İŞL333

School of Economics and Administrative Sciences \ Business Administration

3

6

Compulsory

English

İŞL 233

Management

This course is designed to introduce students to the behavior of people as consumers and the importance and meaning of consumption for the lives of people and society.

1. Solomon, M., Bamossy, G., Askegaard, S., & Hogg, M. (2006). Consumer Behavior: A European Perspective, 3. Baskı, Prentice Hall.
2. Magids, Scott, Alan Zorfas, and Daniel Leemon. (2015), "The new science of customer emotions." Harvard Business Review 76(11): 66-74.

Introducing the behavior of consumers and providing the ability to analyze what people do in the consumption environment, why and how they do it,
Introducing the importance and meaning of consumption for people and society,
Providing them with an understanding of the impact of psychological, cognitive, emotional and socio-cultural factors on consumer behavior,
Introducing some theoretical and practical tools that can be used to make sense of consumers, consumption and the market,
Introducing current consumption trends, sustainable and ethical consumption practices.

1. Have knowledge of the psychological, sociological, and cultural factors shaping consumer behavior.
2. Understand the interaction of these factors and apply this knowledge to strategic marketing decisions.
3. Analyze and interpret consumer needs and behaviors.
4. Evaluate marketing campaigns and market offerings from an ethical perspective.
5. Apply consumer behavior knowledge to real-world scenarios, contributing to environmental and social well-being through teamwork.
6. Utilize English communication skills effectively in discussing consumer behavior topics.

Week 1: Introduction to Consumer Behavior
Week 2: Contemporary Marketing Environment
Week 3: Consumption and Identity
Week 4: Perception and Sensory Marketing
Week 5: Motivation and Involvement
Week 6: Attitudes and Values
Week 7: Learning and Memory
Week 8: Consumer Decision-Making Process
Week 9: Emotions and Consumer Behavior
Week 10: Social Dimensions of Consumption
Week 11: Culture and Consumption
Week 12: Project Week

• Midterm 30 %
• Group Project 30 %
• Final 40 %