new south wales technical and further education commission 17136c understanding buyers syllabus...

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17136CUnderstanding Buyers

SYLLABUS

05-Sep-2007

MODULE DETAILS

• Module Name: Understanding buyers • NSW Module No : 17136C • Field of Education Code: 080505 Marketing • RELATIONSHIP TO COMPETENCY

STANDARDS: the Business Services Training Package (BSB01)

• Unit Code: BSBMKG402A • Name of unit: Analyse consumer behaviour

for specific markets

• Nominal Student Hours: 30 hours

MODULE PURPOSE/OUTCOME The purpose of this module is to enable learners to develop the knowledge and

skills required to analyse influences on buyer behaviour in consumer andbusiness markets and develop effective marketing strategies to satisfy consumer wants and needs.

On successful completion of this module the learner will be able to:1. Explain the nature of buyer behaviour and its relevance for the development

of effective marketing strategies for specific markets. 2. Apply knowledge of consumer decision-making processes to the

development of marketing strategies.3. Apply knowledge of organisational buying decision-making processes to the

development of marketing strategies.4. Relate the individual influences of, motivation, perceptions, and

personality to understanding consumer behaviour and marketing strategydevelopment.

5. Relate the concepts of learning and memory, and attitudes to marketingstrategy development.

6. Analyse the external environmental influences on consumer behaviour andapply this analysis to marketing strategy development.

LEARNING OUTCOME DETAILS

Learning Outcome 1

Explain the nature of buyer behaviour and its relevance for the development of effective marketing strategies for specific markets.

Assessment Criteria:1.1 Define buyer behaviour.1.2 Explain the marketing applications of buyer behaviour for consumers and business markets.

LEARNING OUTCOME DETAILS Learning Outcome 2

Apply knowledge of consumer decision-making processes to the development of marketing strategies.

Assessment Criteria:2.1 Describe the process of consumer decision-making and its implication for marketing strategy development.2.2 Describe perceived risk and outline marketing strategies used to reduce consumers perceived risk.2.3 Describe the nature of consumers' post-purchase evaluation process and determine its impact on future purchase decisions.2.4 Discuss the impact of new technologies on consumer buyer behaviour


Apply knowledge of organisational buying decision-making processes to the development of marketing strategies

Assessment Criteria:3.1 Describe the different types of organisational buying situations3.2 Describe the process of organisational buyer behaviour decision-making and its implication for marketing strategy.3.3 Identify variables influencing the organisational buyers‘ behaviour.3.4 Describe the nature of the organisational buyers' post-purchase evaluation process and determine its impact on future purchase decisions.3.5 Discuss the impact of new technologies on organisational buying behaviour.


Relate the individual influences of, motivation, perceptions, and personality to understanding consumer behaviour and marketing strategy development.

Assessment Criteria:4.1 Describe the nature of motivation and its implication for consumer behaviour.4.2 Differentiate between emotional and rational buying motives.4.3 Define and describe the nature of perception and explain its relevance in understanding consumer behaviour and developing marketing strategies.4.4 Outline the processes of selective perception and perceptual organisation and explain their relevance to understanding consumer behaviour.4.5 Describe the concepts of personality and relate it to marketing decision-making.4.6 Explain the major applications of self-concept to buyer behaviour and marketing.4.7 Develop an appropriate marketing appeal to a specific audience, based on the factors above and in line with marketing plan requirements.


Relate the concepts of learning and memory, and attitudes to marketing strategy development.

Assessment criteria:5.1 Describe the processes of learning and memory and its implications for marketing5.2 Explain how consumers store, retain and retrieve information and the implications for communicating with consumer.5.3 Explain the nature, functions and development of consumer attitudes and how these affect consumer buying behaviour.5.4 Develop strategies for changing buyer attitudes and intentions.

LEARNING OUTCOME DETAILS

Learning Outcome 6Analyse the external environmental influences on consumer behaviour

and apply this analysis to marketing strategy development.

Assessment Criteria:6.1 Discuss the impact of groups on consumer buying processes.6.2 Describe the influence of the family on the consumption behaviour of Family members.6.3 Explain different buyer needs as determined by life-cycle changes.6.4 Discuss the impact of cultural beliefs, values and customs in affecting consumer behaviour.6.5 Explain how social-class influences consumer behaviour.6.6 Explain how lifestyle influences consumer behaviour6.7 Identify the implications of group membership, family, culture, lifestyle and social class for marketing strategy development.

Module Assessment Grade Code

• Student Records requires a Class Mark. The Class Mark is locally set and locally marked.Results are reported as DISTINCTION, CREDIT, PASS, FAIL.

