STRATEGIC CONSUMER INSIGHT AND POSITIONING (4 SCU)

Learning Outcomes:

Upon successful completion of this course students are expected to be able to apply appropriate marketing research methods to understand consumer behavior and market dynamics;  identify  segmentation and targetting using the appropriate analytical tools; discover a compelling consumer insights; craft positioning based on that insights;  demonstrate effective team-work, leadership and communication skills in marketing.

Topics:

This course provides discipline for students to start with analyzing changes in consumer behavior and market dynamic and understanding how this change influence the marketing strategy before making any strategic decision. The students also have to create discipline to always conduct marketing research to gather the information and make decision based on multidisciplinary research. The course provides a broad range of theories, frameworks, concepts, and tools to help students truly to uncover insights by understanding how consumers make decisions, why and how consumers shop, how to uncover consumers’ true motivations, needs, and wants, unconscious drivers on consumer behavior (e.g., cultural archetypes and evolutionary forces), feelings and emotions in consumer behavior, how consumers’ minds work (e.g., how to attract their attention, how consumers perceive things, how to influence their memory) and social and cultural determinants of consumer behavior. This findings will be a base for segmenting the target consumers, choose the right target and crafting a compelling positioning as the core of marketing strategy.