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BUYER BEHAVIOUR AND MARKETING COMMUNICATIONS

Dr Sarah Hong Xiao

Contents

Course Introduction .3

Course Syllabus...................5

Course Schedule .

Coursework .9

LECTURE NOTES Session 1 Integrated Marketing Communications (IMC) and the Customer-oriented Organisation DUO Session 2---3 Behaviour and Marketing Communications Session 2 Introduction to behaviour: Stone Age Brain Human Nature...DUO Session 3 Marketing and Conditioning and Learning ProcessesDUO Session 4---6 Affect and Cognition and Marketing Communication Session 4 From Cognitive Science to Neuromarketing: The Future of Marketing Communications? DUO Session 5 Marketing Communications & Attitude Change ..DUO Session 6 Consumer Choice and Decision-Making ..DUO Session 7 The Environment and Marketing Communication .......................DUO Session 8 Consumer Behaviour Analysis and Marketing Communication Management DUO Session 9.Consumer Analysis and Marketing Communications ..DUO

BUYER BEHAVIOUR AND MARKETING COMMUNICAITONS Spring 2012

Lecturer: Class time: Classroom: Office: Office hours: E-Mail:

Dr. Sarah Hong Xiao 16.00-18.00 on Thursday D/EH009 (B/Elvet Hill House) DBS 521 and Queens 0391 Monday 14.00-15.00 or by appointment hong.xiao@durham.ac.uk

Objectives The main objective of this course is to provide master students with a strong foundation for critical think in the area of consumer behaviour and its relationship to integrative marketing communications. This will entail knowledge with a fairly extensive body of literature pertaining to consumer behaviour. But it also will require students to gain a practical application and gain insight into integrative marketing communications as a subject. Marketing is about many things, but one of its central themes is the management of behaviour of both organisations and consumers. Consumer behaviour is heavily influenced by cognitive psychology, social psychology, behavioural theory, biology and sociology. To truly understand how consumers behave the way they do and how they make decisions, students need to understand something of these areas too. The emphasis of this module is to develop better knowledge and a thorough understanding of consumer behaviour, and how to use this information to inform the management of marketing communications strategies and tactics. However, the primary focus of the course goes well beyond the assimilation of relevant literature to analytical thought regarding the reading of consumer research. As such, students should develop skills that allow them to critically evaluate the various perspectives, theories, and methodologies that form the field. The readings provide a focus for the course. They represent past and present work in consumer behaviour, marketing communications and other marketing-related subjects. When reading these literatures, students should try to understand the authors perspective, the question the author(s) attempting to address and the boundaries authors impose on the research. Purpose and Scope:

To provide a comprehensive introduction to the specialised area of buyer behaviour and the management of customer-centric Integrated Marketing Communications (IMC) strategies

To consolidate and extend the advanced conceptual and empirical skills acquired during the Core period of the MA programme To equip the student with the advanced conceptual and practical skills needed to successfully develop a professional multimedia marketing communications plan

By the end of the module students should have:

an advanced understanding and critical appreciation of customer responses to the products and services of everyday life, and to the marketing of those products and services a critical appreciation of the complex nature of the customer decision-making process, and the methods of studying these processes, together with the challenges marketers face in seeking to influence that process acquired the specialised skills to develop a comprehensive marketing communications strategy that is founded upon a grounded knowledge of how and why customers behave as they do

Class Format The class format is similar to other modules. A typical class will involve introduction of concepts, application of concepts and exercises. The focus will be on understanding the core theory, exploring alternative integrative frameworks for the topic, and applications in the practical business world.

Textbook Fill, C. (2005). Marketing Communications: engagement, strategies and practice (4th ed.). Essex, UK: Prentice Hall. Solomon, M. R, (2009). Consumer Behaviour: Buying, Having and Being (8th Ed.). New Jersey, USA: Prentice Hall Inc. Planned Activities In the course schedule there is a list of activities for each lecture. Please prepare them before you come to class. This will save a lot of valuable time and increase the learning experience. However, as the completion of each activity depends on the level of preparation and how fast the class works, it is likely that we may not be able to complete some of them. Moreover, to maintain some flexibility, there may be some alternation in these activities. In any case, you will be informed of any changes by email so make sure you check your email regularly.

