COURSE INFORMATION
Course Title: CONSUMER BEHAVIOR
Code Course Type Regular Semester Lecture Recit. Lab Credits ECTS
BUS 351 D 5 - - - 3 5
Lecturer and Office Hours: Vusal Gambarov
Teaching Assistant(s) and Office Hours: -
Language: English
Compulsory/Elective: Elective
Classroom and Meeting Time: N/A
Course Description: Consumer Behavior: This course aims to familiarize the students with (1) how and why people buy and use products and services; (2) how to conduct consumer research; (3) what types of internal and external factors are influential in consumer decision making process for understanding and affecting consumer behavior.
Course Objectives: The course introduces a wide range of behavioral concepts, and explores the strategic implications of customer behavior for marketers. The course challenges students to explore the realities and implications of buyer behavior in traditional and e-commerce markets. Key to the course is demonstrating how an understanding of buyer behavior can help to improve strategic decision making.
COURSE OUTLINE
Week Topics
1 Definition of Consumer Behavior
2 Consumers as Individuals: Perception, Learning and Memory
3 Consumers as Individuals: Motivation, values and involvement
4 Consumers as Individuals: Attitudes, Attitude change and interactive communications
5 Consumers as Individuals:The self (Perspective on the self)
6 Consumers as decision makers
7 Group Influence and Opinion Leadeship
8 Mid-Term exam
9 European family structures and household decision-making
10 A portrait of a consumer: Income, social class, age, subcultures
11 Cultural Influences on Consumer Behavior
12 Global Consumer Culture
13 New Trends in Consumer Behavior
14 Summary
Prerequisite(s):
Textbook: Michael R. Solomon, 'Consumer Behavior, Buying, Having and Being' Pearson Prentice Hall, 8. Edition
Other References:
Laboratory Work: N/A
Computer Usage: N/A
Others: No
COURSE LEARNING OUTCOMES
1 Understanding of consumer behavior and consumption process
2 Learning of consumption culture
3 Understanding factors that are impact of consumer behavior
4 Learning concept of memory, learning, motivation and attitudes
5 Learning to associate marketing with psychology
COURSE CONTRIBUTION TO... PROGRAM COMPETENCIES
(Blank : no contribution, 1: least contribution ... 5: highest contribution)
No Program Competencies Cont.
COURSE EVALUATION METHOD
Method Quantity Percentage
Homework
1
10
Midterm Exam(s)
1
20
Presentation
1
20
Final Exam
1
30
Other
1
20
Total Percent: 100%
ECTS (ALLOCATED BASED ON STUDENT WORKLOAD)
Activities Quantity Duration(Hours) Total Workload(Hours)
Course Duration (Including the exam week: 16x Total course hours) 16 3 48
Hours for off-the-classroom study (Pre-study, practice) 70 1 70
Mid-terms 0
Assignments
Final examination 0
Other 1 7 7
Total Work Load:
125
Total Work Load/25(h):
5
ECTS Credit of the Course:
5