MAN723 - CONSUMER BEHAVIOR

Course Name Code Semester Theory
(hours/week)		 Application
(hours/week)		 Credit ECTS
CONSUMER BEHAVIOR MAN723 1st Semester 3 0 3 7.5
Prequisites
Course languageTurkish
Course typeElective 
Mode of DeliveryFace-to-Face 
Learning and teaching strategiesLecture
Project Design/Management
 
Instructor (s)The academic staff of the Department  
Course objectiveThe course aims to provide the students the ability to fully understand the basic consumer behavior and to understand the factors that effects the process of consumer behavior 
Learning outcomes
  1. (At the end of the course, the student will be able to; ) Explain the major tenets of Consumer Behavior and interpret and apply them to marketing situations,
  2. Develop the ability to segment consumers and mass markets along a variety of parameters including, demographic, psychographic, frequency of use, and occasion of use,
  3. Explain the media's role in influencing consumer behavior and discern fact from perception more easily,
  4. Understand how to use both traditional and non-traditional marketing strategies to reach consumers based on their attitude, behavior, and perceptions,
  5. Analyze market research results and apply them to actionable marketing programs,
  6. Gain a better understanding of how academic thinking on consumerism has evolved and interpret the pros and cons of consumption based society.
Course ContentTo analyze consumer buying behavior and the factors that effect the consumer behavior process  
ReferencesConsumer Behavior: Global Edition, 10/E, Michael Solomon, Pearson Higher Education, ISBN-10: 0273767313 , ISBN-13: 9780273767312 

Course outline weekly

WeeksTopics
Week 1Introduction to Consumer Behavior and Marketing Strategy
Week 2A Framework for Consumer Analysis
Week 3Introduction to Affect and Cognition
Week 4Consumers? Product Knowledge and Involvement
Week 5Consumer Decision Making
Week 6Introduction to Behavior
Week 7Mid-term exam
Week 8Influencing Consumer Behaviors
Week 9 Introduction to the Environment
Week 10Cultural and Cross Cultural Influences
Week 11Market Segmentation and Product positioning
Week 12Consumer Behavior and Promotion Strategy
Week 13Consumer Behavior, Electronic Commerce, and Channel Strategy
Week 14Project Assignments
Week 15Project Assignments
Week 16Final Exam

Assesment methods

Course activitiesNumberPercentage
Attendance1410
Laboratory00
Application00
Field activities00
Specific practical training00
Assignments00
Presentation00
Project225
Seminar00
Midterms115
Final exam150
Total100
Percentage of semester activities contributing grade succes1750
Percentage of final exam contributing grade succes150
Total100

WORKLOAD AND ECTS CALCULATION

Activities Number Duration (hour) Total Work Load
Course Duration (x14) 14 3 42
Laboratory 0 0 0
Application000
Specific practical training000
Field activities000
Study Hours Out of Class (Preliminary work, reinforcement, ect)14798
Presentation / Seminar Preparation000
Project22040
Homework assignment000
Midterms (Study duration)11515
Final Exam (Study duration) 12525
Total Workload3270220

Matrix Of The Course Learning Outcomes Versus Program Outcomes

D.9. Key Learning OutcomesContrubition level*
12345
1. Conducts novel and ethical research on business, reports outcomes in a critical manner.    X
2. Solves problems via appropriate softwares, adapts to new methods and software.   X 
3. Has managerial and leadership skills to identify problems, objectives and strategic plans for organizational progress with a critical point of view.   X 
4. Plays an active role in projects, analyses relationship between stakeholders accurately, motivates and manages all stakeholders through effective language skills.X    
5. Has necessary communication skills to manage verbal and written communication. X   
6. Analyses and uses contemporary and advanced knowledge in relation with information from different areas.  X  
7. Progresses continuously and transfers the experience in both written and verbal ways.    X
8. Through anticipation and strategic thinking, plays an active role in organizational decision making process.    X
9. Uses knowledge in consistency with the ethical, social and international values in an unbiased manner.   X 
10. Has expertise on the multi-disciplinary nature of management and related fields.   X 
11. Approaches problems with a wide strategic perspective, self-develops continuously. X   
12. Shares novel studies, is up to date both in knowledge and personal network.    X

*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest