FACULTY OF COMMUNICATION
Department of Public Relations and Advertising
BA 320 | Course Introduction and Application Information
| Course Name |
Consumer Behaviour
|
|
Code
|
Semester
|
Theory
(hour/week) |
Application/Lab
(hour/week) |
Local Credits
|
ECTS
|
|
BA 320
|
Fall
|
3
|
0
|
3
|
6
|
| Prerequisites |
None
|
|||||
| Course Language |
English
|
|||||
| Course Type |
Required
|
|||||
| Course Level |
First Cycle
|
|||||
| Mode of Delivery | - | |||||
| Teaching Methods and Techniques of the Course | DiscussionGroup WorkQ&ALecture / Presentation | |||||
| Course Coordinator | ||||||
| Course Lecturer(s) | ||||||
| Assistant(s) | - | |||||
| Course Objectives | This course aims to provide students a comprehensive view on final consumers. It teaches to look deeper into consumers’ world by focusing on the psychological, sociological, and cultural aspects of consumption. |
| Learning Outcomes |
The students who succeeded in this course;
|
| Course Description | Moving from micro to macro topics, perception, learning, motivation, personality and lifestyle, attitudes, identities, decision making mechanisms and social and cultural interactions of consumers are the main topics of this course. Different dimensions of consumption before, during and after purchasing are investigated. |
|
|
Core Courses | |
| Major Area Courses | ||
| Supportive Courses |
X
|
|
| Media and Management Skills Courses | ||
| Transferable Skill Courses |
WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES
| Week | Subjects | Related Preparation |
| 1 | Introduction to the course and discussion of requirements; Foundations and main concepts of Consumer Behavior | Syllabus Review, Solomon, M.R. (2017), Consumer Behavior: Buying, Having, and Being, Global Edition (12e): Pearson Education Chapter 1 |
| 2 | Foundations of Consumer Behavior; Consumer Behavior as a Process + Forming the project groups | Solomon, M.R. (2017), Consumer Behavior: Buying, Having, and Being, Global Edition (12e): Pearson Education Chapter 1 |
| 3 | Perception + Forming the project groups | Solomon, M.R. (2017), Consumer Behavior: Buying, Having, and Being, Global Edition (12e): Pearson Education Chapter 3 |
| 4 | Learning and Memory | Solomon, M.R. (2017), Consumer Behavior: Buying, Having, and Being, Global Edition (12e): Pearson Education Chapter 4 |
| 5 | Motivation | Solomon, M.R. (2017), Consumer Behavior: Buying, Having, and Being, Global Edition (12e): Pearson Education Chapter 5 |
| 6 | The Self: Mind, Gender and Body | Solomon, M.R. (2017), Consumer Behavior: Buying, Having, and Being, Global Edition (12e): Pearson Education Chapter 6 |
| 7 | MIDTERM EXAM (Date to be confirmed) | |
| 8 | Attitude and Persuasive Communications | Solomon, M.R. (2017), Consumer Behavior: Buying, Having, and Being, Global Edition (12e): Pearson Education Chapter 8 |
| 9 | Decision Making Process | Solomon, M.R. (2017), Consumer Behavior: Buying, Having, and Being, Global Edition (12e): Pearson Education Chapter 9 |
| 10 | Buying and Disposing + Assignment / Case (date tbc) | Solomon, M.R. (2017), Consumer Behavior: Buying, Having, and Being, Global Edition (12e): Pearson Education Chapter 10 |
| 11 | Groups and Social Media | Solomon, M.R. (2017), Consumer Behavior: Buying, Having, and Being, Global Edition (12e): Pearson Education Chapter 11 |
| 12 | Income and Social Class | Solomon, M.R. (2017), Consumer Behavior: Buying, Having, and Being, Global Edition (12e): Pearson Education Chapter 12 |
| 13 | Subcultures; Project Presentations | Solomon, M.R. (2017), Consumer Behavior: Buying, Having, and Being, Global Edition (12e): Pearson Education Chapter 13 |
| 14 | Effects of Culture; Project Presentations | Solomon, M.R. (2017), Consumer Behavior: Buying, Having, and Being, Global Edition (12e): Pearson Education Chapter 14 |
