1. NEW SOUTH WALES TECHNICAL AND FURTHER EDUCATION COMMISSION 17136C Understanding Buyers SYLLABUS 05-Sep-2007

2. 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

3. 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 and business 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 strategy development. 5.Relate the concepts of learning and memory, and attitudes to marketing strategy development. 6.Analyse the external environmental influences on consumer behaviour and apply this analysis to marketing strategy development.

4. 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.

5. 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

6. LEARNING OUTCOME DETAILS Learning Outcome 3 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 situations 3.2 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.

7. LEARNING OUTCOME DETAILS Learning Outcome 4 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.

8. LEARNING OUTCOME DETAILS Learning Outcome 5 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 marketing 5.2 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.

9. LEARNING OUTCOME DETAILS Learning Outcome 6 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 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 behaviour 6.7 Identify the implications of group membership, family, culture, lifestyle and social class for marketing strategy development.

10. 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")

11. 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_g uide.htm Event Number NameOutcomes/Timing Weighting Must Pass 1 Assignment/Case Study ALL 60% Yes 2 Test ALL 40% Yes

12. Assessment Division for 17136C Understanding Buyers Assignment 1 15% In-class Response Assignment 2 15% Case Study Team answers Assignment 3 15% Case Studyindividual answers Assignment 4 15% Team answers to homework questions and presentation Final exam 40%

13. 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).

14. 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 be done 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.

15. 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.

16. 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.

17. 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

18. 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 of sources 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.

19. 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.

20. 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.

21. CONTENT 1.Introduction to consumer behaviour and its marketing implications 2.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

22. 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

23. Module teaching program SessionTopic Text Reference Teaching Time 1Introduction to consumer behaviourChapter 12 hours 2 Market segmentation/The marketing environment Chapter 22 hours 3The decision making process Chapter 3 Chapter 4 2 hours 4Consumer decision makingChapter 32 hours 5Organisational buying behaviourChapter 42 hours 6 Perception and information processing Chapter 52 hours 7Learning and memoryChapter 62 hours 8PersonalityChapter 72 hours 9Motivation and EmotionChapter 82 hours

24. Module teaching program SessionTopic Text Reference Teaching Time 10AttitudesChapter 92 hours 11Lifestyles, values and cultureChapter 102 hours 12Groups, families and householdsChapter 112 hours 13Review sessions 6 to12Various2 hours 14Cross cultural InfluencesCase study2 hours 15Situational influencesChapter 122 hours 16Ethical and legal issuesChapter 132 hours 17Buyer behaviour and marketingCase study2 hours 18ReviewVarious2 hours

25. 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 behaviour 5.Market segmentation 6.Technology and consumer behaviour 7.Develop a model of consumer behaviour

26. 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 environment 2.Segmentation 3.Aggregation 4.Effective segmentation 5.Segmenting markets 6.Segmentation and buyer behaviour

27. 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 Behaviour, 2005, McGraw Hill, ISBN 0 07 471343 4 (Recommended Text) Content: 1.What is a decision? 2.The decision making process 3.The consumer market 4.The business market 5.Differences between the consumer and business market

28. 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 market 2.Needs 3.Consumption 4.Consumption trends 5.Customer relationship marketing 6.Loyalty 7.Buyer behaviour and the internet

29. 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 situations 3.2 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 defined 2.The nature of business markets 3.Purchasing decisions in business markets 4.Business buying situations 5.Market demand 6.Buying motives 7.Buying influences 8.Relationship marketing in business markets 9.Technology/the internet

30. 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 perception 3. How information is processed 4. Information and consumer behaviour 5. Communication processes 6. Gestalt theory 7. Perceived value 8. Perceived risk 9. Positioning 10. Brands 11. Brand equity 12. Branding 13. The means end chain theory

31. 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 learning 2.Learning defined 3.How the brain functions 4.Learning theories 5.Memory 6.Memory and communication

32. Session 8 - Personality Learning Outcome: Relate the individual influences of, motivation, perception, and personality to understanding consumer behaviour and marketing strategy development. 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 defined 2.How personality influences consumer behaviour 3.Personality theories 4.Trait theories 5.The concept of self 6.Brand personality 7.The application of personality theories in marketing

33. Session 9 - Motivation and Emotion Learning Outcome: Relate the individual influences of, motivation, perception, and personality to understanding consumer behaviour and marketing strategy development. Assessment Criteria: 4.1 Describe the nature of motivation and its implications for consumer behaviour 4.2 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 defined 2.The nature of motivation 3.Motivation theories 4.Motivation roles 5.Motivation and organisational buying 6.Fear 7. Motivational conflict 8. Social marketing and motivation 9. Motivational research 10. Emotion 11. Emotion and marketing

34. 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 behaviour 5.4 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 attitudes 2.Consumer attitude trends 3.The formation of attitudes 4.Conditioning 5.Attitude models 6.Functions of attitudes 7.The measurement of attitudes 8.Changing attitudes 9.Influencing attitudes formation and change

35. 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 behaviour 6.5 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.Lifestyles 2.Culture 3.Values 4.Changing lifestyles 5.Lifestyle segmentation 6.Patriotism 7.Culture 8.Social class 9.Social stratification

36. 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 processes 6.2 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.Families 2.Households 3.The family lifecycle 4.Family purchasing decision roles 5.Changing family structures 6.Social influences on consumer behaviour 7.The nature of groups 8.Teenagers and the youth market

37. 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)

38. 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 influence 2.Relevant cultures – local, national and international 3.Culture and marketing 4.The impact of culture on marketing

39. Session 15 - Situational influences Learning Outcome: Analyse the external environmental influences on consumer behaviour and apply this analysis to marketing strategy development 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 Behaviour, 2005, McGraw Hill, ISBN 0 07 471343 4 (Recommended Text) Content: 1.What is a situational influence? 2.The nature of situational influence 3.Types of situations 4.Behaviour and situation 5.Online buying situations 6.The impact of situational influence on marketing

40. Session 16 - Ethical and legal issues 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 behaviour References: Chapter 13 - Karen Webb, Consumer Behaviour, 2005, McGraw Hill, ISBN 0 07 471343 4 (Recommended Text) Content: 1.National legislation 2.Regulation 3.Privacy 4.Codes of conduct 5.Marketing research and buyer behaviour 6.Ethical and moral issues 7.International marketing

41. Session 17 - Buyer behaviour and marketing Learning Outcome: Analyse the external environmental influences on consumer behaviour and apply this analysis to marketing strategy development 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 history 2.Examine the audiences behaviour 3.Influences upon the audience 4.Application in the marketing concept 5.Accommodating buyer behaviour in the marketing plan 6.Buyer behaviour and the promotional mix

42. 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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