Information Package / Course Catalogue
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 AssessmentCountPercent
Midterm Examination1%40
Final Examination1%60
Workload Calculation
ActivitiesCountPreparationTimeTotal Work Load (hours)
Lecture - Theory92345
Lecture - Practice52220
Individual Work2204
Midterm Examination110111
Final Examination115116
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
PÇ-15
OÇ-1
2
2
2
2
1
1
3
3
4
2
2
3
OÇ-2
2
2
2
2
1
2
2
2
4
2
2
3
OÇ-3
2
2
2
2
1
2
1
2
3
2
2
2
OÇ-4
2
2
2
2
1
2
2
2
4
2
2
2
OÇ-5
2
2
2
2
1
2
2
2
3
2
1
2
Adnan Menderes University - Information Package / Course Catalogue
2026