Course Information

Course Information

Course Title	Code	Semester	L+U Hour	Credits	ECTS
CONSUMER BEHAVIOURS	UHİL301	5. Semester	2 + 0	2.0	5.0

Prerequisites

None

Language of Instruction	Turkish
Course Level	Bachelor's Degree
Course Type	Compulsory
Mode of delivery	The course is based on lecturing of the instructor. Students are expected to present and submit the weekly assignments. The course is interactive and carried through case study discussions with questions and answers.
Course Coordinator
Instructors	Hayri ÇELEBİ
Assistants
Goals	The aim of the course is to explain and examine the components of the consumer behavior and to evaluate them in order to develop marketing programs for business, private enterprises and non-profit organizations.
Course Content	The course covers number of different variables that structure consumer behavior and their impacts on marketing applications and developing communication strategies. The content of the course includes the processes of consumer decision-making and several theoretical models that used to explain the consumer behavior.
Learning Outcomes	1) .Defines socio-cultural, psychological and economic influences that structure consumer behavior 2) .Evaluates the interests, tastes, needs and wants of the consume which vary according to the different characteristics of the consumer 3) .Explains the relationships of consumer behavior with different disciplines 4) .Identifies different models and approaches of consumer behavior 5) .Explains the components of consumer behavior 6) .Interprets the development and operation processes of consumers’ perception, learning, motivation, personality, value and attitude. 7) .Distinguishes the consumer decision-making processes stages. 8) .Evaluates the consumer buying behavior process. 9) .Evaluates the consumer post-purchase behavior. 10) .Explains the difference between the consumer and organizational buying behavior 11) .Interprets the influences of consumers’ on marketing efforts and marketing efforts’ on consumers. 12) .Analyses the consumer behavior to develop marketing programs. 13) .Benefits consumer behavior analysis to develop strategic decision making in the organizations 14) .Evaluates tastes and consumption habits of different consumer segments. 15) .Develop marketing programs to satisfy the consumers 16) .Explains the regulations concerning consumer rights and consumer protection.