TÜRKÇE
ENGLISH
Information
| Code | AS325 |
| Name | Consumer Behavior |
| Term | 2024-2025 Academic Year |
| Semester | 5. Semester |
| Duration (T+A) | 3-0 (T-A) (17 Week) |
| ECTS | 4 ECTS |
| National Credit | 3 National Credit |
| Teaching Language | Türkçe |
| Level | Lisans Dersi |
| Type | Normal |
| Mode of study | Yüz Yüze Öğretim |
| Catalog Information Coordinator | Dr. Öğr. Üyesi GÜLNUR KAPLAN ESEN |
| Course Instructor |
Dr. Öğr. Üyesi GÜLNUR KAPLAN ESEN
(A Group)
(Ins. in Charge)
|
Course Goal / Objective
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.
Course Content
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.
Course Precondition
None
Resources
Odabaşı, Y. & Barış, G. (2011). Tüketici Davranışı. İstanbul: MediaCat. / Baudrillard, J. (1997). Tüketim Toplumu. Hazal Deliçaylı ve Ferda Keskin (Çev.), İstanbul: Ayrıntı. / Bocock, R. (2005). Tüketim. İrem Kutluk (Çev.), 2. Baskı, Ankara: Dost. / Ritzer, G. (2011). Toplumun McDonaldlaştırılması: Çağdaş Toplum Yaşamının Değişen Karakteri Üzerine Bir İnceleme. Şen Süer Kaya (Çev.), 2. Basım, İstanbul: Ayrıntı.
Notes
Douglas, M. & Isherwood, B. (1999). Tüketimin Antropolojisi. Erden Atilla Aytekin (Çev.), İstanbul: Dost. /Related articles and electronic resources.
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Interprets the terms of consumer and consumer behaviours. |
| LO02 | Defines and discusses the facts that affect consumer behaviours. |
| LO03 | Approaches and examines the marketing problems from consumers viewpoint. |
| LO04 | Relates the consumer behaviours with marketing field. |
| LO05 | Develops and implements marketing strategies for consumer behaviours. |
| LO06 | Considers the buying process of consumer and the psychological factors, and adapts them to the practicing area. |
| LO07 | Follows the agenda with using the information about consumer behaviours, and analyzes the current implementations. |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | Explains the basic concepts of the field, communication patterns, communication and cultural functions within the framework of communication as the basis of Communication Studies. | 3 |
| PLO02 | Bilgi - Kuramsal, Olgusal | Recognizes the national and global communication systems, the basic concepts, theories and principles. | 3 |
| PLO03 | Bilgi - Kuramsal, Olgusal | 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, Citizen Participation, Popular Culture, etc.). | 5 |
| PLO04 | Bilgi - Kuramsal, Olgusal | 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. | 3 |
| PLO05 | Bilgi - Kuramsal, Olgusal | Distinguishes non-scientific knowledge from the scientific method, and follows technological innovations in the field with the updated work. | 5 |
| PLO06 | Beceriler - Bilişsel, Uygulamalı | 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 and so on. | 5 |
| PLO07 | Beceriler - Bilişsel, Uygulamalı | Produces thoughts and knowledge to understand and solve communication problems encountered in size of individual to global communications. | 2 |
| PLO08 | Beceriler - Bilişsel, Uygulamalı | 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. | 4 |
| PLO09 | Beceriler - Bilişsel, Uygulamalı | Organizes and/or actively participates in the social, artistic and cultural activities, reports events. | |
| PLO10 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Follows the local, national and international events with critical comments. | |
| PLO11 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Is able to work in the group as well as having the competence of the individual work | |
| PLO12 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | 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. | 2 |
| PLO13 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | 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 | |
| PLO14 | Yetkinlikler - Öğrenme Yetkinliği | 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. | 3 |
| PLO15 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | 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. | |
| PLO16 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | 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. | 4 |
| PLO17 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Has basic skills and use these skills for mediating to the general population methods in the specific praxis areas, such as media literacy, | |
| PLO18 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | 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 information / communication technologies, and mass media) | 4 |
| PLO19 | Yetkinlikler - Alana Özgü Yetkinlik | Identifies learning needs and future career plan and perform accordingly. | |
| PLO20 | Yetkinlikler - Alana Özgü Yetkinlik | Has the knowledge of the legal framework related to the field. | 2 |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Terms of consumer and consumer behaviour, their features, and importance of the field. | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Beyin Fırtınası |
| 2 | Sense and perception in consumers grounding and learning process. Exposing, attention, evaluation processes in perception. | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Beyin Fırtınası |
| 3 | As a person, consumer motivation and motivation theories, personality and consumer behaviours, personality and self, values and life style. | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Beyin Fırtınası |
| 4 | Psychological effects: Cognitive learing and memory. Calssical conditioning, and operant conditioning in behavioural learning. | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Beyin Fırtınası |
| 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 | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Beyin Fırtınası |
| 6 | Attitudes and changing the attitudes, shaping, relations of communication and consumer behaviours. | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Beyin Fırtınası |
| 7 | Fishbein Model in evaluating the beliefs and attitudes, persuasion and persuasion theories. | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Beyin Fırtınası |
| 8 | Mid-Term Exam | Taught course subjects | Öğretim Yöntemleri: Bireysel Çalışma, Proje Temelli Öğrenme |
| 9 | Culture, sub-culture, and consumer behaviour as a part of them. | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Beyin Fırtınası |
| 10 | Personal effects, and spreading of innovations, effects of new communication technics on consumer behaviours. | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Beyin Fırtınası |
| 11 | Buying process of consumer. Consumers behaviours during and after buying. | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Beyin Fırtınası |
| 12 | The importance of consumer behaviours in marketing and its relations with marketing strategy. | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Beyin Fırtınası |
| 13 | Market segmentation and approaches, market positioning. | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Beyin Fırtınası |
| 14 | Consumer behaviours and analyzing the example. | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Beyin Fırtınası |
| 15 | The future of consumer and consumption, and the possible problems, and critics. | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Beyin Fırtınası |
| 16 | Term Exams | Taught course subjects | Ölçme Yöntemleri: Yazılı Sınav |
| 17 | Term Exams | Taught course subjects | Ölçme Yöntemleri: Yazılı Sınav |
Student Workload - ECTS
| Works | Number | Time (Hour) | Workload (Hour) |
|---|---|---|---|
| Course Related Works | |||
| Class Time (Exam weeks are excluded) | 14 | 3 | 42 |
| Out of Class Study (Preliminary Work, Practice) | 14 | 3 | 42 |
| Assesment Related Works | |||
| Homeworks, Projects, Others | 0 | 0 | 0 |
| Mid-term Exams (Written, Oral, etc.) | 1 | 7 | 7 |
| Final Exam | 1 | 18 | 18 |
| Total Workload (Hour) | 109 | ||
| Total Workload / 25 (h) | 4,36 | ||
| ECTS | 4 ECTS | ||