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BUYER BEHAVIOR - MKT329 Fall 2024
Course
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Ladislava Knihova
This course provides an in-depth exploration of buyer behavior, focusing on how individuals and organizations make purchasing decisions and how marketers can effectively influence these decisions. Students will be guided to understand the psychological, social, and cultural factors that drive buyer behavior and how these insights can be applied to develop successful marketing strategies. By the end of this course, students will be equipped to identify key buyer behavior patterns, develop strategies to influence these behaviors, and create comprehensive engagement plans that incorporate the latest technological and societal trends.
Buyer Behavior
Course code: MKT 329
Term and year: Fall 2024
Day and time: Mondays, 15:30-18:15
Instructor: PhDr. Ladislava Knihová, Ph.D., MBA
Instructor contact: ladislava.knihova@aauni.edu
Consultation hours: Tuesdays, 11:00-12:00
|
Credits US/ECTS |
3/6 |
Level |
Bachelor |
|
Length |
15 weeks |
Pre-requisite |
MKT 248 |
|
Contact hours |
42 hours |
Grading |
Letter grade |
1. Course Description
This course provides an in-depth exploration of buyer behavior, focusing on how individuals and organizations make purchasing decisions and how marketers can effectively influence these decisions. Students will be guided to understand the psychological, social, and cultural factors that drive buyer behavior and how these insights can be applied to develop successful marketing strategies.
The course begins by addressing fundamental questions such as WHY buyers behave the way they do and HOW these behaviors can be influenced. The course will then delve into various models and theories of buyer behavior, exploring the decision-making process, motivation, perception, attitudes, and the role of social and cultural identity on Buyer Behavior
Throughout the semester, students will engage with predominantly digital tools used to analyze and influence buyer behavior. The integration of AI-driven applications and data analytics will be a key focus, enabling students to harness modern technology to better understand and predict buyer behavior.
In the latter part of the course, the emphasis will shift to the practical application of these concepts. Through individual and group projects, students will analyze real-world case studies and create engagement strategies that align with current market trends. These projects will culminate in the creation of comprehensive Buyer Engagement Plans. Also, students will learn how to utilize AI-driven tools like ElevenLabs and podcast platforms to engage buyers in innovative ways. Last but not least, students will explore the social and ethical implications of marketing strategies designed for different buyer segments.
By the end of this course, students will be equipped to identify key buyer behavior patterns, develop strategies to influence these behaviors, and create comprehensive engagement plans that incorporate the latest technological and societal trends.
2. Student Learning Outcomes
Upon completion of this course, students should be able to:
● Identify different buyer behavior patterns and understand how they influence marketing objectives, enabling the creation of effective strategies to engage buyers through appropriate channels and tools.
● Comprehend and apply strong strategic frameworks to analyze buyer behavior and make informed decisions in marketing and engagement strategies.
● Understand the role of traditional and modern media in influencing buyer behavior, and how these media can be effectively utilized to reach and engage diverse buyer segments.
● Grasp the concepts and theories of buyer behavior and their application in developing strategies that align consumer psychology with marketing tactics and implementation.
● Apply analytical skills to solve buyer behavior-related challenges, using data-driven insights to address issues in buyer engagement and decision-making processes.
● Design a Buyer Engagement Plan for a specific product or service, including tailored tactics to influence buyer behavior and drive purchase decisions.
● Implement a Buyer Engagement Strategy that effectively uses various communication channels to influence buyer behavior across online and offline platforms.
● Gain practical knowledge of creating and executing a Buyer Engagement Plan, including the use of AI-driven apps like ElevenLabs for content creation and podcast software for content distribution, adapting strategies based on real-time buyer behavior data.
● Apply specific tools and approaches to address common challenges in buyer behavior, such as motivating purchase decisions, altering perceptions, and enhancing brand loyalty, utilizing innovative technologies to enhance engagement.
3. Reading Material
Required Materials
Main Textbook
● Solomon, M. R., & Russell, C. A. (2024). Consumer behavior: Buying, having, and being. Global edition. Fourteenth edition, Pearson.
Recommended Materials and Verified Sources of Information
● Kotler, P., Kartajaya, H., & Setiawan, I. (2024). Marketing 6.0: The future is immersive. Wiley.
