| Course Unit Title | Course Unit Code | Type of Course Unit | Level of Course Unit | Year of Study | Semester | ECTS Credits |
|---|---|---|---|---|---|---|
| Consumer Behavior | ISL151 | Elective | Master's degree | 1 | Spring | 6 |
Name of Lecturer(s)
??? Sosyal Bilimler Enstitüsü
Assistant Prof. Dr. Duygu FIRAT
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
Bölümün/programın program yeterlilikleri sistemde olmadığından ilişkilendirme işlemi yapılamamıştır.
Mode of Delivery
Face to Face
Prerequisites and Co-Requisites
None
Recommended Optional Programme Components
Not Required
Course Contents
Consumer behavior investigates consumers behavior in market. Social Psychology ve behavioral purchase decision behaviour processes, motivation, perception, attitude and persusasion, reference group affect, concsious an unconsious consumer behavior, senses and neuromarketing are the subjects of the course.
Weekly Schedule
1) An Overview to Consumer Behavior2) Consumer Researches and Neuro - Marketing
3) Investigation of the Relationship between Consumer Behavior and Marketing Strategy
4) Consumer Behavior Models
5) Learning and Memory
6) Personality
7) Needs and Motivation
8) Mid - Term Exam
9) Perception and Attitudes
10) Values and Lifestyle
11) Group Dynamics and Consultation Group, Family and Social Class
12) Culture and Cultural Influence on Consumer Behavior
13) Life Style
14) Consumers New Product Acceptance Process
15) Purchasing Decision Process of Consumers
16) Exam
Recommended or Required Reading
Planned Learning Activities and Teaching Methods
1) Lecture
2) Question-Answer
3) Discussion
4) Drill and Practice
5) Case Study
6) Self Study
Assessment Methods and Criteria
Contribution of Midterm Examination to Course Grade |
30% |
|---|---|
Contribution of Final Examination to Course Grade |
70% |
Total |
100% |
Language of Instruction
Turkish
Work Placement(s)
Not Required