- International Fees
International fees are typically three times the amount of domestic fees. Exact cost will be calculated upon completion of registration.
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. Please check back next term or subscribe to receive notifications of future course offerings and other opportunities to learn more about this course and related programs.
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 with a co-op option.
School of Business + Media
- Bachelor of Business Administration
Bachelor of Business Administration Full-time/Part-time
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