Consumer behavior (CB) is the study of consumers' responses to products and services and the way products and services are marketed. Managers who really understand their consumers can develop effective and efficient marketing strategies and programs that foster sustainable competitive advantages for their firm. This course is designed to focus on how consumers acquire, remember and use information about products and services, their decision making process and how these and other CB concepts can be used by managers to develop effective strategies and implementations. The format of the course will be a combination of lectures, in-class case discussions and assignments.
Consumer Behavior (MKTG 525)
2021 Spring
Sabancı Business School
Marketing(MKTG)
3
6
Cenk Koçaş kocas@sabanciuniv.edu,
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English
Doctoral, Master
--
Interactive lecture,Seminar
Interactive,Learner centered,Project based learning,Case Study
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| Programs\Type | Required | Core Elective | Area Elective |
| Business Analytics - With Thesis | * | ||
| Leaders for Industry Industrial Engineering - Non Thesis | * | ||
| MBA - Non Thesis | * | ||
| MBA - Non Thesis | * |
CONTENT
OBJECTIVE
The integrated lecture and seminar programme is designed to:
* Provide an awareness of the ways in which the social sciences can aid our understanding of the behaviour of individuals involved in marketing and purchasing.
* Explore the similarities and differences in human behaviour in different task settings and environments.
* Critically examine current research in the field of Consumer Behaviour in order to inform the practice of marketing.
LEARNING OUTCOMES
- On completion of this programme, students should be able to: ? Appreciate the ways in which theories from marketing and the wider social sciences inform our understanding of consumer behaviour. ? Demonstrate their understanding of cultural and contextual specificity in both individual and group behaviour. ? Apply their knowledge of consumer behaviour models and theories to marketing decisions within a managerial context. Upon successful completion of the course, the student should be able to: 1. Observe and interpret consumer behaviour in action; 2. Critically evaluate their own behaviours as consumers; 3. Become acquainted with research issues and instruments in consumers behaviour.
PROGRAMME OUTCOMES
1. Develop the ability to use critical, analytical, and reflective thinking and reasoning 5
2. Reflect on social and ethical responsibilities in his/her professional life. 5
3. Gain experience and confidence in the dissemination of project/research outputs 5
4. Work responsibly and creatively as an individual or as a member or leader of a team and in multidisciplinary environments. 5
5. Communicate effectively by oral, written, graphical and technological means and have competency in English. 5
6. Independently reach and acquire information, and develop appreciation of the need for continuously learning and updating. 5
1. Develop, interpret and use statistical analyses in decision making. 3
1. Demonstrate an understanding of main functional areas of management. 5
2. Develop the ability to integrate and apply business knowledge in novel situations. 5
3. Understand the global and local business context and incorporate cultural context and complexities into their managerial practice. 5
Update Date:
ASSESSMENT METHODS and CRITERIA
| Percentage (%) | |
| Final | 25 |
| Midterm | 20 |
| Quiz | 0 |
| Group Project | 25 |
| Written Report | 15 |
| Presentation | 15 |
RECOMENDED or REQUIRED READINGS
| Textbook |
Consumer Behaviour: A European Perspective, Michael Solomon, Gary Bamossy Søren Askegaard, and Hogg, M. 4nd Edition, Prentice Hall 2010 |
| Readings |
On SU course on average 3 academic reading possible per week |
| Cases | In book |