BUKD-M550 Consumer Insights
- 12 weeks
- 3.00 credits
- Prerequisite(s): BUKD-M596
*Prerequisite: Core 2. typically this course is offered in the Spring.
The purpose of this course is to provide you with a structured approach to gaining insights about customers and their behavior. Gaining insights implies a deep knowledge of customers which can be used in the design of appropriate strategies to help develop and sustain a competitive edge. The course will focus on gaining an in-depth understanding of customers and their behavior, by answering these inter-related questions: (1) What are consumer insights and why are they important? (2) How do we develop a deeper understanding of customer segments? (3) How do we delve deeper into customer needs? (4) How do we gain insights into how customers make buying decisions? These are critical questions asked by marketing managers across different firms. Our approach will focus on structuring potential answers to these questions, and how these answers may differ across industries. Further, we will also apply this approach to specific industries, in order to gain a deeper understanding of consumers. Hence, the overarching goal of this course is to develop consumer insights as the basis for sound marketing strategies.