This course will be taught using a combination of lectures, videos, class and group discussion, and case analyses.
- Developing an understanding of the nature and characteristics of organizational and consumer markets.
- 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.
- Segmenting and targeting markets, identifying information needs and forecasting demand.
- Determining the drivers of customer satisfaction, the information necessary to comprehend satisfaction, and the methods of creating a customer-driven marketing philosophy.
- Identifying the process buyers go through, the steps in the buying process, and the marketing activities that take place at each stage.
- Analyzing theories of motivation, including perception, attitude, culture, organizational philosophy and corporate values.
- Studying the organizational dynamics of consumer reference groups, leadership, peer influences and organizational structure.
- Planning and strategy development for both consumer and organizational markets.
At the end of the course, the successful student should be able to:
- 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;
- For consumer markets
- Explain how to manage a firm's marketing strategy for both consumer and organizational situations;
- Explain how to manage and analyze customer satisfaction.
|Term Project and Case Presentations||30%|
|Assignments (2 - 3)||30%|
STUDENTS MUST COMPLETE ALL COMPONENTS OF THE COURSE TO OBTAIN CREDIT FOR THE COURSE.
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.