Course Language:
English
Courses given by:
Course Objectives:
The aim of this course is to examine the process of consumer decision making with its social, economic, psychological and cultural causes; to understand the principles of consumer behaviour and consumer decision-making.
Course Content:
Consumer behaviour, decision making process, theories of personality in decision making, perception, motivation, attitudes, consumer communication, culture and consumer habits.
Course Methodology:
1-Lecture 2- Interactive Lecture 6- Case Study
Course Evaluation Methods:
A-Exam C- Homework
Vertical Tabs
Course Learning Outcomes
| Learning Outcomes | Program Learning Outcomes | Teaching Methods | Assessment Methods |
| 1) Explains and analyzes the concepts of insight, consumer behaviour and consumer decision-making. | 1, 5, 7, 9, 10 | 1,2,6 | A,C |
| 2) Examines the consumer decision process and models. | 1, 4, 5, 9, 10 | 1,2,6 | A,C |
| 3) Examines the concept of perception and its role in the advertising process. | 1, 5, 7, 9, 10 | 1,2,6 | A,C, |
| 4) Examines and tries to understand the purchase motivation of consumers. | 1, 5, 7, 8, 9, 10 | 1,2,6 | A,C |
| 5) Examines consumer attitudes in the light of attitude theories and practice. | 1, 5, 7, 8, 9, 10 | 1,2,6 | A,C |
| 6) Examines the connection between culture and consumption. | 1, 3, 5, 7, 8, 9, 10 | 1,2,6 | A,C |
Course Flow
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Recommended Sources
| RECOMMENDED SOURCES | |
| Textbook | Leon G. Schifmann and Leslie L. Kanuk, Consumer Behaviour, New Jersey, 2011. |
| Additional Resources | Reynolds and Olson, Understanding Consumer Decision Making, NY, 2010; and Case examples from different sources |
Material Sharing
| MATERIAL SHARING | |
| Documents | Different cases (printed) |
| Assignments | Projects about decision making and attitude formation/change |
| Exams | Quiz, mid-term, and final |
Assessment
| ASSESSMENT | ||
| IN-TERM STUDIES | NUMBER | PERCENTAGE |
| Mid-terms | 1 | 40 |
| Quizzes | 1 | 30 |
| Assignment | 2 | 30 |
| Total | 100 | |
| Contribution of Final Examination to Overall Grade | 60 | |
| Contribution of In-Term Studies to Overall Grade | 40 | |
| Total | 100 | |
| COURSE CATEGORY | Field Courses |
Course’s Contribution to Program
| COURSE CONTRIBUTION TO PROGRAM | ||||||
| No | Program Learning Outcomes | Contribution | ||||
| 1 | 2 | 3 | 4 | 5 | ||
| 1 | Students demonstrate knowledge on market segmentation, are able to follow the trends in consumer behavior, and create effective advertising messages suitable for target audiences | X | ||||
| 2 | Students design advertisements suitable for both traditional and digital media. | X | ||||
| 3 | Students gain awareness and knowledge on interdisciplinary subjects that are beneficial both for their professional and intellectual lives. | X | ||||
| 4 | Students demonstrate knowledge of the campaign processes in written, audio-visual, electronic, and outdoor advertising media. They plan and manage campaigns in accordance with national and international standards. | X | ||||
| 5 | Students demonstrate knowledge of the research methods related to the field of advertising and are able to use the obtained data to evaluate results in campaign processes. | X | ||||
| 6 | Students create and lead media strategies in the field of advertising. | |||||
| 7 | Students abide by universal values, law and ethical principles. | X | ||||
| 8 | Students follow the developments in the fields with the awareness of lifelong learning and entrepreneurial approach. They are self-confident in communicating with institutions and persons and suggest solutions to problems independently or as team members. | X | ||||
| 9 | Students adopt the critical approach in evaluating knowledge and skills related to the field. | X | ||||
| 10 | Students demonstrate knowledge and understanding of the concepts and models related to the field. | X | ||||
ECTS
| ECTS ALLOCATED BASED ON STUDENT WORKLOAD BY THE COURSE DESCRIPTION | |||
| Activities | Quantity |
Duration (Hour) |
Total Workload (Hour) |
| Course Duration | 14 | 3 | 42 |
| Hours for off-the-classroom study (Pre-study, practice) | 4 | 6 | 24 |
| Quiz | 1 | 1 | 1 |
| Mid-terms | 1 | 2 | 2 |
| Homework | 2 | 1 | 2 |
| Final examination | 1 | 3 | 3 |
| Total Work Load | 74 | ||
| Total Work Load / 25 (h) | 2,9 | ||
| ECTS Credit of the Course | 3 | ||
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