Course
Discontinued
No
Course Code
MARK 3215
Descriptive
Buyer Behaviour
Department
Marketing
Faculty
Commerce & Business Administration
Credits
3.00
Start Date
End Term
201730
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(s) Of Instruction
Lecture
Seminar
Learning Activities
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
- 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.
Learning Outcomes
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.
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.
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.