COURSE UNIT TITLE

Offered By

International Business and Trade

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

ASISTANT PROFESSOR ÖZGE ÖZGEN

Offered to

International Business and Trade

Course Objective

This course will introduce the students to the topic of consumer behavior, but from a cross-cultural point of view. The fundamental premise of this course is to provide students a conceptual base for understanding the behavior of consumers within the marketing system and the effects of cultural differences on each concept of consumer behavior. In this course, the students will evaluate the consumers and their behavior by emphasizing the cultural differences.

Learning Outcomes of the Course Unit

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Recomended or Required Reading

Marieke de Mooij, (2011), Consumer Behavior and Culture: Consequences for Global Marketing and Advertising Second Edition, SAGE Publications, Inc
Geert Hofstede (2001), Culture s Consequences: Comparing Values, Behaviors, Institutions, And Organizations Across Nations, Second Edition. Sage.
Jan Callebaut et al. (2000), Cross-Cultural Window on Consumer Behavior. Coronet Books
A. Coskun Samli (1995), International Consumer Behavior: Its Impact on Marketing Strategy Development. Quorum Books
Solomon, Michael R. (2007). Consumer Behavior: Buying, Having, and Being. 7th Edition, New Jersey: Pearson Prentice Hall.

Planned Learning Activities and Teaching Methods

1. Lectures
2. Discussions
3. Group Studies
4. Case Studies

Assessment Methods

Further Notes About Assessment Methods

None

Assessment Criteria

1. The learner will clearly define the basic consumer behavior concepts in midterm and final exams.
2. The learner will use necessary consumer behavior concepts to explain the decision-making processes of consumers in class discussions.
3. The learner will present the solution of case studies which includes cross-cultural consumer decision making problems and actively contribute to the class discussions.
4. The learner will address the major concepts of culture in essays and will interpret cross clutural differences in consumer behavior decision making and the effects of them on marketing strategies by executing group studies.
5. The groups formed by learners will collect , analyze and interpret the statistical consumer behavior data in different sectors related to current and future market trends and they will display the findings and interpretations by written and oral presentations

Language of Instruction

English

Course Policies and Rules

1. Plagiarism of any type will result in disciplinary action.
2. Attending at least 70 percent of lectures is mandatory.
3. All assignments should be submitted on time. Otherwise will not be accepted.

Contact Details for the Lecturer(s)

ozge.ozgen@deu.edu.tr

Office Hours

To be announced.

Work Placement(s)

None

Workload Calculation

Contribution of Learning Outcomes to Programme Outcomes