Executive Education

• Apply
• Download Application (PDF)
• Download a Brochure (PDF)
• Enrollment Criteria & Policies
  

Creating a Customer Insight-Driven Organization

• Create a culture that critically listens to customers

No Marketing Research is Better Than Bad Marketing Research 

• How to identify bad marketing research

• Emotional needs versus rational needs 

• Direct questioning versus indirect methods

Understanding Consumers-Qualitative Research Approaches

• Observation and Ethnography

• Individual depth interviews and Focus Groups

• Projective Techniques

• Customer visit programs

• Customer advisory panels

• Strategic research for market segmentation

• Targeting the right segment

• Strategic research for positioning and messaging strategy

• New product screening and forecasting

• Pricing methods

• Conjoint Analysis

Experimentation in Marketing and Test Marketing

• The growing use of experimentation in marketing

• Simulated test markets