Developing Customer Insights
MKT 421
Looking to learn more about your customers? Need insights on customer behavior to inform your marketing decisions? Bring on learners from Point University to be your learner-consultants, in a project-based experience. Learners will work on one main project over the experience of the semester, connecting with you as needed with virtual communication tools. Learners in this program/experience are learning how to: 1. Understand the internal processes underlying individual customer behavior; 2. Understand how individual consumption choices are influenced by external forces; and 3. Apply this understanding to make effective and ethical marketing decisions. What can our learners do for your company? Learners in groups of 2-3 will work with your company to analyze your research question and provide actionable recommendations, based on their collection of empirical data. Students will collect and analyze quantitative and qualitative data to answer research question(s) related to your customers' preferences, attitudes, and/or path to purchase. Research activities will culminate by writing a research report that describes the research and the resulting insights into consumer behavior. In addition, students will prepare a brief PowerPoint presentation of the report and any notable recommendations.
Developing Customer Insights
MKT 421
Looking to learn more about your customers? Need insights on customer behavior to inform your marketing decisions? Bring on learners from Point University to be your learner-consultants, in a project-based experience. Learners will work on one main project over the experience of the semester, connecting with you as needed with virtual communication tools. Learners in this program/experience are learning how to: 1. Understand the internal processes underlying individual customer behavior; 2. Understand how individual consumption choices are influenced by external forces; and 3. Apply this understanding to make effective and ethical marketing decisions. What can our learners do for your company? Learners in groups of 2-3 will work with your company to analyze your research question and provide actionable recommendations, based on their collection of empirical data. Students will collect and analyze quantitative and qualitative data to answer research question(s) related to your customers' preferences, attitudes, and/or path to purchase. Research activities will culminate by writing a research report that describes the research and the resulting insights into consumer behavior. In addition, students will prepare a brief PowerPoint presentation of the report and any notable recommendations.