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Consumer Insights MKTG 8100

Marketing Management Part-time Studies Course

Course details

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

Not offered this term
This course is not offered this term through BCIT Part-time Studies. Please check back next term or subscribe to receive email updates.

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:

School of Business + Media

  1. Bachelor of Business Administration
    Bachelor of Business Administration Full-time/Part-time

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  • Privacy Notice: The information you provide will be used to respond your request for BCIT course information and is collected under Section 26(c) of the Freedom of Information and Protection of Privacy Act (FIPPA). For more information about BCIT’s privacy practices contact: Associate Director, Privacy, Information Access & Policy Management, British Columbia Institute of Technology, 3700 Willingdon Ave. Burnaby, BC V5A 3H2, email: privacy@bcit.ca.