SECTION I: GENERAL INFORMATION ABOUT THE COURSE

Course Code	Course Name	Year	Semester	Theoretical	Practical	Credit	ECTS
ISL6306	Consumer Behaviour	3	Spring	3	0	3	6

Course Type :	University Elective
Cycle:	Bachelor      TQF-HE:6. Master`s Degree      QF-EHEA:First Cycle      EQF-LLL:6. Master`s Degree
Language of Instruction:	Turkish
Prerequisities and Co-requisities:	N/A
Mode of Delivery:	Face to face
Name of Coordinator:	Dr. Öğr. Üyesi AYSUN VARAN
Dersin Öğretim Eleman(lar)ı:	Dr. Öğr. Üyesi AYSUN VARAN
Dersin Kategorisi:	Competency Development (University Elective)

SECTION II: INTRODUCTION TO THE COURSE

Course Objectives & Content

Course Objectives:

To enable students to understand, in a theoretical framework, consumers’ roles and functions in the marketplace; explain the decision process and its determinants conceptually; interpret satisfaction/dissatisfaction, belief–attitude–intention relations and group/environmental effects from an interdisciplinary perspective; and evaluate findings within ethical and social‑responsibility principles.

Course Content:

Fundamental theories of consumer behavior; consumer motivation, knowledge, attitudes, beliefs and behaviors; individual differences (personality, values, lifestyle) and external environmental factors (culture, ethnicity, social class, family, reference groups); the decision process (need recognition, search, evaluation, purchase and post‑purchase); the digital consumer and e‑WOM; implications for marketing communications and strategy.

Course Specific Rules

There are no specific rules for the course.

Course Learning Outcomes (CLOs)

Course Learning Outcomes (CLOs) are those describing the knowledge, skills and competencies that students are expected to achieve upon successful completion of the course. In this context, Course Learning Outcomes defined for this course unit are as follows:

Knowledge (Described as Theoritical and/or Factual Knowledge.)

1) Explains the scope of the consumer behavior field, key theories and models, and consumers’ roles/functions in the marketplace.

2) Defines and classifies the stages of the consumer decision process (need recognition–search–evaluation–purchase–post‑purchase) and the factors shaping the process.

3) Compares and relates individual determinants (perception, learning & memory, motivation, personality, values, lifestyle) and their effects on behavior.

4) Analyzes how environmental/social/cultural factors (culture, subculture, social class, family, reference groups) influence consumer behavior.

5) Evaluates persuasion, attitude change, e‑WOM and innovation adoption in marketing communications/strategy; discusses ethical and social‑responsibility dimensions.

Skills (Describe as Cognitive and/or Practical Skills.)

Competences (Described as "Ability of the learner to apply knowledge and skills autonomously with responsibility", "Learning to learn"," Communication and social" and "Field specific" competences.)

Weekly Course Schedule

Week	Subject	Materials Sharing *
		Related Preparation	Further Study
1)	Introduction to consumer behavior; scope, research and core principles
2)	Creating marketing strategies for the customer: loyalty, retention, global view
3)	Consumer decision making: process and variables
4)	Pre‑purchase: need recognition, search, evaluation of alternatives
4)	Pre‑purchase: need recognition, search, evaluation of alternatives
5)	Retail & e‑commerce purchasing; post‑purchase (consumption, evaluation)
6)	Individual determinants I: demographics, psychographics, personality; changing market structures
7)	Individual determinants II: personal values, lifestyle (VALS)
8)	Midterm Exam
9)	Motivation; consumer knowledge (types, sources, interpretation)
10)	Beliefs, affect, attitudes and intentions
11)	Environmental factors: culture, ethnicity, social class; impacts on marketing
12)	Family & household influences; decision roles and life cycle
13)	Group & personal influence: reference groups, opinion leadership, innovation adoption
14)	Shaping consumer thought: cognitive learning, memory and use in communications

*These fields provides students with course materials for their pre- and further study before and after the course delivered.

Recommended or Required Reading & Other Learning Resources/Tools

Course Notes / Textbooks:

Koç, E. (2019). Tüketici davranışı ve pazarlama stratejileri (6. bs.). Seçkin Yayıncılık.

References:

Koç, E. (2019). Tüketici davranışı ve pazarlama stratejileri (6. bs.). Seçkin Yayıncılık. Önerilen / Recommended Schiffman, L. G., & Wisenblit, J. (2019). Consumer behavior (12th ed.). Pearson. Solomon, M. R. (2018). Consumer behavior: Buying, having, and being (12th ed.). Pearson. Peter, J. P., & Olson, J. C. (2010). Consumer behavior and marketing strategy (9th ed.). McGraw‑Hill. Cialdini, R. B. (2021). Influence: The psychology of persuasion (New & expanded). Harper Business. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.

