Developing Customer Insights

Catalog description

Successful marketers need to (a) understand their customers’ needs, motivations, attitudes, decision-making, and behaviors, and (b) use their understanding to generate insights that drive marketing strategies. This course is designed to help students develop an understanding of the skills, processes, and concepts necessary to generate meaningful and actionable customer insights. Students will gain hands-on experience with insight development techniques and learn to translate generated insights into actionable marketing recommendations. Prerequisite: MKT 291 .