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Course Code: 
PRP 202
Course Period: 
Spring
Course Type: 
Core
P: 
3
Lab: 
0
Credits: 
3
ECTS: 
6
Course Language: 
English
Course Objectives: 
The aim of this course is to develop an understanding of the how’s and why’s of consumer decision-making in the market place. In this context, internal and external factors influencing consumer behavior will be examined.
Course Content: 

Covering an introduction to a wide range of theories, concepts and findings drawn from behavioral sciences that are currently in use or can be used by managers to understand, respond and/or change consumer behavior, and a review of the literature on perception, learning, motivation, attitude formation and change and their application in marketing and managerial decision-making process will be discussed, the course will help students to prepare sound segmentation, targeting and positioning strategies.

Course Methodology: 
1: Lecture, 2: Question-Answer, 3: Discussion
Course Evaluation Methods: 
A: Testing, C: Homework

Vertical Tabs

Course Learning Outcomes

Learning Outcomes Program Learning Outcomes Teaching Methods Assessment Methods
1) Gains familiarity with influences on consumer behavior. 1,2,3,4,6 1, 2, 3 A, C
2) Acquires consumer behavior research skills. 1,2,3,4,6 1, 2, 3 A, C
3) Acquires market segmentation skills. 1,2,3,4,6 1, 2, 3 A, C
4) Gains familiarity with the process consumer decision making. 1,2,3,4,6 1,2,3 A,C

 

Course Flow

COURSE CONTENT
Week Topics Study Materials
1 Introduction  
2 Understanding consumer behavior  
3 Motivation, ability, and opportunity  
4  Exposure, attention, perception  
5 Knowledge and understanding  
6 Attitudes  
7 Midterm  
8 Memory and retrieval  
9  The process of making decisions  
10 The process of making decisions  
11 The consumer culture  
12 The consumer culture  
13 The consumer culture  
14 Students’ presentations  
15 Students’ presentations  
16 Final  

 

Recommended Sources

RECOMMENDED SOURCES
Textbook Hoyer, W. D. & MacInnis, D. J. (2010). Consumer behavior. Ohio: South-Western Cengage Learning.
Additional Resources  

 

 

Material Sharing

MATERIAL SHARING
Documents  
Assignments  
Exams Midterm and Final

 

 

Assessment

ASSESSMENT
IN-TERM STUDIES NUMBER PERCENTAGE
Mid-terms 1 60
Assignments   20
Attendance and Participation 1 20
Total   100
Contrıbutıon Of Fınal Examınatıon To Overall Grade   40
Contrıbutıon Of In-Term Studıes To Overall Grade   60
Total   100

 

 

Course’s Contribution to Program

COURSE'S CONTRIBUTION TO PROGRAM
No Program Learning Outcomes Contribution
1 2 3 4 5  
1 She/he has theoretical knowledge about the field of public relations   x        
2 She/he knows the research methods and technics that are related to the field of public relations.       x    
3 She/he has knowledge and awareness about the interdisciplinary issues that are required by the field. He/she comprehends the relation of those issues with public relations.     x      
4 She/he is able to make oral presentations in English about her/his field. x          
5 She/has the digital competencies that are required by the field.            
6 She/has the ability of creative thinking that are required by the field of public relations.         x  
7 She/he has the abilities of research, planning, implementation, measurement and assessments that are necessary for a successful public relations practice.            
8 She/he evaluates and applies the knowledge and abilities she/he has acquired in her/his field to partner organizations in the sector through teamwork.             
9 She/he is able to evaluate the knowledge and abilities she/he has acquired in her/his field from an analytical and critical perspective.            
10 She/he has the awareness of practicing and developing the profession of public relations by adhering to ethical rules.            

 

ECTS

ECTS ALLOCATED BASED ON STUDENT WORKLOAD BY THE COURSE DESCRIPTION
Activities Quantity Duration
(Hour)
Total
Workload
(Hour)
Course Duration 15 3 45
Hours for off-the-classroom study (Pre-study, practice) 15 3 45
Mid-terms 1 15 15
Assignments 1 20 20
Final examination 1 20 20
Total Work Load     145
Total Work Load / 25 (h)     5.8
ECTS Credit of the Course     6