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Course Code: 
PRP 116
Course Period: 
Spring
Course Type: 
Core
P: 
3
Lab: 
0
Credits: 
3
ECTS: 
3
Course Language: 
English
Course Coordinator: 
Özlem AKKAYA
Courses given by: 
Özlem AKKAYA
Course Objectives: 
The aim of this course is to help students develop an understanding of how and why consumers make certain decisions in the market and to ensure that they have experience with using the knowledge about the psychological and sociological factors that influence consumer behavior for developing marketing strategies and tactics.
Course Content: 

The course covers a brief overview of theories, concepts and findings from sociology and psychology that can be used to understand, respond to, and change consumer behavior. Also, their application in marketing decisions will be discussed and experienced in practice through teamwork.

Course Methodology: 
1: Lecture; 2: Interactive Lecture; 6: Case Study; 15: Homework
Course Evaluation Methods: 
A: Testing, B: Oral Exam/Presentation; C: Homework

Vertical Tabs

Course Learning Outcomes

Learning Outcomes

Program Learning Outcomes

Teaching Methods

Assessment Methods

1. The student identifies the psychological factors that influence consumer behavior.

1, 2, 3, 9, 10

1, 2, 6

A, C

2. The student identifies the sociological factors that influence consumer behavior.

1, 2, 3, 9, 10

1, 2, 6

A, C

3. The student understands how the knowledge about the psychological and sociological factors that influence consumer behavior can be used for developing marketing strategies and tactics.

1, 2, 4, 5, 6, 7, 8, 9

1, 2, 6, 15

A, B, C

4. The student uses the knowledge about the psychological and sociological factors that influence consumer behavior for developing an audio-visual commercial through teamwork.

1, 2, 4, 5, 6, 7, 8, 9, 10

1, 2, 6, 15

A, B, C
 
 

Course Flow

COURSE CONTENT

Week

Topics

Study Materials

1

Introduction

 

2

What is Consumer Behavior?

Hoyer, MacInnis, & Pieters (2013), chapter 1

3

Motivation, Ability, and Opportunity

Hoyer, MacInnis, & Pieters (2013), chapter 2

4

Attention, Perception, and Comprehension

Hoyer, MacInnis, & Pieters (2013), chapter 3

5

Memory and Knowledge

Hoyer, MacInnis, & Pieters (2013), chapter 4

6

Attitude Formation: Central Route Processing

Hoyer, MacInnis, & Pieters (2013), chapter 5

7

Attitude Formation: Peripheral Route Processing

Hoyer, MacInnis, & Pieters (2013), chapter 6

8

Midterm

 

9

Social Influences: Culture and Reference Groups

Hoyer, MacInnis, & Pieters (2013), chapter 11

10

Demographics: Age, Gender, and Regional/Ethnic/Religious Influences

Hoyer, MacInnis, & Pieters (2013), chapter 12

11

Demographics: Social Class and Household

Hoyer, MacInnis, & Pieters (2013), chapter 13

12

Psychographics: Values, Personality, and Lifestyle

Hoyer, MacInnis, & Pieters (2013), chapter 14

13

Symbolic Consumer Behavior

Hoyer, MacInnis, & Pieters (2013), chapter 16

14

Students’ Presentations

 

15

Review and Wrap-up for Final

 

16

Final

 
 
 

Recommended Sources

RECOMMENDED SOURCES

Textbook

Hoyer, D. W., MacInnis, D. J., & Pieters, R. (2013). Consumer Behavior (6th ed.). New York: Cengage Learning.

Additional Resources

 
 
 

Material Sharing

MATERIAL SHARING

Documents

https://yulearn.yeditepe.edu.tr/

Assignments

 

Exams

 
 

Assessment

ASSESSMENT

IN-TERM STUDIES

NUMBER

PERCENTAGE

Assignments

1

40

Midterms

1

60

Total

2

100

Contribution of Final Examination to Overall Grade

1

50

Contribution of In-Term Studies to Overall Grade

 2

50

Total

 3

100
 
 

Course’s Contribution to Program

COURSE’S CONTRIBUTION TO PROGRAM OUTCOMES

No

Program Learning Outcomes

Contribution

1

2

3

4

5

1

S/he has theoretical knowledge about the field of public relations

 

 

 

 

x

2

S/he knows the research methods and techniques that are related to the field of public relations.

 

 

 

x

 

3

S/he has knowledge and awareness about the interdisciplinary issues that are required by the field. S/he comprehends the relation of those issues with public relations.

 

 

 

 

x

4

S/he is able to make oral presentations in English about her/his field.

 

 

 

 

x

5

S/he has the digital competencies that are required by the field.

 

 

 

 

x

6

S/he has the ability of creative thinking that is required by the field of public relations.

 

 

 

 

x

7

S/he has the abilities of research, planning, implementation, measurement and assessment that are necessary for a successful public relations practice.

 

 

 

x

 

8

S/he evaluates and applies the knowledge and abilities she/he has acquired in her/his field to partner organizations in the sector through teamwork. 

 

 

 

 

x

9

S/he is able to evaluate the knowledge and abilities she/he has acquired in her/his field from an analytical and critical perspective.

 

 

 

 

x

10

S/he has the awareness of practicing and developing the profession of public relations by adhering to ethical rules.

 

 

 

 

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)

11

2

22

Assignment

1

8

8

Midterm

1

6

6

Final examination

1

8

8

Total Work Load

    

86

Total Work Load / 25 (h)

 

 

3.44

ECTS Credit of the Course

 

 

3
1
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