E-Commerce and Marketing
Course Details
KTO KARATAY UNIVERSITY
Trade and Industry Vocational School
Programme of E-Commerce and Marketing
Course Details
Trade and Industry Vocational School
Programme of E-Commerce and Marketing
Course Details
| Course Code | Course Name | Year | Period | Semester | T+A+L | Credit | ECTS |
|---|---|---|---|---|---|---|---|
| 08010103 | Consumer Behavior | 1 | Autumn | 1 | 3+0+0 | 4 | 4 |
| Course Type | Compulsory |
| Course Cycle | Associate (Short Cycle) (TQF-HE: Level 5 / QF-EHEA: Short Cycle / EQF-LLL: Level 5) |
| Course Language | Turkish |
| Methods and Techniques | - |
| Mode of Delivery | Face to Face |
| Prerequisites | - |
| Coordinator | Asst. Prof. Hasan GEDİK |
| Instructor(s) | Lect. Dr. Sümeyye Nur KARA |
| Instructor Assistant(s) | - |
Course Instructor(s)
| Name and Surname | Room | E-Mail Address | Internal | Meeting Hours |
|---|---|---|---|---|
| Lect. Dr. Sümeyye Nur KARA | C-125 | [email protected] | 7403 | Tuesday 10.00-12.00 |
Course Content
Introduction to consumer behavior, the relationship between consumer behavior and marketing, the general model of consumer behavior; psychological factors: Perception, motivation and involvement, learning and memory, attitudes, personality and self, values and lifestyle; socio-cultural factors: Family, reference groups, social classes, culture and the diffusion of innovations, situational factors, marketing efforts in consumer behavior, the purchase decision process, post-purchase consumer behavior, organizational purchasing behavior, marketing communication and persuasion techniques, consumer ethics and sustainable consumption, and the protection of consumer rights constitute the content of the course.
Objectives of the Course
This course aims to help students learn about consumer behavior and the factors that influence it, gain the ability to evaluate consumer decision-making processes and plan consumer-focused marketing strategies, and develop awareness of digital consumer behavior, consumer rights, ethics, and sustainable consumption.
Contribution of the Course to Field Teaching
| Basic Vocational Courses | |
| Specialization / Field Courses | |
| Support Courses | |
| Transferable Skills Courses | |
| Humanities, Communication and Management Skills Courses |
Relationships between Course Learning Outcomes and Program Outcomes
| Relationship Levels | ||||
| Lowest | Low | Medium | High | Highest |
| 1 | 2 | 3 | 4 | 5 |
| # | Program Learning Outcomes | Level |
|---|---|---|
| P1 | Possesses fundamental, up-to-date, and practical knowledge related to their profession. | 5 |
| P3 | Follows current developments and practices in their profession and uses them effectively. | 4 |
| P5 | Has the ability to independently evaluate professional problems and issues with an analytical and critical approach and propose solutions. | 4 |
| P6 | Effectively communicates thoughts at the level of knowledge and skills through written and verbal communication, expressing them in a clear manner. | 4 |
| P7 | Takes responsibility as a team member to solve instructions and unforeseen complex problems in applications related to his/her field. | 3 |
| P8 | They have awareness of career management and lifelong learning issues. | 3 |
| P9 | Possesses social, scientific, cultural, and ethical values in the stages of collecting, applying, and announcing the results of data related to the field. | 5 |
| P11 | Explains the fundamental concepts of e-commerce, its legal aspects, and security issues. | 4 |
Course Learning Outcomes
| Upon the successful completion of this course, students will be able to: | |||
|---|---|---|---|
| No | Learning Outcomes | Outcome Relationship | Measurement Method ** |
| O1 | They explain and evaluate the stages of the consumer decision-making process and post-purchase consumer behavior from an e-commerce perspective. | P.5.2 | 1,3 |
| O2 | They represent ethical, social responsibility, and sustainability issues from a marketing, consumer, and business perspective. | P.9.1 | 1 |
