HIR026 Consumer BehaviorsIstinye UniversityDegree Programs Public Relations and AdvertisingGeneral Information For StudentsDiploma SupplementErasmus Policy StatementNational Qualifications
Public Relations and Advertising

Preview

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

Course Introduction and Application Information

Course Code: HIR026
Course Name: Consumer Behaviors
Semester: Spring
Course Credits:
ECTS
5
Language of instruction: Turkish
Course Condition:
Does the Course Require Work Experience?: No
Type of course: Departmental 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: Araş. Gör. AZİZ ARSLAN
Course Lecturer(s): Zehra Zuhal Sert
Course Assistants:

Course Objective and Content

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

Learning Outcomes

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.

Course Flow Plan

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

Sources

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 - Program Learning Outcome Relationship

Course Learning Outcomes

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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.

Course - Learning Outcome Relationship

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.

Assessment & Grading

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

Workload and ECTS Credit Calculation

Activities Number of Activities Workload
Course Hours 16 48
Presentations / Seminar 7 24
Homework Assignments 10 30
Final 4 16
Total Workload 118