● Kumar, V., & Kotler, P. (2024). Transformative Marketing: Combining New Age Technologies and Human Insights. Palgrave Macmillan.
● Quick, D., & Kelly, B. (2022). The customer education playbook: How leading companies engage, convert, and retain customers. Wiley.
● Solomon, M. R. (2021). The new chameleons: How to connect with consumers who defy categorization. Kogan Page.
● American Marketing Association | AMA. American Marketing Association: https://www.ama.org/
● Content Marketing Institute: https://contentmarketinginstitute.com/
● Hironde, J.-B. (2023). Council Post: AI’s Impact on the Future of Consumer Behavior and Expectations. Forbes. https://www.forbes.com/councils/forbestechcouncil/2023/08/31/ais-impact-on-the-future-of-consumer-behavior-and-expectations/
4. Teaching methodology
Grounded in contemporary educational theories and practices, the course will employ a dynamic and interactive pedagogical approach, grounded in contemporary educational theories and practices. A variety of teaching methodologies will be utilized to facilitate deep learning and ensure that students not only grasp theoretical concepts but also apply them in practical contexts.
Socratic Dialogue and Case-Based Learning
The aim of using these methods is to cultivate critical thinking. Also, students' understanding of buyer behavior will be deepened. Case-based learning will be employed in situations, where students will analyze and discuss real-world scenarios. It will allow them to contextualize and apply theoretical knowledge to practical situations.
Flipped Classroom Model
A flipped classroom approach will be used where appropriate. Students are expected to engage with reading materials or multimedia content prior to class. They will be prepared and classroom time to be dedicated to active learning activities such as problem-solving exercises, collaborative projects, and discussions that build on the pre-class work.
Interactive and Immersive Learning
The course will leverage interactive learning methods, including simulations and role-playing exercises, where students can engage in buyer behavior scenarios in a controlled environment. Immersive learning scenarios will be prepared to enhance experiential learning, allowing students to experiment with different buyer engagement strategies and observe the outcomes. As a result, the learning experiences will be more memorable.
Collaborative Learning and Peer Review
Collaborative learning will be a cornerstone of the course, with students frequently working in groups to analyze case studies, develop buyer engagement strategies, and critique each other’s work through structured peer review sessions. This collaborative approach not only fosters teamwork but also allows students to learn from diverse perspectives.
Problem-Based Learning (PBL)
The course will also incorporate problem-based learning. Students will be presented with complex, real-world buyer behavior problems that. It will require them to research, apply theoretical models, and develop strategic solutions. Simultaneously, this method encourages and helps self-directed learning and active development of problem-solving skills. Mastering these skills is critical in the field of marketing.
Formative and Summative Assessment
In this course, it is important to use formative and summative assessments in combination for the evaluation of students' learning outcomes. Formative assessments will provide continuous feedback. It will help students identify difficult areas for improvement. Summative assessments used to evaluate mid-term exams, final projects, and presentations, will measure the comprehensive understanding and application of course materials in real-world scenarios.
Multimodal Learning and Technology Integration
Taking into account different learning styles and aiming at enhancing engagement, the course design will utilize multimodal learning. It will incorporate various forms of media such as videos, podcasts, and interactive online tools. Students will also creatively engage with AI-driven applications like ElevenLabs and podcast platforms to create and distribute content, blending traditional learning with cutting-edge technology. Using computers and telephones during class is forbidden unless used for class purposes and specified by the teacher.
By employing these diverse methodologies, the course aims to create an engaging and immersive learning environment that prepares students to effectively analyze and influence buyer behavior in a variety of real-world contexts.
