SECTION I: GENERAL INFORMATION ABOUT THE COURSE

Course Code	Course Name	Year	Semester	Theoretical	Practical	Credit	ECTS
MBM7103	Behavioural Marketing	1	Spring	3	0	3	6

Course Type :	Elective Course V
Cycle:	Master TQF-HE:7. Master`s Degree QF-EHEA:Second Cycle EQF-LLL:7. Master`s Degree
Language of Instruction:	English
Prerequisities and Co-requisities:	N/A
Mode of Delivery:	Face to face
Name of Coordinator:	Dr. Öğr. Üyesi CİHAN TINAZTEPE ÇAĞLAR
Dersin Öğretim Eleman(lar)ı:	Dr. Öğr. Üyesi SARP GÜNERİ Dr. Öğr. Üyesi CİHAN TINAZTEPE ÇAĞLAR
Dersin Kategorisi:

SECTION II: INTRODUCTION TO THE COURSE

Course Objectives & Content

Course Objectives:

The aim of this course is to understand consumer behavior and build marketing strategies based on behavioral insights. Behavioral marketing draws on disciplines such as psychology, sociology, and neuroscience to analyze the cognitive and emotional processes that influence individuals’ purchasing decisions. Throughout the course, students will explore decision-making biases, perception and motivation processes, social influences, and digital behavior patterns to design effective marketing campaigns.

Course Content:

The course content covers the fundamental concepts and applications of behavioral marketing. Topics include consumer decision-making processes, perception and attention mechanisms, motivation and attitude formation, cognitive biases, social influence, and persuasion techniques. The course also explores neuromarketing approaches, consumer behavior in digital environments, experience design, and ethical marketing. Students will learn how to integrate behavioral principles into marketing strategies through real case analyses and campaign examples.

Course Specific Rules

Regular attendance is mandatory. Students who attend the course below 70% cannot take the exam.
Active participation is expected; Students' bringing opinions and examples to the discussions is included in the grading.

Course Learning Outcomes (CLOs)

Course Learning Outcomes (CLOs) are those describing the knowledge, skills and competencies that students are expected to achieve upon successful completion of the course. In this context, Course Learning Outcomes defined for this course unit are as follows:



Knowledge *(Described as Theoritical and/or Factual Knowledge.)*
1) To be able to explain the basic concepts of behavioral sciences
2) To be able to evaluate the impact of perception, motivation, and emotions on purchasing behavior
3) To be able to identify the effects of cognitive biases and heuristics on marketing
4) To be able to use behavioral economics principles to explain consumer behaviors
5) To be able to assess ethical marketing practices from a behavioral perspective.
6) To be able to evaluate the influence of cultural and social identity on consumer preferences
Skills *(Describe as Cognitive and/or Practical Skills.)*
1) To be able to interpret behavioral marketing practices through real case analyses
2) To be able to analyze research data and draw conclusions about consumer behaviour
3) To be able to demonstrate creative thinking in developing behavioral marketing strategies
4) To be able to apply behavioral marketing principles in digital environments.
Competences *(Described as "Ability of the learner to apply knowledge and skills autonomously with responsibility", "Learning to learn"," Communication and social" and "Field specific" competences.)*
1) To be able to analyze consumer decision-making processes
2) To be able to critically examine campaigns based on behavioral insights
3) To be able to apply behavioral approaches to branding, pricing, and communication strategies
4) To be able to explain the influence of social impact and persuasion techniques on consumer behavior

Weekly Course Schedule

Week	Subject	Materials Sharing *
		Related Preparation	Further Study
1)	Introduction to the course
2)	Buying, Having, and Being: An Introduction to Consumer Behavior
3)	Perceiving and Making Meaning
4)	Learning, Remembering, and Knowing
5)	Motivation
6)	Attitudes and How to Change Them Deciding	Walters, D. (2015). Behavioral Marketing . United States of America: Wiley
7)	Personality, Values, and Lifestyles	Harhut, N. (2022). Using behavioral science in marketing : drive customer action and loyalty by prompting instinctive responses
8)	Midterm
9)	Social and Cultural Identity	Walters, D. (2015). Behavioral Marketing . United States of America: Wiley. Harhut, N. (2022). Using behavioral science in marketing : drive customer action and loyalty by prompting instinctive responses
10)	Social Class and Status	Harhut, N. (2022). Using behavioral science in marketing : drive customer action and loyalty by prompting instinctive responses
11)	Student presentations
12)	Student presentations
13)	Student presentations
14)	Student presentations

*These fields provides students with course materials for their pre- and further study before and after the course delivered.

