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    Syllabus MBA 5201 Consumer Behavior Altay Ayhan BAU 2019 Fall

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    saaaruuu
    This document provides a syllabus for an MBA course on consumer behavior taught at Bahcesehir University in Istanbul, Turkey. The instructor is Altay Ayhan and students are required to keep the syllabus until the end of the term and follow the rules. The course objectives are to understand consumers and how to improve marketing effectiveness by learning about consumer perspectives, determinants of consumer behavior assumptions, and basic concepts like perception, learning, and attitude formation. The grading will be based on a project, attendance/participation, and a final exam. The tentative class schedule outlines the topics to be covered each week including chapters from the specified textbooks and guest speakers.

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    Syllabus MBA 5201 Consumer Behavior Altay Ayhan BAU 2019 Fall

    Uploaded by

    saaaruuu
    103 views2 pages
    This document provides a syllabus for an MBA course on consumer behavior taught at Bahcesehir University in Istanbul, Turkey. The instructor is Altay Ayhan and students are required to keep the syllabus until the end of the term and follow the rules. The course objectives are to understand consumers and how to improve marketing effectiveness by learning about consumer perspectives, determinants of consumer behavior assumptions, and basic concepts like perception, learning, and attitude formation. The grading will be based on a project, attendance/participation, and a final exam. The tentative class schedule outlines the topics to be covered each week including chapters from the specified textbooks and guest speakers.

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    Syllabus MBA 5201 Consumer Behavior Altay Ayhan BAU 2019 Fall

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    This document provides a syllabus for an MBA course on consumer behavior taught at Bahcesehir University in Istanbul, Turkey. The instructor is Altay Ayhan and students are required to keep the syllabus until the end of the term and follow the rules. The course objectives are to understand consumers and how to improve marketing effectiveness by learning about consumer perspectives, determinants of consumer behavior assumptions, and basic concepts like perception, learning, and attitude formation. The grading will be based on a project, attendance/participation, and a final exam. The tentative class schedule outlines the topics to be covered each week including chapters from the specified textbooks and guest speakers.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    103 views2 pages

    Syllabus MBA 5201 Consumer Behavior Altay Ayhan BAU 2019 Fall

    Uploaded by

    saaaruuu
    This document provides a syllabus for an MBA course on consumer behavior taught at Bahcesehir University in Istanbul, Turkey. The instructor is Altay Ayhan and students are required to keep the syllabus until the end of the term and follow the rules. The course objectives are to understand consumers and how to improve marketing effectiveness by learning about consumer perspectives, determinants of consumer behavior assumptions, and basic concepts like perception, learning, and attitude formation. The grading will be based on a project, attendance/participation, and a final exam. The tentative class schedule outlines the topics to be covered each week including chapters from the specified textbooks and guest speakers.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 2

    BAHCESEHIR UNIVERSITY

    Graduate School of Social Sciences


    Istanbul / Turkey

    MBA 5201 Consumer Behavior


    Syllabus

    Altay AYHAN
    [email protected]
    Instructor (+533 582 0931)

    Students are required to keep this document until the end of the term and strictly adhere to the
    rules stated here.
    Changes to the syllabus may be made during the course of the term by the instructor with
    prior notice.
    Make sure to read the syllabus carefully and contact your instructor if you have any
    questions.
    COURSE SYLLABUS

    Course objective: In this course we will learn how to understand consumer so that the
    effectiveness of the marketing efforts can be improved. The course objectives can be listed as
    follows:
    • Understanding who the consumer is and what is his/her perspective in marketing
    decisions,
    • Understanding why marketers make assumptions about consumers behaviors and what
    are the determinants of these assumptions,
    • Understanding the very basic concepts like perception, learning and attitude formation
    which are extremely significant in taking marketing decisions and the research needed
    to understand these issues.

    Textbook:
    Consumer Behavior 8.Edition
    Leon Schiffman and Leslie Lazar Kanuk 2004
    Prentice Hall ISBN: 0-13-049175-6
    Additional Books
    Consumer Behavior Buying, Having, and Being 6.Edition
    Michael Solomon 2004
    Prentice Hall ISBN: 0-13-123011-5

    Yedi Adimda Markalasma


    Altay Ayhan
    Aurora Printing Edition 4’ 2018

    GRADING

    Project : %40
    Attendance and participation : %10
    Final exam : %50
    COURSE POLICIES

    TENTATIVE CLASS SCHEDULE

    Weeks Topics

    Week 1 : Chp.1 Introduction to CB and review of the syllabus

    Week 2 : Chp.2 Consumer Research

    Week 3 : Chp.3 Market Segmentation – Guest Speaker

    Week 4 : Chp.4 Consumer Motivation

    Week 5 : Chp.5 Personality and Consumer Behavior

    Week 7-8 : Chp.6 Consumer Perception – Guest Speaker

    Week 9 : Chp.7 Consumer Learning

    Week 11 : Chp.8 Consumer Attitude Formation and Change

    Week 12 : Chp.9 Communication and Consumer Behavior

    Week 13 : Guest Speaker

    Week 14 : Reel Life Cases & Lectures Review

    Week 15 : Projects Submittals & Final Exam

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