BA4714 CONSUMER BEHAVIOR
| Course Code: | 3124714 |
| METU Credit (Theoretical-Laboratory hours/week): | 3 (3.00 - 0.00) |
| ECTS Credit: | 6.0 |
| Department: | Business Administration |
| Language of Instruction: | English |
| Level of Study: | Undergraduate |
| Course Coordinator: | Assoc.Prof.Dr. ÇAĞRI TOPAL |
| Offered Semester: | Fall Semesters. |
Course Objectives
The aim of the module is to understand the behaviour of people as consumers and the strategic implications of this understanding for marketing managers. This understanding is one of the critical components of marketing analysis in examining and diagnosing problems and reaching effective decisions. Principles from various social sciences are integrated to understand and analyze consumer actions, experiences, feelings, and judgement processes.
Course Content
Centers on the role of the consumer in the marketing process. Enables the student to understand why certain marketing strategies are more effective than others, how humans behave in the marketplace, and which social and cognitive mechanisms the consumer brings to the purchasing decisions. Strong managerial, psychological, and personal implications; individual, social, and marketing determinants of consumption behavior.
Course Learning Outcomes
On successful completion of this module, students should be able to:
Module Specific Skills:
understand the nature of consumer behaviour and apply concepts and theories used in the study of consumer behaviour in developing effective marketing decision making recognize the importance of studying consumer behaviour for the effective implementation of the marketing concept
Discipline Specific Skills:
critically evaluate the models, theories, and concepts commonly used in exploring and understanding marketing practice apply a range of behavioural concepts and theories in order to understand or justify marketing activity
Personal and Key Skills:
critically assess competing theories develop their oral and written communication skills
further develop problem solving skills
Program Outcomes Matrix
| Level of Contribution | |||||
| # | Program Outcomes | 0 | 1 | 2 | 3 |
| 1 | They attain advanced level of knowledge in the functional areas of business administration such as strategic management, marketing, accounting, finance, organization management, human resources, and operations management. | ✔ | |||
| 2 | They are capable of identifying and analyzing legal, environmental and social factors, which influence the basic functional areas of the business administration. | ✔ | |||
| 3 | They understand and implement rational, systematic and scientific approaches effectively in problem solving and decision-making processes. | ✔ | |||
| 4 | They are capable of applying, analyzing, synthesizing and evaluating the knowledge they have in diverse fields efficiently | ✔ | |||
| 5 | They are capable of transferring information by using efficient verbal and written communication techniques. | ✔ | |||
| 6 | They are capable of performing professional communication effectively also in English. | ✔ | |||
| 7 | They know the methods of performing efficient teamwork. | ✔ | |||
| 8 | They are capable of following the contemporary techniques, scientific and technological developments in their fields and are able to conduct research and studies in order to develop their business administration related knowledge, skills, and competences. | ✔ | |||
| 9 | They are knowledgeable in the areas of professional ethics and responsibility. | ✔ | |||
| 10 | They are capable of utilizing their knowledge and skills efficiently in global and multicultural contexts. | ✔ | |||
| 11 | They are knowledgeable in the issues of environment, social responsibility, social justice, quality and cultural values | ✔ | |||
| 12 | They have a creative, innovative and critical perspective. | ✔ | |||
0: No Contribution 1: Little Contribution 2: Partial Contribution 3: Full Contribution