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Course Code: 
ADV 202
Course Period: 
Spring
Course Type: 
Core
P: 
3
Lab: 
0
Credits: 
3
ECTS: 
3
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

COURSE CONTENT
Week Topics Study Materials
1 Introduction: What is an insight? Personal sources
2 The concepts of consumer behaviour and decision making. Books, documents
3 Consumer research. Books, documents,cases
4 Consumer motivation and its impact on decisions. Books, documents
5 Theories of personality and consuming decisions.   Books, documents
6 Brand personality, personification, and loyalty.   Books, documents
7 Midterm Exam   
8 Impact of perception in consumer decision  making.   Books, documents, visuals
9 Consumer attitude, attitude-consumption habit relationship and its impact on decisions, change in attitude Books, documents
10 Culture-consumption relationship.   Books, documents
11 Consumer communication and feedback. Books, documents
12 Impact of family, friends, colleagues, school, opinion leaders in consumer decisions Books, documents
13 Case study examination Cases
14 Case study examination Cases
15 Summary of the course and questions.  
16 Final examination  

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