Marketing 497G - ST-Generating Customer Insight

A deep understanding of the customer is essential to developing innovative products, services, and marketing strategies. To achieve these goals, increasing numbers of firms use qualitative research methods to study customer and user experiences. These methods can uncover in-depth insights about customers' lives and behavior, which are often not accessible through quantitative analyses of big data or conventional marketing metrics. This course introduces students to a set of concepts and research methods for generating, communicating, and leveraging customer insights. Students will learn and practice real-world skills, including culturally-oriented thinking, participant observation, interviewing, focus groups, and netnography (online research). Throughout the course, students will adopt the perspective of marketing researchers and managers as they learn to develop actionable marketing strategies based on sound thinking and rigorous qualitative research.

Open to Isenberg School of Management students and RES-ECON majors. Pre Req: MARKETNG 301 Students who are unable to enroll/register for this course through Spire, may request permission to enroll by contacting the Marketing Department Office Manager, Cheryl Brissette, cbrissette@isenberg.umass.edu