COURSE UNIT TITLE

: CONSUMER BEHAVIOUR

DEGREE PROGRAMMES

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
MBA 5024 CONSUMER BEHAVIOUR ELECTIVE 3 0 0 4

Offered By

Business Administration (English)

Level of Course Unit

Second Cycle Programmes (Master's Degree)

Course Coordinator

PROFESSOR AYŞE GÜL BAYRAKTAROĞLU

Offered to

Business Administration (English)

Course Objective

It is aimed to provide students with an understanding of consumer behavior and its contribution to a marketing manager. The study of consumer behavior is intended to acquaint students with what it means to be a consumer and what students need to know to understand the role of meeting consumers' needs in the development of marketing strategies.

Learning Outcomes of the Course Unit

1   Demonstrate an understanding of the theories and concepts of consumer behavior in order to be able to interpret the reasons of consumer behavior.
2   Recognize consumer behavior with the purpose of understanding what consumers do in the real world and to obtain more information about Turkish consumers and their behavior.
3   Interpret consumer behavior cases in order to integrate theories and concepts to real applications.
4   Improve oral and written communication skills through class discussions and presentations.
5   Work effectively as part of a team participating and interacting in the group in a productive manner for him/herself and for the group as a whole

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 INTRODUCTION Will be given by the Instructor
2 CHAPTER 1: Consumers Rule Will be given by the Instructor
3 CHAPTER 2: Perception Will be given by the Instructor
4 CHAPTER 3: Learning and Memory Will be given by the Instructor
5 Presentation of Individual Small Assignments Student Presentation
6 Presentation of Individual Small Assignments Student Presentation
7 Midterm Exam
8 CHAPTER 4: Motivation and Values Will be given by the Instructor
9 Presentation of Individual Small Assignments Student Presentation
10 Presentation of Individual Small Assignments Student Presentation
11 CHAPTER 6: Personality and Lifestyle Will be given by the Instructor
12 CHAPTER 5: Self Presentation of Individual Small Assignments Will be given by the Instructor Student Presentation
13 CHAPTER 9-10: Consumer Attitude Formation and Change Will be given by the Instructor
14 Presentation of Individual Small Assignments Student Presentation

Recomended or Required Reading

Solomon, Michael R. (2007). Consumer Behavior: Buying, Having, and Being. 7th Edition, New Jersey: Pearson Prentice Hall.

Planned Learning Activities and Teaching Methods

Lecture, group work, presentations, class discussions, field study

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 MTE MIDTERM EXAM
2 STT TERM WORK (SEMESTER)
3 FIN FINAL EXAM
4 FCG FINAL COURSE GRADE MTE * 0.30 + STT * 0.30 + FIN* 0.40
5 RST RESIT
6 FCGR FINAL COURSE GRADE (RESIT) MTE * 0.30 + STT * 0.30 + RST* 0.40


*** Resit Exam is Not Administered in Institutions Where Resit is not Applicable.

Further Notes About Assessment Methods

None

Assessment Criteria

1. Midterm Exam
Students will be assessed on their knowledge of concepts and theories through an essay-type written exam semester
2. Topic Presentation
Each student will be responsible from a chapter (3,4,5 or 6) for presentation on the assigned weeks. The following week of the presentation, all of the students will prepare individual small assignments related to the topic.
3. Individual Small Assignments
Students will bring 5 examples of the issue covered in the previous week and present it in class. The students are obliged to prepare a written report for these assignments. The assignments will cover Chapters 3, 4, 5 and 6 subsequently.

Language of Instruction

English

Course Policies and Rules

1. Attending at least 70 percent of lectures is mandatory.
2. Plagiarism of any type will result in disciplinary action.
3. Students are expected to participate actively in class discussions.
4. Students are expected to attend to classes on time.
5. Students are expected to prepare ahead of time for class.
6. Students are expected to follow appropriate business etiquette regarding cell phones.

Contact Details for the Lecturer(s)

To be announced.

Office Hours

To be announced.

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Tutorials 8 3 24
Lectures 5 3 15
Preparing Presentations 7 1 7
Preparation for Midterm Exam 1 8 8
Preparation for Final Exam 1 10 10
Preparing Individual/Group Assignments 4 3 12
Preparation before/After Weekly Lectures 8 2 16
Mid-term exam 1 2 2
Final exam 1 2 2
TOTAL WORKLOAD (hours) 96

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6PO.7PO.8
LO.15
LO.23
LO.33
LO.45
LO.55

CONTACT INFORMATION
Dokuz Eylül Üniversitesi Cumhuriyet Bulvarı No: 144 35210 Alsancak / İZMİR
Phone: +90(232) 412 12 12 - Fax: +90 (232) 464 81 35

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