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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
    Group Work
    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.

     



    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 Weigthing
    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
    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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