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Consumer Behavior and Marketing Strategy

This course focuses on acquiring a deep understanding of the consumer and reframes data techniques as tactical tools to use within the context of social science theory.

About the Course

Over an eight-week period, you will learn about social science theories that provide ways to understand the consumer, satisfy their needs, and motivate them. You will practice applying these theories to arrive at data-driven consumer understanding, recommending marketing actions, and testing potential courses of action. Throughout, the course reveals how marketing analytics can be a powerful tool for inquiry and the development of 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 the marketing action you recommend.
You Will Be Able To:
  1. Persuade business and marketing leaders to solve marketing problems by putting the customer at the center of the strategic decision-making process 
  2. Make a case for a customer-centered solution based on data and present it using a persuasive conceptual model 
  3. Recommend a marketing plan based on your in-depth understanding of the consumer 
  4. Devise a framework to gauge the effectiveness of your marketing plan. 
  5. Be awarded a certificate of completion from the University of Chicago and become part of the UChicago network 

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Career Outlook

  • 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

Stephen Hersh
Stephen Hersh, MA
Consumer Behavior and Marketing Strategy

Stephen Hersh was senior vice president and strategy director at Leo Burnett Advertising, where he worked in market research and strategic planning for twenty-three years. He also served as head of account planning at the interactive marketing agency Leapnet (formerly Quantum Leap). Before that, he worked as strategy director for Ammirati Puris Lintas Advertising and as an account planner at Mullen Advertising. Hersh has a consulting practice that provides market research and marketing strategy for large and small companies and start-ups. His areas of expertise include brand strategy, message communication strategy, qualitative and quantitative survey research, psychoanalytic theory, and the application of social science to marketing and social problems.
In addition to his position as an adjunct instructor for the University of Chicago and his consulting work, Hersh teaches Consumer Insight as a lecturer in Northwestern University’s Integrated Marketing Communications Program at the Medill School. Prior to that, he was the adjunct lecturer of Consumer Behavior in the Kellogg Graduate School of Management at Northwestern University.
Hersh is currently engaged in conducting survey research on health and welfare issues in the US indigenous community as an affiliate at the Center for Native American and Indigenous Research at Northwestern University.
Hersh is the co-author of several peer-reviewed publications in the areas of psychiatric diagnosis and treatment and neuropsychology. He has an MA in psychology from Northwestern University.

University of Chicago

“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.”

– Greg Green, PhD, Associate Senior Instructional Professor and Director of the MScA Program at the University of Chicago

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.

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Gain valuable knowledge and skills that will
boost your career to the next level.

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