Rapor Tarihi: 24.02.2026 08:53
| Course Title | Code | Language | Type | Semester | L+U Hour | Credits | ECTS |
|---|---|---|---|---|---|---|---|
| Consumer Behavior and Psychology | DEP 506 | Turkish | Compulsory | 3 + 0 | 3.0 | 6.0 |
| Prerequisite Courses | |
| Course Level | Graduate |
| Mode of delivery | Presentation and Lecture, Case studies, literature review |
| Course Coordinator | Prof. Dr. Yeliz BAŞ |
| Instructor(s) | Prof. Dr. Yeliz BAŞ (Bahar) |
| Goals | The aim of this course is to enable the student to know the consumer according to sector and market characteristics, to understand consumer behaviour models and behaviour roles, to determine the factors affecting purchasing behaviour according to market, product and customer characteristics, to evaluate the consumer purchasing decision process and to manage consumer purchasing behaviour. |
| Course Content | Consumption and consumer concept, historical change of consumption phenomenon, consumer behaviour models, consumer decision models, factors affecting consumer behaviour, current consumption models |
| # | Öğrenme Kazanımı |
| 1 | Ability to Define Personas |
| 2 | Ability to Identify Purchasing Decision Factors |
| 3 | Ability to Perform Customer Analysis |
| Week | Topics/Applications | Method |
|---|---|---|
| 1. Week | Consumption Phenomenon and Historical Change | Research, Interview, Presentation (Preparation), Preparation, After Class Study |
| 2. Week | Consumer Behavior Models | Research, Interview, Presentation (Preparation), Preparation, After Class Study |
| 3. Week | ConsuptionTheories | Research, Interview, Presentation (Preparation), Preparation, After Class Study |
| 4. Week | Consumer Decision Models | Research, Interview, Presentation (Preparation), Preparation, After Class Study |
| 5. Week | Consumer Decision Models | Research, Interview, Presentation (Preparation), Preparation, After Class Study |
| 6. Week | Factors Affecting Purchasing Behavior | Research, Interview, Presentation (Preparation), Preparation, After Class Study |
| 7. Week | Niche Approaches to Consumption | Research, Interview, Presentation (Preparation), Preparation, After Class Study |
| 8. Week | Perception Concept and Approaches | Research, Interview, Presentation (Preparation), Preparation, After Class Study |
| 9. Week | Concept of Learning and Its Effects | Research, Interview, Presentation (Preparation), Preparation, After Class Study |
| 10. Week | The Concept of Motivation and Approaches | Research, Interview, Presentation (Preparation), Preparation, After Class Study |
| 11. Week | Culture and Influences | Research, Interview, Presentation (Preparation), Preparation, After Class Study |
| 12. Week | Conscious and Subconscious Mechanisms | Research, Interview, Presentation (Preparation), Preparation, After Class Study |
| 13. Week | Subliminal Advertisements and Consumption Effects | Research, Interview, Presentation (Preparation), Preparation, After Class Study |
| 14. Week | İnformation Processing and İnformation Seeking Behavior | Research, Interview, Presentation (Preparation), Preparation, After Class Study |
| No | Program Requirements | Level of Contribution | |||||
|---|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | The structure of marketing strategies can be changed to create more customer value through effective segmentation, targeting, differentiation and positioning strategies, | ✔ | |||||
| 3 | Changes can be realised to satisfy the objectives of individual customers and corporate customers, | ✔ | |||||
| 5 | Effective persuasion methods can be developed within the scope of digital communication theories | ✔ | |||||
| 9 | Digital audience tracking, data collection, identification and classification and persona development | ✔ | |||||
| Program Requirements | DK1 | DK2 | DK3 |
|---|---|---|---|
| PY1 | 4 | 4 | 5 |
| PY3 | 5 | 5 | 5 |
| PY5 | 4 | 4 | 4 |
| PY9 | 5 | 5 | 5 |
| Ders Kitabı veya Notu | Ders Kitabı veya Ders Notu bulunmamaktadır. |
|---|---|
| Diğer Kaynaklar |
|
| ECTS credits and course workload | Quantity | Duration (Hour) | Total Workload (Hour) | |
|---|---|---|---|---|
|
Ders İçi |
Class Hours | 14 | 3 | 42 |
|
Ders Dışı |
Preparation, After Class Study | 14 | 1 | 14 |
| Interview | 14 | 3 | 42 | |
| Presentation (Preparation) | 14 | 3 | 42 | |
|
Sınavlar |
Midterm 1 | 1 | 1 | 1 |
| Homework 1 | 1 | 4 | 4 | |
| Final | 1 | 4 | 4 | |
| Classroom Activities | 14 | 1 | 14 | |
| Total Workload | 163 | |||
| *AKTS = (Total Workload) / 25,5 | ECTS Credit of the Course | 6.0 | ||
