Course Details

Course Information

Semester	Course Unit Code	Course Unit Title	T+P+L	Credit	Number of ECTS Credits	Last Updated Date
5	BA344	CONSUMER BEHAVIOR	3+0+0	3	5	11.09.2025

Course Details

Language of Instruction	English
Level of Course Unit	Bachelor's Degree
Department / Program	BUSINESS ADMINISTRATION
Type of Program	Formal Education
Type of Course Unit	Elective
Course Delivery Method	Face To Face
Objectives of the Course	Developing a foundational understanding of consumer behavior concepts and theories. Exploring psychological drivers of consumer decision-making. Analyzing individual and societal impacts of consumption patterns. Applying consumer insights to inform strategic business decisions.
Course Content	This course provides an in-depth exploration of the psychological and sociocultural factors that shape consumer behavior. It examines key concepts such as perception, motivation, identity, and decision-making within the context of consumption. Students will investigate how consumers evaluate products and services and how these behaviors influence and reflect societal trends. Through applied analysis, students will learn to segment markets, identify target audiences, and evaluate the strategic value of consumer insights for business performance.
Course Methods and Techniques	Initial Project Report Submission 20% Group Presentation – Graded Individually 20% Midterm Exam 30% Final Project Submission 30%
Prerequisites and co-requisities	None
Course Coordinator	Asist Prof.Dr. SERAP SARP serap.sarp@agu.edu.tr
Name of Lecturers	Asist Prof.Dr. SERAP SARP
Assistants	None
Work Placement(s)	No

Recommended or Required Reading

Resources	Kitap Slides
Course Notes	1. Understanding the consumer behaviour concepts, research methodologies and applications, 2. Understanding fundamental theories in consumer psychology. 3. Analyze the consumer decision-making process. 4. Understand the implications consumer behavior on society 5. Understand how to segment markets and reach target markets
Documents	slayt, kitap
Assignments	proje
Exams	midterm

Course Category

Social Sciences

%100

Planned Learning Activities and Teaching Methods

Activities are given in detail in the section of "Assessment Methods and Criteria" and "Workload Calculation"

Assessment Methods and Criteria

In-Term Studies	Quantity	Percentage
Yarıyıl İçi Çalışmalarının Başarı Notunun Katkısı	14	% 10
Quiz/Küçük Sınav	1	% 30
Ödev	1	% 10
Sunum/Seminer	1	% 10
Final examination	1	% 40
Total	18	% 100

ECTS Allocated Based on Student Workload

Activities	Quantity	Duration	Total Work Load
Yazılı Sınav	1	20	20
Grup Sunumu	1	2	2
Sunum için Hazırlık	1	20	20
Sunum	1	2	2
Proje	1	20	20
Okuma	1	14	14
Rapor	1	10	10
Araştırma	1	14	14
Seminer	1	3	3
Yüz Yüze Ders	1	15	15
Derse Devam	1	10	10
Final Sınavı	1	20	20
Total Work Load			Number of ECTS Credits 5 150

Course Learning Outcomes: Upon the successful completion of this course, students will be able to:

No	Learning Outcomes
1	Explain core concepts and research approaches in consumer behavior.
2	Define major theories in consumer psychology and their application to marketing.
3	Analyze the consumer decision-making process in various contexts.
4	Evaluate the ethical and social implications of consumer actions.
5	Apply segmentation techniques to identify and target specific consumer segments.

Weekly Detailed Course Contents

Week	Topics	Study Materials
1	Introduction to Consumer Behaviour	Reading
2	Consumer Behavior and Technology
3	Market Segmentation and Real-Time Bidding
4	Consumer Motivation and Personality

Contribution of Learning Outcomes to Programme Outcomes

Contribution: 1: Very Slight 2:Slight 3:Moderate 4:Significant 5:Very Significant

https://sis.agu.edu.tr/oibs/bologna/progCourseDetails.aspx?curCourse=79281&lang=en