Course Overview
At the core of developing great brand strategies is understanding the consumers for whom they are designed. Consumer Insights is a foundational course for all branding and marketing initiatives. In this course, students will learn the art of analyzing how consumers engage with brands, ideas, and experiences. Learning will focus on understanding consumer mindsets and motivations in order to build and nurture sustainable brand relationships. Inputs for this learning will come from the fields of economics, psychology, sociology, ethnography, and anthropology. Students will gain proficiency with the building blocks core to product and service design, consumer marketing, and brand communications.
Prerequisite(s)
- Acceptance into the Bachelor of Business Administration program.
Credits
3.0
Registration requirements
Departmental approval is required to register for this course. You must have approval from the department to register. Students accepted into a program can register directly.
Domestic fees
$800.98 - $817.50 See individual course offerings below for actual costs.
International fees are typically 3.4 times the domestic tuition. Exact cost will be calculated upon completion of registration.
Learning Outcomes
Upon successful completion of this course, the student will be able to:
- Differentiate between major consumer behaviour theories, approaches, and models.
- Identity systematic errors or "irrationality" in consumer behaviour by understanding the fundamentals of behavioural economics and cognitive biases.
- Apply appropriate economic, psychodynamic, behaviourist, cognitive, and humanistic approaches to research, collect, and analyze data to identify consumer insights.
- Construct actionable market segmentation, strategic targeting, and competitive positioning plans.
- Develop strategically relevant, data-driven user personas and empathy maps.
- Create customer journey maps and user flows using qualitative and quantitative research.
- Translate consumer insights into effective marketing decisions, including channel selection, pricing strategies, and advertising and promotions.
- Research, develop, and apply consumer insights to solve a real-world business problem.
- Demonstrate team collaboration skills.
- Demonstrate strong written and oral presentation skills.
Effective as of Winter 2022
Related Programs
Consumer Insights (MKTG 8100) is offered as a part of the following programs:
- Indicates programs accepting international students.
- Indicates programs eligible for students to apply for Post-graduation Work Permit (PGWP).
School of Business + Media
- Bachelor of Business Administration
Bachelor of Business Administration Full-time/Part-time
Course Offerings
Spring/Summer 2026
Below is one offering of MKTG 8100 for the Spring/Summer 2026 term.
CRN 68138
Dates
Apr 21 - Jul 29 Loading
- CRN 68138
- $800.98 Domestic fees
Class meeting times
Duration
15 weeks
Instructor
TBD
Course outline
Course outline TBD — see Learning Outcomes in the interim.
Important information
- Enrolment is restricted to students accepted into the Flexible Learning (formerly Part-Time) BBA Degree Program, Option 2 – Marketing Brand Management and Consumer Insights. Registration approval is automatically given upon acceptance into the program. This online course follows a weekly schedule with posted due dates for assignments and exams. Lecture content is delivered asynchronously with no weekly face-to-face meetings with the instructor. The final exam will be held at the Burnaby campus on July 29th.
Confirmation
Required
To proceed with registration and add this course to the cart, please confirm:
No approval yet? Request approval You must have approval from the department to register. Students accepted into a program can register directly.
Status
If you have any questions about this course, please contact us.
Fall 2026
Below is one offering of MKTG 8100 for the Fall 2026 term.
CRN 52794
Dates
Sep 10 - Dec 17 Loading
- CRN 52794
- $817.50 Domestic fees
Class meeting times
| Dates | Days | Times | Locations |
|---|---|---|---|
| Sep 10 - Dec 17 | Thu | 18:00 - 21:00 | Burnaby |
Duration
15 weeks
Instructor
Kevin Peters
Course outline
Course outline TBD — see Learning Outcomes in the interim.
Important information
- Enrolment is restricted to students accepted into the Flexible Learning (formerly Part-Time) BBA Degree Program, Option 2 – Marketing Brand Management and Consumer Insights. Registration approval is automatically given upon acceptance into the program. This is an in-person class held Thursday evenings at the Burnaby campus.
Confirmation
Required
To proceed with registration and add this course to the cart, please confirm:
No approval yet? Request approval You must have approval from the department to register. Students accepted into a program can register directly.
Status
If you have any questions about this course, please contact us.
Programs and courses are subject to change without notice. Find out more about BCIT course cancellations.