Kocaeli University / European Credit Transfer System (ECTS)

Name of Lecturer(s)

Associate Prof. Dr. Banu KÜÇÜKSARAÇ

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

Learning Outcomes of the Course Unit

1) Explain the socio-cultural, psychological and economic factors that shape consumer behavior.
1) Explain the socio-cultural, psychological and economic factors that shape consumer behavior.
2) It evaluates the changing interests, tastes, needs and desires of the consumers according to their different characteristics.
2) It evaluates the changing interests, tastes, needs and desires of the consumers according to their different characteristics.
3) Explain the relationship between consumer behavior and different disciplines.
3) Explain the relationship between consumer behavior and different disciplines.
4) Recognize different models and approaches related to consumer behavior.
4) Recognize different models and approaches related to consumer behavior.
5) Explain the components of consumer behavior.
5) Explain the components of consumer behavior.
6) Explain the place of consumer behavior in marketing.
6) Explain the place of consumer behavior in marketing.
7) Evaluates the consumer purchasing process and behavior.
7) Evaluates the consumer purchasing process and behavior.
8) It evaluates the tastes and consumption habits of different consumer segments.
8) It evaluates the tastes and consumption habits of different consumer segments.
9) Knows new trends affecting marketing and consumer behavior.
9) Knows new trends affecting marketing and consumer behavior.
10) Know the digital economy and the behavior of the new generation digital consumers
10) Know the digital economy and the behavior of the new generation digital consumers

Program Competencies-Learning Outcomes Relation

		Program Competencies
		1	2	3	4	5	6	7	8	9
Learning Outcomes
	1	Middle	High	Middle	High	Middle	High	High	High	Middle
	1	High	High	High	Middle	High	High	Middle	High	Middle
	2	High	High	Middle	High	High	High	High	Middle	Middle
	2	High	Middle	High	Middle	Middle	Middle	Middle	Middle	High
	3	High	High	Middle	High	High	Middle	Middle	High	High
	3	High	High	High	Middle	Middle	High	High	Middle	High
	4	High	Middle	High	Middle	Middle	High	High	Middle	Middle
	4	High	Middle	High	High	Middle	High	Middle	High	High
	5	Middle	High	High	Middle	High	Middle	Middle	High	High
	5	Middle	High	High	High	High	Middle	Middle	Middle	High
	6	High	High	High	High	Middle	Middle	High	High	Middle
	6	Middle	High	High	Middle	High	High	Middle	High	High
	7	Middle	Middle	High	High	High	Middle	High	High	Middle
	7	No relation	No relation	No relation	No relation	Middle	No relation	High	Middle	High
	8	Middle	Middle	Middle	High	High	Middle	High	High	Middle
	8	High	Middle	High	High	High	High	Middle	High	Middle
	9	Middle	High	High	High	Middle	High	Middle	Middle	High
	9	High	High	High	Middle	High	High	High	Middle	High
	10	Middle	High	Middle	High	Middle	Middle	High	Middle	High
	10	Middle	High	Middle	High	Middle	High	Middle	Middle	Middle

Mode of Delivery

Face to Face

Prerequisites and Co-Requisites

None

Recommended Optional Programme Components

Media, Society and Culture

Course Contents

This course is designed to inform students about the communication methods and marketing setups that will be established according to new consumer behaviors that change with digital communication. In this framework, issues such as the effect of digital communication on consumer habits and behaviors, new factors affecting consumer purchasing decisions, interactive marketing will be examined, thus, a focus will be on developing a holistic understanding of the subject.

Weekly Schedule

1) Introduction to consumer behavior, consumer behavior marketing relationship
2) Consumer behavior models
3) Individual differences in consumer behavior
4) Psychological processes and situational influences that shape consumer behavior
5) Socio-cultural factors that shape consumer behavior
6) Consumer lifestyles and market segmentation
7) Consumer decision making and purchasing behavior
8) Midterm exam
9) New trends affecting marketing and consumer behavior
10) Postmodern marketing and new customer
11) Digital economy and new generation digital consumers
12) Experience economy and customer experience management
13) Digital consumer behavior research-Student presentations
15) Digital consumer behavior research-Student presentations
16) Digital consumer behavior research-Student presentations

Planned Learning Activities and Teaching Methods

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

Assessment Methods and Criteria

Contribution of Midterm Examination to Course Grade	20%
Contribution of Final Examination to Course Grade	80%
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
Dijital Consumer Tendencies and Behaviours	HIT127	Elective	Master's degree	1	Fall	5