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.
- Acceptance into the Bachelor of Business Administration program.
Below is one offering of MKTG 8100 for the Winter 2023 term.
Wed Jan 04 - Sat Apr 15 (15 weeks)
- 15 weeks
- CRN 89543
Class meeting times
|Jan 04 - Apr 14||N/A||N/A||Online|
|Apr 15||Sat||09:00 - 12:00||Burnaby SE06 Rm. 208|
- Departmental approval needed
This course is restricted to students enrolled in the part-time BBA Degree Program, Marketing Option. Registration approval is automatically granted upon acceptance. This online course follows a weekly schedule with posted due dates for assignments and exams. However, lecture content is asynchronous with no weekly face-to-face meetings with the instructor. The final exam will be held at the Burnaby campus on Saturday, April 15.
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
Consumer Insights (MKTG 8100) is offered as a part of the following programs:
School of Business + Media
- Bachelor of Business Administration
Bachelor of Business Administration Full-time/Part-time
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Programs and courses are subject to change without notice.