| 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 |
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| |
Program Outcomes |
Level of Contribution |
| 1) |
Sports management students have advanced level theoretical and practical knowledge supported by textbooks, application tools and other resources which contain up-to-date information in the field. |
|
| 2) |
Sport management students can transfer their opinions and suggestions for solutions to problems in written and orally, and share their ideas and solutions with problems by supporting them with qualitative and quantitative data.
|
|
| 3) |
Sports management students act in accordance with social, scientific, cultural and ethical values in the stages of collecting, interpreting, applying and announcing the data related to the field. |
|
| 4) |
Sports management students can use the advanced theoretical and practical knowledge gained in the field and use the advanced knowledge and skills in the field to interpret and evaluate the data, to identify problems, to analyze problems, to develop solutions based on research and evidence. |
|
| 5) |
Sports management students can conduct an advanced study independently and take responsibility as an individual and team member in order to solve unforeseen complex problems encountered in the applications related to their field.
|
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ISTANBUL OKAN UNIVERSITY INFORMATION PACKAGE / COURSE CATALOGUE
