The course develops knowledge and practical skills to gather consumer insights. The course draws from consumer behavior and culture to provide students with practical and theoretical tools to integrate consumers into a marketing strategy. The course analyzes the cognitive and affective dimensions of consumer behavior, addressing the role of the socioeconomic environment in consumption. Students will learn practical tools to gain valuable insights into strategic marketing.
Learning outcomes
At the end of the course, you will be able to
1. Reflect upon the essential concepts and frameworks of consumer culture and behavior.
2. Identify, use, and report consumer insights by analyzing behavior and meanings.
3. Apply consumer research frameworks to generate a marketing strategy based on consumer insights.
