Public Relations and Advertising | |||||
Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 |
Course Code: | HIR026 | ||||
Course Name: | Consumer Behaviors | ||||
Semester: | Spring | ||||
Course Credits: |
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Language of instruction: | Turkish | ||||
Course Condition: | |||||
Does the Course Require Work Experience?: | No | ||||
Type of course: | Departmental Elective | ||||
Course Level: |
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Mode of Delivery: | E-Learning | ||||
Course Coordinator: | Araş. Gör. AZİZ ARSLAN | ||||
Course Lecturer(s): | Zehra Zuhal Sert | ||||
Course Assistants: |
Course Objectives: | It aims to understand consumer behavior, determine consumption-related behavior, and evaluate marketing strategies aimed at influencing consumer behavior. |
Course Content: | What are Consumer Needs? What is the Purchasing Decision Process? Learning Theories, Motivation, Attitude, Values |
The students who have succeeded in this course;
1) Acquires basic information about the consumer culture and consumer behavior process. 2) Gains the necessary knowledge, skills and competence to define the information learned, to express and report in different ways. 3) Have theoretical and theoretical knowledge about the concept of consumption, consumption culture and consumer behavior. 4) Have information about how consumer behavior concept is handled in different disciplines. 5) Learns to read academic outputs related to consumer culture and consumer behavior and to analyze through advertisements. 6) Thinking creatively and critically, develops and implements strategies. |
Week | Subject | Related Preparation |
1) | Marketing mix; Purchasing Decision Process | |
2) | Learning and Learning Theories in Consumer Behavior | |
3) | Memory and Stages of Memory | |
4) | Lifestyle in Consumer Behavior | |
5) | Motivation; Engagement and Engagement Increasing Strategies | |
6) | Attitude; Functions of Attitude | |
7) | Ego; Personality; Values | |
8) | Midterm | |
9) | Project Presentations | |
10) | Project Presentations | |
11) | Project Presentations | |
12) | Project Presentations | |
13) | Project Presentations | |
14) | Final Exam |
Course Notes / Textbooks: | Yalçın KIRDAR, 2012, Postmodern Pazarlama ve Tüketim Kültürü, Moss Yayınları Erdoğan Koç, 2015, Tüketici Davranışı ve Pazarlama Stratejileri: Seçkin Yayıncılık |
References: | Ders Notları |
Course Learning Outcomes | 1 |
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Program Outcomes | |||||||||||||||
1) They have all the knowledge, skills and competencies required by the profession, with relation to the fields of Public Relations and Advertising and they have the structural features required by the profession. | |||||||||||||||
2) They have knowledge about fields of brand management, marketing communication, corporate communication and advertising strategy development. They have the ability to create, plan and manage a public relations campaign. | |||||||||||||||
3) They have knowledge and skills about changing and evolving communication methods and technologies. | |||||||||||||||
4) Thay have the ability to manage communication between relevant stakeholders and the target group. They develop and implement proper communication strategies and methods according to the communication characteristics of different stakeholders. | |||||||||||||||
5) By acting on the principle of lifelong learning, they constantly develop themselves not only from in terms of professional knowledge, but also from a culturally and follow the national and international agenda. | |||||||||||||||
6) They combine different communication areas in a holistic and strategic way. | |||||||||||||||
7) They use written and verbal communication skills effectively. | |||||||||||||||
8) They develop and implement strategies by thinking creatively and critically. | |||||||||||||||
9) They have management skills. | |||||||||||||||
10) They use research capability effectively. | |||||||||||||||
11) They have an ethical business understanding and social responsibility. | |||||||||||||||
12) They have capable of analytical thinking and problem solving. | |||||||||||||||
13) They have teamwork skills. | |||||||||||||||
14) They follow developments in their field by using a foreign language at a general level of European Language Portfolio B1 and and communicate with their colleagues. | |||||||||||||||
15) They use information and communication technologies together with computer software at the advanced level of European Computer Driving License required by the field. |
No Effect | 1 Lowest | 2 Average | 3 Highest |
Program Outcomes | Level of Contribution | |
1) | They have all the knowledge, skills and competencies required by the profession, with relation to the fields of Public Relations and Advertising and they have the structural features required by the profession. | |
2) | They have knowledge about fields of brand management, marketing communication, corporate communication and advertising strategy development. They have the ability to create, plan and manage a public relations campaign. | |
3) | They have knowledge and skills about changing and evolving communication methods and technologies. | |
4) | Thay have the ability to manage communication between relevant stakeholders and the target group. They develop and implement proper communication strategies and methods according to the communication characteristics of different stakeholders. | |
5) | By acting on the principle of lifelong learning, they constantly develop themselves not only from in terms of professional knowledge, but also from a culturally and follow the national and international agenda. | |
6) | They combine different communication areas in a holistic and strategic way. | |
7) | They use written and verbal communication skills effectively. | |
8) | They develop and implement strategies by thinking creatively and critically. | |
9) | They have management skills. | |
10) | They use research capability effectively. | |
11) | They have an ethical business understanding and social responsibility. | |
12) | They have capable of analytical thinking and problem solving. | |
13) | They have teamwork skills. | |
14) | They follow developments in their field by using a foreign language at a general level of European Language Portfolio B1 and and communicate with their colleagues. | |
15) | They use information and communication technologies together with computer software at the advanced level of European Computer Driving License required by the field. |
Semester Requirements | Number of Activities | Level of Contribution |
Homework Assignments | 1 | % 30 |
Project | 1 | % 30 |
Final | 1 | % 40 |
total | % 100 | |
PERCENTAGE OF SEMESTER WORK | % 60 | |
PERCENTAGE OF FINAL WORK | % 40 | |
total | % 100 |
Activities | Number of Activities | Workload |
Course Hours | 16 | 48 |
Presentations / Seminar | 7 | 24 |
Homework Assignments | 10 | 30 |
Final | 4 | 16 |
Total Workload | 118 |