Course Title Code Semester L+P Hour Credits ECTS
Consumer Behavior * AS   313 5 3 3 3

Prerequisites and co-requisites
Recommended Optional Programme Components None

Language of Instruction Turkish
Course Level First Cycle Programmes (Bachelor's Degree)
Course Type
Course Coordinator Asst.Prof.Dr. Gülnur KAPLAN ESEN
Dr. Öğr. ÜyesiGÜLNUR KAPLAN ESEN1. Öğretim Grup:A
The course aims to teach knowledge and skills regarding consumer behaviour theory and its implementations. focusing on issues such as, consumer behaviours, consumer attitudes, perception, learning, motivation theories, marketing strategies and positioning with examining the factors that affect buying process.
Terms of consumer and consumer behaviours, learning process of consumers, sense and perception, motivation theories, personality and consumer behaviours, cognitive learning and memory, behavioural learning, social learning, socio-cultural affect technics, attitudes and shaping the attitudes, evaluating the attitudes, persuasion and persuasion theories, consumer as a part of culture and sub-culture, the effects of new communication technologies, buying process of consumer, marketing and marketing strategeies, marketing approaches and positioning, the future of consumers and possible problems will be discussed and transferred.

Learning Outcomes

Course's Contribution To Program
NoProgram Learning OutcomesContribution
Explains the basic concepts of the field, communication patterns, communication and cultural functions within the framework of communication as the basis of Communication Studies.
Recognizes the national and global communication systems, the basic concepts, theories and principles.
Holds information related to the fields as a basis; Instrumental Social Communications (Radio, TV, Film, Advertising, Public Relations, Journalism) within a terminological frame (=teleological) (Public Sphere, Public Opinion, Cultural Production Areas, Ci
Has the knowledge and skills to use and/or explain how communication works in every aspect in different cultures, from individual to group, mass, institutional communication within the major tools of communication.
Distinguishes non-scientific knowledge from the scientific method, and follows technological innovations in the field with the updated work.
From an interdisciplinary perspective, acknowledged the concept of communication to synthesize information that Communication Studies has background from different areas like, Sociology, History, Psychology, Linguistics, Political Sciences, Anthropology a
Produces thoughts and knowledge to understand and solve communication problems encountered in size of individual to global communications.
As a requirement of competence to communicate effectively, has the ability to express himself/herself up, facing the people with correct understanding in environments in which he/she is capable of empathy sets.
Organizes and/or actively participates in the social, artistic and cultural activities, reports events.
Follows the local, national and international events with critical comments.
Is able to work in the group as well as having the competence of the individual work
Develops a sense of responsibility towards the society, as individuals, develops projects for the benefit of the community, leadership and entrepreneurial skills of intellectual exhibitions.
Improves constantly himself/herself, as well as being open to professional developments in scientific, social, cultural and artistic fields according to his/her interests and abilities, identifying needs of learning
Has rational thinking skills, creative thinking in written, oral, visual and so on, as well as using the methods and strategies, for the purpose of communicating thoughts.
Has at least one foreign language in the European Language Portfolio (B) with the level of using the information in track and communicate with colleagues abroad.
While accessing all kinds of information, using and transmitting of all other thoughts on the process and in all other practices of the profession strives to comply with ethical requirements and endeavors.
Has basic skills and use these skills for mediating to the general population methods in the specific praxis areas, such as media literacy,
Is competent to use required level of knowledge of the area and use of computer software as well as all means of communication (body language, verbal and nonverbal communication, newspapers, magazines, radio, television, cinema, internet and other informa
Identifies learning needs and future career plan and perform accordingly.
Has the knowledge of the legal framework related to the field.

Course Content
WeekTopicsStudy Materials _ocw_rs_drs_yontem
1 Terms of consumer and consumer behaviour, their features, and importance of the field. Reading of literature
2 Sense and perception in consumers grounding and learning process. Exposing, attention, evaluation processes in perception. Reading of literature
3 As a person, consumer motivation and motivation theories, personality and consumer behaviours, personality and self, values and life style. Reading of literature
4 Psychological effects: Cognitive learing and memory. Calssical conditioning, and operant conditioning in behavioural learning. Reading of literature
5 Social learning and obedience technics, socio-cultural affecting technics, consumers in social and cultural surroundings, reference groups and social classes, group dynamics and cooperation group. Reading of literature
6 Attitudes and changing the attitudes, shaping, relations of communication and consumer behaviours. Reading of literature
7 Fishbein Model in evaluating the beliefs and attitudes, persuasion and persuasion theories. Reading of literature
8 Mid-term exam Taught course subjects
9 Culture, sub-culture, and consumer behaviour as a part of them. Reading of literature
10 Personal effects, and spreading of innovations, effects of new communication technics on consumer behaviours. Reading of literature -Project assignment
11 Buying process of consumer. Consumers behaviours during and after buying. Reading of literature -Project assignment
12 The importance of consumer behaviours in marketing and its relations with marketing strategy. Reading of literature -Project assignment
13 Market segmentation and approaches, market positioning. Reading of literature -Project assignment
14 Consumer behaviours and analyzing the example. Reading of literature -Project assignment
15 The future of consumer and consumption, and the possible problems, and critics. Reading of literature
16-17 Final exam Taught course subjects

Recommended or Required Reading
Additional Resources