MRK513 - Buyer Behaviour

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Last revision date Mar 18, 2019 12:30:01 AM
Last review date Mar 18, 2019 12:30:01 AM

Subject Title
Buyer Behaviour

Subject Description
This course is designed to provide an understanding of the opportunities and challenges marketers face when selling to businesses and/or consumers. It explores the purchasing behaviour of both organizations and consumers, relates these concepts to marketing theory and practice, and promotes insight into the formulation and implementation of marketing strategy. Students will examine the characteristics of buyers, the factors which influence their behaviour, and the decision processes they engage in, to evaluate strategic options, solve marketing problems and devise effective marketing strategies and tactics.

Credit Status
MRK513 is a one full credit subject.

Learning Outcomes
Upon successful completion of this subject the student will be able to:

1. Apply personal, psychological, social/cultural, group, situational determinants of consumer behaviour to marketing practice.
- describe the cultural, social, ethnic, group, family and situational influences on consumer behaviour
- relate psychological determinants (e.g. needs and motives, perceptions, attitudes/beliefs, learning) and individual/personal determinants (e.g. personality, lifestyle, self-concept, gender, age and family life-cycle) to consumer behaviour
- evaluate the roles of opinion leaders, reference groups and peers on buyer behaviour
- differentiate between high- and low- involvement purchase decisions
- outline the steps of the consumer purchase (and post-purchase) process
- distinguish between routinized response, limited problem solving and extensive problem solving used by consumers
2. Develop marketing strategies which recognize organizational influences on buying behaviour (e.g. the roles of members in the buying group); organizational buying process, types of buys (buy tasks or buying situations), negotiation and interpersonal effects.
- identify the major demand characteristics of business markets
- evaluate make, buy or lease decisions in organizational cases
- describe the major influences on organizational buyer behaviour
- delineate the organizational buying process
- classify organizational buying situations (buy tasks; types of buys)
- explain the buying centre concept
- discuss the challenges and strategies for marketing to government, institutional and international buyers
- discuss the role of relationship marketing and strategic alliances in B2B marketing
3. Explain how an understanding of buyer behaviour can affect segmentation strategy.
4. Associate buyer behaviour with overall marketing strategy.
5. Compare and contrast the organizational purchasing and consumer purchasing processes with respect to order size and consequence, process, influences, post-purchase behaviour, types and importance of vendor relationships; importance of on-line informational and transactional portals.
6. Evaluate the role of the internet in B2C and B2B marketing.
7. Explain the importance of ethical marketing practices, social trends and environmentalism on buyer behaviour.

Essential Employability Skills
Communicate clearly, concisely and correctly in the written, spoken and visual form that fulfils the purpose and meets the needs of the audience.

Respond to written, spoken, or visual messages in a manner that ensures effective communication.

Apply a systematic approach to solve problems.

Use a variety of thinking skills to anticipate and solve problems.

Locate, select, organize, and document information using appropriate technology and information systems.

Analyze, evaluate, and apply relevant information from a variety of sources.

Show respect for diverse opinions, values, belief systems, and contributions of others.

Interact with others in groups or teams in ways that contribute to effective working relationships and the achievement of goals.

Manage the use of time and other resources to complete projects.

Take responsibility for one's own actions, decisions, and consequences.

Academic Integrity
Seneca upholds a learning community that values academic integrity, honesty, fairness, trust, respect, responsibility and courage. These values enhance Seneca's commitment to deliver high-quality education and teaching excellence, while supporting a positive learning environment. Ensure that you are aware of Seneca's Academic Integrity Policy which can be found at: Review section 2 of the policy for details regarding approaches to supporting integrity. Section 2.3 and Appendix B of the policy describe various sanctions that can be applied, if there is suspected academic misconduct (e.g., contract cheating, cheating, falsification, impersonation or plagiarism).

Please visit the Academic Integrity website to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct.

All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at

Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Accessibility Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.