- The nature and characteristics of organizational and consumer markets
- Influences (internal and external influences, such as environmental, legal, economic and cultural influences) on buyers, and the implications of these influences for the marketer
- Marketing segmentation and targeting
- Customer satisfaction and customer-driven marketing philosophy
- Buying process and related marketing activities
- Theories of motivation, including perception, attitude, culture, organizational philosophy and corporate values
- Organizational dynamics of consumer reference groups, leadership, peer influences and organizational structure
- Buyer strategies for marketing to consumer and organizational markets
This course will be taught using a combination of lectures, videos, class and group discussion, and case analyses.
Evaluation will be carried out in accordance with the Douglas College Evaluation Policy.
Students must achieve at least 50% of the combined non-group components in order to obtain credit for the course calculated on a weighted average basis.
Students must complete all projects, assignments and write all examinations in order to be eligible for a passing grade.
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.
At the end of the course, the successful student should be able to:
- Analyze the nature, structure and characteristics of consumer and organizational marketing strategies:
- For consumer markets through
- analyzing consumer motivation, perception, learning, personality, attitude formation, and change;
- explaining the social and cultural dimensions of consumer behaviour;
- examining the role of the consumer and consumerism in Canadian society;
- establishing the differences in consumer behaviour that must be considered in global marketing;
- For organizational markets through
- assessing the nature, structure and distinguishing characteristics of organizational marketing strategy;
- analyzing the process and considerations involved in organizational buying;
- segmenting organizational markets and analyzing demand factors;
- For consumer markets through
- Develop a firm's marketing strategy for both consumer and organizational situations;
- Analyze and manage customer satisfaction.
Textbooks and Materials to be Purchased by Students
Solomon, Michael R. et al., Consumer Behaviour, latest Canadian Ed. Prentice Hall
(and/or other textbook(s) and/or other material approved by the department)
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.
These are for current course guidelines only. For a full list of archived courses please see https://www.bctransferguide.ca
|Institution||Transfer Details for MARK 3215|
|Capilano University (CAPU)||CAPU BMKT 364 (3)|
|Kwantlen Polytechnic University (KPU)||KPU MRKT 1299 (3)|
|Langara College (LANG)||LANG MARK 2XXX (3)|
|Simon Fraser University (SFU)||SFU BUS 2XX (3)|
|University of the Fraser Valley (UFV)||UFV BUS 327 (3)|
|University of Victoria (UVIC)||UVIC COM 2XX (1.5)|
|Vancouver Island University (VIU)||VIU MARK 260 (3)|