Assignment Name: Unit 2 Discussion Board
Deliverable Length: 4-5 paragraphs

The Discussion Board (DB) is part of the core of online learning. Classroom discussion in an online environment requires the active participation of students and the instructor to create robust interaction and dialogue. Every student is expected to create an original response to the open-ended DB question as well as engage in dialogue by responding to posts created by others throughout the week. At the end of each unit, DB participation will be assessed based on both level of engagement and the quality of the contribution to the discussion.

At a minimum, each student will be expected to post an original and thoughtful response to the DB question and contribute to the weekly dialogue by responding to at least two other posts from students. The first contribution must be posted before midnight (Central Time) on Wednesday of each week. Two additional responses are required after Wednesday of each week. Students are highly encouraged to engage on the Discussion Board early and often, as that is the primary way the university tracks class attendance and participation.

The purpose of the Discussion Board is to allow students to learn through sharing ideas and experiences as they relate to course content and the DB question. Because it is not possible to engage in two-way dialogue after a conversation has ended, no posts to the DB will be accepted after the end of each week.

Buyer behavior is at the core of marketing. All marketing programs need to begin with an understanding of why and how consumers buy what they do. If no one purchases a company’s product or service, it will quickly go out of business.

Main Discussion Post: Due by Sunday

Using the product/service you selected in Unit 1, complete the following:

  • Describe the model of consumer buyer behavior. Providing a list of the steps or a graphic of the model is not adequate, as you must explain how the process works in the real world using your own words.
  • Select one (1) of the four sets of factors influencing buyer behavior:
    • Cultural
    • Social
    • Personal
    • Psychological
  • Explain how it affects the purchase process as it relates to the product/service you chose in Week 1. You must conduct outside research to support your argument.

Click here for the research requirements and guide for this assignment.

Your main post on the discussion must be submitted by Sunday. The post should be 2-3 paragraphs in length (or at least 250 words).

Interactive Responses: Due by Sunday

Please respond to at least two other student postings by addressing the following:

  • Do you agree? Why or why not?
  • Suggest another factor that could affect the purchase process as it relates to the student’s product/service, and explain why.
  • Each reply should be one paragraph in length (or at least 75 words) and must be substantive in nature. Do not simply say why you agree or disagree, specify why and be detailed in your explanation. You may use research in your responses but it is not required.

Your replies to at least two other student posts must be submitted by Sunday.

At the end of your post (In alphabetical order by author’s last name) you need a reference for all sources cited in the post.


Grading Criteria

MAIN POST: Describe model of buyer behavior


MAIN POST: Analysis of factor influencing buying behavior


Response #1: Critique of Post (Provided Assistance or Asked a Question that displayed mastery of concepts) Completed in an Interactive Manner


Response #2: Critique of Post (Provided Assistance or Asked a Question that displayed mastery of concepts) Completed in an Interactive Manner


Grade for Unit 2 Discussion Board


Grading will be based on Content, Application, Research, Mechanics (APA format, spelling grammar, punctuation) and Style – (Organization, readability, using your own words). Please click here to view MKTG205 Grading Rubric. This rubric is a guide on how to earn points.


For assistance with your assignment, please use your text, Web resources, and all course materials.