MARKETING AND CONSUMER BEHAVIOUR

Course Description

The course is intended to build on the knowledge the student has gained from the more general core module in marketing, by providing a deeper understanding of consumer behavior. The aim is to familiarize the student with the internal and external influences that affect the consumer decision-making. The overall goal of understanding marketing and consumer behavior is to prepare tomorrow’s marketers to create and market brands that successfully meet consumer needs. More specifically to understand the importance of consumer behavior in the overall marketing process also to learn how to apply this knowledge (ethically) to create product, service and marketing ideas in ways that motivate consumers to act.

MARKETING AND CONSUMER BEHAVIOUR

Evaluation Tools (Active Term)

Course outcomes

1. 01 Clarify consumer how decide before and after buying
2. 02 Develop student's point of view about market and consumer
3. 03 Discuss relation with market and consumer
4. 04 Examine marketing mix and observe importance for consumer behavior
5. 05 Tüketici davranışları tanımlanacak ve tüketici odaklı düşünce yapısı inşa edilecek

Course Syllabus

Reference Books & Course Materials

1. 01 1. Kotler, P., & Keller, K. L. (2015). Marketing Management (15th Edition). Pearson Education. Chapter 1,3,9
2. 02 2. Schiffman, L. G., & Wisenblit, J. (2015). Consumer Behavior (12th Edition). Pearson Education. Chapter 7,12
3. 03 3. Keller, K. L. (2013). Strategic Brand Management (4th Edition). Pearson Education. Chapter 5,12
4. 04 4. Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy, Implementation and Practice (7th Edition). Pearson Education. Chapter 12,13,14

Learning Outcomes

1. L01 Describes(3) consumer behaviors to construct (4) idea for consumer decision-making SOLO 3.5
2. L02 Create (5) strategical thinking skills SOLO 5
3. L03 Evaluate (5) the knowledge and skills gathered within the field with a critical approach SOLO 5
4. L04 Defines (2) digital and social media usages on marketing SOLO 2

