Customer Intelligence

• Customer Intelligence

Customer Intelligence Specialization Courses

Overview

Companies need to make decisions. Knowledge is the basis for the decision-making process (GfK group). The last decade has seen an explosion in the quantity and quality of information available to managers. This course is about “data”: how to gather it and how to make sense of it. This course is relevant to students who will be responsible for making decisions within an organization regarding activities such as product, pricing, or advertising. The class will focus on consumer analytics: what reliable information can managers obtain to better understand the customer? Better information will improve marketing

Learning outcomes

Course participants will learn practical skills: how to define a marketing research goal, how to create an effective measurement instrument (such as focus groups or surveys), and how to rigorously analyze the resulting information. We will take an applied focus on how the marketing research process is carried out conceptually, from translating managerial concepts to concrete information about a firm’s customers or competitors.

Generally, on completion of this course, you should be able to:

• Translate a management problem into a good research problem
• Evaluate a marketing research project and identify its opportunities and potential limitations
• Design and implement a marketing research field project