Customer Insights for Growth Acceleration

The program is designed to equip participants with the requisite knowledge and skills to unlock the power of customer insights and drive sustainable growth for their brandsorganizations. Led by expert faculty from IIMU and Bayes Business School (London), the program will have modules on:

Tools for Market Environment Analysis

Fundamentals of Strategic Marketing and Branding

Understanding and Applying Principles of Consumer Psychology

Methods and Tools for Uncovering Customer Insights

Leveraging Customer Insights for Innovation Adoption and New Product Development Process

Leveraging Customer Insights for Growth Marketing and Customer Experience Management

Strategizing for Acquiring and Retaining Customers

Below are some indicative topics that will be covered during the program:

Market Analysis Tools

: Porters Forces, 5Cs, ANSOFF Matrix, etc.

Applied Consumer Psychology

: Fluency, Heuristics and Psychological Biases, Elaboration Likelihood Model and System 1 vs. System 2 Thinking, Bounded Cognition, etc.

Tools for

Uncovering Customer Insights

: EEG, Eye Tracking, AB Testing, Field Experimentation, Qualitative Techniques, etc.

Innovation and New Product Development

: Adoption Curves, Crossing the Chasm

Acquiring and Retaining Customers

: Customer Lifetime Value, Minimizing Churn Rates, Break-even Analysis to Calculate Optimal Retention Timelines, etc.

The program objectives are to equip participants with:

An appreciation of basing strategic marketing decisions on customer insights and familiarizing them with various scientific tools and methods available to obtain such insights.

An understanding of generating and utilizing customer insights based on fundamental psychological principles, thereby leading to desired business outcomes (e.g., ROI in terms of sales growth, optimal user experience, etc.).

A systematic approach of developing and positioning new product offerings (an optimal combination of the marketing mix) to maximize the likelihood of success in the marketplace.

A perspective on how the fundamental marketing principles are relevantuseful even in the digitalAI-driven world of today and discuss how the means of executing these principles have evolved for acquiring and retaining customers.