assignments
    1
    20
    Presentation / Jury
    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
    1
    20
    20
    Presentation / Jury
    0
    Project
    0
    Seminar / Workshop
    0
    Oral Exam
    0
    Midterms
    0
    Final Exam
    1
    44
    44
        Total
    144

     

    COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP

    #
    		 Program Competencies/Outcomes
    * Contribution Level
    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.
    -
    -
    -
    -
    -

    *1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest

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