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. P01 The student chooses the design principles and can match the application
2. P02 Students will be able to define national and international values in art and design
3. P03 Students will be able to define abstract and concrete design concepts and express them in composition
4. P04 The student can adjust the time correctly to complete his / her graphic application
5. P05 The student matches the relationship between image and meaning
6. P06 Students can express what they see by drawing
7. P07 Identifies the traces, aligns, and calculates the hierarchy of typographic elements
8. P08 Defines and lists art and design materials
9. P09 Expresses an idea, concept or phenomenon visually in a creative way
10. P10 Solves the design problems encountered in the process
11. P11 Symbolizes concepts, situations, and objects in the visual context
12. P12 Develops design projects by recalling basic graphic design principles
13. P13 Applies technology effectively in the design process
14. P14 Can think critically and question theoretical gains in the context
15. P15 Relate the past, present, and future of design
16. P16 Can perform original works related to the field and evaluate the results
17. P17 Designs and produces different visual areas such as multimedia, advertising graphics, animation, new media, printmaking, and photography
18. P18 Improves communication skills for teamwork
19. P19 Can effectively discuss, criticize and form theory about the field
20. P20 Student can organize paragraphs, single-column, multi-column and modular grids in book and magazine designs
21. P21 Can plan collaborations with colleagues in interdisciplinary and multidisciplinary environments
22. P22 Can associate written texts with visual images
23. P23 Can observe and compare in the context of art criticism methods
24. P24 Can apply legal regulations and procedures in the field
25. P25 Be able to associate written texts with visual images

Po-Lo Matrix