Contemporary Consumer Insights (MKTG6204)
UNIT OF STUDY
In this course, we learn how to generate valuable consumer insights that will assist marketing managers to successfully operate in contemporary markets. To achieve this objective we examine 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. We also identify and apply best practice qualitative research techniques (video-ethnography, archetype elicitation) to investigate contemporary consumers and generate insights intended to inspire significant marketing innovations. The course's most immediate relevance is to managers wishing to foster greater creativity and innovation within marketing-oriented groups.
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Further unit of study information
Intensive - 6 days, 9am - 4:30pm
assignment 1 (20%), assignment 2 (35%), assignment 3 (25%), and class participation (20%)
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