Buyer Behaviour

Curriculum Guideline

Effective Date:
Course
Discontinued
No
Course Code
MARK 3215
Descriptive
Buyer Behaviour
Department
Marketing
Faculty
Commerce & Business Administration
Credits
3.00
Start Date
End Term
Not Specified
PLAR
No
Semester Length
15 Weeks X 4 Hours per Week = 60 Hours
Max Class Size
35
Contact Hours
Lecture: 2 Hours Seminar: 2 Hours Total: 4 Hours
Method Of Instruction
Lecture
Seminar
Methods Of Instruction

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

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

STUDENTS MUST COMPLETE ALL COMPONENTS OF THE COURSE TO OBTAIN CREDIT FOR THE COURSE.

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.

Textbook Materials

Textbooks and Materials to be Purchased by Students

 

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

 and

Readings complied by the instructor.

Prerequisites

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

Equivalencies

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

  • No equivalency courses