5. Course Schedule
|
Date |
Class Agenda |
|
Week 1: September 2nd |
Topic: Course introduction, assignments, and organizational matters Introduction to Byer Behavior. Topics: Overview of byer behavior, its importance in marketing, and course objectives. Activities: Discuss personal consumption patterns and how they relate to broader buyer/consumer behavior theories. Who is a consumer/customer/client and who is is a buyer? – Let's distinguish. Case study: Alexa Reading: Solomon, M.R. & Russel C.A. "Consumer Behavior: Buying, Having and Being" (Chapter 1: Buying, Having, and Being: An Introduction to Consumer Behavior) |
|
Week 2 September 9th |
Topic: Ethical considerations in buyer behavior Consumer Ethics and the Marketplace. Topics: Ethical considerations in buyer behavior, the marketplace's role, and sustainability. PESTLE. Activities: Discussion on ethical dilemmas in buyer behavior. Case study: Carrefour’s New Payment Technologies in the Middle East Reading: Solomon, M.R. & Russel C.A. "Consumer Behavior: Buying, Having and Being" (Chapter 2: Consumer Ethics, the Marketplace, and the Planet) CW1: Individual "Trendspotter" Presentation ● Description: Each student will prepare a "Trendspotter" presentation, highlighting recent trends, innovations, or significant developments in buyer behavior and related marketing and management topics. The presentation should critically analyze the relevance and implications of these developments. ● Format: PPT slides (digital only). To be uploaded to NEO by Monday of this week latest by 08:00 am. |
|
Week 3 September 16th |
Topic: Immersive customer experience and multisensory marketing Perception and Making Meaning. Multisensory Marketing. Topics: Perception. Sensory Marketing. Augmented and Virtual Reality. Semiotics. Immersive customer experience. Activities: Who owns brand meanings? Discussion in micro teams. Each micro team will present three key findings, which will serve as essential keywords to remember. This will be followed by a whole group discussion to explore and expand on these insights. Case study: The Metaverse is Marketing's Brave New World Readings: Solomon, M.R. & Russel C.A. "Consumer Behavior: Buying, Having and Being" (Chapter 3: Perceiving and Making Meaning); Kotler et al. "Marketing 6.0" (Chapter 5: Understanding the Tech Enablers, Augmented Reality and Virtual Reality for the Interface, pp. 95 – 99; Chapter 8 – Multisensory Marketing) CW1: Individual "Trendspotter" Presentation ● Description: Each student will prepare a "Trendspotter" presentation, highlighting recent trends, innovations, or significant developments in buyer behavior and related marketing and management topics. The presentation should critically analyze the relevance and implications of these developments. ● Format: PPT slides (digital only). To be uploaded to NEO by Monday of this week latest by 08:00 am. |
|
Week 4 September 23rd |
Topic: The role of learning, remembering and knowing, behavior and cognitive learning theories, and education-based marketing Learning, Remembering, and Knowing. Education-Based Marketing. Topics: The role of learning and memory in byer behavior. How do we learn? Activities: Analyzing the impact of advertising on consumer memory and behavior. Today at Apple – discover the learning sessions, understand the concept. Case study: The rise of deinfluencing Readings: Solomon, M.R. & Russel C.A. "Consumer Behavior: Buying, Having and Being" (Chapter 4: Learning, Remembering, and Knowing); Quick D. & Kelly B. "The Customer Education Playbook" (Chapter 2: Customer Education as a Catalyst for Business Growth, pp. 7-17) CW1: Individual "Trendspotter" Presentation ● Description: Each student will prepare a "Trendspotter" presentation, highlighting recent trends, innovations, or significant developments in buyer behavior and related marketing and management topics. The presentation should critically analyze the relevance and implications of these developments. ● Format: PPT slides (digital only). To be uploaded to NEO by Monday of this week latest by 08:00 am. |
|
Week 5 September 30th |
Topic: The role of motivation in buyer behavior. Gamification as a driver of buyer engagement and decision-making in the buying process Motivation. Introduction to Gamification. Topics: Theories of motivation and how they influence consumer decisions. The motivation process: Why ask why? Activities: Group discussion on the different types of consumer motivations. Identification of latest examples of gamification used in buyer strategies. Case study: Game on! Using gamification to engage with consumers Readings: Solomon, M.R. & Russel C.A. "Consumer Behavior: Buying, Having and Being" (Chapter 5: Motivation) Quiz No. 1: Comprehensive Assessment of Weeks 1-4 Description: Quiz No. 1 will assess your understanding and application of key concepts covered in seminars 1-4, including an overview of buyer behavior, ethical considerations, perception and multisensory marketing, and the role of learning and memory in buyer behavior. This quiz will be conducted in Week 5 and it consists of various question types, including multiple-choice, short-answer, and scenario-based questions. It will test your ability to critically analyze buyer behavior theories and apply them to real-world marketing scenarios. Content Covered:
