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İzmir Ekonomi Üniversitesi

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    GRADUATE SCHOOL

    Master of Business Administration (MBA) (With Thesis)

    BA 537 | Course Introduction and Application Information

    Course Name
    Consumer Behaviour
    Code
    Semester
    Theory
    (hour/week)
    Application/Lab
    (hour/week)
    Local Credits
    ECTS
    BA 537
    Fall/Spring
    3
    0
    3
    7.5

    Prerequisites
    None
    Course Language
    English
    Course Type
    Elective
    Course Level
    Second Cycle
    Mode of Delivery -
    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, learning and motivation processes of consumption;
    • Explain the relationship between identity and consumption;
    • Explain the factors affecting consumers’ attitudes;
    • 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 behaviour.
    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 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
    Supportive Courses
    Media and Management Skills Courses
    Transferable Skill Courses

     

    WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

    Week Subjects Related Preparation
    1 Informing the Students about the Definition, Content and Application of the Course; Homework Subjects, Introduction to Consumption Culture Theory 1- Syllabus, 2- Arnould, E. J., & Thompson, C. J. (2005). Consumer culture theory (CCT): Twenty years of research. Journal of consumer research, 31(4), 868-882.
    2 Qualitative Methods in Consumer Behavior Research 1- Introduction, p.1-15, Kaynak: Belk, R., Fischer, E., & Kozinets, R. V. (2012). Qualitative consumer and marketing research. Sage. 2- Ger, G. (2009). Tüketici Araştırmalarında Nitel Yöntemler Kullanmanın İncelikleri ve Zorlukları. Tüketici ve Tüketim Araştırmaları Dergisi, 1(1), 1-19.
    3 Socio-Historical Pattern of Consumption Part-I, Chapter -4: The Making of the Consumer: Historical and Sociological Perspectives Source: Kravets, O., Maclaran, P., Miles, S., & Venkatesh, A. (Eds.). (2017). The SAGE handbook of consumer culture. Sage.
    4 Consumption, class and taste Part-I, Chapter-5: Consumption, Class and Taste Source: Kravets, O., Maclaran, P., Miles, S., & Venkatesh, A. (Eds.). (2017). The SAGE handbook of consumer culture. Sage.
    5 Modernity, Postmodernity and Consumer Behavior Liberatory Postmodernism and the Reenchantment of Consumption Author(s): A. Fuat Firat and Alladi Venkatesh Source: Journal of Consumer Research , Dec., 1995, Vol. 22, No. 3 (Dec., 1995), pp. 239- 267
    6 Assignment I Presentations and Discussion: Research Design for the final project Students are expected to come with a research design that will form the method of their final project.
    7 Modern Consumer Culture and Consumer Society Part -I, Chapter-2: The Emergence of Contemporary Consumer Culture Source: Kravets, O., Maclaran, P., Miles, S., & Venkatesh, A. (Eds.). (2017). The SAGE handbook of consumer culture. sage.
    8 Midterm Exam
    9 Consumer Identity Projects Part III, Chapter-12: Consumer Identity Projects Source: Kravets, O., Maclaran, P., Miles, S., & Venkatesh, A. (Eds.). (2017). The SAGE handbook of consumer culture. sage.
    10 Consumption, Body, Self Part IV, Chapter-17: Body Projects: Fashion, Aesthetic Modifications and Stylized Selves Source: Kravets, O., Maclaran, P., Miles, S., & Venkatesh, A. (Eds.). (2017). The SAGE handbook of consumer culture. Sage.
    11 Brand and Consumption Part-3, Chapter-14: Prosumption Tribes: How Consumers Collectively Rework Brands, Products, Services and Markets Source: Kravets, O., Maclaran, P., Miles, S., & Venkatesh, A. (Eds.). (2017). The SAGE handbook of consumer culture. Sage.
    12 II. Homework Presentations and Discussion: Theoretical discussion presentations for the final project Students are expected to come with the theoretical framework of their final project.
    13 Consumption and Gender 1-A. Fuat Flrat (1991) ,"Consumption and Gender: a Common History", in GCB - Gender and Consumer Behavior Volume 1, eds. Dr. Janeen Arnold Costa, Salt Lake City, UT : Association for Consumer Research, Pages: 378-393. http://www.acrwebsite.org/volumes/15529/gender/v01/GCB-01 2- Eileen Fischer and Brenda Gainer (1991) ,"I Shop Therefore I Am: the Role of Shopping in the Social Construction of Women's Identities", in GCB - Gender and Consumer Behavior Volume 1, eds. Dr. Janeen Arnold Costa, Salt Lake City, UT : Association for Consumer Research, Pages: 350-357. http://www.acrwebsite.org/volumes/15548/gender/v01/GCB-01
    14 Project Presentations
    15 Semester Review
    16 Final Project Presentations

     

    Course Notes/Textbooks
    Suggested Readings/Materials

     

    EVALUATION SYSTEM

    Semester Activities Number Weigthing
    Participation
    Laboratory / Application
    Field Work
    Quizzes / Studio Critiques
    Portfolio
    Homework / Assignments
    1
    20
    Presentation / Jury
    Project
    1
    20
    Seminar / Workshop
    Oral Exams
    Midterm
    1
    20
    Final Exam
    1
    40
    Total

    Weighting of Semester Activities on the Final Grade
    3
    60
    Weighting of End-of-Semester Activities on the Final Grade
    1
    40
    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
    14
    2
    28
    Field Work
    0
    Quizzes / Studio Critiques
    0
    Portfolio
    0
    Homework / Assignments
    2
    18
    36
    Presentation / Jury
    0
    Project
    1
    20
    20
    Seminar / Workshop
    0
    Oral Exam
    0
    Midterms
    1
    24
    24
    Final Exam
    1
    32
    32
        Total
    188

     

    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.
    -
    -
    -
    -
    -
    2

    To able to master the state-of-the-art literature in the area of specialization.
    -
    -
    -
    X
    -
    3

    To be able to evaluate the performance of business organizations through a holistic approach.
    -
    -
    -
    -
    -
    4

    To be able to effectively communicate scientific ideas and research results to diverse audiences.
    -
    -
    -
    -
    -
    5

    To be able to deliver creative and innovative solutions to business-related problems.
    -
    -
    -
    -
    -
    6

    To be able to solve business related problems using analytical and technological tools and techniques.
    -
    -
    -
    -
    -
    7

    To be able to take a critical perspective in evaluating business knowledge.
    -
    -
    X
    -
    -
    8

    To be able to exhibit an ethical and socially responsible behavior in conducting research and making business decisions.
    -
    -
    -
    -
    -
    9

    To be able to carry out a well-designed independent and empirical research.
    -
    -
    -
    X
    -
    10

    To be able to use a foreign language to follow information about the field of finance and participate in discussions in academic environments.

    -
    -
    -
    X
    -

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

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