Course Language:
English
Course Objectives:
The objectives of this course are:
To experience a full length article on a specific consumer behavior research topic, and perform an empirical study on actual consumers. |
Course Content:
| How to in an integrative approach understand how consumers act in the marketplace in order to establish successful marketing strategies / to reach the final objective of customer satisfaction and loyalty. |
Teaching Methods:
1. Lecture 2. Question/Answer 3. Discussion Method 4. Case Study 5. Workshop 6. Problem Solving Method
Assessment Methods:
A: Testing , B: Homework, C:Presentations, D: Project
Vertical Tabs
Course Learning Outcomes
| Learning Outcomes | Program Learning Outcomes | Teaching Methods | Assessment Methods |
|
1,2,3,4 | 1,2,3 | A,B,C,D |
|
1,2,3,4 | 1,2,3 | A,B,C,D |
|
5,8,9,10 | 1,2,3 | A,B,C,D |
|
4,5,8,9,10 | 1,2,3 | A,B,C,D |
|
4,5,8,9,10 | 1,2,3 | A,B,C,D |
Course Flow
| Week | Topic | Study Materials |
| 1 |
Introduction
History of consumer behavior discipline General concepts of consumer behavior |
Course slides, Book chapters, Academical Articles |
| 2 |
Consumer behavior and consumer society
Consumer Culture and Modernity: The Freedoms of the Market; Consumption and Culture |
Course slides, Book chapters, Academical Articles |
| 3 | Internal Influences On Consumer Behavior –Perception, Learning and Memory | Course slides, Book chapters, Academical Articles |
| 4 | Internal Influences On Consumer Behavior- Motivation and Affect, The Self and Gender Identity | Course slides, Book chapters, Academical Articles |
| 5 | Internal Influences On Consumer Behavior- Personality, Lifestyles, and Values | Course slides, Book chapters, Academical Articles |
| 6 | Internal Influences On Consumer Behavior- Consumer Attitude Formation and Change | Course slides, Book chapters, Academical Articles |
| 7 | MIDTERM | |
| 8 |
Culture’s Influence on Consumer Behavior
Subcultures and Consumer Behavior Cross-Cultural Consumer Behavior: An International Perspective |
Course slides, Book chapters, Academical Articles |
| 9 | Social Influences on Consumer Behavior - The Family and Its Social Standing | Course slides, Book chapters, Academical Articles |
| 10 | Social Influences on Consumer Behavior - Reference Groups , Word-of-Mouth, Group Influences and Social Media | Course slides, Book chapters, Academical Articles |
| 11 | Persuasive Communications in Consumer Behaviour | Course slides, Book chapters, Academical Articles |
| 12 | Consumer Decision-Making and Diffusion of Innovations | Course slides, Book chapters, Academical Articles |
| 13 | Project Presentations | |
| 14 | Project Presentations | |
| 15 | Project Presentations | |
| 16 | Project Presentations |
Recommended Sources
| RECOMMENDED SOURCES | |
|
Textbook |
Leon G. Schiffman , Leslie Kanuk and Havard Hansen “Consumer Behaviour A European Outlook”, Pearson, 2nd Edition.
Micheal Solomon, Margaret K. Hogg, Søren Askegaard and Gary Bamossy “Consumer Behaviour: An European Perspective”, Pearson, 7th Edition. |
| Additional Resources |
Marieke de Mooij, “Consumer Behavior & Culture, Consequences for Global Marketing & Advertising”, Sage Publications.
Coskun Samli, “International Consumer Behavior in the 21st Century”, Springer Publications. Specific articles from Journal of Consumer Psychology , Journal of Retailing and Consumer Services , Journal of Consumer Culture , Journal of Consumer Marketing ,Journal of Consumer Behaviour, International Journal of Consumer Studies and Research in Consumer Behavior |
Material Sharing
| MATERIAL SHARING | |
| Documents | Weekly Slides and Readings via COADSYS |
| Assignments | Article Assignments via COADSYS |
| Exams | Midterm exam |
Assessment
| ASSESSMENT | ||
| IN-TERM STUDIES | NUMBER | PERCENTAGE |
| Mid-term Exam | 1 | 20 |
| Article Assignments | 3 | 30 |
| Final Project (Individual) | 1 | 50 |
| Total | 100 | |
Course’s Contribution to Program
| COURSE'S CONTRIBUTION TO PROGRAM | |||||||
| No | Program Learning Outcomes | Contribution | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Ph.D. candidates gain knowledge and skills to interpret and criticize many theories, models, and paradigms related to different perspectives that developed in the fields of business (organization and administration, organization behavior, marketing, finance, human resources, production technology, etc.)and social sciences and evaluation of scientific studies and research presented at scientific meetings | x | |||||
| 2 | Ph.D. candidates learn to track and interpret the changes, innovations and developments in business administration or in other fields of social sciences, and as practitioners determine the organizational and managerial problems, create innovative solutions in the light of this information. | x | |||||
| 3 | Ph.D. candidates gain knowledge, ability, and responsibility to carry out unique scientific and academic researches independently or in partnership with other researchers in the field of social sciences, and to publish the research results in forms of book, article, report and to present for discussing in scientific areas. | x | |||||
| 4 | Ph.D. candidates become managers based on ethical issues, leaders, or academicians who have consciousness of a sustainable environment, social responsibility and active citizenship in the scientific environment in the university, in the close relationship with outstanding faculty members, selected guest speakers and the teammates who they are educated together. | x | |||||
| 5 | Ph.D. candidates learn that the employees of the national and international organizations they manage come from different backgrounds and culture, cultural conflicts occur in mergers and cross-country mobility of the labor force, in a scientific environment and evolve as successful managers and leaderswho can manage cultural differences. | x | |||||
| 6 | Ph.D. candidates gain leadership qualifications to make rational decision-making for long-term strategic planning and application of plans in the organizations they work. | x | |||||
| 7 | Ph.D. candidates learn that strategic management is teamwork and results can be achieved only by working as teams. | x | |||||
| 8 | Ph.D. candidates learn that information developed in different fields of social sciences complete each other and in scientific studies, having multidisciplinary approach and viewpoint is inevitable. | x | |||||
| 9 | In long-term doctoral studies, Ph.D. candidates prepare papers and presentations in English and they criticized for improvement of their studies, they gain effective communication skills in both their native language and in English. | x | |||||
| 10 | Ph.D. Candidates experiences how rapid is production and development of information in social sciences and in business administration and learn that life-long learning is inevitable. | x | |||||
ECTS
|
ECTS ALLOCATED BASED ON STUDENT WORKLOAD BY THE COURSE DESCRIPTION |
|||
| Activities | Quantity |
Duration (Hour) |
Total Workload (Hour) |
| Course Duration (Including the exam week: 16x Total course hours) | 16 | 3 | 48 |
| Hours for off-the-classroom study (Pre-study, practice) | 16 | 4 | 64 |
| Mid-term | 1 | 20 | 20 |
| Article Assignments | 3 | 30 | 60 |
| Final Project (Individual) | 1 | 60 | 60 |
| Total Work Load | 252 | ||
| Total Work Load / 25 (h) | 10,08 | ||
| ECTS Credit of the Course | 10 | ||