Course Detail

True insight into how consumers feel, think, choose, and behave is the foundation of many organizations’ business success. This course provides a comprehensive coverage of concepts, tools, and techniques with an emphasis on uncovering, generating, and interpreting business-relevant consumer insights. Topics include consumer need analysis, consumer learning and information search, buying process analysis, choices and evaluation, customer satisfaction management, and social consumer behavior.

This course is targeted at intellectually motivated students interested in pursuing careers in general management, marketing, entrepreneurship, business consulting, media and advertising, as well as not-for-profit marketing. The format will be action-learning-oriented with many in-class and out-of-class exercises and a consumer insights group project, in addition to more traditional lectures, readings, and case analyses.