Consumer Insights (intensive course)


Contact hours
27 H
Number of spots
Open to visitors
Sita Mishra

Pedagogical contribution of the course to the program

No educational contribution associated with this course for this program.


While all of us are consumers, our intuitions about our own behavior as well as that of others are often inaccurate. Contemporary approaches to business emphasize the importance of adopting a consumer focus. The most complex aspect of marketing is the consumer : their hearts and minds and actions. If consumer behavior were easy to explicate, then all products would sell as well as projected, all ads would be effective, economies would be efficient and marketing would be a simple prospect. However, in reality, consumers are irrational, emotional and difficult to predict. Therefore, all decisions involved in developing an effective marketing mix for a product or service rely on in-depth understanding of the consumers who comprise the target market. Thus, in this course we will use theories developed in marketing, psychology, and other behavioral sciences to better predict how consumers will respond to different marketing activities.

Teaching methods


- Lectures

In group

- Exercises
- Oral presentations
- Projects
- Case studies/texts


- Discussions/debates
- Games (educational, role play, simulation)


No items in this list have been checked.

Learning objectives

Cognitive domain

Upon completion of this course, students should be able to
  • - (level 1) identify original consumer insights that go beyond surface-level intuitions.
  • - (level 3) apply consumer insight concepts to case situations
  • - (level 4) analyze the factors influencing consumer decision-making and the decision processes involved, in both local and global contexts
  • - (level 4) compare relevant theories from the behavioral sciences that can help marketers.
  • - (level 5) interpret the consumer characteristics while establishing a sync with marketing decisions.
  • - (level 6) synthesize the most important techniques for understanding the consumer.

Affective domain

Upon completion of this course, students should be able to
None affective domain have been associated with this course yet


Session 1 & 2 : Course Overview, Objectives and Introduction ; Applications of consumer insights in marketing ; Consumer decision-making framework Readings: Are You Ignoring Trends that Could Shake Up Your Business ? Better Customer Insight in Real Time Session 3 & 4 : Consumer Research and Motivation Readings: The Dark Side of Customer Analytics Session 5 & 6 : Consumer Perception Readings: The Science of Sensory Marketing Case study: L’Oreal of Paris Bringing “Class to Mass” with Plenitude Session 7 & 8 : Information Search ; Learning and Memory Readings: Behavioral Learning Theory: Its Relevance to Marketing and Promotions. Session 9 & 10 : Attitude and & Persuasion Readings : Harnessing the Science of Persuasion Case study: Beyond Meat: Changing Customer Behaviour in Food Consumption Session 11 & 12 : External Influencers- Family and group influences ; Culture and cross-culture Readings : Does Influencer Marketing Really Pay off ? Case study: De Beers Group: Marketing Diamonds to Millennials Session 13 & 14 : Course review and project presentation

No prerequisite has been provided

Knowledge in / Key concepts to master

No pre-requisites for the course.

Teaching material

Mandatory tools for the course

- Computer

Documents in all formats

- Photocopies
- Newspaper articles
- Case studies/texts

Moodle platform

No items in this list have been checked.


- Pack Office (Word, Excel, PowerPoint, Access)

Additional electronic platforms

No items in this list have been checked.

Recommended reading

Session wise readings provided in the course outline.

Consumer Insights in the News: A number of articles will be shared, primarily from popular media—highlighting recent demonstrations and insights of consumer.

EM Research: Be sure to mobilize at least one resource

Textbooks, case studies, translated material, etc. can be entered
No reading material has been provided.


List of assessment methods

Intermediate assessment / continuous assessment 1Other (date, pop quiz, etc.) : All sessions
Oral / Individual / English / Weight : 20 %
Details : Class participation
Intermediate assessment / continuous assessment 2Other (date, pop quiz, etc.) : Specific sessions
Written / Individual / English / Weight : 10 %
Details : Consumer Insights Exercises
Intermediate assessment / continuous assessment 3Other (date, pop quiz, etc.) : Specific sessions
Oral / Individual / English / Weight : 20 %
Details : Case Discussion and readings
Final evaluationLast class
Written and oral / Group / English / Weight : 50 %
Details : Field Project
No assessment methods have been attributed to this course yet.