| O3 | They are aware of e-commerce law, the Personal Data Protection Law (KVKK), consumer rights, and legal obligations regarding data collected on e-commerce sites, and they take security measures. | P.11.3 | 1 |
| O4 | They explain the importance of consumer behavior, brand management, and customer relationship management (CRM) in e-commerce. | P.11.5 | 1,3 |
| O5 | They describe the fundamental concepts, components, and strategies of marketing, advertising, consumer behavior, and brand management. | P.1.1 | 1,3 |
| ** Written Exam: 1, Oral Exam: 2, Homework: 3, Lab./Exam: 4, Seminar/Presentation: 5, Term Paper: 6, Application: 7 | |||
Weekly Detailed Course Contents
| Week | Topics |
|---|---|
| 1 | Introduction to Consumer Behaviour: Concepts and Their Relationship with Marketing |
| 2 | General Model of Consumer Behaviour, Demographic Factors |
| 3 | Psychological Factors: Perception, Motivation, and Involvement |
| 4 | Learning and Memory, Attitudes |
| 5 | Personality and Self, Values and Lifestyle |
| 6 | Socio-Cultural Factors: Family, Reference Groups, and Social Classes |
| 7 | Culture, Diffusion of Innovations |
| 8 | Situational Factors |
| 9 | Marketing Efforts in Consumer Behaviour |
| 10 | Purchasing Decision Process, Types of Purchasing Decisions |
| 11 | Post-Purchase Consumer Behaviour, Digital Consumer Behaviour and Organizational Consumer Behavior |
| 12 | Marketing Communications and Persuasion Techniques |
| 13 | Consumer Ethics and Sustainable Consumption |
| 14 | Consumer Rights and Consumer Protection |
Textbook or Material
| Resources | Solomon, M. R. (2020). Consumer Behavior: Buying, Having, and Being, Nobel Academic Publishing |
| Çakırer, M. A. and Bozyiğit, S. (Ed.) (2020). Consumer Behaviours, Nobel Academic Publishing | |
| Koç, E. (2022). Consumer Behavior and Marketing Strategies: Global and Local Approach, Seçkin Publishing | |
| Odabaşı, Y. and Barış, G. (2011). Consumer Behaviour, MediaCat. |
Evaluation Method and Passing Criteria
| In-Term Studies | Quantity | Percentage |
|---|---|---|
| Attendance | - | - |
| Laboratory | - | - |
| Practice | - | - |
| Field Study | - | - |
| Course Specific Internship (If Any) | - | - |
| Homework | 1 | 10 (%) |
| Presentation | - | - |
| Projects | - | - |
| Seminar | - | - |
| Quiz | - | - |
| Listening | - | - |
| Midterms | 1 | 35 (%) |
| Final Exam | 1 | 55 (%) |
| Total | 100 (%) | |
ECTS / Working Load Table
| Quantity | Duration | Total Work Load | |
|---|---|---|---|
| Course Week Number and Time | 14 | 3 | 42 |
| Out-of-Class Study Time (Pre-study, Library, Reinforcement) | 14 | 2 | 28 |
| Midterms | 1 | 15 | 15 |
| Quiz | 0 | 0 | 0 |
| Homework | 7 | 3 | 21 |
| Practice | 0 | 0 | 0 |
| Laboratory | 0 | 0 | 0 |
| Project | 0 | 0 | 0 |
| Workshop | 0 | 0 | 0 |
| Presentation/Seminar Preparation | 0 | 0 | 0 |
| Fieldwork | 0 | 0 | 0 |
| Final Exam | 1 | 20 | 20 |
| Other | 0 | 0 | 0 |
| Total Work Load: | 126 | ||
| Total Work Load / 30 | 4,20 | ||
| Course ECTS Credits: | 4 | ||
Course - Learning Outcomes Matrix
| Relationship Levels | ||||
| Lowest | Low | Medium | High | Highest |
| 1 | 2 | 3 | 4 | 5 |
| # | Learning Outcomes | P1 | P5 | P9 | P11 |
|---|---|---|---|---|---|
| O1 | They describe the fundamental concepts, components, and strategies of marketing, advertising, consumer behavior, and brand management. | 5 | - | - | - |
| O2 | They explain and evaluate the stages of the consumer decision-making process and post-purchase consumer behavior from an e-commerce perspective. | - | 4 | - | - |
| O3 | They represent ethical, social responsibility, and sustainability issues from a marketing, consumer, and business perspective. | - | - | 5 | - |
| O4 | They are aware of e-commerce law, the Personal Data Protection Law (KVKK), consumer rights, and legal obligations regarding data collected on e-commerce sites, and they take security measures. | - | - | - | 3 |
| O5 | They explain the importance of consumer behavior, brand management, and customer relationship management (CRM) in e-commerce. | - | - | - | 5 |