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Bachelor	TR-NQF-HE: Level 6	QF-EHEA: First Cycle	EQF-LLL: Level 6

Course Introduction and Application Information

Course Code:

UNI391

Course Name:

Consumer Behavior

Semester:

Fall

Course Credits:

ECTS

Language of instruction:

English

Course Condition:

Does the Course Require Work Experience?:

Type of course:

University Elective

Course Level:

Bachelor

TR-NQF-HE:6. Master`s Degree

QF-EHEA:First Cycle

EQF-LLL:6. Master`s Degree

Mode of Delivery:

E-Learning

Course Coordinator:

Prof. Dr. FİGEN YILDIRIM

Course Lecturer(s):

Figen Yıldırım

Course Assistants:

Course Objective and Content

Course Objectives:	The aim of this course is to enable students to examine consumer and consumer behavior literature and to be able to adapt culture to brand management strategies.
Course Content:	In this course, it is aimed to give the basic concepts of consumer behavior and to understand the effect of culture and subcultures on purchasing behavior of individuals. The brand management process is examined with all stages.

Learning Outcomes

The students who have succeeded in this course;
1) Able to analyze the effects of various factors on the consumer decision process with their results.
2) Able to explain the consumer purchasing decision process.
3) Able to explain the basic concepts and models of consumer behavior.

Course Flow Plan

Week	Subject	Related Preparation
1)	Consumerism	Not necessary.
2)	Introduction to Consumer Behaviour	Not necessary.
3)	Consumer Buying Decision Models	Not necessary.
4)	Introduction to Brand Management	Not necessary
5)	Brand Positioning	Not necessary.
6)	Brand Awareness	Not necessary.
7)	Brand Identitiy, Brand Personality	Not necessary.
8)	Midterm	Not necessary
9)	Brand loyalty	Not necessary
10)	Brand Image	Not necessary.
11)	Culture and Branding	Not necessary.
12)	Current Issues in Branding	Not necessary.
13)	Presantations	Students have to prepare for presantations.
14)	Presantations	Students have to prepare for presantations.

Sources

Course Notes / Textbooks:	Consumer behaviour : a European perspective / Michael Solomon ... [et al.], 2010,4th edition and Online databes (EBSCO, EMERALD, PROQUEST etc.)
References:	Course notes, real case studies, scholarly journals.

Course - Program Learning Outcome Relationship

Course Learning Outcomes	1	2	3
Program Outcomes
1) Understand the concepts and concepts related to the field of health at the undergraduate level, and have advanced theoretical and practical knowledge supported by textbooks, application tools and other sources of current information in the field of health.
2) Knowledge of nature, source, limits, accuracy, reliability and validity of knowledge.
3) Uses advanced theoretical and factual knowledge acquired at the undergraduate level.
4) Interprets, evaluates, identifies, analyzes, shares information and makes teamwork with scientifically proven data by using the advanced knowledge and skills acquired in the field of health.
5) Uses computer programs, related technologies and educational tools in the field of health.
6) Carries out a study independently by using its advanced knowledge in the field of health and takes responsibility as a team member in cooperation with other professional groups working in this field.
7) Takes responsibility individually and as a team member to solve unforeseen complex problems encountered in the practices related to the field of health.
8) Plans, manages, and monitors and evaluates the activities for the development of employees in a project.
9) Evaluates the advanced knowledge and skills acquired in the field of health with a critical approach.
10) Determines learning needs and learning resources, directs learning function by using resources effectively.
11) Develops a positive attitude towards life-long learning and turns it into behavior.
12) Informs the related persons and institutions about the health field; conveys his / her thoughts and solution suggestions in writing and orally, and receives the opinions, requests and expectations of the relevant persons and institutions.
13) With the awareness of social responsibility, organizes and implements projects and activities in cooperation with other professional groups for the social environment in which he lives.
14) Follow the information in the field and communicate with colleagues by using a foreign language at least at B1 General Level of European Language Portfolio.
15) Express themselves effectively in verbal and written.
16) Uses information and communication technologies together with computer software required by the field at least at the Advanced Level of European Computer Driving License.
17) Monitors and evaluates the events / developments on the agenda of the society and the world in the field of health.
18) Acts and participates in accordance with Quality Management and Processes.
19) They cooperate with people from related disciplines and acts in accordance with social, scientific, cultural and ethical values in the stages of collecting, interpreting, applying and announcing the results related to health field.
20) Have enough consciousness about individual and community health, environmental protection and occupational safety.

Course - Learning Outcome Relationship

No Effect	1 Lowest	2 Average	3 Highest

	Program Outcomes	Level of Contribution
1)	Understand the concepts and concepts related to the field of health at the undergraduate level, and have advanced theoretical and practical knowledge supported by textbooks, application tools and other sources of current information in the field of health.
2)	Knowledge of nature, source, limits, accuracy, reliability and validity of knowledge.
3)	Uses advanced theoretical and factual knowledge acquired at the undergraduate level.
4)	Interprets, evaluates, identifies, analyzes, shares information and makes teamwork with scientifically proven data by using the advanced knowledge and skills acquired in the field of health.
5)	Uses computer programs, related technologies and educational tools in the field of health.
6)	Carries out a study independently by using its advanced knowledge in the field of health and takes responsibility as a team member in cooperation with other professional groups working in this field.
7)	Takes responsibility individually and as a team member to solve unforeseen complex problems encountered in the practices related to the field of health.
8)	Plans, manages, and monitors and evaluates the activities for the development of employees in a project.
9)	Evaluates the advanced knowledge and skills acquired in the field of health with a critical approach.
10)	Determines learning needs and learning resources, directs learning function by using resources effectively.
11)	Develops a positive attitude towards life-long learning and turns it into behavior.
12)	Informs the related persons and institutions about the health field; conveys his / her thoughts and solution suggestions in writing and orally, and receives the opinions, requests and expectations of the relevant persons and institutions.
13)	With the awareness of social responsibility, organizes and implements projects and activities in cooperation with other professional groups for the social environment in which he lives.
14)	Follow the information in the field and communicate with colleagues by using a foreign language at least at B1 General Level of European Language Portfolio.
15)	Express themselves effectively in verbal and written.
16)	Uses information and communication technologies together with computer software required by the field at least at the Advanced Level of European Computer Driving License.
17)	Monitors and evaluates the events / developments on the agenda of the society and the world in the field of health.
18)	Acts and participates in accordance with Quality Management and Processes.
19)	They cooperate with people from related disciplines and acts in accordance with social, scientific, cultural and ethical values in the stages of collecting, interpreting, applying and announcing the results related to health field.
20)	Have enough consciousness about individual and community health, environmental protection and occupational safety.

Assessment & Grading

Semester Requirements	Number of Activities	Level of Contribution
Homework Assignments	1	% 30
Midterms	1	% 20
Final	1	% 50
total		% 100
PERCENTAGE OF SEMESTER WORK		% 50
PERCENTAGE OF FINAL WORK		% 50
total		% 100

Workload and ECTS Credit Calculation

Activities	Number of Activities	Workload
Course Hours	14	42
Presentations / Seminar	4	12
Homework Assignments	13	39
Quizzes	12	23
Midterms	1	2
Final	1	2
Total Workload		120