The psychological insights are particularly useful for marketing strategy, brand positioning, and marketing communication decisions, but also yield insight into common biases in judgment and decision-making, beyond marketing, to which you would otherwise fall prey. This course aims to highlight the latest advances in customer insights and analytics and to understand the benefits and limitations of various approaches. Students will learn how to translate business problems into research questions, how to evaluate and implement appropriate research designs, and how to generate marketing insights from online and offline data.