GRADE CLASS MARK (%)

DISTINCTION >= 83 CREDIT >= 70 PASS >= 50

All other cases FAIL

(>= means a mark of "more than or equal to")

Module Assessment Assessment Events

• In addition to an overall pass in the module, students must pass each assessment event where there is a "yes" in the "must pass" column.

• For information about assessment in TAFE please see "Every Student's Guide to Assessment in TAFE NSW" which is available on the TAFE internet site at: http://www.tafensw.edu.au/courses/about/assessment_guide.htm

EventNumber

Name Outcomes/Timing Weighting Must Pass

1 Assignment/Case Study

ALL 60% Yes

2 Test

ALL 40% Yes

Assessment Division for17136C Understanding Buyers

Assignment 1 15%In-class Response

Assignment 2 15%Case Study Team answers

Assignment 3 15%Case Study individual answers

Assignment 4 15%Team answers to homework questions and presentation

Final exam 40%

Assessment Events' Comments Event 1: In-class Response

• Event 1 may be done on an individual basis.• The learner will be required to be present in

class and response in nominated order according to their activeness in putting up their hands. The learner will be assessed in 3 ways:

• 1. Presence in class (according to roll-calling);• 2. Correct answer with loud and clear voice;• 3. Proper English with correct pronunciation and

intonation. (25 times is the best for both 2 & 3).

Assessment Events' Comments Event 2 & 3: Assignment/Case Study

• The following description is provided as guidance, and

may be adapted to meet specific requirements and circumstances.

• It is suggested that learners use the same product or service that formed the subject for the assignments in other modules where ever possible. Event 2 & 3 may bedone on an individual or group basis.

• This assessment consists of an assessment or case study. The assignment/case study should relate to the study of buyer behaviour within a specific international market and the implications of this in devising marketing strategies.

Assessment Events' Comments Event 4: Team answers to homework questions and presentation

• Event 4 may be done on both group and an individual basis.• The group should hand in the electronic paper of answers to

homework questions. An individual student is required to give a 3-5 minute speech on a homework question. The student will be assessed in 5 dimensions (with the marks of A, B, C, D, F):

• 1. Content: Enlarge audience’s visual field, knowledgeable, richness, clearness;

• 2. Effect: Creative, humour, interesting, effective; • 3. Proper English: fluent, loud, correct pronunciation, proper

intonation;• 4. Speech skills: facial expression, body language (gesture or

eye-contact), clear explanation, speak loudly without reading;• 5. Communication skills: creative skills, proper answer, asking

question, with PPT or writing on the blackboard.

Assessment Events' Comments

Event 5: Test

• This assessment will take the form of a final test utilising short answer and case studies to test the understanding of the learner and their ability to apply buyer behaviour principles and concepts to a variety of marketing situations.The test is locally set and marked.

Revision Questions For 17136C Final Exam

The final exam will be two hours long and will consist of 20 short answer questions. These questions will be chosen from the following revision questions. There will be at least one question from each chapter.

• Chapter 1 P28 Review questions 1,2,10• Chapter 2 P53 Review questions 3,4,7• Chapter 3 P86 Review questions 2, 5,11• Chapter 4 P116 Review Questions 1,3,7• Chapter 5 P157 Review Questions 3,5,10,12• Chapter 6 P184 Review questions 2,3,12• Chapter 7 P216 Review questions 1,7,9• Chapter 8 P244 Review questions 1, 4, 10• Chapter 9 P272 Review questions 1,3,8• Chapter 10 P308 Review Questions 4,5,6 (substitute China for

Australia)• Chapter 11 P346 Review Questions 2,5,10• Chapter 12 P374 Review Questions 1,2,4

DETERMINING GRADES

Class assignments grades have the following features:

• "A" A very high quality answer, excellent expression and layout, carefully proofread and grammatically correct. A clear and coherent framework that addresses the issues fully. It is comprehensively researched from a range ofsources and argues a strong and well-supported case. The writer shows originality in thinking and reaches a well-drawn conclusion based on personal interpretation. It is fully referenced including a bibliography.

DETERMINING GRADES

• "B" An above average answer that is clearly written and has few errors in expression layout and grammar. It shows good research and uses the references to support most conclusions. The logic is good but can be incomplete or unconvincing in parts. Some interpretation and analysis but not developed to a high standard.

• "C" A competent answer. The expression is satisfactory with acceptable style and few mistakes in expression layout and grammar. The framework is logical and research is mainly from the set text or reading. There is little original analysis or insight. It is a satisfactory paper only.