Program Outcomes

1. PO1 — History, Theory and Critical Inquiry PO1.1 Historiography and Theoretical Frameworks Demonstrate the ability to investigate, interpret, and critically evaluate architectural history and theoretical frameworks, recognizing their influence on architectural ideas, practices, and design approaches.
2. PO1 — History, Theory and Critical Inquiry PO1.2 Socio-Cultural Context and Society Analyze the relationships between architecture, society, culture, and social change and evaluate their influence on spatial practices.
3. PO1 — History, Theory and Critical Inquiry PO1.3 Critical Inquiry and Evidence-Based Evaluation Formulate critical inquiries and evaluate architectural ideas, processes, and outcomes using relevant evidence and analytical methods.
4. PO1 — History, Theory and Critical Inquiry PO1.4 Mediterranean and Island Regionalism Analyze the architectural, environmental, cultural, and socio-spatial characteristics of Mediterranean and island contexts and integrate regional knowledge into architectural design.
5. PO2 — Design Thinking, Research and Innovation PO2.1 Analytical Design Thinking and Ideation Apply analytical and creative design thinking processes to identify architectural problems and generate alternative design concepts.
6. PO2 — Design Thinking, Research and Innovation PO2.2 Research-by-Design Methodologies Apply research-by-design methodologies through systematic inquiry, experimentation, and iterative design development.
7. PO2 — Design Thinking, Research and Innovation PO2.3 Advanced Design Synthesis and Problem Solving Synthesize contextual, functional, technical, environmental, and user requirements to resolve complex architectural problems.
8. PO2 — Design Thinking, Research and Innovation PO2.4 Innovation and Speculative Experimentation Develop innovative and speculative architectural propositions through experimentation with emerging concepts, technologies, materials, and processes.
9. PO3 — Representation and Communication PO3.1 Analog and Graphic Representation Apply appropriate analog and graphic representation techniques to communicate architectural ideas, spatial relationships, and technical information.
10. PO3 — Representation and Communication PO3.2 Digital Media and Computation Apply digital modeling, computational, and visualization tools to develop, analyze, and communicate architectural designs.
11. PO3 — Representation and Communication PO3.3 Rhetorical Communication (Verbal, Written and Visual) Communicate architectural concepts, design arguments, research findings, and professional proposals clearly and effectively.
12. PO3 — Representation and Communication PO3.4 AI-Assisted Visualization and Emerging Media Apply AI and emerging media technologies to enhance architectural visualization, representation, communication, and design exploration.
13. PO4 — Context, Site and Human-Centred Design PO4.1 Comprehensive Site and Climatic Analysis Analyze physical, environmental, climatic, topographical, and infrastructural site conditions and translate findings into architectural design decisions.
14. PO4 — Context, Site and Human-Centred Design PO4.2 Socio-Cultural Contextualization Evaluate socio-cultural, historical, and spatial characteristics of a context and incorporate contextual knowledge into design strategies.
15. PO4 — Context, Site and Human-Centred Design PO4.3 Human-Centred Design and Behavioral Mapping Apply human-centred design and behavioral analysis to develop environments responsive to user needs and spatial experience.
16. PO5 — Environmental Responsibility and Inclusive Design PO5.1 Climate Resilience and Environmental Stewardship Evaluate climatic risks and environmental conditions and develop strategies that enhance climate resilience and environmental performance.
17. PO5 — Environmental Responsibility and Inclusive Design PO5.2 Inclusive Design and Universal Accessibility Apply inclusive and universal design principles to create accessible and equitable architectural environments.
18. PO5 — Environmental Responsibility and Inclusive Design PO5.3 Sustainable Development Goals (SDG) Integration Integrate relevant Sustainable Development Goals into architectural design, evaluation, and decision-making processes.
19. PO6 — Building Technology and Performance PO6.1 Tectonic Materials and Assembly Evaluate the properties, performance, and application of building materials and tectonic assemblies in relation to architectural design and construction.
20. PO6 — Building Technology and Performance PO6.2 Structural Systems Logic Analyze and integrate structural principles, load paths, material behaviour, and structural systems within architectural design solutions.
21. PO6 — Building Technology and Performance PO6.3 Advanced Envelope Systems and Building Physics Evaluate advanced building envelope systems and building physics principles to improve environmental and energy performance.
22. PO6 — Building Technology and Performance PO6.4 AI-Supported and Simulation-Based Performance Analysis Apply simulation, computational analysis, and AI tools to evaluate and optimize building performance.
23. PO7 — Health, Safety and Resilience PO7.1Life and Fire Safety Engineering Apply life-safety and fire-safety principles, codes, and strategies to architectural projects.
24. PO7 — Health, Safety and Resilience PO7.2 Seismic and Disaster Resilience Evaluate seismic and disaster-related risks and integrate resilience strategies into architectural and structural design decisions.
25. PO7 — Health, Safety and Resilience PO7.3 Environmental Health and Spatial Well-being Evaluate the relationships between indoor environmental quality, occupant health, comfort, and spatial well-being.
26. PO8 — Programming, Regulation and Feasibility PO8.1 Data-Informed Architectural Programming Analyze user, functional, spatial, and contextual data to formulate architectural programs responding to project requirements.
27. PO8 — Programming, Regulation and Feasibility PO8.2Regulatory Compliance and Zoning Codes Apply planning regulations, building codes, accessibility requirements, and professional standards to architectural projects.
28. PO8 — Programming, Regulation and Feasibility PO8.3 Economic Feasibility and Lifecycle Costs Evaluate project feasibility, resource requirements, lifecycle costs, and economic implications in architectural decision-making.
29. PO9 — Comprehensive Design and Systems Integration PO9.1Multi-System Integration and Synthesis Integrate architectural, structural, environmental, material, building service, envelope, and regulatory systems into comprehensive design solutions.
30. PO9 — Comprehensive Design and Systems Integration PO9.2 Performance-Based Design Development Develop and evaluate architectural solutions based on environmental, technical, functional, and user-centred performance criteria.
31. PO10 — Heritage, Conservation and Community PO10.1 Cultural and Vernacular Heritage Awareness Analyze cultural, historical, and vernacular architectural heritage and evaluate its significance within contemporary contexts.
32. PO10 — Heritage, Conservation and Community PO10.2 Conservation Theory and Adaptive Reuse Apply conservation principles and adaptive reuse strategies to existing buildings and environments.
33. PO10 — Heritage, Conservation and Community PO10.3 Community Impact and Participatory Design Integrate community needs, stakeholder perspectives, and participatory processes into architectural design and decision-making.
34. PO11 — Professional Practice, Ethics and Innovation PO11.1 Legal and Contractual Frameworks Apply legal, contractual, regulatory, and professional requirements to architectural practice and project delivery.
35. PO11 — Professional Practice, Ethics and Innovation PO11.2 Ethical Advocacy and Professional Codes Evaluate ethical responsibilities, professional codes, public interest, and stakeholder rights within architectural practice.
36. PO11 — Professional Practice, Ethics and Innovation PO11.3 Innovation in Architectural Practice Explain the role of innovation, emerging technologies, and evolving professional practices in contemporary architectural practice.
37. PO12 — Collaboration, Management and Lifelong Learning PO12.1 Interdisciplinary Collaboration and Leadership Demonstrate effective interdisciplinary collaboration, communication, coordination, and leadership in architectural project environments.
38. PO12 — Collaboration, Management and Lifelong Learning PO12.2 Project Management and Administration Apply project management, organizational, scheduling, documentation, and administrative principles to architectural projects.
39. PO12 — Collaboration, Management and Lifelong Learning PO12.3 Lifelong Learning and Digital Co-Working Environments Develop lifelong learning strategies and use digital collaborative environments to support continuous professional development and architectural practice.

Po-Lo Matrix