MTOI 230 | Course Introduction and Application Information

Course Name
Consumer Behavior
Code
Semester
Theory
(hour/week)
Application/Lab
(hour/week)
Local Credits
ECTS
MTOI 230
Fall/Spring
3
0
3
5

Prerequisites
None
Course Language
Turkish
Course Type
Elective
Course Level
Short Cycle
Course Coordinator -
Course Lecturer(s)
Assistant(s) -
Course Objectives The aim of this course is to gain an understanding regarding to the concepts and theories of consumer behavior. The aim is to inform students about main internal and external factors affecting the consumer buying behaviour and decisions.
Learning Outcomes The students who succeeded in this course;
  • Will be able to explain the relationship between marketing and consumer behavior.
  • Will be able to explain the consumer decision process.
  • Will be able to discuss the impact of digital revolution on consumer decision making process and consumer behavior.
  • Will be able to evaluate marketing tasks and the basic functions
  • Will be able to offer solutions to problems that companies face with.
Course Description The role of consumer behavior in marketing; consumer psychology, neuroscience, anthropology and sociology; consumer buying behavior and digital consumption and markets will be the main topics of the course.

 



Course Category

Core Courses
Major Area Courses
Supportive Courses
Media and Management Skills Courses
Transferable Skill Courses

 

WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

Week Subjects Related Preparation
1 Introduction to the course Lecture Notes
2 Consumption society and consumer culture
3 Consumer behavior theory
4 Consumer Psychology: Perception Koç, E. (2012). Algılama. In Tüketici davranışı ve pazarlama stratejileri: Global ve yerel yaklaşım. İstanbul: Seçkin.
5 Consumer Psychology: Learning & Memory Koç, E. (2012). Öğrenme ve hafıza. In Tüketici davranışı ve pazarlama stratejileri: Global ve yerel yaklaşım. İstanbul: Seçkin.
6 Consumer Psychology: Motivation & Involvement Koç, E. (2012). Motivasyon ve İlgilenim. In Tüketici davranışı ve pazarlama stratejileri: Global ve yerel yaklaşım. İstanbul: Seçkin.
7 Consumer Psychology: Attitudes Koç, E. (2012). Tutumlar. In Tüketici davranışı ve pazarlama stratejileri: Global ve yerel yaklaşım. İstanbul: Seçkin.
8 Midterm Exam
9 Consumer Psychology: Self and Personality Koç, E. (2012). Benlik ve kişilik. In Tüketici davranışı ve pazarlama stratejileri: Global ve yerel yaklaşım. İstanbul: Seçkin.
10 Consumer Neuroscience Kılınç, O. E., & Yavuz, Ö. (2016). “Nöro pazarlama”ya giriş. İstanbul: Ortak İleişim.
11 Consumer anthropology: Values, lifestyles and culture Kılınç, O. E., & Yavuz, Ö. (2016). “Nöro pazarlama”ya giriş. İstanbul: Ortak İleişim.
12 Consumer Sociology: Reference Groups, Family & Gender Koç, E. (2012). Değerler, yaşam biçimleri ve kültür. In Tüketici davranışı ve pazarlama stratejileri: Global ve yerel yaklaşım. İstanbul: Seçkin.
13 Consumer purchase decision process
14 Student presentations
15 Review of the semester
16 Final Exam

 

Course Notes/Textbooks

Koç, E. (2012). Tüketici davranışı ve pazarlama stratejileri: Global ve yerel yaklaşım. İstanbul: Seçkin.

Suggested Readings/Materials

Kılınç, O. E., & Yavuz, Ö. (2016). “Nöro pazarlama”ya giriş. İstanbul: Ortak İleişim.

 

EVALUATION SYSTEM

Semester Activities Number Weigthing
Participation
Laboratory / Application
Field Work
Quizzes / Studio Critiques
Homework / Assignments
Presentation / Jury
Project
Seminar / Workshop
Oral Exams
Midterm
2
60
Final Exam
1
40
Total

Weighting of Semester Activities on the Final Grade
2
60
Weighting of End-of-Semester Activities on the Final Grade
1
40
Total

ECTS / WORKLOAD TABLE

Semester Activities Number Duration (Hours) Workload
Theoretical Course Hours
(Including exam week: 16 x total hours)
16
3
48
Laboratory / Application Hours
(Including exam week: 16 x total hours)
16
Study Hours Out of Class
15
2
Field Work
Quizzes / Studio Critiques
Homework / Assignments
Presentation / Jury
Project
Seminar / Workshop
Oral Exam
Midterms
2
15
Final Exam
1
20
    Total
128

 

COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP

#
Program Competencies/Outcomes
* Contribution Level
1
2
3
4
5
1

To be able to explain the economic situations by analyzing the concepts of the economic, the general functioning of the system and the relationship between the elements of the system and the economic phenomena

2

To be able to discuss the role, importance and functions of the institutions providing banking and insurance services in the economic system

3

To be able to apply the principles and methods related to the services and products offered by banking and insurance companies considering the types of these companies

4

To be able to define the risk factor which is an important element of the financial system and  to use the financial instruments to manage the risk and benefit form the opportunities

5

To be able to develop the skills necessary for marketing and sales of financial products

X
6

To have the general knowledge about laws and specific legislation about bank, insurance, capital markets and foreign exchange

7

To be able to analyze financial statements like balance sheet and income statement and to be able to register, correct and close the financial transactions in the related accounting records within the accounting cycle

8

To be able to develop the analytical thinking skills required for the solution of professional problems and applies the rules of mathematics and logic

9

To be able to make decisions based on the principles of professional ethics, accountability and responsibility

10

To be able to use the english at the general level of European Language Portfolio A2 to communicate effectively with his / her colleagues and to follow up necessary professional sources in his/her field

11

To have the ability to work effectively in individual and multi-disciplinary teams and to use them in their work environment

12

To have a broad perspective on social and academic aspects by closely following the developments in various different subjects in or out of the scope of his/her profession

X
13

To be able to direct his/her education to a further level of education

*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest