CONSUMER BEHAVIOR

Course Description

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CONSUMER BEHAVIOR

Evaluation Tools (Active Term)

Course outcomes

1. 01 Understand the role of consumer behavior in the marketing process
2. 02 Understand how consumers make purchase decisions and Identify the links between purchase decision models and market segmentatio
3. 03 Acknowledge of the development of each part of the marketing mix in relation to           consumer behavior and appreciate the link between quality and customer satisfaction

Course Syllabus

Reference Books & Course Materials

1. 01 Schiffman L. G. & Wisenblit J. (2019). Consumer Behavior 12E Pearson Prentice Hall
2. 02 Solomon, M. R., & Russell, C. A. (2026). Consumer behavior (15th ed.). PPearson Prentice Hall.
3. 03 Articles from journals

Learning Outcomes

1. L01 Explain the role of consumer behavior in the marketing process SOLO 3
2. L02 Discuss how consumers make purchase decisions  SOLO 5
3. L03 Plan marketing strategies for the consumer market SOLO 4

Program Outcomes

1. PCST PÇ1: Develop and deepen knowledge acquired in plant science and technologies based on undergraduate level competencies.
2. PCST PÇ2: Understand the interaction between plant science and technologies field and related disciplines.
3. PCST PÇ3: Combine and interpret the theoretical and practical knowledge related to horticultural plants with the knowledge, data and findings obtained from different disciplines, to be able to create new knowledge and theories by synthesizing them by using the theoretical and practical knowledge related to horticultural plants in the field of expertise and supporting the current developments with quantitative and qualitative.
4. PCST PÇ4: Solve problems by using research methods and solving cause and effect relationships.
5. PCST PÇ5: Conduct a study requiring expertise on plant science and technologies independently.
6. PCST PÇ6: Develop an analytical approach for solving unpredictable complex problems encountered in applications of plant science and technologies, to design the research process, to produce solutions by taking responsibility and to evaluate and defend the results obtained.
7. PCST PÇ7: Lead the plant science and technologies in an environment that requires solving problems.
8. PCST PÇ8: Access to resources related to plat science and technologies, benefiting from these resources and self-renewal.
9. PCST PÇ9: Transfer his / her studies, developments in his / her field of expertise and research results using oral, written and visual tools.
10. PCST PÇ10: Use advanced computer software and information and communication technologies as necessary in relation to plant science and technologies.
11. PCST PÇ11: Collect data with scientific methods for solving problems related to plant science and technologies, to be able to control and interpret the collected data by taking into consideration the social, scientific and ethical values.
12. PCST PÇ12: Utilize and explain integrated knowledge in plant science and technologies in interdisciplinary studies, communicate it effectively, and critically evaluate the conclusions drawn.

Po-Lo Matrix