Kocaeli University / European Credit Transfer System (ECTS)

Name of Lecturer(s)

Prof. Dr. Ümit ALNIAÇIK
Assistant Prof. Dr. Duygu FIRAT

Learning Outcomes of the Course Unit
Program Competencies-Learning Outcomes Relation

Learning Outcomes of the Course Unit

1) Explain the consumer behavior's theories in marketing literature.
2) Explain the affecting factor on consumer behaviors.
3) Explain the process of consumer buying decision.
4) Determine the methods of consumer behavior's research.
5) Explain the analyses of estimating consumer behaviors.

Program Competencies-Learning Outcomes Relation

		Program Competencies
		1	2	3
Learning Outcomes
	1	High	High	High
	2	High	High	High
	3	High	High	High
	4	High	High	High
	5	High	High	High

Mode of Delivery

Face to Face

Prerequisites and Co-Requisites

None

Recommended Optional Programme Components

Principles of Marketing Marketing Management

Course Contents

The contents of this subject will be include “the importance of consumer behaviour in marketing and one model, learning, motives, perception, attitude and needs, personality and know yourself, life style, social classes, culture, the other factors that effecting consumer behaviors, accessing of innovations, brand positioning and organizational buying.”

Weekly Schedule

1) The Concept and Characteristics of Consumer Behavior
2) The Importance of Consumer Behavior in Marketing
3) Consumer Perception
4) Learning and Memory
5) Motivation and Involvement
6) Attitudes and Emotions
7) Personality and Individuality
8) Midterm Examination/Assessment
9) Values and Life Style
10) Reference Groups and Family
11) Personal Influence and Diffusion of Innovations
12) Structure of Consumer Decision Making Process
13) Purchase and Post-Purchase Behaviors
14) Consumer Protection
15) Final Examination

Planned Learning Activities and Teaching Methods

1) Lecture
2) Question-Answer
3) Discussion
4) Case Study
5) Self Study

Assessment Methods and Criteria

Contribution of Semester Studies to Course Grade

40%

		Number	Percentage
Semester Studies	Midterm Examination	1	50%
Semester Studies	Quiz	1	50%

Contribution of Final Examination to Course Grade

60%

Total

100%

Language of Instruction

Turkish

Work Placement(s)

Not Required

Course Unit Title	Course Unit Code	Type of Course Unit	Level of Course Unit	Year of Study	Semester	ECTS Credits
Consumer Behaviour	UYP105	Compulsory	Master's degree	1	Fall	6