Make sure to review your notes, readings from Solomon’s "Consumer Behavior," and case studies discussed during these weeks to prepare effectively for the quiz. CW1: Individual "Trendspotter" Presentation ● Description: Each student will prepare a "Trendspotter" presentation, highlighting recent trends, innovations, or significant developments in buyer behavior and related marketing and management topics. The presentation should critically analyze the relevance and implications of these developments. ● Format: PPT slides (digital only). To be uploaded to NEO by Monday of this week latest by 08:00 am. |
|
Week 6 October |
Topic: The power of attitudes and persuasion Attitudes and How to Change Them. Topics: Understanding attitudes, their formation, and strategies to change them. Activities: Identification of case studies on successful attitude-changing marketing campaigns. Group discussion on their impact on byer behavior. Case study: Anti-Smoking Advertising – Can you be Scared into Quitting? Readings: Solomon, M.R. & Russel C.A. "Consumer Behavior: Buying, Having and Being" (Chapter 6: Attitudes and How to Change Them); Cialdini R.B. "Influence: The Psychology of Persuasion" (Chapter 1: Levers of Influence) CW1: Individual "Trendspotter" Presentation ● Description: Each student will prepare a "Trendspotter" presentation, highlighting recent trends, innovations, or significant developments in buyer behavior and related marketing and management topics. The presentation should critically analyze the relevance and implications of these developments. ● Format: PPT slides (digital only). To be uploaded to NEO by Monday of this week latest by 08:00 am. |
|
Week 7 October |
Topic: Deciding and online decision making The Consumer Decision-Making Process. Topics: Stages of consumer decision-making, factors influencing choices. Activities: The Unseen Power of Context Effects: Framing, Priming and Nudging. What is Nudge Theory? (Flipped Classroom – micro teams will deliver their PPT presentation on the given topics.). The analysis of consumer decision-making processes in different industries. Readings: Solomon, M.R. & Russel C.A. "Consumer Behavior: Buying, Having and Being" (Chapter 7: Deciding) CW1: Individual "Trendspotter" Presentation ● Description: Each student will prepare a "Trendspotter" presentation, highlighting recent trends, innovations, or significant developments in buyer behavior and related marketing and management topics. The presentation should critically analyze the relevance and implications of these developments. ● Format: PPT slides (digital only). To be uploaded to NEO by Monday of this week latest by 08:00 am. |
|
Week 8 October |
Mid-Term Exam |
|
October |
Mid-term break |
|
Week 9 November 4th |
Topic: The shopping experience and the new age technologies (NETs) and sustainable entrepreneurship Buying, Using, and Disposing. Topics: How consumers buy, use, and dispose of products, and the implications for marketers in the era of sustainable entrepreneurship. Activities: Explore the concept of product lifecycle from a consumer's perspective. Explore the concepts of phygital & retail store as an experience center. A Live Case study: T-Mobile, Prague. Reading: Solomon, M.R. & Russel C.A. "Consumer Behavior: Buying, Having and Being" (Chapter 8: Buying, Using, and Disposing) CW1: Individual "Trendspotter" Presentation ● Description: Each student will prepare a "Trendspotter" presentation, highlighting recent trends, innovations, or significant developments in buyer behavior and related marketing and management topics. The presentation should critically analyze the relevance and implications of these developments. ● Format: PPT slides (digital only). To be uploaded to NEO by Monday of this week latest by 08:00 am. |
|
Week 10 November 11th |
Topic: We buy to express our Identity Identity and the Self. Topics: How buyers use products to express identity and self-concept. Activities: Discussion on the role of brands in shaping consumer identity. First discussions in micro teams followed by a panel of students respresenting each micro team reacting to their peers questions. Case study: Modest Fashion and the Self Readings: Solomon, M.R. & Russel C.A. "Consumer Behavior: Buying, Having and Being" (Chapter 9: Identity and the Self) Deadlines ● Description: Each student will prepare a "Trendspotter" presentation, highlighting recent trends, innovations, or significant developments in buyer behavior and related marketing and management topics. The presentation should critically analyze the relevance and implications of these developments. ● Format: PPT slides (digital only). To be uploaded to NEO by Monday of this week latest by 08:00 am. CW2: Buyer Behavior Blog Article & Podcast Episode. To be uploaded to NEO by Monday of this week latest by 08:00 am. |
|
Week 11 November 18th |
