MBA Class Visit: Strategic Consumer Insights

Course Content 
The success of many companies and nonprofit organizationswhether they be Coca-Cola, Procter & Gamble, Samsung, BMW, Apple, Disney, or the Metropolitan Operalies in genuine insights into the minds, hearts, and behaviors of consumers. Which product is going to be a hit, and which one is going to flop? Which aging brand can be revived, and which one is doomed to die? Which product positioning is going to work? What price will consumers be willing to pay? Whats the next big market trend? How does a business become more relevant to consumers? These are just a few of the many questions that businesses constantly face and that require genuine consumer insights. While it is tempting to rely on intuition to answer these questionsafter all, arent we all consumers?history has taught us that intuitions about consumers are often ill-informed.

Division: Marketing
Curriculum Pathway: Customer Insights

As you prepare for your visit to our campus, please take a moment to review the below guidelines:

• Registration is required to attend a class visit. 
• If you can no longer attend a class visit, please cancel your registration by 11:00AM the day prior to the event.
• Please sign-up for only one class visit per semester to help us accommodate our large volume of visitors.
• If you have any questions, please email Apply@gsb.columbia.edu.

To register, please fill out the form below: