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Buyer Behaviour

Course Code: MARK 3215
Faculty: Commerce & Business Administration
Department: Marketing
Credits: 3.0
Semester: 15 Weeks X 4 Hours per Week = 60 Hours
Learning Format: Lecture, Seminar
Typically Offered: TBD. Contact Department Chair for more info.
course overview

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%


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.

course 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

curriculum 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 schedule and availability
course transferability

Below shows how this course and its credits transfer within the BC transfer system. 

A course is considered university-transferable (UT) if it transfers to at least one of the five research universities in British Columbia: University of British Columbia; University of British Columbia-Okanagan; Simon Fraser University; University of Victoria; and the University of Northern British Columbia.

For more information on transfer visit the BC Transfer Guide and BCCAT websites.


If your course prerequisites indicate that you need an assessment, please see our Assessment page for more information.