Consumer Behaviour(COM331)
| Course Code | Course Name | Semester | Theory | Practice | Lab | Credit | ECTS |
|---|---|---|---|---|---|---|---|
| COM331 | Consumer Behaviour | 5 | 2 | 0 | 0 | 2 | 3 |
| Prerequisites | |
| Admission Requirements |
| Language of Instruction | Turkish |
| Course Type | Elective |
| Course Level | Bachelor Degree |
| Course Instructor(s) | Çiğdem ERSAYIN cersayin@gmail.com (Email) |
| Assistant | |
| Objective |
Cognitive and behavioural models will be defines, the differences between the models will be given and their impact on decision making process will be explained and detail; the roles of experience, learning and memory affecting consumer behaviour will be explained, cultural, social, individual and psychological factors, influencing individual buying behaviour will be explained in detail; 4 different behavioural models will be defined, 5 stages of the buying decision process in cognitive model will be defined and each stage will be explained in detail: consumer decision process. |
| Content |
Week 1. Two different models affecting consumer behaviour and the stages on decision making process. Week 2. The roles of experience, learning and memory in consumer behaviour. Week 3. Attitude formation, alteration and effects. Week 4. Cultural and social factors affecting consumer behaviour. Week 5. Individual and psychological factors affecting consumer behaviour. Week 6. Decision making process stages: 1) Complicated buying behaviour 2) Dissonance reducing buying behaviour Week 7. 3) Habitual buying behaviour 4) Variety seeking buying behaviour Week 8. Mid-term exam Week 9. Factors affecting buying decision process 1) Need recognition 2) Info search 3)Evaluation of alternatives Week 10. 4) Purchase 5) Post purchase behaviour Week 11. The relationship between new products and buying decision process 1) Adaptation process Week 12. 2) Individual differences 3) Product characteristics affecting adaptation process Week 13. Market segmentation and classification Week 14. Market segmentation method used in marketing decisions |
| Course Learning Outcomes |
At the end of this course the participant will be able to: - Explain the differences between cognitive and behavioural models affecting Consumer Behaviour and build relationships between the cognitive model and buying decision process. - Explain the factors directly affecting, shaping and directing consumer behaviour and build relations between these factors. - Explain the importance and impact of “Adaptation Process Model” in relation with new product choices. - Define different market segmentation classifications and relative these with consumer behaviour. |
| Teaching and Learning Methods | reading academic articles, case studies,PPT |
| References |
Pickton, D., Broderick, A. (2005). Integrated Marketing Communications, London: Prentice Hall. Kotler, P., Armstrong, G. (2012). Principles of Marketing, New Jersey: Prentice Hall. |
Theory Topics
| Week | Weekly Contents |
|---|---|
| 1 | Week 1. Two different models affecting consumer behaviour and the stages on decision making process. |
| 2 | Week 2. The roles of experience, learning and memory in consumer behaviour. |
| 3 | Week 3. Attitude formation, alteration and effects. |
| 4 | Week 4. Cultural and social factors affecting consumer behaviour. |
| 5 | Week 5. Individual and psychological factors affecting consumer behaviour. |
| 6 | Week 6. Decision making process stages: 1) Complicated buying behaviour 2) Dissonance reducing buying behaviour |
| 7 | Week 7. 3) Habitual buying behaviour 4) Variety seeking buying behaviour |
| 8 | Week 8. Mid-term exam Week |
| 9 | 9. Factors affecting buying decision process 1) Need recognition 2) Info search 3)Evaluation of alternatives |
| 10 | Week 10. 4) Purchase 5) Post purchase behaviour |
| 11 | Week 11. The relationship between new products and buying decision process 1) Adaptation process |
| 12 | Week 12. 2) Individual differences 3) Product characteristics affecting adaptation process |
| 13 | Week 13. Market segmentation and classification |
| 14 | Week 14. Market segmentation method used in marketing decisions |
Practice Topics
| Week | Weekly Contents |
|---|
Contribution to Overall Grade
| Number | Contribution | |
|---|---|---|
| Contribution of in-term studies to overall grade | 1 | 40 |
| Contribution of final exam to overall grade | 1 | 60 |
| Toplam | 2 | 100 |
In-Term Studies
| Number | Contribution | |
|---|---|---|
| Assignments | 0 | 0 |
| Presentation | 0 | 0 |
| Midterm Examinations (including preparation) | 1 | 40 |
| Project | 0 | 0 |
| Laboratory | 0 | 0 |
| Other Applications | 0 | 0 |
| Quiz | 0 | 0 |
| Term Paper/ Project | 0 | 0 |
| Portfolio Study | 0 | 0 |
| Reports | 0 | 0 |
| Learning Diary | 0 | 0 |
| Thesis/ Project | 0 | 0 |
| Seminar | 0 | 0 |
| Other | 0 | 0 |
| Toplam | 1 | 40 |
| No | Program Learning Outcomes | Contribution | ||||
|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | ||
| 1 | Will have effective written and oral communication skills in Turkish | X | ||||
| 2 | Will have a thorough knowledge of at least two foreign languages | X | ||||
| 3 | Will be informed about art and culture, human rights, social, professional and ethical values, law and legislation, quality standards, and will be aware of their responsibility on these subjects | X | ||||
| 4 | Will have sufficient knowledge about social sciences, professions and sectors in communication and media, innovative and entrepreneurial practices | X | ||||
| 5 | Will have the ability to use, in an effective and creative way, the techniques and tools and information technologies necessary for interactive and conventional media, in the context of health and safety in the workplace | X | ||||
| 6 | Will have the ability to develop documentary and fictional content related to their field for interactive and conventional media; also the ability to produce and manage this content in group | X | ||||
| 7 | Will have the theoretical knowledge and ability to carry out and share scientific work on communication environments and processes of interactive and conventional media and on the individual and social outcomes of the latter | X | ||||
| 8 | Will have the knowledge of analysis and modelling techniques to analyse interactive and conventional media and the communication environments and processes | X | ||||
| 9 | Will have the ability to question and critically analyse developments and problems concerning interactive and conventional media and the communication environments and processes, will be aware of the public interest, social responsibility and the environment, will be sensitive to contemporary world’s and Turkey's current problems; will develop a libertarian, democratic, constructive and problem-solving approach | X | ||||
| 10 | They are familiar with the historical development processes of electronic, digital media and film; and the current developments in these fields | X | ||||
| 11 | They learn sociological, cultural and aesthetic approaches in electronic, digital media and film | X | ||||
| Activities | Number | Period | Total Workload |
|---|---|---|---|
| Class Hours | 14 | 2 | 28 |
| Working Hours out of Class | 14 | 2 | 28 |
| Midterm Examinations (including preparation) | 1 | 10 | 10 |
| Final Examinations (including preparation) | 1 | 10 | 10 |
| Total Workload | 76 | ||
| Total Workload / 25 | 3,04 | ||
| Credits ECTS | 3 | ||