BA 320 | Course Introduction and Application Information - Department of Textile and Fashion Design

Course Name

Consumer Behaviour

Code	Semester	Theory (hour/week)	Application/Lab (hour/week)	Local Credits	ECTS
BA 320	Fall/Spring	3	0	3	6

Prerequisites	None
Course Language	English
Course Type	Service Course
Course Level	First Cycle
Mode of Delivery	-
Teaching Methods and Techniques of the Course	Discussion Group Work Q&A Lecture / Presentation
National Occupation Classification	-
Course Coordinator	Prof. Dr. Tuğba TUĞRUL
Course Lecturer(s)	Prof. Dr. Tuğba TUĞRUL
Assistant(s)	Araş. Gör. Damlasu UYUĞ ŞENGÜN

Course Objectives	This course aims to provide students a comprehensive view on final consumers. It teaches to look deeper into consumers’ world by focusing on the psychological, sociological, and cultural aspects of consumption.
Learning Outcomes	The students who succeeded in this course; Analyze the socio-cultural factors that are influencing consumers before purchase. Discuss the perception and motivation processes of consumption. Describe the relationship between self, identity and consumption. Explain the factors affecting consumer attitudes and consumers during shopping. Discuss the decision making process of consumers and the different stages of the process of consumption. Explain the effects of social class, subculture and culture on consumers. Discuss how consumer behavior can be affected by different marketing strategies.
Course Description	Moving from micro to macro topics, perception, learning, motivation, personality and lifestyle, attitudes, identities, decision making mechanisms and social and cultural interactions of consumers are the main topics of this course. Different dimensions of consumption before, during and after purchasing are investigated.
Related Sustainable Development Goals

Course Category	Core Courses
	Major Area Courses
	Supportive Courses	X
	Media and Management Skills Courses
	Transferable Skill Courses

Week	Subjects	Related Preparation
1	Introduction to the course and discussion of requirements; Foundations and main concepts of Consumer Behavior	Syllabus Review, Solomon, M.R. (2017), Consumer Behavior: Buying, Having, and Being, Global Edition (12e): Pearson Education Chapter 1
2	Foundations of Consumer Behavior; Consumer Behavior as a Process + Forming the project groups	Solomon, M.R. (2017), Consumer Behavior: Buying, Having, and Being, Global Edition (12e): Pearson Education Chapter 1
3	Perception	Solomon, M.R. (2017), Consumer Behavior: Buying, Having, and Being, Global Edition (12e): Pearson Education Chapter 3
4	Learning and Memory	Solomon, M.R. (2017), Consumer Behavior: Buying, Having, and Being, Global Edition (12e): Pearson Education Chapter 4
5	Motivation	Solomon, M.R. (2017), Consumer Behavior: Buying, Having, and Being, Global Edition (12e): Pearson Education Chapter 5
6	The Self: Mind, Gender and Body	Solomon, M.R. (2017), Consumer Behavior: Buying, Having, and Being, Global Edition (12e): Pearson Education Chapter 6
7	Attitude and Persuasive Communications	Solomon, M.R. (2017), Consumer Behavior: Buying, Having, and Being, Global Edition (12e): Pearson Education Chapter 8
8	MIDTERM EXAM	Date to be announced
9	Decision Making Process, Buying and Disposing	Solomon, M.R. (2017), Consumer Behavior: Buying, Having, and Being, Global Edition (12e): Pearson Education Chapter 9 and 10 (Makeup class date will be announced)
10	Project Progress Discussion
11	Groups and Social Media	Solomon, M.R. (2017), Consumer Behavior: Buying, Having, and Being, Global Edition (12e): Pearson Education Chapter 11
12	Income and Social Class	Solomon, M.R. (2017), Consumer Behavior: Buying, Having, and Being, Global Edition (12e): Pearson Education Chapter 12
13	Subcultures and Effects of Culture; Project Progress Discussion 2	Solomon, M.R. (2017), Consumer Behavior: Buying, Having, and Being, Global Edition (12e): Pearson Education Chapter 13 and 14 (Discussion meeting date will be announced)
14	Project Poster Presentations
15	Semester Review
16	Semester Review

Course Notes/Textbooks

Solomon, M.R. (2017), Consumer Behavior: Buying, Having, and Being, Global Edition (12e): Pearson Education ISBN:9781292153100

Suggested Readings/Materials

Hawkins and Mothersbaugh (2013),Consumer Behavior: Building Marketing Strategy (12e), McGraw Hill ISBN: 9780073530048

Parsons, Maclaran and Chatzidakis (2018), Contemporary Issues in Marketing and Consumer Behavior, Routledge ISBN: 9780415826914

Other assigned readings and cases

Semester Activities	Number	Weigthing
Participation
Laboratory / Application
Field Work
Quizzes / Studio Critiques
Portfolio
Homework / Assignments
Presentation / Jury	1	20
Project	1	40
Seminar / Workshop
Oral Exams
Midterm	1	40
Final Exam
Total

Weighting of Semester Activities on the Final Grade	3	100
Weighting of End-of-Semester Activities on the Final Grade
Total

Semester Activities	Number	Duration (Hours)	Workload
Theoretical Course Hours (Including exam week: 16 x total hours)	16	3	48
Laboratory / Application Hours (Including exam week: '.16.' x total hours)	16		0
Study Hours Out of Class	14	2	28
Field Work			0
Quizzes / Studio Critiques			0
Portfolio			0
Homework / Assignments			0
Presentation / Jury	1	10	10
Project	1	50	50
Seminar / Workshop			0
Oral Exam			0
Midterms	1	35	35
Final Exam			0
		Total	171

#	Program Competencies/Outcomes	* Contribution Level
#	Program Competencies/Outcomes	1	2	3	4	5
1	To be able to develop and design a collection independently.	X	-	-	-	-
2	To be able to do maintain a design research individually or as a team.	X	-	-	-	-
3	To be able to develop entrepreneurship- and managerial skills for a future professional practice.	-	X	-	-	-
4	To be able to understand, interpret and apply theoretical knowledge in fashion and textile design.	-	-	-	-	X
5	To be able to analyze and integrate the particular local and regional needs and of their profession.	-	-	-	X	-
6	To be able to obtain a multidisciplinary point of view, follow and analyze the new issues, changes and trends in contemporary design and art in such a way that they can be integrated into design practice.	-	-	X	-	-
7	To be able to apply industrial requirements, knowledge of material & usage and know-how knowledge in the creation of high quality fashion products.	X	-	-	-	-
8	To be able to use digital information and communication technologies at a level that is adequate to the discipline of fashion and textile design.	-	-	-	X	-
9	To be able to develop an ongoing analytical and professional approach to academic and design research.	-	-	X	-	-
10	To be able to recognize the need and importance of a personal lifelong learning attitude towards their chosen area of interest.	-	-	-	X	-
11	To be able to collect data in the areas of fashion and textile design and communicate with colleagues in a foreign language ("European Language Portfolio Global Scale", Level B1).	-	-	X	-	-
12	To be able to speak a second foreign at a medium level of fluency efficiently.	-	-	-	-	X
13	To be able to relate the knowledge accumulated throughout the human history to their field of expertise.	-	-	-	X	-