Consumer Behavior (MAN621) Course Detail

Course Name Course Code Season Lecture Hours Application Hours Lab Hours Credit ECTS
Consumer Behavior MAN621 3 0 0 3 5
Pre-requisite Course(s)
Course Language English
Course Type N/A
Course Level Ph.D.
Mode of Delivery Face To Face
Learning and Teaching Strategies Lecture, Discussion.
Course Coordinator
Course Lecturer(s)
  • Assoc. Prof. Dr. Pelin ÖZGEN
Course Assistants
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 Learning Outcomes The students who succeeded in this course;
  • To understand the nature of consumer behaviour
  • To apply concepts and theories used in the study of consumer behaviour in developing effective marketing decision making
  • To be able to make interpretations for the application and / or development of theories
Course Content Decision making process, organizational context, micro-macro range, neuroscience, psychology, cultural studies.

Weekly Subjects and Releated Preparation Studies

Week Subjects Preparation
1 Foundations of Consumer Behavior
2 Buying, having, and being
3 Decision Making and Consumer Behavior
4 Cultural Influences on Consumer Decision Making
5 Consumer and Social Well-Being
7 Learning and Memory
8 Current Issues in Consumer Behaviour
9 The Self
10 Attitudes and Persuasion
11 Group and Situational Effects on Consumer Behavior
12 Consumer Identity I: Sex Roles and Subcultures
13 Social Class and Lifestyles
14 Networked Consumer Behavior: Word-of-Mouth, Social Media, and Fashion
15 Prensentations
16 Final


Course Book 1. Hawkings, D.I, Motherbaugh D.L., Consumer Behavior, MCGraw Hill

Evaluation System

Requirements Number Percentage of Grade
Attendance/Participation 1 5
Laboratory - -
Application - -
Field Work 1 25
Special Course Internship - -
Quizzes/Studio Critics - -
Homework Assignments 5 20
Presentation 1 15
Project - -
Report - -
Seminar - -
Midterms Exams/Midterms Jury - -
Final Exam/Final Jury 1 30
Toplam 9 95
Percentage of Semester Work 70
Percentage of Final Work 30
Total 100

Course Category

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

The Relation Between Course Learning Competencies and Program Qualifications

# Program Qualifications / Competencies Level of Contribution
1 2 3 4 5
1 1. To have the ability to present a research problem, develop hypotheses, make research designs, reach conclusions by using qualitative/quantitative methods, and make academic publications by making the necessary literature review. X
2 2. To be aware of research ethics.
3 3. To contribute to the process of becoming an information society by constantly following technological, social or cultural developments in the academic and professional context. X
4 4. To be able to look at the problems that arise in businesses both theoretically, conceptually and from the perspective of a researcher. X
5 5. To be able to use knowledge that requires expertise in analyzing, synthesizing and evaluating new and complex ideas by comprehending the interaction between various disciplines related to the field of business. X
6 6. To be able to produce solutions by developing new strategic approaches by thinking holistically and creatively in complex situations that are not foreseen to be encountered in applications in the field of business. X
7 7. To be able to master the basic concepts and methods in the field of general business administration. X
8 8. To be able to dominate the academic literature and international developments in the field of general business administration. X
9 9. To be able to transfer information about the business area by using effective verbal, written and visual communication methods. X
10 10. To be aware of professional ethics, environmental awareness, sustainability, social responsibility, cultural, social and universal values X
11 11. To be able to work effectively with different disciplines or multicultural teams, to take responsibility, to make risk analysis, to keep up with change, to think critically and to use initiative in problem solving

ECTS/Workload Table

Activities Number Duration (Hours) Total Workload
Course Hours (Including Exam Week: 16 x Total Hours) 16 1 16
Special Course Internship 1 50 50
Field Work
Study Hours Out of Class
Presentation/Seminar Prepration 1 15 15
Homework Assignments 5 2 10
Quizzes/Studio Critics
Prepration of Midterm Exams/Midterm Jury
Prepration of Final Exams/Final Jury 1 32 32
Total Workload 123