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Consumer Behavior and Marketing Strategy

Drive business growth through deeper consumer understanding.

Limited spots.

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.


After successfully completing the course, you will receive a credential certified by the University of Chicago.

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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.





The CAGR of the customer analytics market from 2020 to 2025.

Source: Markets and Markets




The anticipated value of the customer analytics market by 2025.

Source: Markets and Markets

  • 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.

instructor George Davidson

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.

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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.

“By directly involving students in the challenge of securing the right data and exploring potential solutions, we’re equipping them with the foundational skills required to deliver tangible results to clients.”

Register Now

Are you ready to take a leap forward and immerse yourself in a new learning experience? Register online or schedule a call to request more information. Enroll now and gain valuable knowledge and skills that will boost your career to the next level.