Ders Planı

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Lesson plan / CONSUMER BEHAVIOURS

Lesson Information

Course Credit	3.0
Course ECTS Credit	4.0
Teaching Language of Instruction	Türkçe
Level of Course	Bachelor's Degree, TYYÇ: Level 6, EQF-LLL: Level 6, QF-EHEA: First Cycle
Type of Course	Programme Elective
Mode of Delivery	Face-to-face
Does the course require compulsory or optional work experience?	S
Course Coordinator
Instructor (s)
Course Assistant

Purpose and Content

The aim of the course	The aim of the course is to provide students gain experience about making research about consumer’s behaviors and also gain the ability to follow the developments in this area.
Course Content	This course vovers the impact of motivation, perception and attitudes on consumer behavior by combining them with the terms such as family, class, group, and thought leadership, technology, culture and consumer behavior.

Learning Outcomes

Students have the professional field knowledge about integrated marketing, integrated marketing communication and advertising.
Students have sufficient theoretical knowledge in the field of advertising.
Students know the relationship between the target audience and the creation of advertising messages.
Students know advertising campaign processes and strategies for all communication environments.
Students will be able to know media planning and purchasing strategies for all communication environments.
Students will be able to know data literacy, research methods and techniques that will be used to create strategies in advertising.
Students know the legal regulations and ethical values in the field of communication and advertising.
Students will be able to know national and international institutions, associations and professional organizations operating in the field, legislation and quality standards of these institutions
Students know current presentation techniques and presentation in the field of communication and advertising.
Students analyze the economic, social and psychological reactions of the society and create advertising messages.
Students create advertising messages based on audience and communication environment
Students plan and execute the advertising strategy and campaign according to the different advertising characteristics of all communication environments.
Students apply the legislation and quality standards of national and international institutions, associations and professional organizations and act in accordance with ethical rules.
Students observe, analyze and reflect consumer behavior in their work.
Students create a project using current presentation techniques.
students have the ability to select and use appropriate equipment and tools to create advertising messages
Students apply creative thinking methods and techniques in their field.
Students will be able to compile, implement, analyze and interpret data in the field of communication and advertising.
Students critically evaluate the advanced knowledge and skills acquired in the field.
Students make interdisciplinary and interdisciplinary teamwork focused on solutions to problems in the field.
Students conduct an advanced study related to their field independently.
students follow the national and international contemporary problems in the field of advertising, comments, offers solutions.
students follow the innovations in advertising and form their content in this direction.
Students behave in accordance with laws, regulations, legislation and social, scientific and professional ethical values.
Students will create and apply brand and communication strategy.
students use computer and software programs in accordance with the requirements of advertising.
Students will be able to communicate effectively both in Turkish and in a foreign language.
Students will be able to apply occupational health and safety knowledge in their field.

Weekly Course Subjects

1	Consumer behavior description and its relationship with other disciplines.
2	The motivation elements of consumers
3	The importance of understanding consumer in terms of marketing.
4	Satisfaction concept and its position in marketing process.
5	Consumer attitudes and its effect on behaviour
6	Consumer behaviours and changes in attittude
7	Familty, environment, class and culture concepts.
8	Midterm exam – The role of need, wants and demand on consumer behaviours.
9	A case of individual decision making
10	Organizational purchasing behaviors.
11	Relations between the consumption and purchase.
12	Component of the consumer behavior and marketing
13	The use of technology on consumer behavior.
14	The role of advertisement in consumer behavior.

Resources

Yavuz Odabaşı, Mine Oyman, "Pazarlama iletişimi yönetimi",İstanbul, 2010
İzzet Bozkurt, Bütünleşik Pazarlama İletişimi, Mediacat, İstasnbul, 2005

CLASS 1

CLASS 2

CLASS 3

CLASS 4

Lesson Information

Purpose and Content

Learning Outcomes

Weekly Course Subjects

Resources

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