Business Administration (English) Preview
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
Spring

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) Using other social sciences and mathematics, they have a broad and interdisciplinary perspective on business and management sciences.
2) They have knowledge and skills about different functions and interactions of the enterprise.
3) They can use different theoretical approaches to understanding and solving various business problems.
4) Being aware of the needs of society, they use business knowledge to meet these needs.
5) They have knowledge depthly about current problems of Turkey and Global Business World’s
6) They can determine the objectives of the institution in which they are involved, taking into account the market needs and economic conditions.
7) They can solve complex business problems by using various statistical techniques and numerical methods and makes analysis by using statistical programs effectively.
8) They can use a foreign language at least B1 General Level in terms of European Language Portfolio criteria according to the education level of a foreign language.
9) They can develops teamwork, negotiation, leadership and entrepreneurship skills.
10) They have the knowledge of universal ethical values, social responsibility awareness and sufficient level of labor law.
11) They can identify the individual learning needs and carries out studies to correct them by developing positive attitudes about lifelong learning.
12) They can express their ideas and solutions both written and orally, and if required they can present and publish them on both national and international platforms.
13) They use information and communication technologies together with computer software at the advanced level of European Computer Driving License required by the field.

Course - Learning Outcome Relationship

No Effect	1 Lowest	2 Average	3 Highest

	Program Outcomes	Level of Contribution
1)	Using other social sciences and mathematics, they have a broad and interdisciplinary perspective on business and management sciences.
2)	They have knowledge and skills about different functions and interactions of the enterprise.
3)	They can use different theoretical approaches to understanding and solving various business problems.
4)	Being aware of the needs of society, they use business knowledge to meet these needs.
5)	They have knowledge depthly about current problems of Turkey and Global Business World’s	2
6)	They can determine the objectives of the institution in which they are involved, taking into account the market needs and economic conditions.
7)	They can solve complex business problems by using various statistical techniques and numerical methods and makes analysis by using statistical programs effectively.
8)	They can use a foreign language at least B1 General Level in terms of European Language Portfolio criteria according to the education level of a foreign language.
9)	They can develops teamwork, negotiation, leadership and entrepreneurship skills.
10)	They have the knowledge of universal ethical values, social responsibility awareness and sufficient level of labor law.
11)	They can identify the individual learning needs and carries out studies to correct them by developing positive attitudes about lifelong learning.	3
12)	They can express their ideas and solutions both written and orally, and if required they can present and publish them on both national and international platforms.
13)	They use information and communication technologies together with computer software at the advanced level of European Computer Driving License required by the field.

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