Approved by University studies Sub-Committee. A2C2 action pending
Approved by University studies Sub-Committee. A2C2 action pending
WINONA STATE UNIVERSITY
PROPOSAL FOR UNIVERSITY STUDIES COURSES
Department: Marketing Date 02/25/05
344 Buyer Behavior_ ____3____
Course No. Course Name Credits
This proposal is for a(n) ___X___ Undergraduate Course
Applies to: ___X___ Major ___X___ Minor
__X__ Required __X__ Required
______ Elective ______ Elective
University Studies (A course may be approved to satisfy only one set of outcomes.):
Basic Skills: Arts & Science Core: Unity and Diversity:
_____ 1. College Reading and Writing _____ 1. Humanities _____ 1. Critical Analysis
_____ 2. Oral Communication _____ 2. Natural Science _____ 2. Science and Social
_____ 3. Mathematics _____ 3. Social Science _____ 3. a. Global Perspectives
_____ 4. Physical Development & Wellness _____ 4. Fine & Performing Arts _____ b.
_____ 4. a. Contemporary Citizenship
_____ b. Democratic Institutions
_____ 1. Writing
__X_ 2. Oral Communication
_____ 3. a. Mathematics/Statistics
_____ b. Critical Analysis
Prerequisites: Grade of "C" or better in Marketing Communications, Market Analysis and
Marketing Research (MKTG 322, 332 & 334).
Provide the following information (attach materials to this proposal):
Please see “Directions for the Department” on previous page for material to be submitted.
Attach a University Studies Approval Form.
Department Contact Person for this Proposal:
_Bill Murphy________________ firstname.lastname@example.org____
Name (please print) Phone e-mail address
WINONA STATE UNIVERSITY
UNIVERSITY STUDIES APPROVAL FORM
Routing form for University Studies Course approval. Course_MKTG 344____________
Department Recommendation __X___ Approved _____ Disapproved
Department Chair Date e-mail address
Dean’s Recommendation _____ Approved _____ Disapproved*
Dean of College Date
*In the case of a dean’s recommendation to disapprove a proposal, a written rationale
for the recommendation to disapprove shall be provided to the University Studies
USS Recommendation _____ Approved _____ Disapproved _____ No recommendation
University Studies Director Date
A2C2 Recommendation _____ Approved _____ Disapproved
Chair of A2C2 Date
Faculty Senate Recommendation _____ Approved _____ Disapproved
President of Faculty Senate Date
Academic Vice President Recommendation _____ Approved _____ Disapproved
Academic Vice President Date
Decision of President _____ Approved _____ Disapproved
Please forward to Registrar.
Registrar _________________ Please notify department chair via e-mail that curricular
change has been recorded.
Date entered __________________________
Course Description for Buyer Behavior
1. Catalog Description
344 – Buyer Behavior – 3 S.H.
Buyer behavior takes a strategic perspective to examine the impact of the nature
and scope of consumer and business buyer behavior on planning the marketing
mix. The course includes the study of marketing management theory in the
experience of consumer and business markets. Course implementation will
involve detailed analysis of psychology, sociology and social psychology
theories in the development of marketing strategy and implementation plans.
This course fulfills 3 S. H. of the University Studies oral flag requirement.
Buyer Behavior must be taken simultaneously with Marketing Plans (MKTG
346). Prerequisite: Grade of "C" or better in Marketing Communications,
Market Analysis and Marketing Research (MKTG 322, 332 & 334).
2. Course Outline of the major topics and subtopics:
A. The Consumer as an Individual (moderate emphasis)
1. Consumer Motivation & Values
2. Personality & Lifestyle
5. Attitude Formation and Change
B. The Consumer & Social Context (moderate emphasis)
1. Reference Groups & Opinion Leadership
3. Social Class
4. Culture & Sub-Culture
C. Decision-Making – The Consumer (moderate emphasis)
1. Decision Making Models
a. Stages of Decision Making
b. Routine to Complex
2. Diffusion of Innovation
D. Organizational Markets (moderate emphasis)
1. Buying Situations
2. Systems Buying
3. Buying Center Roles
4. Nature and Size of Markets
5. Demand Characteristics
6. Buyer-Seller and Supplier Relationships
7. Buyer Objectives and Decision Criteria
8. Marketing Environment Influence on Buyer Behavior
- Technology and Innovation Changes
- The Law, Regulations and Enforcement
- Economic Seasonal and Cyclical Conditions
3. Basic Instructional Plan and Methods
The course will be taught using a combination of readings, lecture, discussion, hands-on
instruction, in-class exercises, and oral presentations & reports. The course will also
make great use of communication, information and research technology tools such as
4. Course Requirements
a. Active class participation: E-mail correspondence, responses to
readings-based questions, news reports, homework assignments, and contribution to and
leadership of class discussions.