| 15 | Semester Review | |
| 16 | Semester Review |
| Course Notes/Textbooks | Solomon, M.R. (2017), Consumer Behavior: Buying, Having, and Being, Global Edition (12e): Pearson Education ISBN:9781292153100 |
| Suggested Readings/Materials | Hawkins and Mothersbaugh (2013),Consumer Behavior: Building Marketing Strategy (12e), McGraw Hill ISBN: 9780073530048 Parsons, Maclaran and Chatzidakis (2018), Contemporary Issues in Marketing and Consumer Behavior, Routledge ISBN: 9780415826914 Other assigned readings and cases |
EVALUATION SYSTEM
| Semester Activities | Number | Weigthing |
| Participation | ||
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments |
1
|
20
|
| Presentation / Jury |
1
|
20
|
| Project |
1
|
20
|
| Seminar / Workshop | ||
| Oral Exams | ||
| Midterm |
1
|
40
|
| Final Exam | ||
| Total |
| Weighting of Semester Activities on the Final Grade |
3
|
80
|
| Weighting of End-of-Semester Activities on the Final Grade |
1
|
20
|
| 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
|
0
|
|
| Study Hours Out of Class |
14
|
2
|
28
|
| Field Work |
0
|
||
| Quizzes / Studio Critiques |
0
|
||
| Portfolio |
0
|
||
| Homework / Assignments |
1
|
20
|
20
|
| Presentation / Jury |
1
|
15
|
15
|
| Project |
1
|
25
|
25
|
| Seminar / Workshop |
0
|
||
| Oral Exam |
0
|
||
| Midterms |
1
|
35
|
35
|
| Final Exam |
0
|
||
| Total |
171
|
COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP
|
#
|
Program Competencies/Outcomes |
* Contribution Level
|
||||
|
1
|
2
|
3
|
4
|
5
|
||
| 1 | To be able to critically interpret theories, concepts, methods, instruments and ideas that form the basis of Public Relations and Advertising field. |
X | ||||
| 2 | To be able to collect and use necessary data to produce content in the field of Public Relations and Advertising with scientific methods. |
|||||
| 3 | To be able to use theoretical knowledge gained in the field of Public Relations and Advertising in practice. |
|||||
| 4 | To be able to use analytical thinking skills in the field of Public Relations and Advertising. |
|||||
| 5 | To be able to convey creative ideas and solution suggestions supported by scientific data in written and oral form to stakeholders. |
|||||
| 6 | To be able to take responsibility as individual and group members to solve problems encountered in the practice of Public Relations and Advertising field. |
|||||
| 7 | To be able to develop solutions that favor public good and raise awareness by having knowledge about regional, national and global issues and problems. |
|||||
| 8 | To be able to relate the basic knowledge of other disciplines supporting the field of Public Relations and Advertising with his/her own field of expertise. |
X | ||||
| 9 | To be able to use the knowledge, skills and competencies acquired by following regulations, innovations, changes, current developments, and occupational health and safety practices closely in the field of Public Relations and Advertising; in a lifelong manner and for individual and social purposes. |
|||||
| 10 | To be able to collect, interpret and share data by considering social, scientific and professional ethical values in the field of Public Relations and Advertising. |
X | ||||
| 11 | To be able to collect data in the areas of Public Relations and Advertising and communicate with colleagues in a foreign language ("European Language Portfolio Global Scale", Level B1) |
|||||
| 12 | To be able to speak a second foreign at a medium level of fluency efficiently. |
|||||
| 13 | To be able to relate the knowledge accumulated throughout the human history to their field of expertise. |
|||||
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
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