Information Of Programmes

VOCATIONAL SCHOOL OF NEVŞEHİR / HİT224 - PUBLIC RELATIONS AND PUBLICITY

Code: HİT224

Course Title: CONSUMER BEHAVIOUR

Theoretical+Practice: 2+0

ECTS: 3

Year/Semester of Study

2 / Spring Semester

Level of Course

Short Cycle Degree Programme

Type of Course

Optional

Department

PUBLIC RELATIONS AND PUBLICITY

Pre-requisities and Co-requisites

None

Mode of Delivery

Face to Face

Teaching Period

14 Weeks

Name of Lecturer

NEŞE ACAR (neseacar@nevsehir.edu.tr)

Name of Lecturer(s)

Language of Instruction

Turkish

Work Placement(s)

None

Objectives of the Course

To gain knowledge and skills on issues related to consumer behaviors, how we behave as consumers in different environments and how we demonstrate our commitment to the purchase decision.

Learning Outcomes		PO	MME
The students who succeeded in this course:
LO-1	Can explain concept of consumer behavior.	PO-1 The students who have completed the program successfully: He has comprehensive and systematic knowledge of concepts, principles and facts in the field of Public Relations and Publicity.	Examination
LO-2	Can explain the factors affecting consumer behavior.	PO-1 The students who have completed the program successfully: He has comprehensive and systematic knowledge of concepts, principles and facts in the field of Public Relations and Publicity.	Examination Presentation
LO-3	Can say properties of consumer behavior.	PO-1 The students who have completed the program successfully: He has comprehensive and systematic knowledge of concepts, principles and facts in the field of Public Relations and Publicity. PO-2 Describe, synthesize, analyze, interpret and evaluate data and information professionally.	Examination
LO-4	can explain the buying decision process of consumers.	PO-1 The students who have completed the program successfully: He has comprehensive and systematic knowledge of concepts, principles and facts in the field of Public Relations and Publicity. PO-11 Has knowledge of basic concepts, theories, principles and phenomena in business, economics, accounting, law and management.	Examination
PO: Programme Outcomes MME:Method of measurement & Evaluation

Course Contents
This course involves, the concept of consumer behavior and properties, the importance of consumer behavior in marketing, general model of consumer behavior, factors affecting consumer behavior and buying decision process of consumers.
Weekly Course Content
Week	Subject	Learning Activities and Teaching Methods
1	The importance of consumer behavior in marketing.	Lecturing,question-answer.
2	The concept of consumer behavior and properties.	Lecturing,discussion.
3	General model of consumer behavior.	Lecturing,question-answer.
4	Consumer Behavior and Marketing Strategy Relationship	Lecturing,discussion.
5	Psychological factors affecting consumer behavior. Learning	Lecturing,discussion.
6	Motivation	Lecturing,discussion.
7	Perception	Lecturing,discussion.
8	mid-term exam
9	Attitude	Lecturing,discussion.
10	Personality	Lecturing,discussion.
11	Socio-cultural factors affecting consumer behavior. Group	Lecturing,question-answer.
12	Family	Lecturing,question-answer.
13	Culture	Lecturing,question-answer.
14	Consumer Purchase Decision Process	Lecturing,question-answer.
15	Consumer Purchase Decision Process	Lecturing,question-answer.
16	final exam
Recommend Course Book / Supplementary Book/Reading
1	Odabaşı, Y.(2013). Tüketim kültürü, Sistem Yayıncılık.
2	Odabaşı, Y., Barış, G.(2019). Tüketici davranışı, MediaCat
Required Course instruments and materials
Lecture notes and projection

Assessment Methods
Type of Assessment	Week	Hours	Weight(%)
mid-term exam	8	1	40
Other assessment methods
1.Oral Examination
2.Quiz
3.Laboratory exam
4.Presentation
5.Report
6.Workshop
7.Performance Project
8.Term Paper
9.Project
final exam	16	1	60

Student Work Load
Type of Work	Weekly Hours	Number of Weeks	Work Load
Weekly Course Hours (Theoretical+Practice)	3	14	42
Outside Class
a) Reading	1	13	13
b) Search in internet/Library	3	4	12
c) Performance Project			0
d) Prepare a workshop/Presentation/Report	3	3	9
e) Term paper/Project			0
Oral Examination			0
Quiz			0
Laboratory exam			0
Own study for mid-term exam	3	2	6
mid-term exam	1	1	1
Own study for final exam	3	2	6
final exam	1	1	1
			0
			0
Total work load;			90