This course deals with the understanding of the behavior, attitudes, preferences and decision making processes of people as consumers and psychological theories underlying consumer behavior. Some strategic implications of consumer preference formation, judgment and decision making are also addressed. Understanding consumers is a critical component of marketing to implement efficient marketing strategies. Principles from psychology as well as other social sciences are integrated to analyze consumer behavior.
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Course Overview Introduction to Consumption Theorizing Consumption: Foundations-I Theorizing Consumption: Foundations-II Theorizing Consumption: Foundations-III Theorizing Consumption: Foundations-IV Studying Consumption: Interactionist Approaches Studying Consumption: Semiotic/Structuralist Approaches Studying Consumption: Phenomenological/Poststructuralist Approaches Consumption Fragments: Ritual and Consumption Consumption Fragments: Subculture and Consumption Consumption Fragments: Popular Culture and Consumption Consumption At Large: Globalization and Consumption-I Consumption At Large: Globalization and Consumption-II ECTS - Workload Table: Activities Number Hours Workload Midterm exam 2 2 4 Final exam 1 2 2 Preparation for Midterm exam 2 15 30 Individual or group work 14 2 28 Course hours 14 3 42 Project (including preparation and presentation if applicable) 1 10 10 Homework 4 5 20 Preparation for Final exam 1 20 20 Total Workload: 156 Total Workload / 30: 156 / 30 5.2 ECTS Credits of the Course: 5