COURSE UNIT TITLE

: CONSUMER BEHAVIOR

DEGREE PROGRAMMES

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
MRK 4111 CONSUMER BEHAVIOR ELECTIVE 3 0 0 5

Offered By

BUSINESS ADMINISTRATION

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

ASSISTANT PROFESSOR SUMEYRA DUMAN

Offered to

BUSINESS ADMINISTRATION

Course Objective

It is aimed to provide students a thorough understanding of consumer behavior and why it is important to learn consumer behavior as 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 buyer 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 get more information about Turkish consumers and 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   Be aware of their responsibilities and actualize the requirements of the course.

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

MRK 2001 - PRINCIPLES OF MARKETING

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 INTRODUCTION
2 CHAPTER 1: Buying, Having and Being: An Introduction to Consumer Behavior CHAPTER 2: Consumer and Social Well-Being
3 Chapter 9: Decision Making
4 ASSIGNMENT-1
5 CHAPTER 10: Buying, Using and Disposing
6 ASSIGNMENT-2
7 CHAPTER 11: Groups and Social Media
8 ASSIGNMENT-3
9 CHAPTER 13: Subcultures CHAPTER 14: Culture
10 ASSIGNMENT-4
11 Field Study
12 Field Study Presentations

Recomended or Required Reading

Solomon, Michael R. (2018). Consumer Behavior: Buying, Having, and Being. 12th Edition, New Jersey: Pearson Prentice Hall.

Planned Learning Activities and Teaching Methods

1. Lecture
2. Group Work
3. Presentations
4. Class Discussions
5. Field Study

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 ASS Assignment
2 PRS Presentation
3 FN Final
4 BNS BNS ASS * 0.30 + PRS * 0.20 + FN * 0.50
5 BUT Bütünleme Notu
6 BBN Bütünleme Sonu Başarı Notu ASS * 0.30 + PRS * 0.20 + BUT * 0.50


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

Further Notes About Assessment Methods

None

Assessment Criteria

1. Late submissions of reports will not be graded.

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 must obey the time limits of their presentation.

Contact Details for the Lecturer(s)

Assistant Professor Sumeyra Duman
Office: 131/B, e-mail: sumeyra.duman@deu.edu.tr

Office Hours

To be announced.

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 6 3 18
Tutorials 6 3 18
Preparation for final exam 1 24 24
Preparing Group Assignments (Term Projects etc.) 5 10 50
Preparing Presentations 5 5 25
Final 1 1,5 2
TOTAL WORKLOAD (hours) 137

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6PO.7PO.8PO.9PO.10PO.11PO.12PO.13PO.14PO.15
LO.1555
LO.255
LO.3555
LO.455
LO.555

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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