Strategic Consumer Insights

Marketing begins and ends with the consumer, and most consumers´ decisions are affected by cognitive mechanisms and emotional states. We assume that the success of companies and organizations lies in insights into the minds and hearts of consumers. With these insights, managers can make better decisions, create greater value for their customers, and improve business performance for higher profitability. If managers want to understand typical consumers´ responses such as impression formation, perception, memory, decision, and evaluation, they should understand the attitudinal and behavioral aspects of the human being. The course highlights the processes that occur within such aspects, and how the understanding of these processes is useful for designing marketing strategies.

By the end of the course participants will be able to:
1.understand the psychological mechanisms by which Marketing tactics influence consumers;
2.identify the reasons consumers behave the way they do;
3.translate this understanding into effective marketing tactics and strategies.

Faculty: Delane Botelho


Course Date & Time

Thursdays, 8 - 9:30 p.m BRL