Civil Engineering (English)
Bachelor	TR-NQF-HE: Level 6	QF-EHEA: First Cycle	EQF-LLL: Level 6

General course introduction information

Course Code:

ISLT441

Course Name:

Consumer Behavior

Course Semester:

Spring

Course Credits:

Theoretical	Practical	Credit	ECTS
3	0	3	6

Language of instruction:

Course Requisites:

Does the Course Require Work Experience?:

Type of course:

University Elective

Course Level:

Bachelor

TR-NQF-HE:6. Master`s Degree

QF-EHEA:First Cycle

EQF-LLL:6. Master`s Degree

Mode of Delivery:

Face to face

Course Coordinator :

Dr.Öğr.Üyesi CEYDA OVACI

Course Lecturer(s):

Dr.Öğr.Üyesi EMİNE BAŞAK TAVMAN
Assoc. Prof. EDİN GÜÇLÜ SÖZER
Dr.Öğr.Üyesi CEYDA OVACI

Course Assistants:

Course Objective and Content

Course Objectives:

The aim of this course is to explain students the fundamental principles and concepts of marketing management. Upon successful completion of this class, students will have knowledge of strategic planning and developing marketing strategy, analyzing the environment and managing market information, understanding consumer and business markets, developing customer driven marketing strategy, delivering value by product development, pricing, distribution, and promotion strategies, creating competitive advantage and implementing global marketing tools.

Course Content:

Consumer behavior: meeting changes and challenges; the consumer research process; market segmentation and strategic targeting; consumer decision making: buying, using, and disposing; consumer motivation; personality, lifestyles and values and consumer behavior; consumer perception; consumer learning; consumer attitude formation and change; communication and consumer behavior; the family and its social class standing; influence of culture on consumer behavior; subcultures and consumer behavior; cross cultural and global consumer behavior; diffusion of innovations; consumer decision making and beyond; consumers social responsibility and green marketing.

Learning Outcomes

The students who have succeeded in this course;

Learning Outcomes

1 - Knowledge
Theoretical - Conceptual
1) • Define consumer behavior by explain the importance of motivation, perception, personality, lifestyles and values
2 - Skills
Cognitive - Practical
1) • Explain consumer decision making process and develop marketing strategies to build profitable and long term relationship
3 - Competences
Competence to Work Independently and Take Responsibility
Field Specific Competence
1) • Discuss different approaches and theories in consumer behavior borrowed from anthropology, psychology, sociology and economics.
Learning Competence
Communication and Social Competence

Lesson Plan

Week	Subject	Related Preparation
1)	• Define consumer behavior and customer value • Explain satisfaction, trust, and retention • Explain the impact of new technologies on consumer behavior and on marketing strategies • Explain a model of consumer behavior • Introduction to consumer behavior
2)	• Explain the development of research objectives • Discuss collecting secondary data • Explain designing and conducting qualitative and quantitative research • Explain data analysis and reporting research findings • The consumer research process	Homework: to be posted by email
3)	• Explain the requirement of market segmentation • Identify the criteria for effective targeting • Explain consumer-rooted and consumption-specific segmentation bases • Discuss the implementation of segmentation strategies • Market segmentation and strategic targeting	Homework: to be posted by email
4)	• Define motivation, needs, goals, rational and emotional motives • Discuss the dynamics of motivation, arousal of motives • Explain types and systems of needs: Maslow’s hierarchy of needs, a trio of needs • Discuss the measurement of motives, motivational research • Consumer motivation	Homework: to be posted by email
5)	• Define personality and explain its nature • Describe theories of personality: Freudian Theory, Neo-Freudian Theory, Trait Theory • Explain the impact of personality on consumer behavior • Discuss brand personality • Explain self and self image • Personality and consumer behavior	Homework: to be posted by email
6)	• Midterm exam
7)	• Define perception and explain its elements: perceptual selection, perceptual organization, perceptual interpretation • Discuss consumer imagery, perceptual mapping, product and service positioning • Explain perceived quality and perceived risk • Consumer perception
8)	• Explain the elements of consumer learning: motivation, cues, response, reinforcement • Explain behavioral learning, classical conditioning, instrumental conditioning, observational learning • Explain theoretical models of cognitive learning • Discuss consumer involvement, central and peripheral routes to persuasion • Consumer learning	Homework: to be posted by email
9)	• Define attitudes and their characteristics • Explain structural models of attitudes; tricomponent and multiattribute attitude models • Discuss how attitudes are formed and the strategies for attitude change • Explain the Elaboration Likelihood Model • Consumer attitude formation and change	Homework: to be posted by email
10)	• Explain impersonal and interpersonal communications • Discuss the credibility and dynamics of informal sources and word of mouth • Identify the media as the channels for transmitting messages • Explain targeting consumers through mass media and nontraditional media • Communication and consumer behavior	Homework: to be posted by email
11)	• Discuss socialization and related roles of family members • Explain family decision making and consumption related roles • Explain family life cycle and social class, the measurement of social class, social class mobility, middle class consumers • The family and its social class standing	Homework: to be posted by email
12)	• Define sub-culture and explain its types • Describe cross-cultural consumer analysis • Explain alternative marketing strategies: global versus local • Culture, sub-culture and cross-cultural consumer behavior	Homework: to be posted by email
13)	• Explain the diffusion process: the innovation, the channels of communication, the social system and time • Discuss the stages in the adoption process • Define the consumer innovator as an opinion leader • Explain personality traits, social and demographic characteristics • Consumers and diffusion of innovations	Homework: to be posted by email
14)	Defining the structure of the consumer decision-making process: situational effects, high and low interest • Understanding the problem determination • Explain the search for information and evaluation of options • Consumer behavior after purchasing and purchasing • The effects of ethical marketing activities on consumers • Consumer buying process, ethical marketing activities and decision making	Homework: to be posted by email
15)	FİNAL EXAM

Sources

Course Notes / Textbooks:	Yavuz Odabaşı, Gülfidan Barış (2010). Tüketici Davranışı, MediaCat.
References:	Yavuz Odabaşı, Gülfidan Barış (2010). Tüketici Davranışı, MediaCat.