Course schedule
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Please note that the schedule below is meant to flexible.

Introduction to Consumer Behaviour and Marketing Communication Integrated Marketing Communications (IMC) and the Customer-oriented Organisation Introduction of the module Introduction of concepts of marketing communications and consumer behaviour The relationship between consumer behaviour and MARCOMS Motivation and its implication in MARCOMS Essential Reading Marketing Communication chapter 2 communication theory Oswald, L. (2010) Marketing hedonics: Towards psychoanalysis of advertising response. Journal of Marketing Communications 16(3), 107-131 Additional reading (optional) Bennett, D. (2006). Getting the Id to Go Shopping: Psychoanalysis, Advertising, Barbie dolls, and the Invention of the Consumer Unconscious. Public Culture, 17(1), 1-25. Englis, B. G., & Solomon, M. R. (1996). Using Consumption Constellations to Integrated Communications Strategies. Journal of Business Research, 37, 183-191. Kitchen, P., Brignell, J., Li, T., & Johns, G. S. (2004). The emergence of IMC: a theoretical perspective. Journal of advertising research 44(1), 19-30. Winship, J. (2000). Women outdoors: Advertising, controversy and disputing feminism in the 1990s. International Journal of Cultural Studies, 3(1), 27-55. Planned activities Exercise Video group discussion

Session 1

Behaviour and Marketing Communication Strategy Session 2 Human Nature and IMCs The Blank Slate Evolutionary Psychology Human Nature and Consumption EP and its implication in MARCOMS

Essential Reading BBMC Attached Reading Available on Duo


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Additional reading (optional) Saad, G., & Gill, T. (2000). Applications of Evolutionary Psychology in Marketing. Psychology & Marketing, 17(12), 1005-1034. Saad, G. (2004). Applying evolutionary psychology in understanding the representation of women in advertisements. Psychology and Marketing, 21(8), 593-612. Pre-Class reading Cary, M. S. (2000). Ad Strategy and the Stone Age Brain. Journal of advertising research, 40(1/2), 103-106. Planned activities Experiment and group discussion Session 3 Conditioning and Learning Processes Introduction of classical conditioning Classical conditioning in Humans Classical conditioning in MACROMs Instrumental Learning The Puzzle Box Operant Learning the Skinner Box Applications of conditioning and learning Process applications in MARCOMS Essential Reading BBMC lecture note available on DUO Additional reading (optional) Allen, C. T., & Madden, T. J. (1985). A Closer Look at Classical Conditioning. Journal of Consumer Research, 12(3), 301-315. McSweeney, F. K., & Bierley, C. (1984). Recent Developments in Classical Conditioning. The Journal of Consumer Research, 11(2), 619-631. Peter, J. P., & Nord, W. R. (1982). A Clarification and Extension of Operant Conditioning Principles in Marketing. Journal of Marketing Research (JMR), 46(3), 102-107. Rothschild, M. L., & Gaidis, W. C. (1981). Behavioural Learning Theory: Its Relevance to Marketing and Promotions. Journal of Marketing, 45(2), 70-78. Planned activities Discussion on two mini case studies

Affect and Cognition and Marketing Communication

Session 4

Perception, Memory and Attention The Power of Advertising Exposure to information Sensory perception Attention and comprehension Interpretation and elaboration Memory and its implications in MARCOMs Introduction of Neuromarketing Essential Reading Consumer Behaviour chapter 3 Learning and Memory Additional reading (optional) Lee et al (2006), What is Neuromarketing? Korchia (2001), Brand Image and Brand Associations Wilson et al (2008), Neuromarketing and Consumer Free Will Planned activities Discussion and Memory test Attitudes, Marketing Communications and Attitude Change What are the attitudes? The function of attitudes Attitudes Models The TpB model and its implication Attitudes changes and its importance in marketing communication Essential Reading Consumer Behaviour chapter 7 Attitudes Additional reading (optional) Conner , M., & Armitage , C. J. (1985). Extending the Theory of Planned Behavior: A Review and Avenues for Further Research. Journal of Applied Social Psychology, 1998, 28, 15, pp. 1429-1464 Stead, M., Tagg, S., MacKintos , A. M., & Eadi, D. (2005). Development and evaluation of a mass media Theory of Planned Behaviour intervention to reduce speeding, Health Education Research , 20 , 1, pp.36-50 Planned activities Discussions

