BA 320 | Course Introduction and Application Information - Department of Business Administration

Course Name

Consumer Behaviour

Code	Semester	Theory (hour/week)	Application/Lab (hour/week)	Local Credits	ECTS
BA 320	Fall	3	0	3	6

Prerequisites	None
Course Language	English
Course Type	Required
Course Level	First Cycle
Mode of Delivery	face to face
Teaching Methods and Techniques of the Course	Discussion Group Work Q&A Lecture / Presentation
National Occupation Classification	-
Course Coordinator	Prof. Dr. Tuğba TUĞRUL
Course Lecturer(s)	Prof. Dr. Tuğba TUĞRUL
Assistant(s)	Araş. Gör. Damlasu UYUĞ ŞENGÜN

Course Objectives	This course aims to provide students a comprehensive view on final consumers. It teaches to look deeper into consumers’ world by focusing on the psychological, sociological, and cultural aspects of consumption.
Learning Outcomes	The students who succeeded in this course; Discuss the perception and motivation processes of consumption. Describe the relationship between self, identity and consumption. Explain the factors affecting consumer attitudes and consumers during shopping. Discuss the decision making process of consumers and the different stages of the process of consumption. Explain the effects of social class, subculture and culture on consumers. Discuss how consumer behavior can be affected by different marketing strategies. Develop innovative and creative marketing strategies based on consumer insights.
Course Description	Moving from micro to macro topics, perception, learning, motivation, personality and lifestyle, attitudes, identities, decision making mechanisms and social and cultural interactions of consumers are the main topics of this course. Different dimensions of consumption before, during and after purchasing are investigated.
Related Sustainable Development Goals

Course Category	Core Courses	X
	Major Area Courses
	Supportive Courses
	Media and Management Skills Courses
	Transferable Skill Courses

Week	Subjects	Related Preparation
1	Introduction to the course and discussion of requirements; Foundations and main concepts of Consumer Behavior	Syllabus Review, Solomon, M.R. (2017), Consumer Behavior: Buying, Having, and Being, Global Edition (12e): Pearson Education Chapter 1
2	Foundations of Consumer Behavior; Consumer Behavior as a Process + Forming the project groups	Solomon, M.R. (2017), Consumer Behavior: Buying, Having, and Being, Global Edition (12e): Pearson Education Chapter 1 Continued and Chapter 2
3	Perception	Solomon, M.R. (2017), Consumer Behavior: Buying, Having, and Being, Global Edition (12e): Pearson Education Chapter 3
4	Learning and Memory	Solomon, M.R. (2017), Consumer Behavior: Buying, Having, and Being, Global Edition (12e): Pearson Education Chapter 4
5	Motivation + Project Progress Meeting	Solomon, M.R. (2017), Consumer Behavior: Buying, Having, and Being, Global Edition (12e): Pearson Education Chapter 5 & The draft of the delivery documents related to the first three stages in the project writing guide must be prepared.
6	The Self: Mind, Gender, Body and Personality	Solomon, M.R. (2017), Consumer Behavior: Buying, Having, and Being, Global Edition (12e): Pearson Education Chapter 6 and Chapter 7
7	In-Class Application Activity	The required documents will be shared at the beginning of the semester.
8	QUIZ
9	MIDTERM	The date will be set and announced by the university.
10	Attitude and Attitude Change	Solomon, M.R. (2017), Consumer Behavior: Buying, Having, and Being, Global Edition (12e): Pearson Education Chapter 8
11	Subcultures and Culture + Guest Speaker Session	Solomon, M.R. (2017), Consumer Behavior: Buying, Having, and Being, Global Edition (12e): Pearson Education Chapter 13 ve Chapter 14. Make-up class by guest speaker’s date to be announced. Reflective paper will be evaluated as an assignment.
12	Project Progress Meeting	The draft of the delivery documents related to the last two stages in the project writing guide must be prepared.
13	Group Influences, Social Class, and Social Media	Solomon, M.R. (2017), Consumer Behavior: Buying, Having, and Being, Global Edition (12e): Pearson Education Chapter 11 ve Chapter 12
14	Decision-Making Process, Purchase Behavior and Disposal Process	Solomon, M.R. (2017), Consumer Behavior: Buying, Having, and Being, Global Edition (12e): Pearson Education Chapter 9 and Chapter 10
15	Project Video Presentations	It is explained in the project writing guide.
16	Semester Review

Course Notes/Textbooks

Solomon, M.R. (2017), Consumer Behavior: Buying, Having, and Being, Global Edition (12e): Pearson Education ISBN:9781292153100

Suggested Readings/Materials

Hawkins and Mothersbaugh (2013),Consumer Behavior: Building Marketing Strategy (12e), McGraw Hill ISBN: 9780073530048

Parsons, Maclaran and Chatzidakis (2018), Contemporary Issues in Marketing and Consumer Behavior, Routledge ISBN: 9780415826914

Other assigned readings and cases

Semester Activities	Number	Weigthing
Participation
Laboratory / Application
Field Work
Quizzes / Studio Critiques	1	15
Portfolio
Homework / Assignments	1	15
Presentation / Jury
Project	1	40
Seminar / Workshop
Oral Exams
Midterm	1	30
Final Exam
Total

Weighting of Semester Activities on the Final Grade	4	100
Weighting of End-of-Semester Activities on the Final Grade
Total

Semester Activities	Number	Duration (Hours)	Workload
Theoretical Course Hours (Including exam week: 16 x total hours)	16	3	48
Laboratory / Application Hours (Including exam week: '.16.' x total hours)	16		0
Study Hours Out of Class	14	2	28
Field Work			0
Quizzes / Studio Critiques	1	10	10
Portfolio			0
Homework / Assignments	1	5	5
Presentation / Jury			0
Project	1	50	50
Seminar / Workshop			0
Oral Exam			0
Midterms	1	30	30
Final Exam			0
		Total	171

#	Program Competencies/Outcomes	* Contribution Level
#	Program Competencies/Outcomes	1	2	3	4	5
1	To be able to solve problems with an analytical and holistic viewpoint in the field of business administration.	-	-	-	-	-
2	To be able to present the findings and solutions to the business problems in written and oral formats.	-	-	-	X	-
3	To be able to interpret the application of business and economic concepts, and philosophies at the national and international levels.	-	-	-	-	-
4	To be able to use innovative and creative approach for real-life business situations.	-	-	-	-	X
5	To be able to demonstrate leadership skills in different business situations.	-	-	-	-	-
6	To be able to interpret the reflections of new technologies and softwares to business dynamics.	-	-	-	-	-
7	To be able to integrate knowledge gained in the five areas of business administration (marketing, production, management, accounting, and finance) through a strategic perspective.	-	-	X	-	-
8	To be able to act in accordance with the scientific and ethical values in studies related to business administration.	-	-	-	-	-
9	To be able to work efficiently and effectively as a team member.	-	-	X	-	-
10	To be able to have an ethical perspective and social responsiveness when making and evaluating business decisions.	-	-	X	-	-
11	To be able to collect data in the area of business administration and communicate with colleagues in a foreign language ("European Language Portfolio Global Scale", Level B1).	-	-	-	-	-
12	To be able to speak a second foreign language at a medium level of fluency efficiently.	-	-	-	-	-
13	To be able to relate the knowledge accumulated throughout the human history to their field of expertise.	-	-	-	-	-