1	Course Title:	CONSUMER BEHAVIOR
2	Course Code:	ISL2301
3	Type of Course:	Compulsory
4	Level of Course:	First Cycle
5	Year of Study:	3
6	Semester:	5
7	ECTS Credits Allocated:	5
8	Theoretical (hour/week):	3
9	Practice (hour/week) :	0
10	Laboratory (hour/week) :	0
11	Prerequisites:	None
12	Recommended optional programme components:	None
13	Language:	Turkish
14	Mode of Delivery:	Face to face
15	Course Coordinator:	Prof. Dr. MURAT HAKAN ALTINTAŞ
16	Course Lecturers:
17	Contactinformation of the Course Coordinator:	E-posta: mhakan@uludag.edu.tr Telefon: 0224 294 1066 Adres: Bursa Uludağ Üniversitesi İİBF İşletme Bölümü, Görükle, Nilüfer 16059 - Bursa
18	Website:
19	Objective of the Course:	Examination of consumer behavior in the context of consumer attitudes, emotional/cognitive factors affecting purchasing decision processes, personality traits, and lifestyles.
20	Contribution of the Course to Professional Development	More effective marketing decisions such as positioning, segmentation, and pricing, and better understanding of the target consumer audience with the help of the analysis of the predecessors and successors of consumer behavior.

21

Learning Outcomes:

1 Learning of basic characteristics of consumer psychology.; 2 Understanding of consumption.; 3 Learning the designing process of products in consumers’ mind.; 4 Learning the buying and shopping behavior of consumers.; 5 Understanding of managing the segments with behavioral perspectives.;

22	Course Content:

Week	Theoretical	Practical
1	Meaning of consumption.
2	Decision systems and patterns of consumers
3	Buying motivation
4	Perception and consumers
5	Learning models and memory systems of consumers.
6	Interaction of personality and product/brands.
7	The self and product /brands.
8	Life styles and consumers values.
9	Attitude changing of consumers
10	Group and family effects.
11	Income-social class and age effects
12	Cultural effect
13	Consumer behavior models in Internet.
14	Special issues in consumer behaviors.

23	Textbooks, References and/or Other Materials:	Michael Solomon, Gary Bamossy and Soren Askegaard, Consumer Behavior A European Perspective, Prentice-Hall. Yavuz Odabaşı ve Gülfidan Barış, Tüketici Davranışı, MediaCat.
24	Assesment

TERM LEARNING ACTIVITIES	NUMBER	PERCENT
Midterm Exam	1	40
Quiz	0	0
Homeworks, Performances	0	0
Final Exam	1	60
Total	2	100
Contribution of Term (Year) Learning Activities to Success Grade		40
Contribution of Final Exam to Success Grade		60
Total		100
Measurement and Evaluation Techniques Used in the Course	multiple choice exam
Information

25

ECTS / WORK LOAD TABLE

Activites	NUMBER	TIME [Hour]	Total WorkLoad [Hour]
Theoretical	14	3	42
Practicals/Labs	0	0	0
Self Study and Preparation	14	2	28
Homeworks, Performances	0	0	0
Projects	0	0	0
Field Studies	0	0	0
Midtermexams	1	20	20
Others	1	20	20
Final Exams	1	40	40
Total WorkLoad			150
Total workload/ 30 hr			5
ECTS Credit of the Course			5

26	CONTRIBUTION OF LEARNING OUTCOMES TO PROGRAMME QUALIFICATIONS
PQ1 PQ2 PQ3 PQ4 PQ5 PQ6 PQ7 PQ8 PQ9 PQ10 PQ11 PQ12 LO1 4 4 4 0 0 4 0 0 0 0 0 0 LO2 4 4 5 3 4 0 0 0 0 0 0 0 LO3 4 4 4 3 4 4 0 0 0 0 0 0 LO4 0 3 5 5 4 0 0 0 0 0 0 0 LO5 0 4 4 4 0 3 0 0 0 4 0 0

LO: Learning Objectives

PQ: Program Qualifications

Contribution Level:

1 Very Low

2 Low

3 Medium

4 High

5 Very High