Buyer Behaviour

Commerce & Business Administration
Course Code
MARK 3215
Semester Length
15 Weeks X 4 Hours per Week = 60 Hours
Max Class Size
Method Of Instruction
Typically Offered
To be determined


Course Description
This course analyzes buyer behaviour in both organizational and consumer markets. Effects on a firm's marketing strategy when dealing in consumer versus organizational markets are explored. The process buyers go through in searching for, evaluating and purchasing products and services is analyzed. The course also covers researching, delivering and evaluating customer satisfaction and quality service.
Course Content
  1. Developing an understanding of the nature and characteristics of organizational and consumer markets.
  2. Identifying the influences (internal and external influences, such as environmental, legal, economic and cultural influences) on buyers, and the implications of these influences for the marketer.
  3. Segmenting and targeting markets, identifying information needs and forecasting demand.
  4. Determining the drivers of customer satisfaction, the information necessary to comprehend satisfaction, and the methods of creating a customer-driven marketing philosophy.
  5. Identifying the process buyers go through, the steps in the buying process, and the marketing activities that take place at each stage.
  6. Analyzing theories of motivation, including perception, attitude, culture, organizational philosophy and corporate values.
  7. Studying the organizational dynamics of consumer reference groups, leadership, peer influences and organizational structure.
  8. Planning and strategy development for both consumer and organizational markets.
Methods Of Instruction

This course will be taught using a combination of lectures, videos, class and group discussion, and case analyses.

Means of Assessment
Term Project and Case Presentations        30%
Assignments (2 - 3)  30%
Midterm examination  20%
Final examination  20%
Total 100%


Students may conduct research as part of their coursework in this class. Instructors for the course are responsible for ensuring that student research projects comply with College policies on ethical conduct for research involving humans, which can require obtaining Informed Consent from participants and getting the approval of the Douglas College Research Ethics Board prior to conducting the research.

Learning Outcomes

At the end of the course, the successful student should be able to:

  1. Explain the nature, structure and characteristics of consumer and organizational marketing strategies:
    • For consumer markets
      • demonstrate an understanding of consumer motivation, perception, learning, personality, attitude formation, and change;
      • explain the social and cultural dimensions of consumer behaviour;
      • explain the role of the consumer and consumerism in Canadian society;
      • explain the differences in consumer behaviour that must be considered in global marketing;
    • For organizational markets:
      • explain the nature, structure and distinguishing characteristics of organizational marketing strategy;
      • analyze the process and considerations involved in organizational buying;
      • segment organizational markets and analyze demand factors;
  2. Explain how to manage a firm's marketing strategy for both consumer and organizational situations;
  3. Explain how to manage and analyze customer satisfaction.
Textbook Materials

Textbooks and Materials to be Purchased by Students


Solomon, Michael R. et al, Consumer Behaviour, latest Canadian Ed.  Prentice Hall or equivalent


Readings complied by the instructor.



MARK 1120 and (CMNS 1115 or any English UT course)

OR MARK 1120 AND currently active in one of the following:

Post-Degree Diploma in Marketing or
Post-Degree Diploma in Sales or
Post-Degree Diploma in Hospitality Marketing or
Post Baccalaureate Diploma in Hospitality Services Management


No corequisite courses.


Courses listed here are equivalent to this course and cannot be taken for further credit:

  • No equivalency courses

Course Guidelines

Course Guidelines for previous years are viewable by selecting the version desired. If you took this course and do not see a listing for the starting semester / year of the course, consider the previous version as the applicable version.

Course Transfers

Institution Transfer Details Effective Dates
Capilano University (CAPU) CAPU BMKT 364 (3) 2014/01/01 to -
Kwantlen Polytechnic University (KPU) KPU MRKT 1299 (3) 2008/01/01 to -
Langara College (LANG) LANG MARK 2XXX (3) 2008/01/01 to -
Simon Fraser University (SFU) SFU BUS 2XX (3) 2008/01/01 to -
Thompson Rivers University (TRU) TRU BBUS 3470 (3) 2010/09/01 to -
Thompson Rivers University (TRU) TRU BBUS 347 (3) 2008/01/01 to 2010/08/31
University of the Fraser Valley (UFV) UFV BUS 327 (3) 2008/01/01 to -
University of Victoria (UVIC) UVIC COM 2XX (1.5) 2008/01/01 to -
Vancouver Island University (VIU) VIU MARK 260 (3) 2013/09/01 to -

Course Offerings

Fall 2021

There aren't any scheduled upcoming offerings for this course.