TYPE OF COURSE UNIT	Elective Course
LEVEL OF COURSE UNIT	Master's Degree Without Thesis
YEAR OF STUDY	-
SEMESTER	-
NUMBER OF ECTS CREDITS ALLOCATED	10
NAME OF LECTURER(S)	-
LEARNING OUTCOMES OF THE COURSE UNIT	At the end of this course, the students; 1) evaluate the interests, tastes, needs and wishes of consumers, which vary according to their different characteristics, 2) explain the relationship between consumer behavior and different disciplines, 3) recognize different models and approaches related to consumer behavior, 4) evaluate the consumer purchasing process, 5) evaluate their behavior after the consumer purchasing process, 6) interpret the effects of consumers on marketing efforts and the effects of marketing efforts on consumers.
MODE OF DELIVERY	Face to face
PRE-REQUISITES OF THE COURSE	No
RECOMMENDED OPTIONAL PROGRAMME COMPONENT
COURSE DEFINITION	In this course; Based on the fact that fashion is an important consumption tool, the process of creating a sensory effect of fashion, the advertising industry and the way it appeals to the masses are examined. In addition, the effects of advertising and advertising photography, which is an important area of expertise in fashion, on consumption behaviors are also examined.
COURSE CONTENTS	WEEK TOPICS 1st Week Introduction to consumer behavior, consumer behavior marketing relationship, consumer behavior models 2nd Week Individual differences that shape consumer behavior 3rd Week Consumer lifestyles and market segmentation 4th Week Psychological processes and situational influences that shape consumer behavior 5th Week Socio-cultural factors that shape consumer behavior 6th Week Presentations 7th Week Consumer decision making and purchasing behavior 8th Week Consumer's purchasing and post-purchase behavior 9th Week How do consumers think? Cognitive structures of consumers 10th Week consumer behavior research 11th Week New consumer trends 12th Week Consumer society and consumption culture debates 13th Week Fashion and consumer culture 14th Week Presentations
RECOMENDED OR REQUIRED READING	Yavuz Odabaşı ve Gülfidan Barış (2007). Tüketici Davranışı. MediaCat Rob Walker (2010). Değişen Tüketici Kim? MediaCat Gerald Zaltman (2003). Tüketici Nasıl Düşünür. MediaCat Martin Lindstorm (2009). Buy.ology. MediaCat Barry Schwartz (2008). Bolluk Paradoksu. MediaCat Michael R. Solomon (2003). Tüketici Krallığının Fethi. MediaCat Michael R. Solomon (2009). Consumer Behavior. Pearson International Edition.
PLANNED LEARNING ACTIVITIES AND TEACHING METHODS	Lecture,Discussion,Questions/Answers,Problem Solving,Practice,Report Preparation,Presentation
ASSESSMENT METHODS AND CRITERIA	Quantity Percentage(%) Mid-term 1 40 Total(%) 40 Contribution of In-term Studies to Overall Grade(%) 40 Contribution of Final Examination to Overall Grade(%) 60 Total(%) 100
ECTS WORKLOAD	Activities Number Hours Workload Midterm exam 2 5 10 Preparation for Quiz Individual or group work 14 14 196 Preparation for Final exam 1 20 20 Course hours 14 3 42 Preparation for Midterm exam 2 5 10 Laboratory (including preparation) Final exam 1 12 12 Homework 2 5 10 Total Workload 300 Total Workload / 30 10 ECTS Credits of the Course 10
LANGUAGE OF INSTRUCTION	Turkish
WORK PLACEMENT(S)	No