Information Package / Course Catalogue
Sports Brand Communication and Consumer Behavior
Course Code: SYB426
Course Type: Required
Couse Group: First Cycle (Bachelor's Degree)
Education Language: Turkish
Work Placement: N/A
Theory: 2
Prt.: 1
Credit: 3
Lab: 0
ECTS: 4
Objectives of the Course

By addressing exogenous and inherent factors affecting person's consuming behavior, this course aims to read students every dynamics of consumer behavior. Students are informed about phenomenon of ever-changing consuming and current consuming trends in the content of the course. It is also aimed that students are forced to use their theoretical information given before effectively in advertising campaigns.

Course Content

The basic concepts and strategies of marketing, Consumption in Contemporary Marketing, Consumer Types, Consumer Behavior Model, Consumer psychological, sociological, socio-psychological effects, Other factors affecting consumer, Culture and Lifestyle, Consumer Purchasing Decision Process, Post-Buying Behavior.

Name of Lecturer(s)
Learning Outcomes
1.Will be able to explain the relationship between marketing and consumer behavior.
2.Will be able to explain the consumer decision process.
3.Will be able to discuss the impact of digital revolution on consumer decision making process and consumer behavior.
4.Will be able to evaluate marketing tasks and the basic functions
5.Will be able to offer solutions to problems that companies face with.
Recommended or Required Reading
1.Koç, E. (2012). Tüketici davranışı ve pazarlama stratejileri: Global ve yerel yaklaşım. İstanbul: Seçkin.
2.Kılınç, O. E., & Yavuz, Ö. (2016). “Nöro pazarlama”ya giriş. İstanbul: Ortak İleişim.
Weekly Detailed Course Contents
Week 1 - Theoretical
Introduction to the course
Week 2 - Theoretical
Consumption society and consumer culture
Week 3 - Theoretical
Consumer behavior theory
Week 4 - Theoretical
Consumer Psychology: Perception
Week 5 - Theoretical
Consumer Psychology: Learning & Memory
Week 6 - Theoretical
Consumer Psychology: Motivation & Involvement
Week 7 - Theoretical
Consumer Psychology: Attitudes
Week 8 - Intermediate Exam
Midterm Exam
Week 9 - Theoretical
Consumer Psychology: Self and Personality
Week 10 - Theoretical
Consumer Neuroscience
Week 11 - Theoretical
Consumer anthropology: Values, lifestyles and culture
Week 12 - Theoretical
Consumer buying decision
Week 13 - Theoretical
Student presentations
Week 14 - Theoretical
Student presentations
Week 15 - Final Exam
Final Exam
Assessment Methods and Criteria
Type of AssessmentCountPercent
Midterm Examination1%40
Final Examination1%60
Workload Calculation
ActivitiesCountPreparationTimeTotal Work Load (hours)
Lecture - Theory92345
Lecture - Practice52220
Individual Work210122
Midterm Examination1426
Final Examination1527
TOTAL WORKLOAD (hours)100
Contribution of Learning Outcomes to Programme Outcomes