Description of Individual Course Units
Course Unit CodeCourse Unit TitleType of Course UnitYear of StudySemesterNumber of ECTS Credits
11320201E11681CONSUMER BEHAVIORCompulsory355
Level of Course Unit
First Cycle
Objectives of the Course
The general objective of this course is to acquaint students with the theories and techniques employed in studying the consumer's behavior, to develop an understanding of consumer behavior from a variety of perspectives (multicultural, interdisciplinary, etc.) and to develop an understanding of peoples' consumption-related behaviors and to develop and evaluate marketing strategies intended to influence those behaviors.
Name of Lecturer(s)
Prof. Dr. Ayla Özhan Dedeoğlu Dr. Öğretim Üyesi Elif Üstündağlı Erten Araş. Gör. Dr. Miray Baybars
Learning Outcomes
1LO1. To be able to define basic concepts and constructs employed in consumer behavior
2LO2. To be able to interpret consumer behaviors by using relevant theories
3LO3. To be able to develop ideas and strategies for marketers and/or public-policy makers based on basic concepts and constructs.
4LO4. To be able to use theoretical and practical knowledge gained during education.
5LO5. To be able to conduct consumer research as a group member
Mode of Delivery
Face to Face
Prerequisites and co-requisities
none
Recommended Optional Programme Components
Taking Principles of Marketing course previously is recommended
Course Contents
The aim of this course is to acquaint students with the theories and techniques employed in studying the consumer's behavior. After an introduction, the concepts and theories of consumer behavior that also relate to psycology, sosciology, economics, anthropology and other relevant disciplines will be addressed.
Weekly Detailed Course Contents
WeekTheoreticalPracticeLaboratory
1General Information about the Course Buying, Having and Being
2Buying, Having and Being
3Decision Making
4Perception
5Learning and Memory
6Motivation and Affect
7The Self: Mind, Gender, and Body
8Midterm
9Cultural Influences on Decision Making
10Personality, Lifestyles, and Values
11Attitudes
12Income and Social Class
13Project Presentation
14Project Presentation
15Project Presentation
16Final exam
Recommended or Required Reading
Michael R. Solomon, Consumer Behavior: Buying, Having, and Being, Global Edition, 12. Ed., Pearson, 2018. Leon G. Schiffman and Joseph L. Wisenblit, Consumer Behavior, 11. Ed., Pearson, 2015
Planned Learning Activities and Teaching Methods
Activities are given in detail in the section of "Assessment Methods and Criteria" and "Workload Calculation"
Assessment Methods and Criteria
Term (or Year) Learning ActivitiesQuantityWeight
Midterm Examination150
Homework150
SUM100
End Of Term (or Year) Learning ActivitiesQuantityWeight
Final Sınavı1100
SUM100
Term (or Year) Learning Activities60
End Of Term (or Year) Learning Activities40
SUM100
Language of Instruction
English
Work Placement(s)
none
Workload Calculation
ActivitiesNumberTime (hours)Total Work Load (hours)
Midterm Examination111
Final Examination111
Attending Lectures16348
Project Preparation14040
Project Presentation111
Individual Study for Mid term Examination10220
Individual Study for Final Examination20360
TOTAL WORKLOAD (hours)171
Contribution of Learning Outcomes to Programme Outcomes
PO
1
PO
2
PO
3
PO
4
PO
5
PO
6
PO
7
PO
8
PO
9
PO
10
LO15545555444
LO25544554454
LO35545555454
LO45555554455
LO5          
* Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High
 
Ege University, Bornova - İzmir / TURKEY • Phone: +90 232 311 10 10 • e-mail: intrec@mail.ege.edu.tr