CONSUMER BEHAVİOR
- Course
- DMMA306 - CONSUMER BEHAVİOR
- Department
- Marketing Management - English - Master
- Course Type
- Scientific Preparation
- Status
- Required
- Language
- English
- Credit
- 0
- ECTS
- 4
- T+P+L
- 0 + 0 + 0
- Course Coordinator(s)
- Assoc. Prof. Dr. Figen YEŞİLADA
- Prerequisite
- -
- Keywords
Course Description
CONSUMER BEHAVİOR
CONSUMER BEHAVİOR
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: Acknowledged that acquired knowledge and continuous learning will be their competitive advantage by learning new methods and skills which they can use both in their lives and workplace, especially in the field of marketing.
- P02 PO2: Acquired the necessary skills and knowledge which enforced the students to keep developing themselves by working independently.
- P03 PO3: Applied the marketing research process by using different techniques from different scientific points of view, and interpreted the findings by combining them with advanced theoretical knowledge in marketing field and develop creative strategies.
- P04 PO4: Applied critical thinking and evaluate and resolve issues and situations from the perspective of ethical behaviour, responsible management and sustainability.
- P05 PO5: Been able to use technological tools and share the information obtained during the program in a safe and secure way in their professional and private lives.
- P06 PO6: Gained the ability to study and work collaboratively with colleagues/co-workers in multicultural environments.
- P07 PO7: Been able to communicate effectively, both verbally and in writing, with people from different cultures inside and outside the company.
- P08 PO8: Practiced scenarios and case studies in order to apply various marketing theories knowledge and research with the aim to solve real-life problems faced by organizations.
- P09 PO9: Comprehended ,analyzed the environmental factors affecting organizations and been able to formulate a marketing plan that will meet the organization's objectives based on the theories and knowledge acquired.
- P10 PO10: Developed awareness about the environment by associating marketing theories with environmental approaches.
- P11 PO11: Gained social, scientific and ethical values in the stages of data collection, interpretation, dissemination and application in the field of marketing.
Po-Lo Matrix
The PO-LO matrix has not been populated yet.