Consumer Behaviour

Code: Man 3053

ECTS

6

Course level
undergraduate

Course prerequisites (start competences)
Consent of the Instructor
Students are expected to gain a comprehensive understanding of Consumer Behaviour
 

DESCRIPTION:

Objectives: The course aims to provide students understanding of consumer behavior and why it is important to learn the consumer behavior as a marketing manager. 

Learning Outcomes:

1-       To be able to analyze the basic forces underlying consumer purchasing behavior

2-       To be able to design more appropriate marketing strategies for consumer markets

3-       To be able to create a more effective marketing mix Contents:Social, cultural and psychological factors influencing behavior of consumers. Models of buyer behavior. Consumption patterns. Attitude formation and changes, brand loyalty. Adaptation of innovations and store choice decisions. 

TEACHING AND LEARNING METHODS:The course consists of lecture and class discussion. Also students will be asked to prepare an assignment and a term project. Students therefore should read the assigned chapters and prepared for class participation at each session. 

TEXTBOOK:Consumer Behavior: Buying, Having and Being, M.R., Solomon Prentice Hall, 2004. 

ASSESSMENT: 

Midterm exam                     40%

Final exam                           30%

Assignment                         30%

Total                                             100%

Instructor

Assoc. Prof. Dr. Gul BAYRAKTAROGLU