About the Course
Consumer data is meaningless without an understanding of human behavior. In this UChicago online course, you will learn social science theories around cognition, motivation, emotion, personality, social influence, culture, and other aspects of human nature to transform analytics into a powerful tool for marketing action.
You Will Learn To:
- Define a business goal in terms of what we want the consumer to think, feel, or do.
- Frame a desired consumer response within a conceptual model based on social science theory.
- Use data to provide insight into consumer behavior and determine the proper course of action.
- Establish and present a plan to test the effectiveness of your recommended marketing action.
Participants who successfully complete the course will receive credentials certifying completion from the University of Chicago, including a digital badge, and become part of the UChicago network.
Career Outlook
Data and the people that can make sense of it are strategic assets to any organization. There is a rising demand for professionals equipped with the skills to help enterprises optimize their marketing actions through data-driven customer understanding. The employment rate of market research analysts is expected to grow 22 percent from 2020 to 2030, much faster than the average for all occupations.
141
kThe average base salary for a Director of Consumer Insights in the United States.
Source: Payscale
- Chief Marketing Officer
- Consumer Insights Manager
- Consumer Insights Specialist
- Consumer Researcher
- Customer Data Specialist
- Customer Insights Analyst
- Customer Service Specialist
- Director of Consumer Insights
- Insights Analyst
- Marketing Director
- Marketing Research Analyst
- Strategic Planner
Meet Your Instructors
These instructors teach this course regularly. Please speak to your enrollment advisor if you wish to know who the current teacher is.
George Davidson, MBA
Market Research and Consumer Insights Specialist and Founder of The Lantern
George Davidson has over twenty-five years of marketing experience working for the world’s biggest brands, including InterContinental Hotels Group, McDonald’s, and Netflix. He has also worked for food and hospitality brands like Costa Coffee, Greene King (Britain’s largest pub company), and McDonald’s.
Davidson has research and insights experience on both the agency and client side and truly understands the challenges of being a client.
He has an MBA and studied for the Foundation of Economics course at Birkbeck College, London, and the Financial Times Effective Non-Executive Director course.
Do you have questions?
The University of Chicago Approach to Online Learning
Our online learning programs are crafted with your specific needs in mind. Programs combine e-learning with live, interactive sessions to strengthen your skill set while maximizing your time. We couple academic theory and business knowledge with practical, real-world application. Through online learning sessions, you will have an opportunity to grow your professional network and interact with University of Chicago instructors and your classmates.
