BSQA644 – Buyer Behaviour and Communication Strategies
Module code
BSQA644
Module title
Buyer Behaviour and Communication Strategies
Prescription
Students will understand buyer behaviour and develop appropriate marketing communication strategies to reach consumer and organisation markets.
Programmes
- BS8906
- CO0107
NZQA Level
Level 6
NZQA Credits
20
Delivery method
- Web-Enhanced
Learning hours
- Directed hours
- 64
- Self directed hours
- 136
- Total learning hours
- 200
Resources required
- Learning Outcomes
- LEARNING OUTCOME ONE
Students will examine the buyer decision making process, and its implications for marketing strategies for target markets.
Key elements
a) Buyer decision making process:
- level of involvement:
- habitual
- limited
-extended.
b) Influences on the buyer decision making process:
- at least four internal influences
- at least four external influences.
c) Implications for marketing strategies.
LEARNING OUTCOME TWO
Students will select and justify target market(s) and apply a positioning strategy to chosen market(s).
Key elements
a) Benefits and limitations of segmentation.
b) Appropriate bases of segmentation.
c) Profile(s) of chosen target market(s).
d) Positioning strategy:
- positioning approach
- perceptual mapping
e) Development of a broad marketing mix.
LEARNING OUTCOME THREE
Students will develop and evaluate communication options, and recommend and justify communication strategies to achieve the desired market position.
Key elements
a) Measurable communications objectives aligned with organisational objectives.
b) Specific detail of options for communication - at least three of:
- advertising, direct marketing, public relations, sales promotion, personal selling, word of mouth, other.
c) Creative strategy
d) Product related communication eg the company brand or logo or slogan
e) Cost analysis of chosen communication options
f) Integrated marketing communication schedule:
- itemised budget actions
- actions
- timeline.
