QUALITATIVELY-BASED MARKETING INSIGHTS

Prerequisites & course information

Requisites: Graduate/professional standing or declared in graduate Business Exchange program Course Designation: Grad 50% - Counts toward 50% graduate coursework requirement Repeatable for Credit: No Last Taught: Spring 2025 Learning Outcomes: 1. Understand and use core methodological principles for designing a research project that highlights important relationships between the meanings that consumers attribute to brands and consumption practices and their socio-cultural positions. Audience: Graduate 2. Translate a cultural analysis of a consumer group into viable strategic actions. Audience: Graduate 3. Evaluate the key assumptions that are implicit to various methodological techniques used to generate qualitative data. Audience: Graduate 4. Assess the strengths, weaknesses, and respective degrees of “fit” of these methodological techniques for specific research problems and questions. Audience: Graduate 5. Critically evaluate the findings and strategic interpretations or results that derive from meaning-based marketing research. Audience: Graduate 6. Apply culturally-oriented theories and concepts that are useful in deriving breakthrough marketing insights from qualitative data. Audience: Graduate Learning Outcomes: 1. Understand and use core methodological principles for designing a research project that highlights important relationships between the meanings that consumers attribute to brands and consumption practices and their socio-cultural positions. Audience: Graduate 2. Translate a cultural analysis of a consumer group into viable strategic actions. Audience: Graduate 3. Evaluate the key assumptions that are implicit to various methodological techniques used to generate qualitative data. Audience: Graduate 4. Assess the strengths, weaknesses, and respective degrees of “fit” of these methodological techniques for specific research problems and questions. Audience: Graduate 5. Critically evaluate the findings and strategic interpretations or results that derive from meaning-based marketing research. Audience: Graduate 6. Apply culturally-oriented theories and concepts that are useful in deriving breakthrough marketing insights from qualitative data. Audience: Graduate