DERS ÖĞRENME ÇIKTILARI - PROGRAM ÖĞRENME ÇIKTILARI İLİŞKİSİ

Contribution of The Course Unit To The Programme Learning Outcomes

Ders Öğrenme Çıktıları (DÖÇ)	1	2	3	4	5
Program Öğrenme Çıktıları (PÖÇ)
1) Can explain the fundamental concepts, theories, and models of public relations and advertising.
2) Can define ethical rules, legal regulations, and professional standards in the field of public relations, communication and advertising.
3) Can analyze the social, cultural, economic, and political contexts of public relations, media and advertising.
4) Can develop public relations and advertising campaigns through target audience analysis.
5) Can create innovative communication solutions using traditional and digital media tools.
6) Can evaluate public relations and advertising strategies by conducting effectiveness analysis.
7) Can take responsibility in public relations and advertising projects both individually and in team settings.
8) Can utilize leadership and decision-making skills when determining public relations and advertising strategies.
9) Can follow new trends and technological developments in public relations and advertising.
10) Can generate knowledge in the field of public relations and advertising by using research and analytical skills.
11) Can act in accordance with ethical and social responsibility principles in public relations and advertising.
12) Can plan and implement crisis management, reputation management, and brand management processes.
13) Can establish effective verbal and written communication in public relations and advertising processes.
14) Can develop professional relationships in multicultural and global communication contexts.
15) Can develop digital strategies in public relations and advertising using new media tools.

SECTION III: RELATIONSHIP BETWEEN COURSE UNIT AND COURSE LEARNING OUTCOMES (CLOs)

Level of Contribution of the Course to PLOs

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

	Programme Learning Outcomes	Contribution Level (from 1 to 5)
1)	Can explain the fundamental concepts, theories, and models of public relations and advertising.
2)	Can define ethical rules, legal regulations, and professional standards in the field of public relations, communication and advertising.
3)	Can analyze the social, cultural, economic, and political contexts of public relations, media and advertising.
4)	Can develop public relations and advertising campaigns through target audience analysis.
5)	Can create innovative communication solutions using traditional and digital media tools.
6)	Can evaluate public relations and advertising strategies by conducting effectiveness analysis.
7)	Can take responsibility in public relations and advertising projects both individually and in team settings.
8)	Can utilize leadership and decision-making skills when determining public relations and advertising strategies.
9)	Can follow new trends and technological developments in public relations and advertising.
10)	Can generate knowledge in the field of public relations and advertising by using research and analytical skills.
11)	Can act in accordance with ethical and social responsibility principles in public relations and advertising.
12)	Can plan and implement crisis management, reputation management, and brand management processes.
13)	Can establish effective verbal and written communication in public relations and advertising processes.
14)	Can develop professional relationships in multicultural and global communication contexts.
15)	Can develop digital strategies in public relations and advertising using new media tools.

SECTION IV: TEACHING-LEARNING & ASSESMENT-EVALUATION METHODS OF THE COURSE

Teaching & Learning Methods of the Course

(All teaching and learning methods used at the university are managed systematically. Upon proposals of the programme units, they are assessed by the relevant academic boards and, if found appropriate, they are included among the university list. Programmes, then, choose the appropriate methods in line with their programme design from this list. Likewise, appropriate methods to be used for the course units can be chosen among those defined for the programme.)

Teaching and Learning Methods defined at the Programme Level	Teaching and Learning Methods Defined for the Course
Lectures
Discussion
Case Study
Views
Reading
Course Conference
Questions Answers
Active Participation in Class

Assessment & Evaluation Methods of the Course

(All assessment and evaluation methods used at the university are managed systematically. Upon proposals of the programme units, they are assessed by the relevant academic boards and, if found appropriate, they are included among the university list. Programmes, then, choose the appropriate methods in line with their programme design from this list. Likewise, appropriate methods to be used for the course units can be chosen among those defined for the programme.)

Aassessment and evaluation Methods defined at the Programme Level	Assessment and Evaluation Methods defined for the Course
Midterm
Final Exam
Quiz

Contribution of Assesment & Evalution Activities to Final Grade of the Course

Measurement and Evaluation Methods	# of practice per semester	Level of Contribution
Quizzes	2	% 15.00
Midterms	1	% 35.00
Semester Final Exam	1	% 50.00
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 50
PERCENTAGE OF FINAL WORK		% 50
Total		% 100

SECTION V: WORKLOAD & ECTS CREDITS ALLOCATED FOR THE COURSE

WORKLOAD OF TEACHING & LEARNING ACTIVITIES
Teaching & Learning Activities	# of Activities per semester	Duration (hour)	Total Workload
Course	14	3	42
Laboratory	0	0	0
Application	0	0	0
Special Course Internship (Work Placement)	0	0	0
Field Work	0	0	0
Study Hours Out of Class	14	2	28
Presentations / Seminar	0	0	0
Project	0	0	0
Homework Assignments	0	0	0
Total Workload of Teaching & Learning Activities	-	-	70
WORKLOAD OF ASSESMENT & EVALUATION ACTIVITIES
Assesment & Evaluation Activities	# of Activities per semester	Duration (hour)	Total Workload
Quizzes	2	15	30
Midterms	1	18	18
Semester Final Exam	1	24	24
Total Workload of Assesment & Evaluation Activities	-	-	72
TOTAL WORKLOAD (Teaching & Learning + Assesment & Evaluation Activities)			142
ECTS CREDITS OF THE COURSE (Total Workload/25.5 h)			6