Topic: Shaping Buyer Behavior Through Personality, Values, and Lifestyles Personality, Values, and Lifestyles Topics: The influence of personality, values, and lifestyles on byer behavior. Activities: Personality assessment and its impact on buying behavior. Case study: Jamie Oliver: The Pure and Easy Food Lifestyle Readings: Solomon, M.R. & Russel C.A. "Consumer Behavior: Buying, Having and Being" (Chapter 10: Personality, Values, and Lifestyles). Deadlines: CW1: Individual "Trendspotter" Presentation ● Description: Each student will prepare a "Trendspotter" presentation, highlighting recent trends, innovations, or significant developments in buyer behavior and related marketing and management topics. The presentation should critically analyze the relevance and implications of these developments. ● Format: PPT slides (digital only). To be uploaded to NEO by 08:00 am Monday of this week. CW3: Buyer Engagement Strategy and Plan – DRAFT NO. 1. To be uploaded to NEO by Monday of this week latest by 08:00 am. |
|
Week 12 November 25th |
Topic: The Influence of Social and Cultural Identity on Buyer Behavior Social and Cultural Identity Topics: The impact of social and cultural factors on consumer identity. Activities: Analyze marketing strategies that leverage cultural identity Case study: The Modern Family: How Brands Embrace Changing Household Structure Readings: Solomon, M.R. & Russel C.A. "Consumer Behavior: Buying, Having and Being" (Chapter 11: Social and Cultural Identity). CW1: Individual "Trendspotter" Presentation ● Description: Each student will prepare a "Trendspotter" presentation, highlighting recent trends, innovations, or significant developments in buyer behavior and related marketing and management topics. The presentation should critically analyze the relevance and implications of these developments. ● Format: PPT slides (digital only). To be uploaded to NEO by 08:00 am Monday of this week. |
|
Week 13 December 2nd |
Topic: Overall semester wrap-up. Last class discussion and summary of what we have learnt together. Group feedback for the final project. CW3: Buyer Engagement Strategy and Plan – DRAFT NO. 2. To be uploaded to NEO by Monday of this week latest by 08:00 am. |
|
Week 14 December |
CW3: Final project - Buyer Engagement Strategy and Plan. To be uploaded to NEO by Friday, December 6, 2024 latest by 11:55 am. Presentations to happen in class |
6. Course Requirements and Assessment (with estimated workloads)
|
Assignment |
Workload (hours) |
Weight in Final Grade |
Evaluated Course Specific Learning Outcomes |
Evaluated Institutional Learning Outcomes* |
|
Class Participation |
42 |
10% |
Students need to participate in discussions and express their thoughts and opinions. Preparation is critical, and phones and PCs are restricted. 50% is for class participation, and 50% is for not using phones or PCs in class. |
3 |
|
CW1: Assignment 1: Ethical and Perceptual Analysis |
20 |
15% |
Individual Student Presentations. Practice presentation skills, ability to explain the studied topic to peers, apply key buyer behavior and related marketing terms and theories, and demonstrate thorough subject knowledge. |
2, 3 |
|
Quiz No. 1 |
10 |
5% |
Ability to find solutions to a variety of problems related to buyer behavior in a wider context; analytical skills. Reading in advance will be necessary. |
1 |
|
E1: Mid-term exam |
28 |
25% |
Prove through demonstration that discussed theory is correctly understood as well as implemented. |
1 |
|
CW2: Assign. 2: Buyer Behavior Blog Article & Podcast Episode |
30 |
25% |
In this assignment, your group will research and analyze a specific buyer behavior phenomenon or campaign and then craft a well-researched, insightful blog article that could be published online. This article should aim to inform and engage a broader audience about key buyer behavior concepts and their practical implications. Additionally, you will create a Spotify channel to host an audio version of your article using the text-to-speech app ElevenLabs, enhancing its accessibility and reach. |
1,2,3 |
|
CW3: Assign. 3 - Preparing a Buyer Engagement Strategy and Plan |
20 |
20% |
Demonstrate creative thinking and apply discussed buyer behavior concepts in developing a strategy for engaging buyers. Implement a strategic plan with a focus on buyer engagement and behavior modification. The final output should be a written report accompanied by a PowerPoint (PPT) presentation and an audio file with the student's voice narrating the presentation. The written report will detail the strategy, including identification of key issues, research findings, analytical and synthetic skills, and subject knowledge. The PPT presentation, along with the audio narration, will summarize the key points and demonstrate your creative thinking and teamwork. |
1, 2, 3 |
|
TOTAL |
150 |
100% |
|
|
*1 = Critical Thinking; 2 = Effective Communication; 3 = Effective and Responsible Action
7. Detailed description of the assignments
Assignment 1:
Current trends and new innovations in the world of Buyer Behavior
Each class this semester will begin with student presentations, providing an opportunity to present and discuss current trends and new innovations in the world of Buyer Behavior. Each of you will sign up for a specific date and will lead a 10-minute presentation/discussion on a topic of your choice, which must relate to our class material. (*This assignment may be done individually or in pairs of your choosing.)
