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 fall 2021 term as informed by BC Public 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.



This is a new course and is currently scheduled to be offered for the first time through BCIT Part-time Studies in the Winter 2022 term.

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


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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.

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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.

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