DETERMINING GRADES • "Fail" An unsatisfactory assignment that is poorly

written and presented. The framework is weak or non-existent and the content shows little understanding of the material from the text or other standard sources. It is not referenced and there is no bibliography. The arguments are weak or illogical and not backed up with analysis of the material. The resulting assignment therefore lacks focus.

• NOTE: * An assignment will also receive a fail grade if it is a satisfactory answer to the wrong question. * A "plus" beside the grade indicates an assignment in the top half of the range for that grade.

CONTENT 1. Introduction to consumer behaviour and its marketing

implications2. Consumer decision-making processes

- Problem recognition - Searching and evaluating information - Perceived Risk - Need recognition - Searching and evaluating information - Post-purchase evaluation - Diffusion of innovation

3. Organisational buyer behaviour - Buying roles in an organisation - Buying situations - Buying centres

CONTENT 4. Individual influences on buyer behaviour and its marketing

applications. - Motivation - Perception - Personality - Learning and memory - Attitudes and attitude change

5. External / environmental influences on buyer behaviour and marketing applications - Groups and group behaviour - Family - Life-cycles - Culture - Social class - Lifestyle

6. Development of marketing strategies based on buyer behaviour - Target market selection - Positioning - Marketing Mix - Budget

- Legal implications - Ethical considerations

Module teaching program Session Topic

Text Reference

Teaching Time

1 Introduction to consumer behaviour Chapter 1 2 hours

2Market segmentation/The marketing

environmentChapter 2 2 hours

3 The decision making processChapter 3Chapter 4

2 hours

4 Consumer decision making Chapter 3 2 hours

5 Organisational buying behaviour Chapter 4 2 hours

6Perception and information

processingChapter 5 2 hours

7 Learning and memory Chapter 6 2 hours

8 Personality Chapter 7 2 hours

9 Motivation and Emotion Chapter 8 2 hours

Module teaching program

Session Topic Text

Reference Teaching

Time

10 Attitudes Chapter 9 2 hours

11 Lifestyles, values and culture Chapter 10 2 hours

12 Groups, families and households Chapter 11 2 hours

13 Review sessions 6 to12 Various 2 hours

14 Cross cultural Influences Case study 2 hours

15 Situational influences Chapter 12 2 hours

16 Ethical and legal issues Chapter 13 2 hours

17 Buyer behaviour and marketing Case study 2 hours

18 Review Various 2 hours

Session 1 - Introduction to consumer behaviour

• Learning Outcome: Explain the nature of buyer behaviour and its relevance for the development of effective marketing strategies for specific markets.

• Assessment Criteria: 1.1 Define buyer behaviour.• References: Chapter 1 - Karen Webb, Consumer

Behaviour, 2005, McGraw Hill, ISBN 0 07 471343 4 (Recommended Text)

• Content: 1. What is consumer behaviour?2. Why study consumer behaviour?3. What is marketing?4. Organisational buying behaviour5. Market segmentation6. Technology and consumer behaviour7. Develop a model of consumer behaviour

Session 2 – Market segmentation/The

marketing environment • Learning Outcome: Apply knowledge of consumer

decision-making processes to the development of marketing strategies.

• Assessment Criteria: 1.2 Explain the marketing applications of buyer behaviour for consumer and business markets.

• References: Chapter 2 - Karen Webb, Consumer Behaviour, 2005, McGraw Hill, ISBN 0 07 471343 4 (Recommended Text)

• Content: 1. The marketing environment2. Segmentation3. Aggregation4. Effective segmentation5. Segmenting markets6. Segmentation and buyer behaviour

Session 3 – The decision making process

• Learning Outcome: Apply knowledge of consumer decision-making processes to the development of marketing strategies.

• Assessment Criteria: 1.2 Explain the marketing applications of buyer behaviour for

consumers and business markets.2.1 Describe the process of consumer decision making and its

implication for marketing strategy development.3.1 Describe the different types of organisational buying situations• References: Chapter 3 and 4 - Karen Webb, Consumer


• Content: 1. What is a decision?2. The decision making process3. The consumer market4. The business market5. Differences between the consumer and business market

Session 4 - Consumer decision making • Learning Outcome: Apply knowledge of consumer decision-making

processes to the development of marketing strategies.• Assessment Criteria: 2.1 Describe the process of consumer decision-making and its implications for

marketing strategy development.2.2 Describe perceived risk and outline marketing strategies used to reduce

consumers’ perceived risk.2.3 Describe the nature of consumers' post-purchase evaluation process and

determine its impact on future purchase decisions.2.4 Discuss the impact of new technologies on consumer buyer behaviour• References: Chapter 3 - Karen Webb, Consumer Behaviour, 2005,