Session 5

Session 6

Consumer Decision Making and IMCs Consumer decision-making as a Cognitive Behaviour Consumer decision making process Decision rules Predicting irrational decisions
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Consumer decision making and its implications

Essential Reading Consumer behaviour Chapter 9 Individual Decision Making Additional reading (optional) Puccinelli, Nancy M., et al (2009) , Customer Experience Management in Retailing: Understanding the Buying Process, Journal of Retailing 85 (1), pp. 1530 Bettman, J. R., Luce, M. F., & Payne, J. W. (1998), Constructive Consumer Choice Processes, The Journal of Consumer Research, Vol. 25, No. 3. (Dec., 1998), pp. 187-217. Hayashi, Alden M., (2009), A Managers Guide to Human Irrationalities - An Interview with Dan Ariely, MIT Sloan Management Review Planned activities Case study and discussion

The Environment and Marketing Communication Strategy Session 7 The Environment and Marketing Communication Strategy Introduction to the Environment Aspects of the environment Social-Cultural Environment Consumer Behaviour Settings Consumer Situations Application of Consumer Situations in IMARCOMs Essential Reading BBMC Attached Reading Available on DUO Additional reading (optional) Belk, R. W. (1974). An Exploratory Assessment of Situational Effects in Buyer Behavior. Journal of Marketing Research 11(2 (May, 1974)), 156-163. Belk, R. W. (1975). Situational variables and consumer behavior. Journal of Consumer Research, 2, 157-164. Donovan, R., Rossiter, J., Marcoolyn, G., & Nesdale, A. (1994). Store atmosphere: and purchasing behaviour. Journal of Retailing, 70(3), 283-294. Roslow, S., Li, T., & Nicholls, J. A. F. (2000). Impact of situational variables and demographic attributes in two seasons on purchase behaviour. European Journal of Marketing, 34(9/10), 1167-1180. Planned activities Guest Speaker
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Consumer Behaviour Analysis and Marketing Communication Strategy Session 8 Consumer Behaviour Analysis and Marketing Communication Management Consumer Behaviour Analysis Theory The Behavioural Perspective Model The Bilateral Contingency The Marketing Firm Marketing Mix Optimisation MARCOMs as a Behavioural Process Essential Reading BBMC Attached Reading Available on Duo Additional reading (optional) Foxall, G. R. (1999). Putting Consumer Behaviour In Its Place: The Behavioural Perspective Model Research Programme. International Journal of Management Reviews (June), 133-158. Foxall, G. R. (2007). Explaining Consumer Choice New York Palgrave Macmillian Foxall, G. R., & Yani-de-Soriano, M. Y. (2004). Situational influences on consumers' attitudes and behaviour. Journal of Business Research, 58 518 525. Planned activities Group Discussion Part 1 - Behaviour Analysis and Interactive Communication Consumer Behaviour Analysis and Marketing Communication Interactive Communication Message designing Persuasion and Communications Essential Reading BBMC Attached Reading Available on Duo Additional reading (optional) Planned activities Discussion

Session 9

Part 2 - Summative Assignment Revision Class


Course Schedule
Weeks: 25-33 (16 Jan 2012, 16 March 2012)

Thursday Activity Module Start End BUSI42515/ BBMC BUSI42515 16.00 17.45 LECT/001 Duration Room Staff D/EH00 Dr Sarah 1:45 9 Xiao Weeks 25-33

Course work Formative assignment Watching the Apprentice video available on DUO, answer the questions below. (1) What went right and/or wrong with the two groups advertisement design and why? (2) If you were in the Apprentice groups, what would you do differently? You need to apply either psychodynamic theory or learning theory to support your proposal and argument. Word limits: 1000 words. Deadline for formative assignment: 19th of February 2012. Summative assignment: Please see DUO

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