MRK513 - Buyer Behaviour

Outline info
Last revision date 2018-09-24 00:01:28.605
Last review date 2018-12-03 00:15:03.942

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.

MRK428, MRK430

Topic Outline

Lecture TOPIC READINGS Reminder
Jan 13
·     What is CB and Why Should I Care?
·     Value and the Consumer Behaviour Value Framework
Chap. 1
Chap. 2
Jan 20
Internal Influences on CB 
·     Perception
·     Comprehension, Memory, and Cognitive Learning
Chap. 3 
Chap. 4
Jan 27
Internal Influences on CB (cont.)
·     Motivation and Emotion
·     Personality, Lifestyles and Self Concept
Quiz 1
Chap. 5
Chap. 6
Quiz 1: Chapters 1 – 4 (one hour)
Value: 10%
Feb 3
Internal Influences on CB (cont.)
·     Attitudes and Attitude Change
External Influences on CB
·     Consumer Culture
Group project In-class presentation
Chap. 7
Chap. 8
Group Project In-Class Presentations. no written report is required.
Value: 10%
Feb 10
External Influences on CB (cont.)
·     Microcultures
·     Group and Interpersonal Influence
Quiz 2
Chap. 9
Chap. 10
Quiz 2: Chapters 5 – 8 (one hour)
Value: 10%
Feb 17
Situational Influences on CB
·     Consumers in Situation
·     Decision Marking 1: Need Recognition and Search
Chap. 11
Chap. 12
Feb 24
Influences on Business-to-Business Buying Behaviour (online class)
Supplementary reading (see Blackboard)
Individual Assignment due Sunday Feb 26 night
Value: 10%
Mar 3 Study week, no class!    
Mar 10
Situational Influences on CB (cont)
·     Decision Marking 2: Alternative Evaluation and Choice
Consumption to Satisfaction
Quiz 3
Chap. 13
Chap. 14
Quiz 3: Chapters 9 – 12 plus B2B Influences (Supplementary  reading)
Value: 10%
Mar 17
Consumer Relationships Chap. 15
[Mar 17 is the last day to drop cours and receive a DNC]
Mar 24
Consumer and Marketing Misbehaviour Chap. 16  
Mar 31
Group Project In-class Presentations   Group Project In-Class Presentations. Report due Sunday April 2 night.
Value: 15%
Apr 7
Wrap-up & Review    
Apr 14 Good Friday, no class!    
Apr 17-21
 Exam Period – No Class   Final Exam
Value: 35%

Mode of Instruction
A variety of instructional modes may be used.  These could include, but are not limited to, lectures, independent study, case analysis, class discussions, and team and individual assignments.

Prescribed Texts
Barry J. Babin, Eric Harris and, Kyle B. Murray (2013) CB, 1st Canadian edition, Nelson Brian, ISBN-10: 0176555285; ISBN-13: 978-0176555283

Reference Material
The following are examples of reference material that will assist you in this subject:
my.Seneca MRK513 Blackboard site

Promotion Policy

Grading Policy
A+ 90%  to  100%
A 80%  to  89%
B+ 75%  to  79%
B 70%  to  74%
C+ 65%  to  69%
C 60%  to  64%
D+ 55%  to  59%
D 50%  to  54%
F 0%    to  49% (Not a Pass)
EXC Excellent
SAT Satisfactory
UNSAT Unsatisfactory

For further information, see a copy of the Academic Policy, available online ( or at Seneca's Registrar's Offices.

Minimum Passing Grade: D

Modes of Evaluation

Quiz #1 (Ch.'s 1-5) 10%
Quiz #2 (Ch.'s 6-11) 10%
Quiz #3 (Ch.'s 12-16) 10%
Individual Assignment 10%
Group Project (20%) + Project Presentation (5%) 25%
Final Exam 35%
Total 100%

Professionalism:  All students are expected to demonstrate professionalism as outlined in the document, “Marketing Programs: Guidelines and Policies on Professionalism”. Failure to demonstrate the required professionalism will result in a deduction of up to 10% from the final grade for the course.  Alternately, demonstrating exceptionally strong professionalism can result in an increase of up to 5% in the final grade. The Marketing Programs: Guidelines and Policies on Professionalism document will be provided electronically by the Professor. Please refer to it for additional information.

Tests and Exams; Assignments, Reports, Projects and other Term Work
All assignments and written reports must be submitted at the BEGINNING of the class in which they are due (or at the precise time noted by the professor, if otherwise specified).  Any assignment or report that is submitted late will be given a grade of zero (0%). Similarly all tests and exams must be written on the date scheduled.  Missed tests or exams will result in a grade of zero (0%).
All students are reminded of their responsibilities as outlined in Seneca’s Academic Policy, including the requirement that all material from other sources must be properly cited using the MLA method. Plagiarism (the use of the work of others, without appropriate citation) and other forms of cheating will be treated as academic dishonesty; penalties include a mark of zero, a notation on the student’s transcript, and suspension from the college.
Lateness due to illness or family death is acceptable with submission of the proper documentation. Other extenuating circumstances may be considered by the Professor – it is your responsibility to contact your instructor prior to the assignment due date so an appropriate course of action can be agreed upon.

There are many opportunities at Seneca College to get involved in extracurricular activities that will provide the chance to practice marketing concepts and theory. Clubs, volunteer events, the Ontario Colleges Marketing Competition (OCMC), etc. are all available to you and will increase the opportunity to “do” marketing, and to learn and practice team building, leadership skills, etc.
What you get out of this course is highly correlated to what you put into it. Your degree of preparation, class attendance, and willingness to be an active participant will all affect how well you do in MRK106.  At a minimum, you must read all assigned chapters prior to scheduled classes to keep up with the quick pace and volume of topics presented in MRK106.

Approved by: Michael Hobeck