2014 Unit of Study
The session(s) below are for 2014. For Summer School 2014 unit of study availability please visit the Summer School website (main Summer session January/February 2014).
The University of Sydney session calendar shows exact dates for sessions.
|Contemporary Consumer Insights|
|Additional Information||This unit is only available to students enrolled in the Master of Marketing and Graduate Certificate of Marketing|
|Lectures||Intensive - 6 days, 9am - 4:30pm|
|Assessment||assignment 1 (20%), assignment 2 (35%), assignment 3 (25%), and class participation (20%)|
|Description||This unit explores how to generate valuable consumer insights that will assist marketing managers to successfully operate in contemporary markets. To achieve this objective, the unit examines the latest research, frameworks and tools that convincingly suggest that today's marketplaces are increasingly complex, being characterised by dynamic interrelationships between popular culture, market structures, ideologies and consumer orientations. The unit identifies and applies best practice qualitative research techniques (video-ethnography, archetype elicitation) to investigate contemporary consumers and generate insights intended to inspire significant marketing innovations. The unit is most relevant to managers wishing to foster greater creativity and innovation within marketing-oriented groups.|