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 Integrate knowledge of interior architecture principles, spatial organization, and visual perception to develop user-centered, functional, aesthetically enriching, and innovative spatial solutions.
2. P02 Analyze and evaluate the relationships among user needs, functional constraints, ergonomics, accessibility, and universal design principles to develop interior architecture solutions across different design scales and contexts.
3. P03 Research, analyze, and relate historical, cultural, and theoretical knowledge to justify design decisions that respect local values while responding to global cultural diversity.
4. P04 Communicate design ideas effectively by integrating visual communication tools, manual and digital representation techniques, and appropriate digital technologies, including artificial intelligence-assisted visualization methods, where appropriate.
5. P05 Evaluate and synthesize appropriate materials, color schemes, lighting, and furniture systems using up-to-date technologies and aesthetic principles to shape experiential atmospheres.
6. P06 Integrate environmental responsibility, occupant health, and ethical principles to develop sustainable, safe, and healthy interior architecture solutions and justify design decisions.
7. P07 Collaborate and coordinate with professionals from architecture, landscape architecture, engineering, and related disciplines by integrating multidisciplinary knowledge to develop comprehensive spatial solutions.
8. P08 Critically evaluate research, contemporary approaches, and artificial intelligence-assisted design and research methods to generate innovative knowledge and design solutions while sustaining lifelong learning and professional development.
9. P09 Justify professional decisions by integrating ethical principles, cultural, societal, and aesthetic responsibilities with the responsible, legal, and ethical use of digital technologies, including artificial intelligence.
10. P10 Plan, manage, and evaluate interior architecture projects by integrating technical systems, user-centered design methods, regulatory requirements, and contemporary digital project management and design technologies.
11. P11 Evaluate and reinterpret existing and historic interiors by integrating conservation principles, adaptive reuse strategies, and digital documentation techniques to support cultural continuity and sustainable heritage conservation.
12. P12 Integrate inclusive and socially responsible design approaches with entrepreneurship, lifelong learning, professional collaboration, and adaptation to technological transformation to contribute to the sustainable advancement of the profession and society.

Po-Lo Matrix