Course Name Code Semester T+U Hours Credit ECTS
Consumer Behavior and Purchasing Process IHR 529 0 3 + 0 3 7
Precondition Courses
Recommended Optional Courses
Course Language Turkish
Course Level yuksek_lisans
Course Type Optional
Course Coordinator Dr.Öğr.Üyesi TUBA ÇEVİK ERGİN
Course Lecturers Dr.Öğr.Üyesi ÇİĞDEM ÇALAPKULU,
Course Assistants
Course Category Field Proper Education
Course Objective

The aim of the course is to teach consumer buying decision process and consumer behaviour.

Course Content

The concept of consumer and consumer behavior, the relationship between consumer behavior and marketing , models of consumer behavior and purchasing process, consumer needs, consumption phenomenon, motivation and involvement, perception, learning, attitudes, personality, lifestyle, culture, social classes and groups, positioning, organizational buying

# Course Learning Outcomes Teaching Methods Assessment Methods
1 learning the relationship between consumer behavior and marketing , , , , , , ,
2 Learning the factors that influence consumer behavior , , , , , , ,
3 Learning the buying process , , , , , , ,
4 Learning the positioning , , , , , , ,
5 Learning models of consumer behavior. , , , , , , ,
Week Course Topics Preliminary Preparation
1 An Introduction to consumer behaviour Tüketici davranışları - Doç. Dr. Remzi Altunışık - Prof.Dr. A. Hamdi İslamoğlu, Consumer Behaviour -third ed. -Michael Solomon, 2006 , Prentice Hall
2 Perception Tüketici davranışları - Doç. Dr. Remzi Altunışık - Prof.Dr. A. Hamdi İslamoğlu, Consumer Behaviour -third ed. -Michael Solomon, 2006 , Prentice Hall
3 Learning and memory Tüketici davranışları - Doç. Dr. Remzi Altunışık - Prof.Dr. A. Hamdi İslamoğlu, Consumer Behaviour -third ed. -Michael Solomon, 2006 , Prentice Hall
4 Motivation and Involment Tüketici davranışları - Doç. Dr. Remzi Altunışık - Prof.Dr. A. Hamdi İslamoğlu, Consumer Behaviour -third ed. -Michael Solomon, 2006 , Prentice Hall
5 Attitudes Tüketici davranışları - Doç. Dr. Remzi Altunışık - Prof.Dr. A. Hamdi İslamoğlu, Consumer Behaviour -third ed. -Michael Solomon, 2006 , Prentice Hall
6 The self and personality Tüketici davranışları - Doç. Dr. Remzi Altunışık - Prof.Dr. A. Hamdi İslamoğlu, Consumer Behaviour -third ed. -Michael Solomon, 2006 , Prentice Hall
7 Values Tüketici davranışları - Doç. Dr. Remzi Altunışık - Prof.Dr. A. Hamdi İslamoğlu, Consumer Behaviour -third ed. -Michael Solomon, 2006 , Prentice Hall
8 Life styles Tüketici davranışları - Doç. Dr. Remzi Altunışık - Prof.Dr. A. Hamdi İslamoğlu, Consumer Behaviour -third ed. -Michael Solomon, 2006 , Prentice Hall
9 Culture Tüketici davranışları - Doç. Dr. Remzi Altunışık - Prof.Dr. A. Hamdi İslamoğlu, Consumer Behaviour -third ed. -Michael Solomon, 2006 , Prentice Hall
10 Reference Group Tüketici davranışları - Doç. Dr. Remzi Altunışık - Prof.Dr. A. Hamdi İslamoğlu, Consumer Behaviour -third ed. -Michael Solomon, 2006 , Prentice Hall
11 Family Tüketici davranışları - Doç. Dr. Remzi Altunışık - Prof.Dr. A. Hamdi İslamoğlu, Consumer Behaviour -third ed. -Michael Solomon, 2006 , Prentice Hall
12 Gender Tüketici davranışları - Doç. Dr. Remzi Altunışık - Prof.Dr. A. Hamdi İslamoğlu, Consumer Behaviour -third ed. -Michael Solomon, 2006 , Prentice Hall
13 Purchasing decision process Tüketici davranışları - Doç. Dr. Remzi Altunışık - Prof.Dr. A. Hamdi İslamoğlu, Consumer Behaviour -third ed. -Michael Solomon, 2006 , Prentice Hall
14 Consumer behaviour models Tüketici davranışları - Doç. Dr. Remzi Altunışık - Prof.Dr. A. Hamdi İslamoğlu, Consumer Behaviour -third ed. -Michael Solomon, 2006 , Prentice Hall
Resources
Course Notes
Course Resources

Tüketici davranışları - Doç. Dr. Remzi Altunışık - Prof.Dr. A. Hamdi İslamoğlu

Tüketici Nasıl Düşünür? - Gerald Zaltman

Konumlandırma - Tüketici zihnini fethetme sanatı - Jack Trout- All Ries

Order Program Outcomes Level of Contribution
1 2 3 4 5
1 To evaluate the public relations and advertising activities with a critical point of view.
2 To develop a capacity of analytic thinking on public relations and advertising
3 To analyze the target audience on the basis of public relations and advertising activities.
4 To define the elements of field research on public relations and advertising areas.
5 To follow the new developments on corporate communication.
6 To act with the consciousness of the execution on new public relations and advertising understandings based on information communication technologies.
7 To be aware of the fact that increasing the quality on public relations and advertising is important.
8 To consider the ethical values while using media vehicles on creating public relations and advertising activities.
9 To embrace the public relations and advertising profession as a lifestyle.
10 To apprehend the importance of PR for image, reputation and brand
Evaluation System
Semester Studies Contribution Rate
1. Ödev 100
Total 100
1. Final 50
1. Yıl İçinin Başarıya 50
Total 100
ECTS - Workload Activity Quantity Time (Hours) Total Workload (Hours)
Course Duration (Including the exam week: 16x Total course hours) 16 3 48
Hours for off-the-classroom study (Pre-study, practice) 16 3 48
Mid-terms 1 20 20
Quiz 1 10 10
Assignment 1 10 10
Project / Design 1 20 20
Final examination 1 20 20
Total Workload 176
Total Workload / 25 (Hours) 7.04
dersAKTSKredisi 7