Level of Contribution of the Course to PLOs

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

	Programme Learning Outcomes	Contribution Level (from 1 to 5)
1)	Explains the fundamental and theoretical knowledge required for business management.
2)	Approaches problems encountered in the field of business administration with an analytical mindset and produces solutions.
3)	Develops problem-solving and decision-making abilities through individual and team work.
4)	Demonstrates the ability to manage employees and processes in a dynamic business environment.
5)	Acquires the skill of writing a thesis that contributes to the field by examining a current problem in business administration from a scientific perspective.
6)	Evaluates existing norms and standards in tasks undertaken with a critical perspective, and develops innovative and entrepreneurial ideas.
7)	Enhances professional-level competencies beyond undergraduate qualifications in accordance with the expectations of the business world and society, as well as the institutional outcomes defined by our university, and applies them in professional or academic life.
8)	Possesses cultural awareness and conveys it to groups both within and outside the field.

SECTION IV: TEACHING-LEARNING & ASSESMENT-EVALUATION METHODS OF THE COURSE

Teaching & Learning Methods of the Course

(All teaching and learning methods used at the university are managed systematically. Upon proposals of the programme units, they are assessed by the relevant academic boards and, if found appropriate, they are included among the university list. Programmes, then, choose the appropriate methods in line with their programme design from this list. Likewise, appropriate methods to be used for the course units can be chosen among those defined for the programme.)

Teaching and Learning Methods defined at the Programme Level	Teaching and Learning Methods Defined for the Course
Lectures
Discussion
Case Study
Views
Reading
Homework
Project Preparation
Thesis Preparation
Course Conference
Brain Storming
Questions Answers
Individual and Group Work
Active Participation in Class

Assessment & Evaluation Methods of the Course

(All assessment and evaluation methods used at the university are managed systematically. Upon proposals of the programme units, they are assessed by the relevant academic boards and, if found appropriate, they are included among the university list. Programmes, then, choose the appropriate methods in line with their programme design from this list. Likewise, appropriate methods to be used for the course units can be chosen among those defined for the programme.)

Aassessment and evaluation Methods defined at the Programme Level	Assessment and Evaluation Methods defined for the Course
Midterm
Presentation
Final Exam
Quiz
Homework Evaluation

Contribution of Assesment & Evalution Activities to Final Grade of the Course

Measurement and Evaluation Methods	# of practice per semester	Level of Contribution
Midterms	1	% 40.00
Semester Final Exam	1	% 60.00
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 40
PERCENTAGE OF FINAL WORK		% 60
Total		% 100

SECTION V: WORKLOAD & ECTS CREDITS ALLOCATED FOR THE COURSE

WORKLOAD OF TEACHING & LEARNING ACTIVITIES
Teaching & Learning Activities	# of Activities per semester	Duration (hour)	Total Workload
Course	14	3	42
Laboratory	0	0	0
Application	0	0	0
Special Course Internship (Work Placement)	0	0	0
Field Work	0	0	0
Study Hours Out of Class	14	1	14
Presentations / Seminar	1	15	15
Project	0	0	0
Homework Assignments	0	0	0
Total Workload of Teaching & Learning Activities	-	-	71
WORKLOAD OF ASSESMENT & EVALUATION ACTIVITIES
Assesment & Evaluation Activities	# of Activities per semester	Duration (hour)	Total Workload
Quizzes	0	0	0
Midterms	1	36	36
Semester Final Exam	1	46	46
Total Workload of Assesment & Evaluation Activities	-	-	82
TOTAL WORKLOAD (Teaching & Learning + Assesment & Evaluation Activities)			153
ECTS CREDITS OF THE COURSE (Total Workload/25.5 h)			6

Course Notes / Textbooks:	Lecture notes prepared by the lecturer, scientific publications about the course content and visual resources (ted talks, movie suggestions, etc.)
References:	Solomon, Michael R.. (2024). Consumer Behavior : buying, having, and being (Ed. 14th). Boston: Pearson. Walters, D. (2015). Behavioral Marketing . United States of America: Wiley. Harhut, N. (2022). Using behavioral science in marketing : drive customer action and loyalty by prompting instinctive responses.