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
|
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| Course Language |
English
|
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| Course Type |
Elective
|
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| Course Level |
Second Cycle
|
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| Mode of Delivery | - | |||||
| Teaching Methods and Techniques of the Course | DiscussionQ&ALecture / Presentation | |||||
| 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;
|
| 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. |
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|
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. |
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| 4 | To be able to effectively communicate scientific ideas and research results to diverse audiences. |
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| 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