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Information
| Code | PZR262 |
| Name | Consumer Behaviors |
| Term | 2024-2025 Academic Year |
| Semester | 4. Semester |
| Duration (T+A) | 2-0 (T-A) (17 Week) |
| ECTS | 4 ECTS |
| National Credit | 2 National Credit |
| Teaching Language | Türkçe |
| Level | Ön Lisans Dersi |
| Type | Normal |
| Label | VK Vocational Knowledge Courses C Compulsory |
| Mode of study | Yüz Yüze Öğretim |
| Catalog Information Coordinator | Öğr. Gör.Dr. ARZU SANDALLIOĞLU |
| Course Instructor |
Öğr. Gör.Dr. ARZU SANDALLIOĞLU
(A Group)
(Ins. in Charge)
|
Course Goal / Objective
To reveal the factors affecting consumers in the purchase process, better recognize the target audience,law on consumer rights, recognition companies.
Course Content
1) Defines the concepts that formed the basis of sales and sales management, 2) Explains the process of selling, organizes and manages the process elements, 3) explains basic communication skills (verbal and nonverbal) and shows the objections of these skills in particular and how to adapt the process of management and sales closure, 4) Describes the motivation of the sales force, and shows how to apply the basic concepts, 5) Makes performance evaluation, and shows how they apply to sales force, 6) Analyze and apply successfully closing sales and customer objections
Course Precondition
None
Resources
Tüketici Davranışı ve Pazarlama Stratejileri Global ve Yerel Yaklaşım, Erdoğan Koç, Seçkin Yayıncılık, 2022
Notes
Tüketici Davranışı ve Pazarlama Stratejileri Global ve Yerel Yaklaşım, Erdoğan Koç, Seçkin Yayıncılık, 2022
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Identifies individual and environmental factors that affect consumer behavior. |
| LO02 | Describes the relationships between consumer behavior and other branches of science. |
| LO03 | Identifies the factors affecting consumer behavior. |
| LO04 | Identifies the factors that affect consumers' purchasing decision process. |
| LO05 | Analyzes target market choices. |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | It refers to basic theoretical knowledge supported by current information in the field of marketing. | 5 |
| PLO02 | Bilgi - Kuramsal, Olgusal | It refers to the basic level theoretical and practical knowledge acquired in the field of marketing. | |
| PLO03 | Bilgi - Kuramsal, Olgusal | Discusses any marketing problem at a basic level, using the knowledge and skills acquired in the field of marketing. | 4 |
| PLO04 | Bilgi - Kuramsal, Olgusal | Compares basic level studies on marketing in terms of their similarities and differences. | |
| PLO05 | Bilgi - Kuramsal, Olgusal | Explains the cause/effect of problems encountered in marketing-related applications. | |
| PLO06 | Beceriler - Bilişsel, Uygulamalı | They can criticize the basic knowledge and skills acquired in marketing, have the ability to identify their deficiencies and meet these deficiencies. | 5 |
| PLO07 | Beceriler - Bilişsel, Uygulamalı | Gains lifelong learning awareness. | |
| PLO08 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | He/she can carry out activities for the development of the personnel he/she is responsible for. | |
| PLO09 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | He/she can convey his/her thoughts through written, verbal and visual communication at the level of basic knowledge and skills on marketing-related issues. | 5 |
| PLO10 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | He/she can share his/her thoughts on marketing-related issues and solutions to problems with experts and non-experts. | 5 |
| PLO11 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Obtains a basic level of foreign language knowledge to monitor information in the field of marketing and communicate with colleagues and non-nationals. | |
| PLO12 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | With the basic computer use required by the marketing field, internet technologies can use office software at a basic level. | |
| PLO13 | Yetkinlikler - Öğrenme Yetkinliği | Have social, scientific, cultural and ethical values in the stages of collecting any data in the field of marketing, applying it and announcing the results. | 3 |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Consumer behavior and basic concepts | Reading the subject of textbooks | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Gösteri |
| 2 | Foundations and consumer awareness of Marketing | Reading the subject of textbooks | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Gösteri |
| 3 | Effects on perceptions of consumer behavior | Reading the subject of textbooks | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Gösteri |
| 4 | Learning and memory | Reading the subject of textbooks | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Gösteri |
| 5 | Motivation and interests | Reading the subject of textbooks | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Gösteri |
| 6 | Factors affecting consumer ilgilenim | Reading the subject of textbooks | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Gösteri |
| 7 | Attitudes and behavior of functions | Reading the subject of textbooks | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Gösteri |
| 8 | Mid-Term Exam | Midterm exam | Ölçme Yöntemleri: Yazılı Sınav |
| 9 | Coherence and consistency between attitudes | Reading the subject of textbooks | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Gösteri |
| 10 | Changes in consumers' identity and personality assessment | Reading the subject of textbooks | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Gösteri |
| 11 | Brand personality and brand image | Reading the subject of textbooks | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Gösteri |
| 12 | Values, lifestyles and culture | Reading the subject of textbooks | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Gösteri |
| 13 | Reference groups and the role of the family in consumer behavior | Reading the subject of textbooks | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Gösteri |
| 14 | Purchase decision process | Reading the subject of textbooks | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Gösteri |
| 15 | Marketing communication and persuasion techniques | Reading the subject of textbooks | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Gösteri |
| 16 | Term Exams | Final Exam | Ölçme Yöntemleri: Yazılı Sınav |
| 17 | Term Exams | Final Exam | 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) | 14 | 2 | 28 |
| Assesment Related Works | |||
| Homeworks, Projects, Others | 1 | 0 | 0 |
| Mid-term Exams (Written, Oral, etc.) | 1 | 8 | 8 |
| Final Exam | 1 | 24 | 24 |
| Total Workload (Hour) | 88 | ||
| Total Workload / 25 (h) | 3,52 | ||
| ECTS | 4 ECTS | ||