| Course Type | Elective Course |
|---|
| Course Level | Associate Degree |
|---|
| Year of Study | - |
|---|
| Semester | - |
|---|
| ECTS | 5 |
|---|
| Name of Lecturer(s) |
- |
| Learning Outcomes |
At the end of this course, the students;
- Defines the concept of consumer behavior and its role in marketing strategy.
- Compares classical (explanatory) and contemporary (descriptive) consumer behavior models.
- Analyzes the influence of cultural, social, personal, and psychological variables on purchasing behavior.
- Evaluates the stages of the purchase decision process through real-world marketing examples.
- Explains how family, reference groups, and opinion leadership shape consumer decisions.
|
| Mode of Delivery | Face to face |
|---|
| Prerequisites | No |
|---|
| Recommended Optional Programme Components | No |
|---|
| Course Description | This course aims to examine the psychological, social, cultural, and economic dynamics that shape consumers' purchasing decisions through classical and contemporary theoretical models; to analyze how these dynamics interact with social mechanisms such as family, reference groups, and opinion leadership; and to help students relate this conceptual framework to current marketing practices. |
|---|
| Course Contents |
| WEEK |
TOPICS |
|
1st Week |
Introduction to Consumer Behavior |
|
2nd Week |
Consumer Behavior Models |
|
3rd Week |
Consumer Decision-Making Process |
|
4th Week |
Pre-Purchase Processes |
|
5th Week |
Perception |
|
6th Week |
Learning and Memory |
|
7th Week |
Motivation ? Motivational Conflict and Need Priorities; Motivation in Digital Platforms: FOMO, Social Proof, Gamification |
|
8th Week |
MIDTERM EXAM WEEK |
|
9th Week |
Personality, Self, Values, and Lifestyle |
|
10th Week |
Attitudes, Beliefs, and Emotions |
|
11th Week |
Income, Social Class, Culture, and Demographic Influences |
|
12th Week |
Family and Household Influences |
|
13th Week |
Group Influence, Reference Groups, and Opinion Leadership |
|
14th Week |
General Review |
|
| Recommended or Required Reading | Yavuz ODABAŞI. Tüketici Davranışı. 22.Baskı, Mediacat Yayınları |
|---|
| Planned Learning Activities and Teaching Methods |
- Lecture
- Discussion
- Questions/Answers
- Presentation
- Case Study
|
|---|
| Assessment Methods and Criteria |
|
Quantity |
Percentage (%) |
| Mid-term |
1 |
40 |
| Total(%) |
|
40 |
| Contribution of In-term Studies to Overall Grade(%) |
|
40 |
| Contribution of Final Examination to Overall Grade(%) |
|
60 |
| Total(%) |
|
100 |
|
| ECTS Allocated Based on Student Workload |
| Activities |
Quantity |
Duration (Hour) |
Total Workload (Hour) |
| Midterm exam |
1 |
1 |
1 |
| Preparation for Quiz |
|
|
|
| Individual or group work |
14 |
3 |
42 |
| Preparation for Final exam |
14 |
3 |
42 |
| Course hours |
14 |
3 |
42 |
| Preparation for Midterm exam |
7 |
3 |
21 |
| Laboratory (including preparation) |
|
|
|
| Final exam |
1 |
1 |
1 |
| Homework |
|
|
|
| Total Work Load | 149 |
| Total Work Load / 30 (h) | 4.96 |
| ECTS Credit of the Course | 5 |
|
| Language of Instruction | Turkish |
|---|
| Work Placement(s) | No |
|---|
