TÜRKÇE
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Information
| Code | EEY264 |
| Name | Consumer behavior |
| Term | 2024-2025 Academic Year |
| Semester | 4. 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 | C Compulsory |
| Mode of study | Yüz Yüze Öğretim |
| Catalog Information Coordinator | Doç. Dr. OSMAN İNANÇ GÜNEY |
| Course Instructor |
Doç. Dr. OSMAN İNANÇ GÜNEY
(A Group)
(Ins. in Charge)
|
Course Goal / Objective
This course aims to provide students with an understanding of consumer behavior, the reasons for these behaviors, and the factors that affect consumer decisions. It is aimed to better analyze consumer expectations and needs by gaining information on consumption strategies, consumer reactions, and consumer psychology. It is also aimed to provide the ability to develop more efficient and effective services by evaluating consumer data.
Course Content
Consumer behavior and its effects on businesses; the role and importance of consumer behavior in marketing; customer satisfaction and customer loyalty creation processes. The concept of consumption, needs and desires; basic characteristics of consumer behavior and its relationship with marketing strategies. Consumers' purchasing behavior, decision-making processes and factors affecting purchasing habits.
Course Precondition
N.A.
Resources
Tüketici Davranış, Mediacat kitapları, Yavuz Odabaş Notes
Notes
Powerpoint presentation of the course, O. İnanç GÜNEY
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Explain the reasons for consumer behavior. |
| LO02 | Analyze the factors affecting consumer decisions. |
| LO03 | Explain and evaluate consumption strategies. |
| LO04 | Interpret the reactions of consumers. |
| LO05 | By learning the basic concepts of consumer psychology, theoretical knowledge can be applied to practice. |
| LO06 | Understand the basic elements of consumer behavior (motivation, personality, perception, learning and attitude). |
| LO07 | Can analyze the social and cultural dimensions of consumer behavior. |
| LO08 | Can examine the decision-making processes of consumers. |
| LO09 | Understand and evaluate the relationship between consumer behavior and marketing strategies. |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | Apply general economic knowledge to business processes by performing economic analyses in the real estate sector. | 3 |
| PLO02 | Beceriler - Bilişsel, Uygulamalı | Uses basic level computer software and hardware effectively in accordance with professional requirements. | |
| PLO03 | Yetkinlikler - Alana Özgü Yetkinlik | It effectively carries out the management of real estate, purchase-sale transactions, and marketing processes. | 3 |
| PLO04 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | To be able to transfer theoretical knowledge to the problem solving process. | 4 |
| PLO05 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Fulfills the duties undertaken within the framework of professional ethics, sense of responsibility and self-confidence. | 4 |
| PLO06 | Beceriler - Bilişsel, Uygulamalı | It follows sectoral developments with an approach open to change and innovation and integrates them into business life. | 3 |
| PLO07 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Students can manage the processes in mother tongue and foreign languages by using the effective communication skills and information and communication tools. | |
| PLO08 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Have the ability to report and interpret the tasks given in the field of professional practice as desired. | |
| PLO09 | Bilgi - Kuramsal, Olgusal | Knows the legal regulations needed in the field of real estate management and applies them in professional processes. | |
| PLO10 | Yetkinlikler - Alana Özgü Yetkinlik | Analyzes real estate value determination processes, conducts market research and makes solution-oriented decisions. | 3 |
| PLO11 | Yetkinlikler - Alana Özgü Yetkinlik | Has technical knowledge about the immovable and can carry out technical information based supervision applications. | |
| PLO12 | Yetkinlikler - Alana Özgü Yetkinlik | Manages real estate production and development activities. | 3 |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Marketing Basic Concepts and strategies, Consumer in Contemporary Marketing | Powerpoint presentetion | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 2 | Introduction to Consumer Behavior | Powerpoint presentetion | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 3 | Interdisciplinary Approaches in Consumer Behavior | Powerpoint presentetion | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 4 | Consumer Behavior Model | Powerpoint presentetion | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 5 | Consumer as an individual; Perception, Learning-Memory, Motivation, Value and interest | Powerpoint presentetion | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 6 | Consumer as an individual; Attitude, Identity / Self | Powerpoint presentetion | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 7 | Consumer Portrait; Income, age, family structure, social status | Powerpoint presentetion | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 8 | Mid-Term Exam | Powerpoint presentetion | Ölçme Yöntemleri: Yazılı Sınav |
| 9 | Traditional / Modern Approaches and Theories in Consumer Behavior Veblen, Skinner, Pavlov, Freud etc. | Powerpoint presentetion | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 10 | Diffusion of Innovation, Group and Opinion leader influence | Powerpoint presentetion | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 11 | Consumer Information and Decision Making Process | Powerpoint presentetion | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 12 | Consumer Post-Purchase Evaluation | Powerpoint presentetion | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 13 | Culture and Lifestyle | Powerpoint presentetion | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 14 | Consumer Behavior with New Technologies | Powerpoint presentetion | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 15 | End of term evaluations | Powerpoint presentetion | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 16 | Term Exams | Powerpoint presentetion | Ölçme Yöntemleri: Yazılı Sınav |
| 17 | Term Exams | Powerpoint presentetion | Ölçme Yöntemleri: Yazılı Sınav |
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) | 10 | 2 | 20 |
| Assesment Related Works | |||
| Homeworks, Projects, Others | 0 | 0 | 0 |
| Mid-term Exams (Written, Oral, etc.) | 1 | 15 | 15 |
| Final Exam | 1 | 15 | 15 |
| Total Workload (Hour) | 78 | ||
| Total Workload / 25 (h) | 3,12 | ||
| ECTS | 3 ECTS | ||