Course-Program Learning Outcome Relationship

Learning Outcomes	1	2	3
Program Outcomes
1) Adequate knowledge in mathematics, science and engineering subjects pertaining to the relevant discipline; ability to use theoretical and applied information in these areas to model and solve engineering problems.
2) Ability to identify, formulate, and solve complex engineering problems; ability to select and apply proper analysis and modelling methods for this purpose.
3) Ability to design a complex system, process, device or product under realistic constraints and conditions, in such a way so as to meet the desired result; ability to apply modern design methods for this purpose. (Realistic constraints and conditions may include factors such as economic and environmental issues, sustainability, manufacturability, ethics, health, safety issues, and social and political issues according to the nature of the design.)
4) Ability to select and use modern techniques and tools needed for analyzing and solving complex problems encountered in engineering practice; ability to employ information technologies effectively.
5) Ability to design and conduct experiments, gather data, analyze and interpret results for investigating complex engineering problems or discipline specific research questions.
6) Ability to work efficiently in intra-disciplinary and multi-disciplinary teams; ability to work individually.
7) Ability to communicate effectively, both orally and in writing; knowledge of a minimum of one foreign language; ability to write effective reports and comprehend written reports, prepare design and production reports, make effective presentations, and give and receive clear and intelligible instructions.
8) Recognition of the need for lifelong learning; ability to access information, to follow developments in science and technology, and to continue to educate him/herself.
9) Knowledge on behavior according ethical principles, professional and ethical responsibility and standards used in engineering practices.
10) Knowledge about business life practices such as project management, risk management, and change management; awareness in entrepreneurship, innovation; knowledge about sustainable development.
11) Knowledge about contemporary issues and the global and societal effects of engineering practices on health, environment, and safety; awareness of the legal consequences of engineering solutions.

Course - Learning Outcome Relationship

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

	Program Outcomes	Level of Contribution
1)	Adequate knowledge in mathematics, science and engineering subjects pertaining to the relevant discipline; ability to use theoretical and applied information in these areas to model and solve engineering problems.
2)	Ability to identify, formulate, and solve complex engineering problems; ability to select and apply proper analysis and modelling methods for this purpose.
3)	Ability to design a complex system, process, device or product under realistic constraints and conditions, in such a way so as to meet the desired result; ability to apply modern design methods for this purpose. (Realistic constraints and conditions may include factors such as economic and environmental issues, sustainability, manufacturability, ethics, health, safety issues, and social and political issues according to the nature of the design.)
4)	Ability to select and use modern techniques and tools needed for analyzing and solving complex problems encountered in engineering practice; ability to employ information technologies effectively.
5)	Ability to design and conduct experiments, gather data, analyze and interpret results for investigating complex engineering problems or discipline specific research questions.
6)	Ability to work efficiently in intra-disciplinary and multi-disciplinary teams; ability to work individually.
7)	Ability to communicate effectively, both orally and in writing; knowledge of a minimum of one foreign language; ability to write effective reports and comprehend written reports, prepare design and production reports, make effective presentations, and give and receive clear and intelligible instructions.
8)	Recognition of the need for lifelong learning; ability to access information, to follow developments in science and technology, and to continue to educate him/herself.
9)	Knowledge on behavior according ethical principles, professional and ethical responsibility and standards used in engineering practices.
10)	Knowledge about business life practices such as project management, risk management, and change management; awareness in entrepreneurship, innovation; knowledge about sustainable development.
11)	Knowledge about contemporary issues and the global and societal effects of engineering practices on health, environment, and safety; awareness of the legal consequences of engineering solutions.

Learning Activity and Teaching Methods

Expression
Brainstorming/ Six tihnking hats
Individual study and homework
Lesson
Group study and homework
Reading
Homework
Problem Solving
Project preparation
Report Writing

Assessment & Grading Methods and Criteria

Written Exam (Open-ended questions, multiple choice, true-false, matching, fill in the blanks, sequencing)
Oral Examination
Homework
Observation
Individual Project
Group project
Presentation
Reporting
Bilgisayar Destekli Sunum

Assessment & Grading

Semester Requirements	Number of Activities	Level of Contribution
Attendance	1	% 10
Homework Assignments	1	% 20
Midterms	1	% 30
Final	1	% 40
total		% 100
PERCENTAGE OF SEMESTER WORK		% 60
PERCENTAGE OF FINAL WORK		% 40
total		% 100

Workload and ECTS Credit Grading

Activities	Number of Activities	Workload
Course Hours	13	39
Study Hours Out of Class	13	84
Homework Assignments	13	39
Midterms	1	7
Final	1	14
Total Workload		183