MKTG 6770 - Consumer Insights and Analytics

Marketing begins and ends with the consumer, from identifying consumers' wants and needs to delivering consumer satisfaction. The focus of the course will be on honing the ability to discover different aspects of consumer behavior and designing creative techniques for developing these discoveries into marketable propositions. The course will include topics such as consumer motivation, perception and learning, consumer research and market segmentation, effectively communicating to consumers, influence of society, groups, and culture on consumer decision-making, and consumer product adoption and diffusion process. Insightful projects, case studies, analysis, and discussion are included to effectively learn the process of consumer decision-making. The aim is to provide students with a set of approaches, tools, and concepts that help them understand what strategies have an impact on consumers, thereby enhancing their ability to make successful business decisions.