MARKETING AND CONSUMER BEHAVIOR
- Course
- BUSN365 - MARKETING AND CONSUMER BEHAVIOR
- Department
- Business Administration - English - Undergraduate
- Course Type
- Course
- Status
- Required
- Language
- English
- Credit
- 3
- ECTS
- 6
- T+P+L
- 3 + 0 + 0
- Course Coordinator(s)
- Assoc. Prof. Dr. Figen YEŞİLADA
- Prerequisite
- -
- Keywords
Course Description
The course aims to provide an understanding of how consumers make decisions and how internal and external factors influence consumer purchase decisions. Students learn about the evolution of consumer behavior and the impact of new technologies and media on studying and targeting customers, including new methods conducted by marketers. They will also study consumer purchase patterns and methods used to target them more precisely, thus learning why consumer behavior is valuable in marketing programs. In addition, students will study basic theoretical knowledge and terminology related to the field, learning how to think and act strategically about the behaviors of consumers and how to understand and solve problems from a communication perspective.
MARKETING AND CONSUMER BEHAVIOR
Evaluation Tools (Active Term)
| Item | Type | Weight (%) |
|---|---|---|
| Midterm Exam | Midterm | 25 |
| Final Exam | Final | 25 |
| Quiz | Quiz | 25 |
| Assigment | Assignment | 25 |
| Total | 100 | |
Course outcomes
- 01 Exemplify(4) knowledge of the basic necessary theoretical knowledge,
- 02 Exemplify(4) an understanding of how studying consumer behavior can help effectively relate(4) with consumers.
- 03 Integrate(4) psychological and physiological influence in reasoning(5) and acting strategically about behaviors of consumers.
- 04 Adapt(4) solutions to problems with use of communication and marketing approaches.
Course Syllabus
| Week | Topic |
|---|---|
| Week 1 | Introduction to Consumer Behavior |
| Week 2 | Technology-Driven Consumer Behavior |
| Week 3 | Segmentation, Targeting, and Positioning |
| Week 4 | Consumer Motivation and Personality |
| Week 5 | Consumer Perception |
| Week 6 | Consumer Learning |
| Week 7 | Consumer Attitude Formation and Change |
| Week 8 | Midterm Exam |
| Week 9 | Persuading Consumers |
| Week 10 | Reference Groups and Word-of-Mouth |
| Week 11 | The Family and Its Social Standing |
| Week 12 | Culture’s Influence on Consumer Behavior |
| Week 13 | Subcultures and Consumer Behavior |
| Week 14 | Consumer Decision-Making and Diffusion of Innovations |
| Week 15 | Review |
Reference Books & Course Materials
- 01 Schiffman & Wisenblit (2022). Consumer Behavior, 12th edition, Pearson
Learning Outcomes
No learning outcomes have been defined.
Program Outcomes
- P01 PO1: Engaged in insightful thinking leading to self-learning and lifelong learning.
- P02 PO2: Established a general knowledge of economics sufficient to work independently through specific learned techniques generated via individual efforts and study.
- P03 PO3: Reached the required knowledge and skills to understand social, economic and legal issues both within national, international and global contexts and apply theoretical knowledge of economics to practice.
- P04 PO4: Adopted the ability to critically evaluate, analyze and interpret information gathered through the use of related statistical software programs to suggest creative solutions for economic problems and make relevant economic decisions.
- P05 PO5: Been aware of gathering and analyzing data through the application of appropriate technological tools in an ethical and safe manner in order to generate economic decisions and policy suggestions.
- P06 PO6: Been equipped with conceptual and analytical skills essential for team-working and collaborations for economic decision making for a variety of economic concepts in national and global environment.
- P07 PO7: Endowed with both oral and written communication skills within the economic field to effectively study and work in an international environment
- P08 PO8: Been able to transfer theoretical knowledge to real life economic environment: to generate policies for microeconomic and macroeconomic problems faced by individuals, firms and governments at national, international and global context.
- P09 PO9: Developed an ability to apply economic analysis to everyday problems in real world through the development of ethical perspectives and social responsibilities at work and in personal life.
Po-Lo Matrix
The PO-LO matrix has not been populated yet.