Assessment breakdown
|
|
Assessment criteria |
% |
|
1 |
Positive opening with clear introduction and presentation structure. Clear introduction and emphasis explaining how this topic relates to Buyer Behavior and why the audience should "pay attention. |
10 |
|
2 |
Clear & coherent delivery with minimal use of notes. |
10 |
|
3 |
Is the topic relevant to our class, and is it something NEW with regards to this field of study? Ideally, a new concept, topic, case study, max. a few years old. |
10 |
|
4 |
Evidence of planning & rehearsal |
10 |
|
5 |
Academic terminology utilized - concepts from class integrated within the topic. |
10 |
|
6 |
A range of academic sources was synthesized and cited within the presentation—sources placed on each slide using small fonts. |
10 |
|
7 |
Well-designed presentation with utilized multimedia, e.g. visuals, videos, podcasts etc. |
10 |
|
8 |
Key take-away points - Did we learn something? Summarize your findings in 3 to 4 points on the last slide. |
10 |
|
9 |
Engagement - Did the audience pay attention, answer questions, keep focused, and did the topic stir discussion? |
10 |
|
10 |
Overall Depth and Quality |
10 |
|
|
Total |
100 |
Assignment 2:
Buyer Behavior Blog Article & Podcast Episode
In this assignment, your group (micro team) will research and analyze a specific buyer behavior phenomenon or campaign and then craft a well-researched, insightful blog article that could be published online. This article should aim to inform and engage a broader audience about key buyer behavior concepts and their practical implications.
Steps:
- Choose a Topic: Select a buyer behavior phenomenon or a recent marketing campaign that highlights significant trends or insights in buyer behavior. This could be related to changes in consumer preferences, the impact of technology on buying decisions, or an innovative marketing strategy.
- Research: Conduct thorough research using academic sources, industry reports, and real-world examples to support your analysis.
- Article Creation: Write a 1,500-2,000-word blog article that:
- Clearly explains the buyer behavior concept or campaign.
- Provides an in-depth analysis, supported by data and examples.
- Uses accessible language suitable for a blog, while maintaining academic rigor.
- Includes visuals (charts, images, infographics) to enhance the reader's understanding.
- Conclude your article with practical takeaways or recommendations for marketers or businesses.
- Spotify Channel Creation:
- Create a Spotify channel that aligns with the Buyer Behavior course, focusing on current issues, trends, and changes in buyer behavior.
- Provide a compelling description of the channel’s purpose, explaining what kind of content listeners can expect. State clearly that it is "a students' project".
- Design a visual icon for the channel that represents its focus.
- Use an appropriate jingle.
- Text-to-Speech Audio Upload:
- Use the text-to-speech free app ElevenLabs https://elevenlabs.io/ to create an audio version of your blog article.
- Upload this audio file to your Spotify channel as the first piece of content, making sure it’s clear and engaging.
- Call to Action:
Call to Action Script: Sample
● First Placement (Mid-Podcast): "This podcast is brought to you by XY, the app that keeps you ahead of the curve with the latest in consumer trends. Whether you're a marketer, a business owner, or just curious about buyer behavior, XY has the tools you need to stay informed. Download the app today and see what drives consumer decisions!"
● Second Placement (End of Podcast): "Thanks for tuning in! Before we wrap up, remember to check out XY, our sponsor for today’s episode. With real-time insights and data-driven reports, you'll never miss a beat in the ever-changing world of consumer behavior. Download XY now and take your understanding of the market to the next level!"