McGraw Hill, ISBN 0 07 471343 4 (Recommended Text) • Content: 1. Decisions in the consumer market2. Needs3. Consumption4. Consumption trends5. Customer relationship marketing6. Loyalty7. Buyer behaviour and the internet

Session 5 - Organisational buying behaviour • Learning Outcome: Apply knowledge of organisational buying decision-making

processes to the development of marketing strategies• Assessment Criteria: 3.1 Describe the different types of organisational buying situations3.2 Describe the process of organisational buyer behaviour decision-making and its

implication for marketing strategy.3.3 Identify variables influencing the organisational buyers' behaviour.3.4 Describe the nature of the organisational buyers' post-purchase evaluation process

and determine its impact on future purchase decisions.3.5 Discuss the impact of new technologies on organisational buying behaviour.• References: Chapter 4 - Karen Webb, Consumer Behaviour, 2005, McGraw

Hill, ISBN 0 07 471343 4 (Recommended Text) • Content: 1. Business markets defined2. The nature of business markets3. Purchasing decisions in business markets4. Business buying situations5. Market demand6. Buying motives7. Buying influences8. Relationship marketing in business markets9. Technology/the internet

Session 6 - Perception and information processing

• Learning Outcome: Relate the individual influences of, motivation, perception, and personality to understanding consumer behaviour and marketing strategy development.

• Assessment Criteria: 4.3 Define and describe the nature of perception and explain its relevance in

understanding consumer behaviour and developing marketing strategies.4.4 Outline the processes of selective perception and perceptual organisation

and explain their relevance to understanding consumer behaviour. • References: Chapter 5 - Karen Webb, Consumer Behaviour,

2005, McGraw Hill, ISBN 0 07 471343 4 (Recommended Text) • Content: 1. Perception defined 2. The nature of a perception3. How information is processed 4. Information and consumer behaviour5. Communication processes 6. Gestalt theory7. Perceived value 8. Perceived risk9. Positioning 10. Brands11. Brand equity 12. Branding13. The means end chain theory

Session 7 - Learning and memory

• Learning Outcome: Relate the concepts of learning and memory, and attitudes to marketing strategy 4.3 Define and describe the nature of perception and explain its relevance in understanding consumer behaviour and developing marketing strategies.

• Assessment Criteria: 5.1 Describe the processes of learning and memory and its implications for

marketing 5.2 Explain how consumers store, retain and retrieve information and the

implications for communicating with consumers• References: Chapter 6 - Karen Webb, Consumer Behaviour,

2005, McGraw Hill, ISBN 0 07 471343 4 (Recommended Text) • Content: 1. The nature of learning2. Learning defined3. How the brain functions4. Learning theories5. Memory6. Memory and communication

Session 8 - Personality


• Assessment Criteria: 4.5 Describe the concepts of personality and relate it to marketing decision-

making 4.6 Explain the major applications of self-concept to buyer behaviour and

marketing. • References: Chapter 7 - Karen Webb, Consumer Behaviour,

2005, McGraw Hill, ISBN 0 07 471343 4 (Recommended Text) • Content: 1. Personality defined2. How personality influences consumer behaviour3. Personality theories4. Trait theories5. The concept of self6. Brand personality7. The application of personality theories in marketing

Session 9 - Motivation and Emotion


• Assessment Criteria: 4.1 Describe the nature of motivation and its implications for consumer

behaviour4.2 Differentiate between emotional and rational buying motives • References: Chapter 8 - Karen Webb, Consumer Behaviour,

2005, McGraw Hill, ISBN 0 07 471343 4 (Recommended Text) • Content: 1. Motivation defined2. The nature of motivation3. Motivation theories4. Motivation roles5. Motivation and organisational buying6. Fear 7. Motivational conflict8. Social marketing and motivation 9. Motivational research10. Emotion 11. Emotion and marketing

Session 10 - Attitudes

• Learning Outcome: Relate the concepts of learning and memory and attitudes to marketing strategy development.