b. Examinations and Assignments: Numerous individual grading points
(exams, quizzes, assignments, papers, and presentations) will be utilized to measure the
comprehension of theories and concepts and their application to marketing management.
c. Oral Communications: Substantial oral presentations and dialogue
activities utilizing content from projects, cases and other exercises will be assigned
throughout the course. Critique of such activities will utilize constructive criticism and
peer evaluations to improve oral presentation performances.
5. Course Materials - Textbooks
Peter, P., Consumer Behavior, McGraw-Hill/Irwin
Hawkins, D., Best, R., and Coney, K.., Consumer Behavior, McGraw-Hill/Irwin
Kardes, F., Consumer Behavior and Managerial Decision Making, Prentice Hall
Peter, P. and Olson, J., Consumer Behavior and Market Strategy, McGraw-Hill
Dwyer, F., and Tanner, J., Business Marketing, 3rd Edition, McGraw-Hill
Vitale, R. and Giglierano, J., Business to Business Marketing: Analysis &
Practice In A Dynamic Environment, Thomason Learning
Morris, M., Leyland, P. and Honeycutt, E., Business-to-Business Marketing: A
Strategic Approach, Sage Publishing
Oral Communications Flag
Buyer Behavior is a required course in the Marketing major and minor that is focused on
the study of human behavior in buying decision situations. This course is a prerequisite
for Marketing Management, the Marketing major capstone course, and as such prepares
the students for a multidisciplinary, wide ranging experience in the application of the
marketing discipline. To this end these students need to polish skills they will need in the
business world and evidence:
1. Teamwork (be able to work in a setting where communication is vital between two
or more participants in a task);
2. Presentation (be able to represent their work and effectively present its outcomes to
Students in Buyer Behavior are required to:
A. Earn course credit through prepared and extemporaneous oral presentation.
B. Understand the features and types of speaking in their discipline.
C. Adapt their speaking to specific audiences.
D. Received appropriate feedback from teachers and peers, including suggestions for
E. Make use of technologies used for research and speaking in the fields.
F. Learn the conventions of evidence, format, usage, and documentation in their fields.
The purpose of the formal presentations are to encourage examining the impact
of the nature and scope of buyer behavior on marketing mix planning. This process
involves gathering information, analyzing the buyer behavior content from a strategic
perspective, and drawing conclusions regarding the implications to developing strategic
implementation plans. Completion of the presentation will provide a systematic and
comprehensive approach to oral presentations. (Letters in parenthesis correspond to the
University Studies Writing Flag outcomes.)
Each of the required oral presentations (a, b, c, d, e) begins with examination of
key theoretical foundations in buyer behavior followed by a thorough information
research effort involving the internet, public and commercial databases, library reference
material, government documents, trade associations, periodicals, trade journals, business
directories, annual reports, press releases, personal interviews or primary data collection.
A systematic process for acquiring, analyzing, synthesizing and evaluating the
information is provided through in-class exercises and discussion (a, d, e).
Creating and maintaining research records (a, d, e) will document the information
search effort and provide the basis for creating an efficient information search strategy
for the next presentation. After completing this process three times, each student should
have a well documented marketing information search strategy (a, d, e).
The purpose of informal presentations is to help the student express and assess
their level of understanding of key concepts, initiate a class discussion, and prepare for
Students will periodically be given class assignments that require a short
presentation of major concepts (a, b, c) in their own words using relevant examples that
illustrate the concept to a marketing manager.
Constructive Presentation Critique
Presentation critique support will be provided frequently through the use of
sequenced assignments, peer review, instructor-guided assessments, the critique of other
students’, and instructor feedback.