- Publication: Each group will either publish their article on a course-specific blog or submit it to a relevant online platform or industry blog. If actual publication is not feasible, the article should be submitted in a format ready for publication. You will find uploaded links on NEO.
- Presentation: Alongside the article, prepare a short presentation (5-7 minutes) summarizing your key findings and discussing the article’s relevance and potential impact.
Assessment breakdown
|
Assessment criteria |
% |
|
Content quality: Depth of analysis, relevance, and originality and novelty of the chosen topic. |
30 |
|
Research: Use of academic sources, industry reports, and real-world examples to support the article. |
10 |
|
Engagement: Ability to write in an engaging, clear, and accessible manner while maintaining academic integrity. |
20 |
|
Multimedia: Effective use of multimedia (visuals, charts, infographics, podcasts etc.) to complement and enhance the article’s content. |
10 |
|
Spotify Channel & Podcast: Creation of a Spotify channel with a relevant name, description, and visual icon; successful upload and presentation of the audio version of the article using ElevenLabs. |
20 |
|
Presentation: Clarity and effectiveness of the presentation summarizing the article, highlighting the key challenges encountered during its preparation, and detailing the roles and contributions of individual team members. |
10 |
|
Total |
100 |
Assignment 3:
Developing a Buyer Engagement Strategy and Plan
Part 1: Rolling Up Your Sleeves - Crafting a Buyer Engagement Strategy
It’s time to dive deep into the world of buyer behavior and put your knowledge into action! In this part of the assignment, you will create a Buyer Engagement Strategy focused on modifying buyer behavior for a product, service, or brand of your choice. Drawing on the buyer behavior theories and concepts discussed in class, your strategy should be innovative, data-driven, and tailored to effectively engage the target buyer segment. This proposal will serve as the foundation for the Buyer Engagement Plan you will develop in Part 2.
What You Need to Do:
● Background: Provide a brief overview of the product, service, or brand you have chosen, including its current market position and any existing engagement strategies.
● Buyer Analysis: Analyze the buyer segment you intend to engage, including demographic, psychographic, and behavioral characteristics.
● Engagement Objectives: Define clear objectives for your strategy. What specific buyer behaviors are you aiming to influence or modify?
● Key Issues and Insights: Identify the key challenges and insights related to buyer engagement in your chosen context.
● Strategic Approach: Outline the creative and theoretical approach you will take to engage buyers, drawing on relevant buyer behavior theories.
● Metrics for Success: Describe how you will measure the success of your engagement strategy.
This part of the assignment is the groundwork for the Buyer Engagement Plan you will develop in Part 2. You are working independently, building on the knowledge and skills you've gained throughout the course.
Part 2: Bringing the Strategy to Life - Developing the Buyer Engagement Plan
Now that you’ve crafted a robust strategy, it’s time to implement it through a Buyer Engagement Plan. This plan should be a practical, detailed roadmap for executing the engagement strategy you proposed in Part 1. The final deliverables include a written report, a PowerPoint (PPT) presentation, and an audio file with your voice narrating the presentation.
What You Need to Do:
● Campaign Element: Develop a specific buyer engagement initiative as part of your strategy. This could be a digital marketing campaign, an experiential event, a content marketing plan, or another creative approach.
● Detailed Project Plan: Include a timeline, budget, and resource allocation for the initiative.
● Target Audience: Refine your target buyer segment based on your insights from Part 1, and describe how your plan will specifically engage this group.
● Messaging: Craft the key messages that will resonate with your target audience and drive the desired behavior change.
● Media Selection: Select the appropriate media channels for your campaign, justifying your choices based on buyer behavior insights.
● Implementation: Outline the steps for executing the campaign, including any partnerships, technologies, or tools you will use.
● Evaluation: Describe how you will evaluate the success of your engagement plan, including specific KPIs and methods for tracking progress.
You are now working independently, building on the strategy you developed in Part 1. This assignment allows you to demonstrate your creative thinking, strategic planning skills, and understanding of buyer behavior concepts.
