Contemporary Consumer Insights (MKTG6204)


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.

Further unit of study information


Intensive - 6 days, 9am - 4:30pm


assignment 1 (20%), assignment 2 (35%), assignment 3 (25%), and class participation (20%)

Faculty/department permission required?


Study this unit outside a degree

Non-award/non-degree study

If you wish to undertake one or more units of study (subjects) for your own interest but not towards a degree, you may enrol in single units as a non-award student.

Cross-institutional study

If you are from another Australian tertiary institution you may be permitted to underake cross-institutional study in one or more units of study at the University of Sydney.