BA 320 | Course Introduction and Application Information - Department of Public Relations and Advertising

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	Discussion Group Work Q&A Lecture / Presentation
National Occupation Classification	-
Course Coordinator	Prof. Dr. Tuğba TUĞRUL
Course Lecturer(s)	Prof. Dr. Tuğba TUĞRUL
Assistant(s)	Araş. Gör. Damlasu UYUĞ ŞENGÜN

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; Discuss the perception and motivation processes of consumption. Describe the relationship between self, identity and consumption. Explain the factors affecting consumer attitudes and consumers during shopping. Discuss the decision making process of consumers and the different stages of the process of consumption. Explain the effects of social class, subculture and culture on consumers. Discuss how consumer behavior can be affected by different marketing strategies. Develop innovative and creative marketing strategies based on consumer insights.
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.
Related Sustainable Development Goals

Course Category	Core Courses
	Major Area Courses
	Supportive Courses	X
	Media and Management Skills Courses
	Transferable Skill Courses

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 Continued and Chapter 2
3	Perception	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 + Project Progress Meeting	Solomon, M.R. (2017), Consumer Behavior: Buying, Having, and Being, Global Edition (12e): Pearson Education Chapter 5 & The draft of the delivery documents related to the first three stages in the project writing guide must be prepared.
6	The Self: Mind, Gender, Body and Personality	Solomon, M.R. (2017), Consumer Behavior: Buying, Having, and Being, Global Edition (12e): Pearson Education Chapter 6 and Chapter 7
7	In-Class Application Activity	The required documents will be shared at the beginning of the semester.
8	QUIZ
9	MIDTERM	The date will be set and announced by the university.
10	Attitude and Attitude Change	Solomon, M.R. (2017), Consumer Behavior: Buying, Having, and Being, Global Edition (12e): Pearson Education Chapter 8
11	Subcultures and Culture + Guest Speaker Session	Solomon, M.R. (2017), Consumer Behavior: Buying, Having, and Being, Global Edition (12e): Pearson Education Chapter 13 ve Chapter 14. Make-up class by guest speaker’s date to be announced. Reflective paper will be evaluated as an assignment.
12	Project Progress Meeting	The draft of the delivery documents related to the last two stages in the project writing guide must be prepared.
13	Group Influences, Social Class, and Social Media	Solomon, M.R. (2017), Consumer Behavior: Buying, Having, and Being, Global Edition (12e): Pearson Education Chapter 11 ve Chapter 12
14	Decision-Making Process, Purchase Behavior and Disposal Process	Solomon, M.R. (2017), Consumer Behavior: Buying, Having, and Being, Global Edition (12e): Pearson Education Chapter 9 and Chapter 10
15	Project Video Presentations	It is explained in the project writing guide.
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

Semester Activities	Number	Weigthing
Participation
Laboratory / Application
Field Work
Quizzes / Studio Critiques	1	15
Portfolio
Homework / Assignments	1	15
Presentation / Jury
Project	1	40
Seminar / Workshop
Oral Exams
Midterm	1	30
Final Exam
Total

Weighting of Semester Activities on the Final Grade	4	100
Weighting of End-of-Semester Activities on the Final Grade
Total

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	1	10	10
Portfolio			0
Homework / Assignments	1	5	5
Presentation / Jury			0
Project	1	50	50
Seminar / Workshop			0
Oral Exam			0
Midterms	1	30	30
Final Exam			0
		Total	171

#	Program Competencies/Outcomes	* Contribution Level
#	Program Competencies/Outcomes	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.	-	-	-	-	-