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Advanced Consumer Marketing (722A49/722A50)

Advanced Consumer Marketing (722A49/722A50). Course presentation (19/3/2019) Lars Witell. Professor in Marketing, Linköping University (2011-…) Professor in Service Research, Karlstad University (2010-…) Global Scholar, Arizona State University (2013-…)

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Advanced Consumer Marketing (722A49/722A50)

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  1. AdvancedConsumer Marketing (722A49/722A50) Course presentation (19/3/2019) Lars Witell

  2. Professor in Marketing, Linköping University (2011-…) • Professor in Service Research, Karlstad University (2010-…) • Global Scholar, Arizona State University (2013-…) • Have been Guest Professor/researcher • Stanford University • University of Queensland • Queen Mary University • University of Michigan Twitter: @DrWitell

  3. About this course • Held for the first time in this form in 2015 • Grade 2018-2019 – 4.3 (low response rate) • Response from students • “For the first time we learn practically valuable skills” • “Managing the project is tricky”

  4. “Wells Fargo Bank” Amountofcustomer information gathered in a year? • 18,000 comments collected through loyalty studies. • 10,000 customer comments submitted by call center reps. • 260 pages of interview transcripts from ethnography studies. • 300 customers participate in user testing in our lab. • 20,000 Wells Fargo related comments on the web.

  5. “Customers are liars! When asked they claim to want the new service. But once we introduce the service, they don’t want to pay for it!” A manager in the new service economy Gustafsson and Johnson (2003)

  6. She also said that in the future, the company's researchers will be able to control the contents of the fridge with bar codes. "For example, when you take outbutter, this will be detectedby the fridge and you will bereminded to add butter toyour shopping list."

  7. Consumer in the 21st century

  8. Living online • Young people (15 to 24) on average look at their mobile phoneevery second minute. • Thismeans 387 timeseachday. • Almosteverythirdyouth (18 to 24) continue to chechther mobile phoneduring the night. • Olderpeople look on their mobile phone 264 times a day (on average).

  9. Our vision for the course • Focus on contemporary themes in consumer marketing • Emphasis on customer research as the foundation of consumer marketing • Hands-on approach for trying out research methods

  10. Working methods • Independent study of literature • Interactive lectures • Literature seminars • Case seminars • Research project in groups (working methods will vary between modules)

  11. Three themes and methodologies • Themes • Customer experience • Consumer behavior • Branding • Customer research methodologies • Experiments • Ethnography • Surveys

  12. Customer experience Time • Understanding the customers’ perspective on my business • Usingcustomersatisfactiontounderstandcustomers and to make decisions on marketing Loyalty Customer satisfaction Safety Convenience

  13. Surveys and statistical analysis • Quantitative research method • How to reliably measure customer data? • How to analyze customer data?

  14. Consumer behavior • Understanding of the mental processes that guide consumer behavior • How are we influenced by marketing?

  15. Experiments • Testing consumer behavior through controlled experiment • Collection of quantitative and qualitative data

  16. Brand

  17. Ethnography • Qualitative research method • Immersion in the world of the consumer (group) • What are the meanings consumers attach to products and services?

  18. Course structure Introductory lectures, introduction to project, literature seminar Module 1:Customer experience Surveys Module 3:Branding Ethnography Module 2:Consumer behavior Experiments Research project

  19. Project

  20. Literature • Books used in 2017: • Cialdini, R.B. (2006). Influence: The PsychologyofPersuasion • Belk, R .W., Fischer, E., & Kozinets, R. (2012). Qualitative Consumer and Marketing Research. • Recent research articles on consumerbehavior, customersatisfaction, branding and research methods

  21. Examination • Literature seminars 40% (individual) • Participation in seminar discussions, writing essays based on articles • Case seminars 30% (group) • Analysis and presentation of real-life cases; some also require empirical research • Research project 40% (group) • Research plan, written project report and presentation of results at seminar

  22. Title/Lecturer

  23. Job market: After the course... • Accounting • Brothers and Sisters • Marketing Manager • Stadium • Brand Manager • Digital Marketing Manager • Zalando, Arrivals • Consultants • Brand Strategy Consultant • Change Management Consultant • Insight Consultant • Market researcher • Country Manager, Betfair

  24. QUESTIONS?

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