Information Package / Course Catalogue - Adnan Menderes University

General Information Unit Staff Academic Information Programme Outcomes Course Structure Diagram Contact Information

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Sports Brand Communication and Consumer Behavior

Course Code	: SYB426
Course Type	: Area Elective
Couse Group	: First Cycle (Bachelor's Degree)
Education Language	: Turkish
Work Placement	: N/A

Theory	: 2
Prt.	: 0
Credit	: 2
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)

Assoc. Prof. Hasan ULUKAN

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.
3.	Sanyal, S. N. & Datta, S. K. (2011). The effect of country of origin on brand equity: Anempirical study on generic drugs. Journal of Product & Brand Management, 20(2), 130-140.
4.	UEZ, (2014) "Globalising Turkish Companies: New Searches and Growth Strategies". Bursa: Uludag Economy Summit. VARDAR, N. (2010) Turkish Brands - Volume 3, Advertising Foundation Publication, December.
5.	Vardar, N. (2010) Turkish Brands - Volume 3, Advertising Foundation Publication, December.
6.	Brewer, A. & Zhao, J. (2010). Sidney'deki bir yüksekokulun bağlı olduğu üniversitenin itibarı ve marka bilinirliği üzerindeki etkisi. Uluslararası Eğitim Yönetimi Dergisi, 24(1), 34-47.
7.	Aziz, N. A. & Yasin, N. M. (2010): Bankacılık hizmetlerinin marka değeri ve rezonansının analizi: Malezyalı tüketici perspektifi. Uluslararası Pazarlama Çalışmaları Dergisi, 2(2), 180-189.
8.	Kaplan, M. D. and Baltacıoğlu, T. (2009). Global branding strategies. In Necdet Timur & Alparslan Özmen (Eds.) Strategic Global Marketing 294-311, Ankara: Eflatun Publishing House.
9.	Schiffman, L. G., & Kanuk, L. L. (2010). Comsumer Behaviour, 10. Baskı, New Jersey: Prentice Hall
10.	Ünal, S. (2008). Instinctive Shopping, 1st Edition, Ankara: Detay Publishing.
11.	Odabaşı, Y., & Barış, G. (2009). Consumer Behaviours, 7th Edition, Istanbul: Mediacat Publishing
12.	Islamoglu, H., & Altunışık, R. (2008). Consumer Behaviours, 2nd Edition, Istanbul: Beta Basım A.Ş.
13.	Karalar, R. (2006). Contemporary Consumer Behaviour, 2nd Edition Eskişehir: Ender Matbaa
14.	Eser, Z., & Korkmaz, S. (2011). Introduction to marketing, 1st edition, Ankara: Siyasal Yayın Dağıtım.
15.	Eroglu, F. (2000). Behavioural sciences, 5th edition, Istanbul: Beta Basım A.Ş.

Weekly Detailed Course Contents

Week 1 - Theoretical

Introduction to the course

Week 2 - Theoretical

Brand Definitions

Week 3 - Theoretical

Brand Communication Concepts and Components

Week 4 - Theoretical

Definition and Scope of Branding in Sports Economy

Week 5 - Theoretical

Branding Process in Sports Economy

Week 6 - Theoretical

Viral Brand Management and Digitalising Brands

Week 7 - Theoretical

Global Marka

Week 8 - Intermediate Exam

Midterm Exam

Week 9 - Theoretical

Concepts related to consumer behaviour

Week 10 - Theoretical

Consumer Reference Groups and Family

Week 11 - Theoretical

Social Class

Week 12 - Theoretical

Culture

Week 13 - Theoretical

Consumer Decision Making Process

Week 14 - Final Exam

Final Exam

Assessment Methods and Criteria

Type of Assessment	Count	Percent
Midterm Examination	1	%40
Final Examination	1	%60

Workload Calculation

Activities	Count	Preparation	Time	Total Work Load (hours)
Lecture - Theory	9	2	3	45
Lecture - Practice	5	2	2	20
Individual Work	2	2	0	4
Midterm Examination	1	10	1	11
Final Examination	1	15	1	16
TOTAL WORKLOAD (hours)				96

Contribution of Learning Outcomes to Programme Outcomes

	PÇ-1	PÇ-2	PÇ-3	PÇ-4	PÇ-5	PÇ-6	PÇ-7	PÇ-8	PÇ-9	PÇ-10	PÇ-11	PÇ-12	PÇ-13	PÇ-14
OÇ-1	5	5	4
OÇ-2				5	5	5	4
OÇ-3							5	4	4	5
OÇ-4										5	5	5
OÇ-5												4	4	4

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