COURSE UNIT TITLE

: CONSUMER BEHAVIOR IN DIGITAL PLATFORMS

DEGREE PROGRAMMES

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
ELECTIVE

Offered By

Electronic Trade

Level of Course Unit

Second Cycle Programmes (Master's Degree)

Course Coordinator

PROFESSOR DOCTOR BERRIN ONARAN

Offered to

Electronic Trade

Course Objective

The main aim of the course is to examine consumer behaviors in the digital platforms. In this direction, personal and environmental factors such as perception, learning, attitude, motivation, personality, lifestyle, family, social groups, culture, demographic characteristics affecting consumer behaviors in digital environment and theories explaining consumer behaviors are discussed. In addition, consumers' purchasing behavior in digital environment is examined in detail.

Learning Outcomes of the Course Unit

1   Being able to to define the properties of digital consumer
2   Being able to explain the factors affecting consumer behaviors in digital media
3   Being able to list the stages of the consumer buying process in the digital environment
4   Being able to create strategies that can affect consumer behavior in the digital environment
5   Being able to explain the theories explaining consumer behaviors in digital media

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 Consumers in dijital environment
2 Consumers in dijital environment
3 Personal factors affecting consumer behavior in digital media
4 Cultural factors affecting consumer behavior in digital media
5 Psychological factors affecting consumer behavior in digital media
6 Psychological factors affecting consumer behavior in digital media
7 Social factors affecting consumer behavior in digital media
8 Midterm exam
9 Marketing mix factors affecting consumer behavior in the digital environment
10 Marketing mix factors affecting consumer behavior in the digital environment
11 Online experience as a factor affecting consumer behavior in the digital environment
12 Online experience as a factor affecting consumer behavior in the digital environment
13 Consumer buying behavior in digital platforms
14 Consumer buying behavior in digital platforms

Recomended or Required Reading

Textbook:
Angelina Close Scheinbaum, Online Consumer Behavior: Theory and Research in Social Media, Advertising, and E-tail, Taylor & Francis, 2012.
Supplementary books:
Dave Chaffey, Fiona Ellis-Chadwick, Richard Mayer, Kevin Johnston, Internet Marketing, Strategy, Implementation and Practice, 4th. Edition, Pearson Education Limited, 2009.
Ibrahim Kırcova, Internette pazarlama, Beta yayınları, Istanbul, 2012.
Mehmet Marangoz, Internette Pazarlama, Beta yayınları, Istanbul, 2014.
Erdoğan Koç, Tüketici Davranışı ve Pazarlama Stratejileri, 5. Baskı, Seçkin Yayıncılık, Ankara, 2013.

Planned Learning Activities and Teaching Methods

1. Lecture
2. Sample applications
3. Article analysis

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 * 0.25 + STT * 0.25 + FIN* 0.50
5 RST RESIT
6 FCGR FINAL COURSE GRADE (RESIT) MTE* 0.25 + STT * 0.25 + RST* 0.50


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

Further Notes About Assessment Methods

None

Assessment Criteria

5 learning outcomes will be measured through midterm, homework / presentation and final exams and the progress of the student in reaching these learning outcomes with in-class applications will be followed.

Language of Instruction

Turkish

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 tp participate actively in class discussions.
4. Students are expected to attend to classes on time.

Contact Details for the Lecturer(s)

E-mail: atil.bulut@deu.edu.tr
Phone: 0.232.3012567

Office Hours

Monday: 15.30-17.00

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 13 3 39
Preparation for midterm exam 1 8 8
Preparation for final exam 1 15 15
Preparations before/after weekly lectures 13 4 52
Preparing assignments 1 20 20
Midterm 1 1 1
Final 1 1 1
TOTAL WORKLOAD (hours) 136

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.111
LO.21
LO.31
LO.411
LO.51

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

Copyright 2015 DEÜ. BİD

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