TÜRKÇE
ENGLISH
Information
| Unit | ADANA VOCATIONAL SCHOOL |
| Tourism and travel services | |
| Code | TSP117 |
| Name | Consumer Behavior |
| Term | 2021-2022 Academic Year |
| Semester | 1. Semester |
| Duration (T+A) | 2-0 (T-A) (17 Week) |
| ECTS | 3 ECTS |
| National Credit | 2 National Credit |
| Teaching Language | Türkçe |
| Level | Ön Lisans Dersi |
| Type | Normal |
| Label | E Elective |
| Mode of study | Yüz Yüze Öğretim |
| Catalog Information Coordinator | Öğr. Gör. Dr. SEVAL RENKAL DIBLAN |
| Course Instructor |
Öğr. Gör. Dr. SEVAL RENKAL DIBLAN
(Güz)
(A Group)
(Ins. in Charge)
|
Course Goal / Objective
To inform students about consumer behaviour, its reasons, factors affecting it, consumption strategies, consumer reactions and consumer psychology. To learn what there is about consumers, and serving consumers with better goods and services through processing data observed.
Course Content
This course is designed to introduce and familiarize students with the basic concepts and procedures for investigating consumers' and industrial users' buying habits, pre-purchase decision processes, and post-purchase evaluation processes. Emphasis will be on assessing the importance of various factors within the market environment and their influences on the assessment of individuals and groups attitudinal and behavior outcomes in different market situations as well as in developing workable managerial strategies
Course Precondition
Resources
Notes
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Can explain the reasons of consumer behaviour |
| LO02 | Can interpret factors that affect consumers |
| LO03 | Can explain consumption strategies |
| LO04 | Can interpret consumer reactions |
| LO05 | After understanding consumer psychology, students can bring to bear these knowledge. |
| LO06 | Can have basic understanding about consumer behavior (motivation, personality, perception, learning, and attitudes) |
| LO07 | Learn, social and cultural aspects of consumer behavior |
| LO08 | Can analyse consumer decision making process |
| LO09 | Can understand the relationship between consumer behavior and marketing strategy |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | Explains the basic concepts and practices in the field of tourism and travel services. | 2 |
| PLO02 | Bilgi - Kuramsal, Olgusal | Analyzes the structure, functioning and main actors of the tourism sector. | |
| PLO03 | Bilgi - Kuramsal, Olgusal | Explains basic strategies in tourism marketing, sales and customer relations. | 3 |
| PLO04 | Beceriler - Bilişsel, Uygulamalı | Conducts operational processes related to travel agencies, tour operators and accommodation businesses. | |
| PLO05 | Beceriler - Bilişsel, Uygulamalı | Effectively uses current reservation and ticketing systems used in the industry. | |
| PLO06 | Beceriler - Bilişsel, Uygulamalı | It follows digitalization and innovative technologies in the tourism sector and integrates them into applications. | |
| PLO07 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Face to face communication, effective communication and features have gained power to persuade. | 5 |
| PLO08 | Beceriler - Bilişsel, Uygulamalı | Uses basic computer software, information and communication technologies. | |
| PLO09 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Communicates verbally and in writing regarding the sector using foreign language knowledge. | |
| PLO10 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Ensures guest satisfaction using customer relationship management principles. | |
| PLO11 | Yetkinlikler - Alana Özgü Yetkinlik | Be sensitive to differences between people and cultures, show tolerance and respect. | 5 |
| PLO12 | Yetkinlikler - Öğrenme Yetkinliği | It measures the impact of the tourism sector on the country's economy and transportation services. | 3 |
| PLO13 | Yetkinlikler - Öğrenme Yetkinliği | Acts within the framework of tourism law, consumer rights and professional ethical rules. | |
| PLO14 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Acts in accordance with the environmentally sensitive and sustainable tourism approach. | |
| PLO15 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Uses teamwork, leadership and problem-solving skills effectively. | 3 |
| PLO16 | Yetkinlikler - Öğrenme Yetkinliği | He/she is aware of entrepreneurship, professional development and career management and constantly improves himself/herself in this direction. |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Basic Concepts of Marketing and Its Strategies, Consumer in Modern Marketing | readings about related topic | |
| 2 | Consumer Behavior | readings about related topic | |
| 3 | Interdisciplinary Approaches in Consumer Behavior | readings about related topic | |
| 4 | Cosumer Behavior Model | readings about related topic | |
| 5 | Consumer as an Indıvıdual, Perception, Learning, Motivation, Value and Involvement | readings about related topic | |
| 6 | Consumer as an Indıvıdual, Attitude and Identity | readings about related topic | |
| 7 | Income, age, family structure,social status, | readings about related topic | |
| 8 | Mid-Term Exam | preparation for the exam | |
| 9 | Traditional and Modern Approaches, Veblen, Skinner, Pavlov and Freud's Basic Theories | readings about related topic | |
| 10 | Innovation, Goup and The Effect of Opinion Leader | readings about related topic | |
| 11 | Consumer knowledge acquisition and decision making process | readings about related topic | |
| 12 | Consideration after purchasing process | readings about related topic | |
| 13 | Culture and Life Style | readings about related topic | |
| 14 | Consumer Behavior with New Technologies | readings about related topic | |
| 15 | Final Exam | readings about related topic | |
| 16 | Term Exams | preparation for the exam | |
| 17 | Term Exams | preparation for the exam |
Assessment (Exam) Methods and Criteria
| Assessment Type | Midterm / Year Impact | End of Term / End of Year Impact |
|---|---|---|
| 1. Midterm Exam | 100 | 40 |
| General Assessment | ||
| Midterm / Year Total | 100 | 40 |
| 1. Final Exam | - | 60 |
| Grand Total | - | 100 |
Student Workload - ECTS
| Works | Number | Time (Hour) | Workload (Hour) |
|---|---|---|---|
| Course Related Works | |||
| Class Time (Exam weeks are excluded) | 14 | 2 | 28 |
| Out of Class Study (Preliminary Work, Practice) | 14 | 2 | 28 |
| Assesment Related Works | |||
| Homeworks, Projects, Others | 0 | 0 | 0 |
| Mid-term Exams (Written, Oral, etc.) | 1 | 6 | 6 |
| Final Exam | 1 | 16 | 16 |
| Total Workload (Hour) | 78 | ||
| Total Workload / 25 (h) | 3,12 | ||
| ECTS | 3 ECTS | ||