In Customer Analysis, MKTG 711, a course I teach in Wharton’s MBA Program for Executives, I take a more nuanced look at both the field and something that is critical for the success of any business.
Marketing is a strategic process to understand your customers at a deep level. It’s essentially applied disciplinary topics from other areas— psychology, economics, statistics, sociology, ethnography.
A big part of the class is marrying creativity with analytics.
I get rid of textbooks and combine my own research with curated readings, podcasts, insights from industry experts, and experiential learning. (I also offer a modified version to undergrads, titled Consumer Behavior.)
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