“The interpretations and findings of CIA lay the foundation for a tailored business model. Given that data is the sole currency of business for a CIA, these professionals must inadvertently possess a deep understanding of data science and analytics in order to perform their critical functions and derive meaningful consumer insights,” says Sonya Hooja, COO and co-founder, Imarticus Learning.
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Importance of programme
Consumer Insight forms an integral part of various management courses. This course has a special significance for those who opt for specialisation in Marketing as they help the students develop a customer-centric approach. A deep understanding of changing consumer needs, tastes, preferences and motivations are necessary for designing and delivering the products and services that will add to the customer delight.
“A course on Consumer Insight aims to impart an understanding of current theoretical and methodological approaches to various underlying aspects of consumer behaviour. It will endeavour to developing the student’s knowledge about the psychological processes that drive human behaviour with respect to consumption of various goods and services. The course will also provide an understanding about the theoretical and technological advances in consumer research and its application in developing consumer insights,” says Sanjeev Bansal, professor, Decision Sciences, Amity University.
Consumer Insight will dwell on the fundamental theories, concepts, models and tools of consumer behaviour. A student will have to study interdisciplinary influences on the study of consumer behaviour, consumer behaviour research methods, behavioural learning theories, shaping consumers’ attitudes towards brands, consumer motivation, artificial intelligence and consumer behaviour among other topics.
Admission & eligibility
The Post Graduate Programme in Data Analytics is ideal for fresh graduates and early-career professionals who are interested in working in the data science and analytics industry.
“Courses such as Professional Certificate Programme in Digital Marketing and Analytics and Professional Certificate Programme in Advanced Marketing Strategy and Analytics, Product Strategy etc., are ideal for students who want to specialise in the discipline. The eligibility criteria for admissions differ for each programme. At minimum, people must have at least three years of work experience,” says Surya Prakash Pati, chairperson, MDP, IIM Kozhikode.
After joining at various entry level positions in sales and marketing like sales/marketing management trainee, marketing analyst etc., students with a course in Consumer Insight can look forward to a career progression in a number of roles.
“Consumer insight analysts can get jobs as a marketing manager, brand manager, sales manager, media manager, product manager, retail manager, customer relationship manager, marketing analytics, advertising & sales promotion, corporate communications specialist, channel head, etc.,” says Bansal.