Buyer Behaviour

Curriculum guideline

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Course
MARK 5215
Discontinued
No
Course code
MARK 5215
Descriptive
Buyer Behaviour
Department
Marketing
Faculty
Commerce & Business Administration
Credits
3.00
Start date
End term
201330
PLAR
No
Semester length
15 Weeks
Max class size
30
Contact hours
Lecture: 2 Hours Seminar: 2 Hours Total: 4 Hours
Learning activities

This course consists of a mixture of lectures, videos, class and group discussion, case analyses and student projects requiring research, preparation of reports on research findings and presentations.    

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. Exploring role and impact of quality service on customer relationships
  6. Identifying the process buyers go through, the steps in the buying process, and the marketing activities that take place at each stage.
  7. Analyzing theories of motivation, including perception, attitude, culture, organizational philosophy and corporate values.
  8. Studying the organizational dynamics of consumer reference groups, leadership, peer influences and organizational structure.
  9. 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;
      • identify the social and cultural dimensions of consumer behaviour;
      • discuss the role of the consumer and consumerism in Canadian society;
      • identify and assess  the differences in consumer behaviour that must be considered in global marketing;
    • For organizational markets:
      • explain the nature, structure and distinguishing characteristics of organizational buyer behaviour;
      • analyze the process and considerations involved in organizational buying;
      • segment organizational markets and analyze demand factors;
    • Summarize similarities and differences in consumer and organizational buyer behaviour and their impact on marketing strategy for both types of markets
  2. Measure and evaluate customer satisfaction
  3. Identify key elements of quality service from both customer and supplier viewpoints.
Means of assessment

Student Project                                                 30%

Cases/Assignments (2 - 3)                                30%

Midterm examination                                        20%

Final examination                                             20%

                                                                     100% 

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

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 5120