• Assessment Criteria: 5.3 Explain the nature, functions and development of consumer attitudes and

how these affect consumer buying behaviour5.4 Develop strategies for changing buyer attitudes and intentions • References: Chapter 9 - Karen Webb, Consumer Behaviour,

2005, McGraw Hill, ISBN 0 07 471343 4 (Recommended Text) • Content: 1. The nature of attitudes2. Consumer attitude trends3. The formation of attitudes4. Conditioning5. Attitude models6. Functions of attitudes7. The measurement of attitudes8. Changing attitudes9. Influencing attitudes formation and change

Session 11 - Lifestyles, values and culture • Learning Outcome: Analyse the external environmental influences

on consumer behaviour and apply this analysis to marketing strategy development

• Assessment Criteria: 6.4 Discuss the impact of cultural beliefs, values and customs in affecting

consumer behaviour6.5 Explain how lifestyle influences consumer behaviour • References: Chapter 10 - Karen Webb, Consumer Behaviour,

2005, McGraw Hill, ISBN 0 07 471343 4 (Recommended Text) • Content: 1. Lifestyles2. Culture3. Values4. Changing lifestyles5. Lifestyle segmentation6. Patriotism7. Culture8. Social class9. Social stratification

Session 12 - Groups, families and households

• Learning Outcome: Analyse the external environmental influences on consumer behaviour and apply this analysis to marketing strategy development.

• Assessment Criteria: 6.1 Discuss the impact of groups on consumer buying processes6.2 Describe the influence of the family on the consumption behaviour of

family members • References: Chapter 11 - Karen Webb, Consumer Behaviour,

2005, McGraw Hill, ISBN 0 07 471343 4 (Recommended Text) • Content: 1. Families2. Households3. The family lifecycle4. Family purchasing decision roles5. Changing family structures6. Social influences on consumer behaviour7. The nature of groups8. Teenagers and the youth market

Session 13 - Review sessions 6 to12

• Learning Outcome: All • Assessment Criteria: All 4.7 Develop and appropriate marketing appeal to a specific

audience, based on the factors above and in line with marketing plan requirements

• References: Karen Webb, Consumer Behaviour, 2005, McGraw Hill, ISBN 0 07 471343 4 (Recommended Text)

• Content: 1. Objective to review ideas and concepts discussed over

weeks 6 – 12. • Session Outline: Options include discussion of case history (taken from

textbook), class debate, small groups working on a situation previously distributed (see notes later in document)

Session 14 - Cross cultural Influences

• Learning Outcome: Analyse the external environmental influences on consumer behaviour and apply this analysis to marketing strategy development

• Assessment Criteria: 6.6 Identify the implications of group membership, family,

culture, lifestyle and social class for marketing strategy development

• References: Chapter 10 and 12 - Karen Webb, Consumer Behaviour, 2005, McGraw Hill, ISBN 0 07 471343 4 (Recommended Text)

• Content: 1. Develop theme of cross cultural influence2. Relevant cultures – local, national and international3. Culture and marketing4. The impact of culture on marketing

Session 15 - Situational influences


• Assessment Criteria: 6.3 Explain different buyer needs as determined by life cycle changes 6.5 Explain how lifestyle influences consumer behaviour • References: Chapter 12 - Karen Webb, Consumer


• Content: 1. What is a situational influence?2. The nature of situational influence3. Types of situations4. Behaviour and situation5. Online buying situations6. The impact of situational influence on marketing

Session 16 - Ethical and legal issues


• Assessment Criteria: 6.4 Discuss the impact of cultural beliefs, values and customs in affecting

consumer behaviour • References: Chapter 13 - Karen Webb, Consumer Behaviour,

2005, McGraw Hill, ISBN 0 07 471343 4 (Recommended Text) • Content: 1. National legislation2. Regulation3. Privacy4. Codes of conduct5. Marketing research and buyer behaviour6. Ethical and moral issues7. International marketing

Session 17 - Buyer behaviour and marketing


• Assessment Criteria: 4.7 Develop and appropriate marketing appeal to a specific audience, based

on the factors above and in line with marketing plan requirements • References: Karen Webb, Consumer Behaviour, 2005,

McGraw Hill, ISBN 0 07 471343 4 (Recommended Text) • Content: 1. Appropriate case history2. Examine the audiences behaviour3. Influences upon the audience4. Application in the marketing concept5. Accommodating buyer behaviour in the marketing plan6. Buyer behaviour and the promotional mix

Session 18 - Review

• Learning Outcome: All • Assessment Criteria: All • References: Karen Webb, Consumer Behaviour,

2005, McGraw Hill, ISBN 0 07 471343 4 (Recommended Text)

• Content: 1. Objective to review ideas and concepts discussed over

weeks 6 – 12. • Session Outline: Options include discussion of case history (taken from textbook),

class debate, small groups working on a situation previously distributed (see notes later in document).

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new south wales technical and further education commission 17136c understanding buyers syllabus...

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