SENECA COLLEGE OF APPLIED ARTS AND TECHNOLOGY SCHOOL OF MARKETING AND MEDIA Fall 2023 MRK513 - Buyer Behavior Professor: Sameer Tilwani Section Code: SAA Office Hours: Online Zoom by appointment Class Room: S@Y SEQ Bldg S2149 Email: sameer.tilwani@senecacollege.ca Time: Wednesdays 11:40AM - 2:20PM Approved By: 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 behavior 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 behavior, and the decision processes they engage in, to evaluate strategic options, solve marketing problems and devise effective marketing strategies and tactics. Learning Outcomes: 1. Apply personal, psychological, social/cultural, group, situational determinants of consumer behavior to marketing practice. Sub-elements: -describe the cultural, social, ethnic, group, family, and situational influences on consumer behavior -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 behavior -evaluate the roles of opinion leaders, reference groups and peers on buyer behavior -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 behavior (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. Course Addendum Page 1 of 4 Sub-elements: 3. 4. 5. 6. 7. -identify the major demand characteristics of business markets -evaluate make, buy, or lease decisions in organizational cases -describe the major influences on organizational buyer behavior -delineate the organizational buying process -classify organizational buying situations (buy tasks, types of buys) -explain the buying center 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 Explain how an understanding of buyer behavior can affect segmentation strategy. Associate buyer behavior with overall marketing strategy. Compare and contrast the organizational purchasing and consumer purchasing processes with respect to order size and consequence, process, influences, postpurchase behavior, types and importance of vendor relationships, importance of online informational and transactional portals. Evaluate the role of the internet in B2C and B2B marketing. Explain the importance of ethical marketing practices, social trends, and environmentalism on buyer behavior. Grading and Assessment: Assessment Learning Outcomes Covered Value of Final Grade in the Course Quiz #1 Quiz #2 Quiz #3 Individual Assignment (Discussion boards 2% each) Group Project (Team contract+ Final report 15% +Presentation 10%) Final Exam LO 1,3,4 LO 1,3,4,6 LO 1,4,6 LO 1,3,4,6,7 11% 11% 11% 12% LO 1,3,4,6,7 25% LO 1,2,3,4,5,6,7 30% Text and Materials: • • • Barry J. Babin, Eric Harris and, Kyle B. Murray (2017) CB, 2nd Canadian edition, Nelson Brian; ISBN-13: 9781778410550 (Link for purchasing e-text to be provided by Professor in Blackboard) PPT Slides and supplementary material are provided weekly on Blackboard. Guide to Research and Citation, MLA Style. Seneca Libraries, Latest Version. Toronto: Seneca College. Course Addendum Page 2 of 4 Tentative Weekly Schedule: Topic(s) Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Break Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Learning Outcomes Covered Introduction and review of Marketing Concepts What is CB and Why Should I Care? Value and the CB Value Framework Perception Comprehension, Memory, and Cognitive Learning Motivation and Emotion Personality, Lifestyles & Self Concept Attitudes and Attitude Change Consumer Culture Micro Cultures Team Project Review Meetings LO 1,3,4 Groups and Interpersonal Influence Consumers in Situations Decision Making 1: Need Recognition and Search Decision Making 2: Alternative Evaluation and Choice Consumption to Satisfaction Consumer Relationships Team Project Presentations Marketing Ethics and Consumer Misbehavior B2B Buying Wrap-up & Review Final Exam LO 1,4,6 LO 1,4,6 Course Addendum LO 1,3,4 Text and Materials covered Assessments/Homework Supplementary material on Blackboard Chapter 1 Chapter 2 - Team Formation Due Discussion Board 1 - Team Contract Due - Quiz 1 on Blackboard Discussion Board 2 Discussion Board 3 - Quiz 2 on Blackboard Chapter 10 - Discussion Board 4 Chapter 11 - Discussion Board 5 - Discussion Board 6 - Quiz 3 on Blackboard - Team Project Presentations Due Team Project Final Report Due LO 1,4 Chapter 3 Chapter 4 LO 1,4 Chapter 5 LO 1,3,4, 6 Chapter 6 - Chapter 7 LO1,3,4 Chapter 8 Chapter 9 LO 1,3,4,6,7 Chapter 12 LO 1,4,6 Chapter 13 Chapter 14 LO 1,4,6 Chapter 15 LO 1,3,4,6,7 LO 2,5,7 Chapter 16 - LO 1-7 Supplementary material on Blackboard Comprehensive - Final Exam Page 3 of 4 Discrimination/Harassment: 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 student.conduct@senecacollege.ca. 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 Disabilities Services Office at ext. 22900 to initiate the process for documenting, assessing, and implementing your individual accommodation needs. Missed Tests/Late Assignments All assignments and written reports must be submitted before the due dates specified in Blackboard assignments. Any assignment received after the due date, will receive a grade of ZERO as per the “Marketing Programs: Guidelines and Policies on Professionalism” document provided in Blackboard. Students are required to complete all tests, and presentations on the scheduled dates and times. Missed tests and presentations will result in a grade of ZERO unless a valid and unavoidable reason such as to illness, death in family has occurred and student has notified the professor prior to the date of test or presentations. Supporting documentation may be required to plan alternative arrangements. 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: http://www.senecacollege.ca/about/policies/academic-integrity-policy.html 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 http://open2.senecac.on.ca/sites/academic-integrity/forstudents to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct. Course Addendum Page 4 of 4