| PUBLIC RELATIONS AND ADVERTISING | |||||
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| Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 | ||
General Information about the Course
| Course Code: | HIR700 | ||||||||
| Course Title: | Consumer Behavior | ||||||||
| Course Semester: | 6. Semester / Spring | ||||||||
| Course Credits: |
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| Language of instruction: | TR | ||||||||
| Prerequisite of the course: | No | ||||||||
| Type of course: | Alan İçi Seçmeli | ||||||||
| Level of course: |
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| Course Lecturer(s): |
Assoc. Prof. Duygu AYDIN ASLANER |
Purpose and content of the course
| Course Objectives: | This course aims to enable students to understand consumer behavior from a marketer's point of view. Understanding who the consumer is and what the consumption decision making models are, Understanding the very basic concepts like perception, learning, communication, motivation, personality and attitude formation which are significant in consumption decisions, Understanding the research techniques needed at least to search about the issues listed above, |
| Course Objective: | The objective of this course is to link an understanding of behavioral principles for developing marketing strategies |
| Mode of Delivery: | Face to face |
Learning Outcomes
| Knowledge (Described as Theoritical and/or Factual Knowledge.) | ||
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1) The student identifies the psychological factors that influence consumer behavior. |
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| Skills (Describe as Cognitive and/or Practical Skills.) | ||
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1) The student identifies the cultural factors that influence consumer behavior. |
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| Competences (Described as "Ability of the learner to apply knowledge and skills autonomously with responsibility", "Learning to learn"," Communication and social" and "Field specific" competences.) | ||
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1) The student identifies the social factors that influence consumer behavior. |
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2) The student identifies the personal factors that influence consumer behavior. |
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3) Identify advantages and limitation of different consumer research techniques. |
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Course Topics
| Week | Subject | ||
| 1) | Introduction | ||
| 2) | The Concept of Consumption and Theories | ||
| 3) | The Concept of Consumer and Consumer Behavior. | ||
| 4) | Consumer Buying Process | ||
| 5) | Factors Influencing Consumer Buying Behavior | ||
| 6) | Cultural Factors | ||
| 7) | Social Factors | ||
| 8) | Midterm | ||
| 9) | Psychological Factors | ||
| 10) | Personal Factors | ||
| 11) | Consumer Research | ||
| 12) | Consumer Research | ||
| 13) | Consumer Research | ||
| 14) | Students’ Presentations | ||
| 15) | Students’ Presentations | ||
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Ders - Program Öğrenme Kazanım İlişkisi
| No Effect | 1 Lowest | 2 Average | 3 Highest |
| Ders Öğrenme Kazanımları | 1 |
2 |
3 |
5 |
4 |
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| Program Outcomes | ||||||||||||||
| 1) Analyzes the problems related to the subject by identifying the problems related to the field. | ||||||||||||||
| 2) Compares the knowledge and facts in the field with fields such as Sociology, Journalism, Television and Media. | ||||||||||||||
| 3) Identifies the basic concepts and disciplines in his/her field. | ||||||||||||||
| 4) Graduates of this program conduct research and analysis in the fields of public relations and advertising. | ||||||||||||||
| 5) Determines the problems encountered in public relations and advertising activities by making use of the theoretical and applied knowledge gained in the field. | ||||||||||||||
| 6) Takes part in public relations campaigns and advertising projects and fulfills the tasks assigned to him/her within the team. | ||||||||||||||
| 7) Designs a communication plan by taking responsibility for the problems that may arise in the field. | ||||||||||||||
| 8) Develops new strategies with a critical perspective against the problems that may arise. | ||||||||||||||
| 9) Follows current developments in the field and carries out studies. | ||||||||||||||
| 10) Applies creative persuasion and presentation techniques. | ||||||||||||||
| 11) He/she carries out projects for the benefit of the country and society in which he/she lives. | ||||||||||||||
| 12) Expresses his/her ideas about advertising and public relations effectively to relevant persons and institutions. | ||||||||||||||
| 13) Determines career goals in line with the information obtained. | ||||||||||||||
| 14) Analyzes and interprets the social and global effects of communication issues. | ||||||||||||||
Course Teaching, Learning Methods
| Q & A | |
| Case Problem Solving/ Drama- Role/ Case Management | |
| Laboratory | |
| Quantitative Problem Solving | |
| Fieldwork | |
| Group Study / Assignment | |
| Individual Assignment | |
| WEB-based Learning | |
| Internship | |
| Practice in Field | |
| Project Preparation | |
| Report Writing | |
| Seminar | |
| Supervision | |
| Social Activity | |
| Occupational Activity | |
| Occupational Trip | |
| Application (Modelling, Design, Model, Simulation, Experiment et.) | |
| Reading | |
| Thesis Preparation | |
| Field Study | |
| Student Club and Council Activities | |
| Other | |
| Logbook | |
| Interview and Oral Conversation | |
| Research | |
| Watching a movie | |
| Bibliography preparation | |
| Oral, inscribed and visual knowledge production | |
| Taking photographs | |
| Sketching | |
| Mapping and marking | |
| Reading maps | |
| Copying textures | |
| Creating a library of materials | |
| Presentation |
Evaluation System
| Semester Requirements | Number of Activities | Level of Contribution |
| Attendance | % 0 | |
| Laboratory | % 0 | |
| Application | % 0 | |
| Practice Exam | % 0 | |
| Quizzes | % 0 | |
| Homework Assignments | % 0 | |
| Presentation | % 0 | |
| Project | % 0 | |
| Special Course Internship (Work Placement) | % 0 | |
| Field Study | % 0 | |
| Article Critical | % 0 | |
| Article Writing | % 0 | |
| Module Group Study | % 0 | |
| Brainstorming | % 0 | |
| Role Playing + Dramatizing | % 0 | |
| Out of Class Study | % 0 | |
| Preliminary Work, Reinforcement | % 0 | |
| Application Repetition etc. | % 0 | |
| Homework (reading, writing, watching movies, etc.) | % 0 | |
| Project Preparation + Presentation | % 0 | |
| Report Preparation + Presentation | % 0 | |
| Presentation / Seminar Preparation + Presenting | % 0 | |
| Oral examination | % 0 | |
| Midterms | 1 | % 40 |
| Final | 1 | % 60 |
| Report Submission | % 0 | |
| Bütünleme | % 0 | |
| Kanaat Notu | % 0 | |
| Committee | % 0 | |
| Yazma Ödev Dosyası | % 0 | |
| Portfolio | % 0 | |
| Take-Home Exam | % 0 | |
| Logbook | % 0 | |
| Discussion | % 0 | |
| Participation | % 0 | |
| total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 40 | |
| PERCENTAGE OF FINAL WORK | % 60 | |
| total | % 100 | |