Consumer Behavior Seminar – Understanding Consumer Trends

DePaul University

How long?

  • 1 day
  • online

DePaul University

Disclaimer

Coursalytics is an independent platform to find, compare, and book executive courses. Coursalytics is not endorsed by, sponsored by, or otherwise affiliated with any business school or university.

Full disclaimer.

Read more about Business Analytics

Business Analytics courses will introduce you to a popular and diverse profession. A business analyst is a specialist in many IT fields as well as in ...

Read more about Marketing

Marketing courses will plunge you into the vast field of marketing. In these courses, you will learn a variety of topics that cover each stage of runn...

Read more about Strategy

In order to keep the company that you are managing or your own business competitive, you need to have a clear plan of action, in other words, you must...

Who should attend

This seminar is appropriate for business professionals who want to build upon existing skills in consumer analysis and online behavior trends.

About the course

Understanding consumer behavior relies on data to reveal how people use the things they buy as well as how they interact with brands and companies. Business professionals must gather consumer insights in order to strategize and implement effective marketing plans. In this seminar, you will learn the value in understanding consumer trends through consumer insights. You will discover how to expose these trends and analyze them in a way that brings value to your business.

In this one-day seminar, you will build consumer profiles and apply them to several business cases in hands-on tutorials. You will further practice with existing online tools.

Programs Associated with this Course

  • Workshop in Consumer Behavior: Understanding Consumer Trends
  • Certificate in Integrated Marketing Communications

Benefits

In this seminar, you will gain insights into how to obtain, analyze and use consumer information to develop marketing and business strategies across a wide range of businesses.

Topics

  • How the Internet works
  • Planned website development for marketing effectiveness
  • Search marketing: Search engine optimization and paid search
  • Software tools to simplify your work
  • Website analytics
  • Social media
  • A/B (split) and multivariate testing
  • Mobile marketing
  • Email marketing
  • Basic computer security

Syllabus

Session 1 (9:00-10:15am) - Introductions and overview of consumer insights

  • Identify and explain the value of understanding consumers and apply to the marketing mix. Introduce the 4 M’s, a new approach to marketing strategy with a greater focus on the consumer.
  • Cover examples of how companies have used different types of consumer insights to alter their marketing strategies.
  • Defining the role of the consumer (individual and B2B). Are they just a means to an end or co-producers in your business?
  • What are the top concerns marketing professionals still struggle with:
    • Knowing customers' needs, wants and attitudes; making messages contextually relevant; and how to make analytics actionable (Experian, 2016)

Activity: Case study analysis and problem solving. Each case study demonstrates an application of the 4 M model and demonstrates the role consumer insights have in each phase of the process. Renault (message), Nordstrom (market), Netflix (media) and Cheetos (merchandise).

Break: 10-15 minutes

Session 2 (10:30-12:00pm) - Key methods for understanding consumer behavior

  • Cover the main research methods employed by companies to gain consumer insight.
  • Examine two main approaches, qualitative versus quantitative methods, both with a variety of tools used to analyze collected data.
  • Discuss the positives and negatives of all of the research methods.

Activity: Garbology activity. Work in groups to develop a consumer profile based on an image of a person’s trash. From that profile you will work as a group to design a product that would appeal to that person, as well as determine a message and media channel for communicating that product to the person.

Break for lunch.

Session 3 (1:00-2:15pm) - Consumer behavior online

  • Understanding behavior online.
  • Identify what people do online, breakdown how they spend their time and how the Internet has influenced the way people shop.
  • The B2B case, looking at your customer’s behavior.
  • Studying behavior online with a variety of tools, fortunately there are tools for every budget, including free tools.

Activity: Practicing with free tools available. You will have the opportunity to use some of the free tools available. The class will apply the use of these tools to a fictional organization that has little to no budget for digital communications.

Break: 10-15 minutes

Session 4 (2:30-4:00pm) - You gathered the data, now what?

  • Making sense of online data, the challenges with interpreting and using online behavioral data.
  • Examples of companies making good use of online analytics, for instance, Netflix compared to Amazon in original programming.
  • Wrap-up with concluding remarks and questions.

Activity: Problem solving with Google Trends and You.gov. In groups, you will look at some of the trending products, ideas and services to develop a product and marketing strategy, based on some of the data collected online through social media.

Consumer Behavior Seminar – Understanding Consumer Trends at DePaul University

From  $399

Something went wrong. We're trying to fix this error.

Thank you for your application

We will contact the provider to ensure that seats are available and, if there is an admissions process, that you satisfy any requirements or prerequisites.

We may ask you for additional information.

To finalize your enrollment we will be in touch shortly.

Disclaimer

Coursalytics is an independent platform to find, compare, and book executive courses. Coursalytics is not endorsed by, sponsored by, or otherwise affiliated with any business school or university.

Full disclaimer.

Read more about Business Analytics

What will you learn from Business Analytics courses? First of all, you will learn about the profession of a business analyst, his duties, and what such a specialist does. You will get various soft skills, such as organizing teamwork, for example, acc...

Read more about Marketing

During Marketing courses, you will learn how to develop a business idea and create the right website to promote your product. You will gain the skills to analyze your business performance and make key decisions that improve the efficiency of your bus...

Read more about Strategy

Strategy courses contain a large amount of practice. You will be able to analyze the company's performance and make a strategic development plan. All practices are based on real cases that each of you may encounter. The courses will also introduce yo...

Because of COVID-19, many providers are cancelling or postponing in-person programs or providing online participation options.

We are happy to help you find a suitable online alternative.