Marketing 773: Customer Analysis
This course is built around the mantra of “learning by doing.” I don’t believe in the concept of mid term and final exams, tests or quizzes. So I won’t waste your time cramming useless information into short term memory for the ultimate purpose of a one-day core dump. Rather, the approach that I have adopted is to create a structure (the elite 8 questions of customer analysis), and within that structure, iterate from theory to practice.
By exploring and discussing the pros and cons of concepts, when and how they apply within the specific question we are asking, we formulate a strategic roadmap, a customer analysis “play book” of sorts. As the theoretical concepts “settle in,” we substantiate them by executing a specific application and corresponding analytical tool. The application may be a case, guest speaker, or even data simulation exercise, but regardless, the purpose is to actually “see” these concepts come to life in the context of what is often a “messy real world.”
A critical part of the course is the “analytical tools” that correspond to each of the elite eight questions that we ask and answer in the course. These are the “deliverables”—the end product for students who take the course. They essentially are the “tool kit” by which you can enhance your career in terms of general strategic thinking and specifically brand management. The tools are tangible methods that can be readily applied to your particular job assignments in your day to day work efforts. Here is a course overview:
Moreover, I like to leverage the “wisdom in the room” in the sense that MBAs often have a wide variety of diverse backgrounds and experiences. The nuances that emerge from discussions between you and I, as well as between you and your MBA colleagues, is a wonderful source of “co-learning” knowledge, that gives course participants an appreciation of the scope and generalizability of the course content to a variety of different industries, applications and situations. Here are some student reactions to this course:
If marketing were “easy,” then every company would be good at it. But they aren’t. It is my goal that by the end of this course, you will develop a thorough strategic mindset, and set of analytical tools to apply. These questions should allow you to master a firm grasp of when to ask, and more importantly, how to answer them in the context of particular brand management efforts in a dynamic, competitive and ever changing market place. In that sense, I wish to assist you in learning to become what I call “poet-laureates,” brand managers who possess that rare hybrid of creativity and rigor, left and right brain, art and science—all working in tandem to develop a clear and concise picture of how the consumer mind navigates the intricate landscape that we call consumption. It is within the spirit of this goal that I created this course for MBA students.