Course Information
SemesterCourse Unit CodeCourse Unit TitleT+P+LCreditNumber of ECTS CreditsLast Updated Date
5ITF363Consumer Behavior3+0+03605.08.2026

 
Course Details
Language of Instruction English
Level of Course Unit Bachelor's Degree
Department / Program International Trade and Finance (Eng)
Type of Program Formal Education
Type of Course Unit Elective
Course Delivery Method Face To Face
Objectives of the Course This course aims to:
• introduce students a framework for analyzing consumer behavior problems
• provide students with an extensive understanding of consumer behavior theories in marketing and social psychology
• allow students to interpret how consumer behavior can be affected by different marketing strategies.
Course Content The course focuses on giving students a comprehensive perspective on the factors affecting consumer behavior. The course also aims to provide deeper insights into consumers’ worlds by focusing on the psychological, sociological, and cultural aspects of the consumption phenomenon.
Course Methods and Techniques 1. Lecture / Direct Instruction, 4. Case Study, 7. Individual Study Method, 8. Question and Answer (Q&A),
Prerequisites and co-requisities None
Course Coordinator None
Name of Lecturers Asist Prof. Metin Toptaş metin.toptas@gedik.edu.tr
Assistants None
Work Placement(s) No

Recommended or Required Reading
Resources 1) Kotler, P., G. Armstrong, and S. Balasubramanian. (2024). Principles of Marketing (19th Ed.), Harlow, UK. Pearson Education Limited.
Course Notes Available on the LMS.

Course Category
Social Sciences %30
Field %70

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
Mid-terms 1 % 35
Assignment 4 % 20
Total
5
% 55

 
ECTS Allocated Based on Student Workload
Activities Quantity Duration Total Work Load
Course Duration 14 3 42
Hours for off-the-c.r.stud 13 3 39
Assignments 4 8 32
Mid-terms 1 20 20
Final examination 1 20 20
Total Work Load   Number of ECTS Credits 6 153

 
Course Learning Outcomes: Upon the successful completion of this course, students will be able to:
NoLearning Outcomes
1 To recognize the consumer decision making process
2 To analyze the internal and external factors that impact consumer decision making process
3 To communicate effectively using the terminology of consumer behavior
4 To apply their knowledge of consumer behavior to make appropriate and effective marketing decisions
5 To analyze market information related to consumers

 
Weekly Detailed Course Contents
WeekTopicsStudy MaterialsMaterials
1 Acquaintance and review of the syllabus (1. Lecture / Direct Instruction, 8. Question and Answer (Q&A)) Chapter 1, pp. 162-163 Kotler, Keller & Balasubramanian (2024).
2 Model of Consumer Behavior (1. Lecture / Direct Instruction, 2. Discussion Method, 7. Individual Study Method) Chapter 1, pp. 163-166, Beyond Meat Case, Homework (Basic terms) Kotler, Keller & Balasubramanian (2024).
3 Characteristics Affecting Consumer Behavior: Cultural Factors (1. Lecture / Direct Instruction, 2. Discussion Method) Chapter 1, pp. 166-171 Kotler, Keller & Balasubramanian (2024).
4 Characteristics Affecting Consumer Behavior: Social Factors (1. Lecture / Direct Instruction, 2. Discussion Method) Chapter 1, pp. 171-174, Micro-Influencers Case Kotler, Keller & Balasubramanian (2024).
5 Characteristics Affecting Consumer Behavior: Personal Factors (1. Lecture / Direct Instruction, 4. Case Study) Chapter 1, pp. 174-177 Kotler, Keller & Balasubramanian (2024).
6 Characteristics Affecting Consumer Behavior: Psychological Factors (1. Lecture / Direct Instruction, 8. Question and Answer (Q&A)) Chapter 1, pp. 177-180, SPANX Case Kotler, Keller & Balasubramanian (2024).
7 The Buyer Decision Process (1. Lecture / Direct Instruction, 8. Question and Answer (Q&A), 4. Case Study) Chapter 1, pp. 180-182 Kotler, Keller & Balasubramanian (2024).
8 Types of Buying Decision Behavior (1. Lecture / Direct Instruction, 8. Question and Answer (Q&A), 4. Case Study, 7. Individual Study Method) Chapter 1, pp. 182-183 Homework (Chapter’s Discussion Questions) Kotler, Keller & Balasubramanian (2024).
9 The Customer Journey (1. Lecture / Direct Instruction, 8. Question and Answer (Q&A)) Chapter 1, p. 182 Kotler, Keller & Balasubramanian (2024).
10 The Buyer Decision Process for New Products (1. Lecture / Direct Instruction, 2. Discussion Method, 4. Case Study, 7. Individual Study Method) Chapter 1, p. 183, L’Oréal Case, Homework (Applications) Kotler, Keller & Balasubramanian (2024).
11 Stages in the Adoption Process (1. Lecture / Direct Instruction, 4. Case Study) Chapter 1, p.184 Kotler, Keller & Balasubramanian (2024).
12 Individual Differences in Innovativeness (1. Lecture / Direct Instruction, 4. Case Study) Chapter 1, p.185 Kotler, Keller & Balasubramanian (2024).
13 Influence of Product Characteristics on Rate of Adoption (1. Lecture / Direct Instruction, 4. Case Study ) Chapter 1, p.186 Kotler, Keller & Balasubramanian (2024).
14 Review and Case Study Discussions (1. Lecture / Direct Instruction, 2. Discussion Method, 4. Case Study, 7. Individual Study Method) Chapter 1, pp. 162-186 Homework (Company Case) Kotler, Keller & Balasubramanian (2024).

 
Contribution of Learning Outcomes to Programme Outcomes
P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12
All 5 1 3 2 5 3 1 2 2 2 3 3
C1 5 1 2 1 5 1 1 1 2 1 2 2
C2 5 4 2 2 4 2 2 1 2 2 1 3
C3 5 1 2 1 4 1 1 3 2 3 1 3
C4 4 1 3 1 5 2 1 2 3 2 1 1
C5 5 1 2 1 4 1 1 1 2 3 1 1

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