CONSUMER BEHAVIOR

MKTT503

Course Code: MKTT503
Semester: First Term (Fall)
Theory+Practice: 3 + 0
ECTS: 10

Course Type

Compulsory Course

Course Level

Master's Degree With Thesis

Year of Study

Semester

First Term (Fall)

ECTS

Name of Lecturer(s)

Professor Selay Ilgaz Sümer

Learning Outcomes

At the end of this course, the students;

Know the concepts of perception, learning, motivation, self, attitude.
Know the types of individual decision making types.
Know the process of consumers buying decision process.
Know the methods of buying used in persuasion of consumers.
Know the effective factors on purchasing.

Mode of Delivery

Face to face

Prerequisites

Recommended Optional Programme Components

None

Course Description

In this course; effects of consumer behavior on the businesses, customer satisfaction, customer loyalty, consumption phenomenon, needs and wants, consumers buying behavior and decisions, factors effecting the buying behavior of consumers will be examined.

Course Contents

WEEK	TOPICS
1^st Week	Introduction to consumer behaviors
2^nd Week	Perception and learning
3^rd Week	Motivation, values, self
4^th Week	Personality and life styles
5^th Week	Attitudes, attitudes change and interactive communication
6^th Week	Individual decision making, buying and disposing
7^th Week	Group influence and opinion leadership
8^th Week	Mid-term examination
9^th Week	Household decision making
10^th Week	Consumers subcultures: income and social class, ethnic group, racial, religion and age subcultures
11^th Week	Consumers and cultures
12^th Week	Consumers and cultures
13^th Week	Project presentations
14^th Week	Project presentations
15^th Week	General Review

Recommended or Required Reading

Solomon, Michael R. (2002). Consumer Behaviour: Buying, Having and Being International. 5. basım. Prentice Hall.

Planned Learning Activities and Teaching Methods

Lecture
Discussion

Assessment Methods and Criteria

	Quantity	Percentage (%)
Mid-term	1	30
Project	1	30
Presentation of Article	1	15
Total(%)		75
Contribution of In-term Studies to Overall Grade(%)		75
Contribution of Final Examination to Overall Grade(%)		25
Total(%)		100

ECTS Allocated Based on Student Workload

Activities	Quantity	Duration (Hour)	Total Workload (Hour)
Midterm exam	1	2	2
Preparation for Quiz
Individual or group work	1	70	70
Preparation for Final exam	1	40	40
Course hours	14	3	42
Preparation for Midterm exam	1	40	40
Laboratory (including preparation)
Final exam	1	2	2
Homework	1	100	100
Total Work Load			296
Total Work Load / 30 (h)			9.86
ECTS Credit of the Course			10

Language of Instruction

Turkish

Work Placement(s)

Programme Qualifications / Learning Outcomes

	LO1	LO2	LO3	LO4	LO5
K1
K2	X	X	X	X	X
K3	X			X
K4	X		X	X	X
K5
K6
K7			X	X	X
K8
K9			X
K10	X	X	X	X	X