Information Package
baskent.edu.tr

Program of Communication Design

PRP325

CONSUMER BEHAVIOUR

Course Code
PRP325
Semester
-
Theory+Practice
3 + 0
ECTS
5
Course TypeElective Course
Course LevelBachelor's Degree
Year of Study-
Semester-
ECTS5
Name of Lecturer(s)
Learning Outcomes

At the end of this course, the students;

  1. Will access the information about consumption phenomenon why, how, where and so many answers to questions.
  2. Explain and discuss AI-supported consumer data analysis methods (e.g., neuromarketing, sensory marketing, algorithmic data processing) with examples.
  3. They can investigate the impact of digital media and artificial intelligence technologies on consumer decision-making processes through teamwork.
Mode of DeliveryFace to face
PrerequisitesNo
Recommended Optional Programme ComponentsNone
Course DescriptionConsumer behavior examines how individual customers, groups or organizations select, buy, use and dispose of ideas, goods and services to meet their needs and wants. Consumer behavior, which examines the relationship between the motivations and perception that causes the movements of the consumers in the market, examines the whole process in which the individual interacts with her environment. At this stage, it gives important clues for marketing managers in terms of environmental analysis, product positioning, market segmentation, market research orientation and marketing mix development. Consumer behavior is the process of individuals' decisions regarding which goods and services will be purchased from whom, how, where, when, and whether or not they will be purchased. Contemporary marketing is consumer oriented and consumer behavior information reinforces this feature of marketing.
Course Contents
WEEK TOPICS
1st Week Conceptual framework of Consumer Behavior
2nd Week Factors Affecting Consumer Behavior
3rd Week Social factors: Social Class
4th Week Reference and Advisory groups
5th Week Psychological factors
6th Week Neuromarketing
7th Week Midterm
8th Week Mind of the market
9th Week Consensus maps
10th Week Operational memory
11th Week Narrative recall
12th Week Consumer Behavior Models
13th Week Nicosia Model / Howard AndSheth Model
14th Week Purchase Decision Process
Recommended or Required ReadingGerald Zaltman, (2016). ?Tüketici Nasıl Düşünür??, İstanbul: Mediacat Yayınları.
Yavuz Odabaşı, (2009). ?Tüketici Davranışı?, İstanbul: Mediacat Yayınları.
F. Nur Yorgancılar, (2015). ?Tüketici Davranışı Nörolojisi?, İstanbul: Çizgi Kitapevi.
Tayçu Dolu, Z., & Marangoz, M. (2023). Yapay zeka uygulamalarının tüketicilerin satın alma niyeti üzerine etkisi: Büyük Hazine filmi üzerine bir analiz. Süleyman Demirel Üniversitesi Vizyoner Dergisi, 14(36), 1231?1248. https://doi.org/10.21076/vizyoner.1345612
Özkaynar, K. (2023). Teknoloji kabul modeli çerçevesinde, tüketicilerin yapay zeka araçlarını kullanımlarında algılanan fayda, tutum ve niyetler arasındaki ilişki: Etik kaygıların düzenleyici etkisi. Kafkas Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 14(27), 141?160. https://doi.org/10.36543/kauiibfd.2023.012
Akyılmaz, B. (2022). Yapay zeka ve tüketici davranışı alanındaki yayınların bibliyometrik analizi. İşletme Araştırmaları Dergisi, 14(3), 2273?2290. https://doi.org/10.20491/isarder.2022.1461
Planned Learning Activities and Teaching Methods
  • Lecture
  • Discussion
  • Practice
  • Project
  • Other
Assessment Methods and Criteria
Quantity Percentage (%)
Mid-term 1 30
Presentation of Article 1 20
Total(%) 50
Contribution of In-term Studies to Overall Grade(%) 50
Contribution of Final Examination to Overall Grade(%) 50
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
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 2 15 30
Total Work Load156
Total Work Load / 30 (h)5.2
ECTS Credit of the Course5
Language of InstructionTurkish
Work Placement(s)No

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