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 | 2026 | 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 | - |
| Instructor(s) | Lect. Dr. Sümeyye Nur KARA ERDOĞAN |
| 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 | X |
| 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 practice-oriented knowledge related to their profession, and uses it effectively. | 5 |
| P4 | Evaluates professional problems and issues independently, using an analytical and critical approach, and proposes solutions. | 4 |
| P5 | Communicates ideas—based on their own knowledge and skills—clearly and effectively, both in writing and orally. | 4 |
| P6 | Takes responsibility as a team member to resolve complex, unforeseen problems encountered in professional practice. | 3 |
| P7 | Engages in career planning and adopts a lifelong learning approach. | 3 |
| P8 | Upholds social, scientific, cultural, and ethical values throughout the processes of collecting and evaluating data, and disseminating findings within the field. | 5 |
Course Learning Outcomes
| Upon the successful completion of this course, students will be able to: | |||
|---|---|---|---|
| No | Learning Outcomes | Outcome Relationship | Measurement Method ** |
| O1 | They describe the fundamental concepts, components, and strategies of marketing, advertising, consumer behavior, and brand management. | P.1.1 | 1,3 |
| O2 | They explain and evaluate the stages of the consumer decision-making process and post-purchase consumer behavior from an e-commerce perspective. | P.4.2 | 1,3 |
| O3 | They represent ethical, social responsibility, and sustainability issues from a marketing, consumer, and business perspective. | P.8.1 | 1 |
| ** 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 | 15 (%) |
| Presentation | - | - |
| Projects | - | - |
| Seminar | - | - |
| Quiz | - | - |
| Listening | - | - |
| Midterms | 1 | 35 (%) |
| Final Exam | 1 | 50 (%) |
| 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 | P4 | P8 |
|---|---|---|---|---|
| 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 |