XMBA 568 | Course Introduction and Application Information

Course Name
Consumer Behavior
Code
Semester
Theory
(hour/week)
Application/Lab
(hour/week)
Local Credits
ECTS
XMBA 568
Fall/Spring
1
0
1
2

Prerequisites
None
Course Language
English
Course Type
Elective
Course Level
-
Course Coordinator -
Course Lecturer(s)
Assistant(s) -
Course Objectives This module aims to provide students a more comprehensive view regarding final consumers. It teaches to look deeper into consumers world by focusing on the psychological, sociological and cultural aspects of consumption.
Learning Outcomes The students who succeeded in this course;
  • understand the different stages of the process of consumption;
  • explain the relationship between identity and consumption;
  • understand perception and motivation processes of consumer;
  • explain the factors affecting consumers' attitudes;
  • explain the effects of reference groups and culture on consumers.
Course Content Through HBR case studies, different dimensions of consumption before, during and after purchasing are investigated.

 



Course Category

Core Courses
Major Area Courses
X
Supportive Courses
Media and Management Skills Courses
Transferable Skill Courses

 

WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

Week Subjects Related Preparation
1 Introduction to Consumer Behavior Readings and preparation for class discussion
2 Consumer Behavior Process; Meaning of Consumption Readings and preparation for class discussion
3 Perspectives on the Self; Conformity and Social Comparison Readings and preparation for class discussion
4 1st session Readings and preparation for class discussion
5 The Motivation Process; Sensory Systems and Perception Readings and preparation for class discussion
6 Shopping Orientation and Changing Attitudes; Emotional and Rational Appeals Readings and preparation for class discussion
7 Case Study Readings and preparation for class discussion
8 Session 2 Discussion Readings and preparation for class discussion
9 Consumer Decision Making Process Readings and preparation for class discussion
10 Culture Production Process; Subcultures and Consumer Identity Readings and preparation for class discussion
11 Session 3 Discussion Readings and preparation for class discussion
12 Case Study Readings and preparation for class discussion
13 Case Discussion Readings and preparation for class discussion
14 Session 4 Discussion Contemporary Topics in Consumer Behavior Readings and preparation for class discussion
15 Review of the Semester Readings and preparation for class discussion
16 Review of the Semester  

 

Course Textbooks

HBR course pack link will be provided.

HBS Case: L'Oreal: Global Brand, Local Knowledge

HBS Case: Apple Stores

References

 

EVALUATION SYSTEM

Semester Requirements Number Percentage
Participation
1
20
Laboratory / Application
Field Work
2
60
Quizzes / Studio Critiques
Homework / Assignments
1
20
Presentation / Jury
Project
Seminar / Workshop
Portfolios
Midterms / Oral Exams
Final / Oral Exam
Total

Contribution of Semester Work to Final Grade
4
100
Contribution of Final Work to Final Grade
Total

ECTS / WORKLOAD TABLE

Activities Number Duration (Hours) Workload
Course Hours
Including exam week: 16 x total hours
16
1
16
Laboratory / Application Hours
Including exam week: 16 x total hours
16
Study Hours Out of Class
4
3
Field Work
2
8
Quizzes / Studio Critiques
Homework / Assignments
1
10
Presentation / Jury
Project
Seminar / Workshop
Portfolios
Midterms / Oral Exams
Final / Oral Exam
    Total
54

 

COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP

#
Program Qualifications / Outcomes
* Level of Contribution
1
2
3
4
5
1

Broaden and deepen the knowledge about business administration at the master’s level,

X
2

Acquiring interdisciplinary knowledge and being capable to apply it,

X
3

Understanding the multidisciplinary nature of business administration, and analyze theoretical and practical information and skills gain through master’s degree on interdisciplinary dimension,

X
4

Being able to handle specialistic problems on business administration independently, and resolve them by using scientific methods, assess the results and apply them in case of necessity,

X
5

Improving new strategic approaches by thinking within innovative and holistic ways, finding solutions by taking responsibility and being able to change management during the unforeseen and complicated events in the field of business administration,

X
6

Developing strategies, policies and implementation plans to address the issues in the fields of business administration and management, and evaluating the consequences according to the processes of quality,

X
7

Digesting the necessity to apply the values of business ethics, teaching and controlling to act according to social, scientific and ethical values under any circumstances such as data collection, evaluation, announcing and practicing in the field of Business Administration,

X
8

Being able to use a foreign language for both chasing the scientific publication and developing proper communication with colleagues from other countries, in written and verbal ways .

X
9

Being able to use computer programs needed in the field business administration as well as information and communication technologies in advanced levels .

X

*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest