British Columbia Institute of

Important Notice: COVID-19 Institute response


MKTG 8100 - Consumer Insights

Marketing Management Part-time Studies Course

School of Business + Media

BCIT is planning for a substantial return to on-campus activity for the Winter 2022 term as informed by BC Provincial Health Officer guidelines. Refer to each course listing for details.

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.


Acceptance into the Bachelor of Business Administration Degree program.





Winter 2022

Below is one offering of this course for the Winter 2022 term.

CRN 89543

Tue Jan 04 - Wed Apr 13 15 Weeks

Class Meeting Times

Dates Days Times Locations
Jan 04 - Apr 13 Online
Apr 13 Wed 18:00 - 21:00 BBY SE06 Rm. 204


Erin Whittle

Course Outline




  1. Departmental approval needed
  2. This course is restricted to students enrolled in the part-time BBA, Marketing Option. Registration approval is automatically granted upon acceptance into the program. This is an online asynchronous course with no weekly face-to-face with the instructor. The final exam will be held at the Burnaby campus on Wednesday, April 13 from 1800-2100.

This course offering is in progress and full. Please check back next term, subscribe to receive email updates or contact us with your comments or questions.

In Progress and Full

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

MKTG 8100 is offered as a part of the following programs:

School of Business + Media

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

Contact Us

If you have a comment or question about this course, please complete and submit the form below.

Contact Information

The personal information on this form is collected under the authority of the College and Institute Act (RSBC 1996, Ch.52). BCIT will use this information to communicate with you regarding relevant BCIT programs, courses and services. This information is only used by authorized BCIT staff. Email communication sent to and from BCIT is routed through the United States of America. If you have any questions about BCIT's collection and use of this information, please contact BCIT’s manager of Information Access and Privacy.


Interested in being notified about future offerings of MKTG 8100 - Consumer Insights? If so, fill out the information below and we'll notify you by email when courses for each new term are displayed here.

Privacy Notice: The information you provide will be used to respond your request related to 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:

Programs and courses are subject to change without notice.

Find Courses

School of Business + Media Waitlist

Need to waitlist for a School of Business + Media course?

Find out more

English Language Proficiency

BCIT's Part-time Studies English Language Proficiency Standard is English 12 (or equivalency). Students who do not meet this requirement should upgrade their English skills prior to any future registration.

Payment Changes At BCIT

We've changed the way we accept payments.

Find out more

Course Navigation, Related Links & Tools

Registration News

Registration is now open for the Winter 2022 term.

Classroom Locations

Classroom locations are subject to last minute changes. Please check the Part-time Studies Classroom Locations listing at on the first day of any course you are registered for.

Part-time Studies Financial Aid

Will you be studying at BCIT part-time? Do you need assistance funding your studies? Find out if you qualify for Part-time Studies financial aid.