Assessment breakdown
|
|
Assessment Criteria |
% |
|
1 |
Background & Buyer Analysis - Clear introduction and analysis of the product, service, or brand, including buyer segmentation and insights. |
8 |
|
2 |
Engagement Objectives - Definition of clear, achievable objectives that align with the overall strategy. |
8 |
|
3 |
Strategic Approach & Key Issues - Demonstration of creative thinking and application of buyer behavior concepts to develop a strategic approach. |
8 |
|
4 |
Messaging & Media Selection - Effective and innovative messaging strategy and selection of appropriate media channels. |
8 |
|
5 |
Campaign Element & Implementation - Detailed project plan, timeline, and execution steps for the engagement initiative. |
8 |
|
6 |
Evaluation Plan - Comprehensive plan for measuring the success of the engagement strategy. |
8 |
|
7 |
Creativity & Innovation - Evidence of creativity, ingenuity, and originality in the development of the strategy and plan. |
28 |
|
8 |
PPT Presentation & Audio Narration - Clarity, coherence, and effectiveness of the presentation and narration, summarizing key points and demonstrating teamwork. |
16 |
|
9 |
Overall Depth and Quality - Overall quality of the report, including research, analysis, and synthesis of information. |
8% |
|
|
Total |
100 |
8. General Requirements and School Policies
General requirements
All coursework is governed by AAU’s academic rules. Students are expected to be familiar with the academic rules in the Academic Codex and Student Handbook and to maintain the highest standards of honesty and academic integrity in their work. Please see the AAU intranet for a summary of key policies regarding coursework.
Course specific requirements
There are no special requirements or deviations from AAU policies for this course.
Here is the course outline:
1. Course introduction, assignments, and organizational matters
Sep 2 3:30pm .. 6:15pm, 2.05
Overview of buyer behavior, its importance in marketing, and course objectives. |
2. Ethical considerations in buyer behavior
Sep 9 3:30pm .. 6:15pm, 2.05
Ethical considerations in buyer behavior, the marketplace's role, and sustainability. PESTLE. |
3. Immersive customer experience and multisensory marketing
Sep 16 3:30pm .. 6:15pm, 2.05
Perception. Sensory Marketing. Augmented and Virtual Reality. Semiotics. Immersive customer experience. |
4. Learning, remembering and knowing, behavior, cognitive learning theories, and education-based mar...
Sep 23 3:30pm .. 6:15pm, 2.05
The role of learning and memory in buyer behavior. How do we learn? Customer education. |
5. The role of motivation in buyer behavior. Gamification as a driver of buyer engagement and decisi...
Sep 30 3:30pm .. 6:15pm, 2.05
Theories of motivation and how they influence consumer decisions. The motivation process: Why ask why? |
6. The power of attitudes and persuasion
Oct 7 3:30pm .. 6:15pm, 2.05
Understanding attitudes, their formation, and strategies to change them. |
7. Deciding and online decision making
Oct 14 3:30pm .. 6:15pm, 2.05
Stages of consumer decision-making, factors influencing choices. |
8. Mid-Term Exam
Oct 21 3:30pm .. 6:15pm, 2.05
The Mid-Term exam will cover the learning materials from Chapters 1-7 inclusive. |
9. The shopping experience and the new age technologies (NETs), and sustainable entrepreneurship
Nov 4 3:30pm .. 6:15pm, 2.05
How consumers buy, use, and dispose of products, and the implications for marketers in the era of sustainable entrepreneurship. |
10. We buy to express our identity
Nov 11 3:30pm .. 6:15pm, 2.05
How buyers use products to express identity and self-concept. |
11. Shaping buyer behavior through personality, values, and lifestyles
Nov 18 3:30pm .. 6:15pm, 2.05
The influence of personality, values, and lifestyles on byer behavior. |
12. The influence of social and cultural identity on buyer behavior
Nov 25 3:28pm .. 6:13pm, 2.05
The impact of social and cultural factors on consumer identity. |
13. FINAL PROJECT PRESENTATIONS - Micro-Team Task – Part I
Dec 2 3:30pm .. 6:15pm, 2.05
Overall semester wrap-up. Last class discussion and summary of what we have learnt together. Group feedback for the final project. |
14. FINAL PROJECT PRESENTATIONS - Micro-Team Task – Part II
Dec 9 3:30pm .. 6:15pm, 2.05
In-class presentations (team work) |